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Maximize Your Marketing Top Tips: How to Write Ads That Rock

Three tips you can start doing today that will help your ads stand out immediately.

By Kris Waterman, Mid-West Family Marketing

You’ve finally arrived! What’s next for you as a business owner? It’s time for the fun stuff - let’s tackle some marketing!

One of the biggest frustrations I hear from business owners is that they know their trade and their own business inside and out, but they struggle with effective marketing, specifically ad copywriting. I spoke with one local entrepreneur recently who went to a four-year college for a degree in her profession but they required only one related marketing class. Sometimes even those that have taken several courses on the subject can still struggle with their writing skills and get caught in a rut, wondering why their ads just aren’t working.

I’ve spent almost a decade in the copywriting business (that’s a fancy term for writing ads,) and I’ve picked up you a few "dos and don’ts" along the way from some of the top writers in the country including how to not only create an ad that doesn’t suck, but how to write an ad that might actually make someone want to buy your product or service. Here are a few Top Tips that can help make your ads more effective right away:

1. Skip the overused words and phrases. According to a recent article from Siteefy research, the average person can be exposed to up to 10,000 ads each day. That’s A LOT of ads! When we hear or see the same words, terms, or phrases over and over in the ads we’re served, they’re usually the first thing that pop into our minds when we sit down to draft up our own message. However, when we use words and phrases that are overused, we lose our audience. Our message gets lost in the noise and loses credibility. Try to avoid some of the following common terms:

    • Quality (service). Quality you can trust, count on...
    • …for all your ______ needs.
    • Family owned and operated. Our family serving yours...
    • The _____ you can count on.
    • One stop shop.

To better stand out, think of creative ways to help tell your prospective customers what you can do for THEM.

2. Consider NOT asking for the sale. Sometimes your ad will just require a call to action - for example, Black Friday. But if you’re running an awareness or branding campaign, don’t be afraid to kick it off with a few ads that are less sales-y and more entertaining to draw in the audience. People get tired of being sold. Remember the 10,000 ads served per day stat? People buy from people they know, like and trust. Asking for a consumer to buy from you before they even know who you are or feel good about you, can go south quick.  Just like asking for a kiss from a stranger, it’s a bad idea.

3. Speak to the “heart of the dog”. Instead of going on and on about the features and benefits of your products (which is about as fun as hearing someone go on and on talking about themselves,) learn as much as possible about where your audience is in the customer journey and tailor your message to speak to their “pain”. Renowned marketing guru Roy Williams probably said it best: “Speak to the dog in the language of the dog, about what’s in the heart of the dog.” Again, what is going on in their world right now and how can what YOU do help THEM.

If you found these tips helpful and you’d like to learn more about copywriting and marketing, Mid-West Family is bringing in guest speaker and author Chuck Mefford to host a “Biscuits and Branding” breakfast on Sept. 14th at 7:30am, at The Diamond Room, 2340 Grand St, Springfield, MO. For information on how to get a free ticket, visit, or call 417-886-5677.

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