2:11pm
East of the Mississippi
Alex Hormozi recently said that something like 50% of businesses don’t make any money.
Many of those businesses probably don’t advertise or market themselves in any way.
(I know of an IT services company that refuses to spend money to find customers. I know of a bar that doesn’t have a sign on its door.)
And those companies that do advertise, but still aren’t making money, are probably playing the fool’s game of trying to replicate big brand advertising like Nike or Apple or BMW.
Those brands have huge budgets and mindshare.
But most businesses do not. And they should not take that approach.
Ads should tell a “complete story,” meaning every common question should be answered, objections should be addressed, and reasons-why to trust your offer should be given.
And ads like that? They’re not short. They can’t be.
Because your marketing needs to remove as much doubt as you can. For a sliver of doubt may be enough of a reason for someone to not buy the solution they need.
But reasons alone won’t persuade someone.
Instead, they need to feel.
Ever see that “emotions color wheel?”
Tap into it. Add humanity into your ads.
Go look at the front page of Reddit. It has the most popular posts of the day, and like 90% of them are about people.
That’s what we spend our time thinking about: other people, our relationships, our dramas.
Next week I’ll have a resource to help you do exactly that.
Love you,
Jeffrey G Thomas
Direct Response Copywriter