In the fast-paced world of digital marketing, crafting effective advertisements is a skill that can make or break your agency’s success. But how do you create an ad that not only captures attention but also converts? The answer lies in understanding the sales cycle, knowing your client’s needs, and continuously iterating on your strategies. This blog post aims to provide a comprehensive guide on how to write ads that work, based on a real-world example of advertising for a body contouring service called “Cryo T Shock.”
The Sales Cycle: Understanding the Stages
Before diving into the specifics of ad creation, it’s crucial to understand the sales cycle in the context of an agency. The sales cycle typically consists of the following stages:
- The Ad: This is the first point of contact between your agency and potential customers. The ad should be compelling enough to grab attention and encourage action.
- The Trial Offer: After the ad, the next stage is the trial offer. This is a discounted or special package designed to entice customers to try the service.
- Customer Engagement: Once the customer has availed of the trial offer, the next step is building rapport and delivering on the promise made in the ad and trial offer.
- The Core Offer: This is the final stage where you present the full package or service to the customer, aiming to convert them into a long-term client.
Crafting the Ad: A Real-World Example
Let’s consider a real-world example where an ad was created for a body contouring service called “Cryo T Shock.” Initially, the ad was built in a meeting and uploaded into a library for use. However, the agency decided to iterate on this by conducting more in-depth research. The research led to the inclusion of a thermal scan in the package, which would help customers see the before-and-after effects of the service.
Budget and Results
The agency then launched the ad with a budget of $2,000. The result? The ad generated leads at $8 each and made the client a significant amount of money.
The Importance of the Trial Offer
One of the key takeaways from this example is the significance of the trial offer. In this case, the trial offer included a thermal scan along with the body contouring service. This added value made the offer more appealing to potential customers. It’s essential to differentiate between the trial offer and the core offer when communicating with your client. The trial offer is designed to bring people in, while the core offer aims to convert them into long-term clients.
Avoiding Common Pitfalls
One common mistake agencies make is taking their client’s advice to pare down the offer. This is a risky move because if the campaign doesn’t perform well, the agency will likely be blamed. Remember, your clients are not marketers; that’s your expertise. Stick to your guns and offer what you believe will generate the best results.
Iteration is Key
The process of creating an effective ad doesn’t end once the ad is live. It’s a cycle of continuous improvement. When you find a formula that works, you can repurpose and iterate on that successful model for different clients or campaigns. This is how agencies can earn big money—by figuring out what works and then scaling it.
Creating effective ads is both an art and a science. It involves understanding the sales cycle, crafting compelling ads and offers, and continuously iterating for improvement. By following these guidelines, agencies can not only create successful campaigns but also build long-term relationships with their clients. Remember, your job is to be the expert in marketing, so take charge and lead your clients to success.