It's Your Business, Build it or Burn It

When it comes to advertising your business, there are tons of moving parts. But a few are so crucial, they can single-handedly make your ads soar or crash and burn.

The Pareto Principle

By applying the 80/20 rule, you can identify and optimize those vital 20% of elements driving 80% of the results.

Let's take a closer look...

We've all heard "don't judge a book by its cover," right?

Judging solely on appearances ain't cool.

But let's be real - everybody still does it. And they have for ages.

Back when the first cave-trepreneurs existed, people judged others by their spear size and shininess. In the future robot-ruled world, we'll judge by what tasks someone's AI assistant can perform.

Our brains are hardwired to make snap judgments - it's an evolutionary survival instinct to avoid becoming sabretooth tiger food. It's just human nature.

And you can use this to your advantage in advertising.

Diving Deeper

There's one part of your ad that's hands-down the most important element. It's the first impression you make when someone sees your ad in their feed.

It's the headline - also called the title or hook. And it can literally make or break your entire ad.

Some might argue other elements are more vital. But in today's rapid-fire world of infinite choices, that's just not true anymore.

Flip through TV channels slowly back in the day? Sure. But now, we're a scroll and a swipe away from infinite other options at all times.

If your headline doesn't grab them instantly, you could have the best product with the greatest offer...and it won't matter. They'll scroll right past without a second glance.

That's how powerful a good headline is. But it doesn't have to be complicated - just tailor it to your audience.

Example

Let's say you're selling coffee.

Here's both a good and a bad headline for the same offer:

1. "Bringing smiles and motivation to customers daily"

2. "Feeling tired? Get an energy boost with our coffee"

Now, put yourself in the shoes of your customer.

You're scrolling Facebook and see those two ads. Which headline compels you want to learn more about the coffee?

The first one is nice and poetic, let's call it "corporate cute". But we're not writing literature - we're selling coffee.

It doesn't make you crave the product at all.

The second one is attention-grabbing. It sells the key benefit in a way that resonates. That's what you want.

Here's another example tailored to a specific audience - let's say the shop is near a college campus.

"Study session energy boost - our coffee keeps you going"

The general rule? Always include your main selling promise right in the headline.

Try leading with the aspirational benefit your audience craves versus the problem you solve.

If rewriting headlines seems overwhelming, you can always outsource to pros who do this daily.

P.S. From experience across markets, ads selling desires tend to outperform pain/problem-based ones.

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