Stop trying to copy the communication strategies of major brands.
You’re not Nike … Apple … Uber … or any other enormous brand that pops into your head.
Most people believe that if major corporations are implementing a specific strategy, then surely it must be the best for their business too.
This couldn’t be further from the truth.
There are two types of advertisements …
(1) brand-oriented ads
(2) direct response ads
Brand-oriented ads are those pretty-looking ads you see all the time with stellar photos and catchy phrases (Nike … Just do it!). Unfortunately, sometimes you’re left thinking “what was that ad even about?”
Direct response ads are often long, easy to read, and written in a way that persuades the reader to pull out his or her wallet … there is a call to action.
My clients love direct response ads because they sell!
Plus, there’s only one type of ad where you can accurately measure the results down to the penny. (Hint: it’s not brand-oriented ads.)