Do you know why most ads suck so bad? Because they are selling the product.
Now, you are thinking:
“But what else could they sell?”
Well, imagine you are selling a protein powder. And you come up with these ads:
Unlock your muscle-building potential with MEGA Protein Powder! Packed with 25g of pure protein per serving.
Easy to mix, delicious flavor - fuel your results the right way!
and this one:
Struggling to build muscle?
Your body needs more than just hard work - it needs protein to repair and grow.
Don’t let your efforts go to waste.
Add a high-quality protein powder to your routine and see faster recovery and stronger results!
Which ad will be more effective?
I hope none of you answered the first one.
Because it sucks. And do you know why?
Because it’s selling the product. And nobody cares about it.
Sell more by selling the need
But people care about something else. And that’s also the reason why the second ad is so much better.
Because it sells the NEED. And that’s what every ad is supposed to do.
Do you remember the last time you bought water?
Did you buy it because it comes from the deepest springs of the Alps?
Or because you were just thirsty?
Yeah, some people will actually buy it because it’s from the Alps. But we don’t care about exceptions.
Make people NEED something
Do you know what is the most beautiful thing about this?
If the prospect doesn't actually need the product, you can just make him think that he does. And you shouldn’t feel bad about that.
Even Apple does it.
People don’t need the newest iPhone when the old one is still working smoothly. But they still buy it. Because they were told they NEEDED it.
If they don’t buy it, they will miss out on so many new features. Although 99% of it is the same.
But more importantly, they aren’t cool if they have old ones.
And I would actually say that’s the ultimate reason Apple does so well. They made people think they need something, while they really don’t.
And that is exactly what you want to achieve in your business.
Talk soon.
P.S. Curious how I’d incorporate this into your marketing, making your prospect NEED your product?
Reach out to my agency today. If we’re a good match, I’ll personally review your business and marketing, develop a strategy, and discuss it with you on a call.
No cost, no obligation.
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If you want to work together I’ll tell you exactly how that works, if you don’t want to work together, that’s fine too. No hard selling, no pressure, no annoying sales tactics.
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