The 4-Step Strategic Formula for Writing KILLER Ad Copy that Closes More Sales
Want to sell more stuff, recruit more reps, and make a whole lot more “moola” in your business?
Sounds like a plan, right?
Well, first you need to learn how to market your business and start advertising on social media, because that’s the most effective means of recruiting online, without having to chase people down or deal with rejection after rejection (…and believe me, we’ve been there!)
So, in the article below, we’d like to share exactly what strategy we’ve used to grow our business, and the specific formula we use to write our ads.
This is what we focused on in the beginning, and is still what we work on to this day.
And we’ve come a long way in just the past couple of months.
Literally, less than one year ago, when we first got started…
We were dead broke, living in our family’s basement, with less than $9 in the bank
We were over $30,000 in debt that we accumulated trying to build our network marketing business, while driving from town to town, prospecting on the streets and in malls.
Today, in contrast, we’re top affiliates at Elite Marketing Pro, and now we exclusively build our business online, recruiting from the comfort of our home.
We’re immensely grateful for our journey because we’ve lived the pains of the people we’re looking to help—our target market.
And one of the biggest tips we can share is this:
Get really good at telling your story to your target market!
It’s your story that makes you who you are; it makes you unique.
It’s a loud, crazy world out there, with lots of people advertising, so when you are willing to reveal certain things about yourself and your story that most other people keep to themselves, you stand out.
With all of the ‘slimy’ gurus out there saying…
“Oh, we make this much money, here’s our yacht, here’s our mansion, here’s our luxury car…”
…people are jaded; cynical.
They can’t imagine those things for themselves.
So when you’re willing to be vulnerable and tell your story, whether it has deep, heart-wrenching pain where you’ve lost everything…
…or you’re a millennial, a college student, and don’t have money for gas, and your car is just sitting there in your mom’s driveway…
Everyone has their own pains, and everyone is touched by, and can relate to, your pains.
Once you get good at putting your story into an ad, you can sell anything you want!
Now let’s get into our successful ad formula.
I don’t care what platform you’re using.
This strategy works on Facebook, LinkedIn, YouTube, Instagram, or any other social media platform.
Where you specifically use it is tactical, but the formula itself is strategic, meaning that it applies anywhere and everywhere.
We even use this same formula in our Facebook Lives—it’s universal.
So here are the four basic steps you need to know to start, starting with…
Maybe you’ve heard it said: if you try to advertise to everybody, you will attract nobody.
Always remember that when you’re advertising, you are not advertising to the masses, you are speaking to ONE person.
Now, what is the pain that your ideal prospect – that one person – is going through?
Any time we sit down to write copy for anything, we start by remembering that pain we went through.
Remember, it’s been just a few months since we’ve been out of the basement.
Our memory of that pain is still fresh.
As we read it and write about it, it’s gut-wrenching.
We still feel pain in our hearts when we write about it
You need to write from that pain, where the experience is coming from.
Sometimes that can be hard for those who haven’t been through that kind of experience.
The cool thing about writing is that you can watch other people go through a struggle, and write that copy from an outsider’s perspective, based on their experience.
This is where 95% of people struggle with advertising because learning to write from the pain is a skillset that takes time to build.
Some people take longer to learn it. Others take less time. But following this formula is going to make the process a lot easier.
You might be thinking…
“Everybody’s telling the same story.”
And that’s great!
It just means there’s a huge opportunity for you to do something different to make yourself stand out.
Let me give you an example.
People LOVE watching underdog movies
That’s why they keep making them, right?
Every underdog movie is exactly the same story – just with different characters and a different plot.
It’s the same thing when it comes to writing your ad copy.
You might be telling the same story, but you’re a different person and it’s a different plot.
So don’t worry about…
“I’m just writing the same thing as everybody else.”
You might be writing about the same pain points, but the plot and the characters are going to be different.
What you’re doing is taking people on a journey with you, and visiting pain points along the way.
But, and this is important…
You’re not being a “Debbie Downer!”
You’ll just hit two, three, maybe four pain points, and then you’re going to move into step two of the formula, which is the solution to the pain.
The solution or benefit is what you’ve found to get out of that pain you were feeling.
For example, let’s say that you are in a health and wellness company, and you offer a weight loss shake.
There’s a big difference between posting a picture of you drinking your shake, saying…
“I lost five pounds in a week. Message me and ask how I did it.”
…and talking about whatever pain it was that made you want to lose the weight.
What was the pain you felt before you lost that five or ten pounds?
- Did you just feel unhealthy?
- Did your heart hurt?
- Were you exhausted all the time?
Maybe you were a mom who still hadn’t lost the baby weight after three years and you were terrified to wear a bikini in public.
A guy I know mastered his pain story—when he writes about his weight loss journey, he actually shares about how he was so uncomfortable with the way he looked that he’d turn out the lights when he was intimate with his wife.
That is the pain!
When you read that, suddenly, your heart is like, “Oh, my gosh!”
If you can get into the heart of the person who is reading your ad, then they’re going to be willing to listen to whatever else it is that you have to say.
So pain is first.
The solution isn’t immediately saying…
“Ask me how I did it – using this awesome, delicious shake!”
Instead, your solution is to provide education – how you changed your lifestyle, how you changed your mindset, how you changed your diet, etc.
Help them get clear on their wants and desires from where they’re currently at.
Once you’ve established the pain point, you have their attention, and they’re listening to you.
Now you need to ask…
- What are their wants and desires moving on from that pain point?
- Where do they want to go from here?
That’s where the solution comes into play.
So, online recruiting takes restraint and patience.
You don’t just jump right into the solution…
“Hey, drink my shake, that’s the solution!”
Once you’ve gotten their attention, you must educate them first.
Now ask: what is the benefit for them, if they take action?
You’ve established the pain point, you’ve educated them, and now what is the benefit for them for taking action?
How is this going to help?
“I’m fatigued all the time. Is this going to help me change my lifestyle, so I’m not as fatigued anymore?”
Now again, your benefit’s not, “Drink my shake!”
Online or offline, that pitch will not recruit anyone.
Instead, the benefit is this:
How is this going to help them move from where they’re currently at, to where they want to be?
If you’re that mom who was terrified to put on the bikini and now you’ve lost weight, you can now talk about…
“I just bought my first bikini since the birth of my baby and I’m going on a cruise in February!”
For the guy that was talking about turning off the lights, the benefit that he shared was…
“Guess what, I’m not afraid anymore. The lights are on, clothes are coming off, and I’m feeling good about myself!”
- You’re digging into the pain
- You’re educating them on what the solution is that you’ve found
- Then you’re giving them a benefit
The “Call to Action” is the single most important part of the ad.
You might do everything right in the first three steps, but if you don’t put the icing on the cake with the right call to action, your ad won’t work.
So don’t drop the ball!
Because if you don’t give them a direct call to action, you’re not helping them move forward and change their lives.
Don’t forget, when recruiting online, you want to give them the option to connect with you, right now!
And tell them exactly how to do it.
Now, that’s our 4-step formula for writing a winning ad.
But you’re not finished yet!
Here are a few essential questions to ask before you post it…
1. Is it engaging?
This question is critical to the success of your ad…
- Does it keep the reader interested, or is it kinda dry and boring?
Hint: boring doesn’t sell.
But, it also needs to be relatable, so you’ve got to ask…
- Does it focus on the benefit to that reader?
Again, are you speaking to ONE person and telling them a story they can relate to?
2. Is it clear?
Clarity is HUGE, so you need to ask…
- Is it easy to understand; easy to read?
- Does the reader know exactly what I want them to do when they are finished reading my post or ad?
Remember, the call to action is the most important part of your ad.
So make sure that you stay clear, on point, moving forward throughout your message.
3. Is it Concise?
Sometimes, especially when you venture into the land of long story ads, you end up being repetitive.
So as you’re going through your ad or post, at every single line, you need to ask:
- Does this need to be here?
- Is this important for my story?
- Does it make the reader want to read the next line?
The point of every line is to get them to read the next one.
If they’re not willing to read the next line, you’ve lost them.
So make sure that you’re taking them on this journey with you fairly quickly.
4. Is it persuasive?
When I’m consulting with people, looking at their ads, I always ask…
“Would you click on this? Would you want to learn more?”
70-80% of people tell me, “No.”
This question gets the wheels turning.
They start thinking…
“I need to be more persuasive in my writing.”
It all comes from being unique, and telling your own story.
Stop with the “cookie-cutter” ads, okay!
If you run generic, cookie-cutter ads, without sharing anything personal about yourself whatsoever, you’ll never have success with recruiting online or offline.
Remember what training is: training is just training; it’s a guideline.
YOU have to fill in the gaps.
Whether it’s training about writing a post or running an ad, it’s all about making everything unique to you.
When we started, we understood that right away. It’s what helped us build a lot of momentum.
We wanted to make everything unique; different from everyone else’s.
Your story can stand out from our story
I guarantee that your story will relate to people that our story won’t.
That’s the beauty of being a human being; we each have our own story to tell.
Follow this four-step formula, understand the essentials, and you will rock it at recruiting online when you write your own killer ad copy!
All without spamming or pestering your audience!
And your homework is to sit down and write some killer ad copy, right now.
I don’t care what platform you’re using.
If you start right now, by the end of this week, you will have written a killer ad or post—virtually guaranteed.
And if you’re a network marketer and you’d like to learn more about building your business online (instead of pitching friends and family, or stalking strangers at the mall like we used to)…
Then I strongly encourage you to sign up for Elite Marketing Pro’s FREE 10-Day Online Recruiting Bootcamp.
This is the exact same information we used to get started on our journey of learning how to market ourselves online.
You’ll see firsthand the process Ferny Ceballos, CMO of Elite Marketing Pro, used to build his online empire!
And you’ll learn how to use online methods to rank advance, sell more stuff, recruit more people, and make a whole lot more “moola” in your business.
So if you’re ready to get started…