Want to know the single biggest trick when it comes to getting a response from your advertising?
Create the ad as if it’s speaking directly to one person.
DON’T create an ad that speaks to a generic audience.
One of the most famous examples of this is Lord Kitchener and the ‘Your country needs YOU’ campaign.
Imagine if the advert read ‘Your country needs 2 million soldiers’… the results wouldn’t have been half as good.
The reason is because when you see the statement ‘2 million soldiers’ it doesn’t inspire YOU to do anything. It simply makes you think people like you need to do something.
Kind of like when you ask a room full of people ‘has anyone got any questions?’
And all that happens is everyone glances around at everyone else and shuffles in their chairs.
When you ask a broad audience, people tend to do nothing.
When you ask a targeted person, they’ll take action.
So, how can this help you?
Well, thanks to the fact human behaviour hasn’t changed, you’ll find that the same principle applies to modern day advertising. And that includes you as a decorator.
Next time you create an advert for your business and post it on social media, ask yourself the following questions:
- Is the image relatable to my target customer?
- Have I written the caption as if I’m addressing one person. Not a broad audience.
- Does the advert ask them to do something?
Now, if you’re looking for proof that this style works, then consider this.
The image for this blog has a decorator in it, so it’s relatable to you. (Not Trades in general. Specifically you as a decorator)
I’ve written the blog like I’m talking to YOU directly.
And if you’ve got this far, then it has worked!
Bonus tip:
If you’re creating a Facebook ad, then targeting a specific audience becomes even more important as it’ll give you better results and save you money.
It’s tempting to set your ad up with a wide age range and geographical area so that you can reach as many people as possible. But this is not the best way to do it.
If your target customer is a woman, aged 50-55 and lives in the local village, then use those settings to target her specifically.
Don’t widen the age range, include men and the local town too. This will just water down your results.
Be specific in who you want and you’ll get a better response.
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