The Biggest Contributor To Successful Ads

In any business, if you have customers, you have people who are interested in what you’re selling.

<Round of applause>

Yes, I know, it’s a remarkable thing to say.But in all seriousness, I say this to ask you a question:Wouldn’t it make sense for us to make it as easy as possible for the customer to be able to actually BUY what we’re selling?That would help us sell more wouldn’t it?Of course it would!

Nobody wants to go through that line that’s extending all the way to the parking lot.

It takes too much time!

Now, as business owners you have to ask yourself this question, especially when you’re advertising: How can I make it as easy as possible for my customers to buy my product/service?

And believe it or not a majority of the business owners don’t do this. Because they make this simple mistake with their ads and that’s why most customers end up not buying their products/services.

In the next few minutes, I’ll show you how you can identify this mistake and fix it.

Let’s dive into it…

Wrong Approach In Your Offers

Usually when we set up our ads, we present an offer to the customers - we tell them to do something, like an action step.“Call us now”, “Shop now”, “Buy now”, “Book now”, “Learn more”, etc.

If they take this action, they’ll be either getting closer to or actually getting that product/service they wanted.

Now every action you ask them to take has a threshold - a barrier between you asking them to do something and them actually doing it.

So for example, let’s say I run an ad and I’m selling pet monkeys. And I tell them that all they have to do is sell their house.

This is a pretty massive ask.

You no longer have a place to live but in return you get your pet monkey.

Maybe your monkey can help you find a new home but you’re probably not going to have a home for a while.

And why would I (the customer) listen to you?

Your customers don’t know who you are.

If it was their mother telling them this, that would probably be a different story.

They need to have a very strong connection with you before they even consider such a high threshold task.

They have to be sure that you will improve their life before they actually listen to you. It’s also like dating.

If you’re looking for someone you want to spend the rest of your life with, you don’t say:

“Hey, I saw you at the mall, I think you’re beautiful. Tomorrow I have the day off, let’s get married then.

That’s not normal. In fact you killed your chance at having a shot at actually marrying that person.

If you took the time to build a relationship, only then will you have a chance that they’ll say “yes”.

Lower That Threshold

Now, going back to the ad selling pet monkeys, how can we ease them into eventually buying that pet monkey?

Maybe you show a video of the monkey and then ask them to fill out a form with their contacts if they’re interested in buying.ORMaybe you ask them to fill out a form asking questions to see if they even qualify to take care of the monkey (maybe they need special care).

But the point is to make it as easy as possible for our customers to be able to buy when they want to buy.

Filling out a form literally takes a couple of minutes.

And not only is the action easy for the customers to take, but it’s an action that will let us know the customers who are actually interested.

Because if we ask for a high threshold action like:

“Visit us at [address] to check out our monkeys”

Come to find out that when they come to visit, they realize how obnoxious the monkeys are and decide that the monkeys aren’t a good fit for them.

So you (or your staff) have to spend time with the customer telling them all about the monkey but they end up not buying.

We don’t ever want that as business owners.

We want to make sure that our time returns something valuable to us.

So next time, catch yourself when you make this mistake. 

Always make sure that threshold is as low as possible for the customer to buy your product/service.

Make it easy for them so that they can make things easy for you.

If you’re too busy to deal with managing ads and marketing your business, contact us here, and we’ll consult your business for free.

Talk soon,

Morley