How To Shift Your Ad Copy To Attract Higher Quality Leads
Here’s the truth.
As someone who has helped clients generate over 300k leads from ads over the last several years, I can tell you that generating leads is not that hard to do.
What is hard is attracting the RIGHT leads.
AKA ideal clients who are looking for a solution and ready to buy from you.
A few years ago, this was highly influenced by how you targeted your ad.
But now?
I would argue that the quality of your leads comes down to how you’re speaking to them in your ad copy.
I’ve said this before and I’ll say it again…
Messaging is the new targeting.
And if you fail to get your messaging right, it will affect the performance and results that you see from your ads.
That’s why last year when everything started to change with Meta’s ad targeting, I became obsessed with studying my client’s ad copy.
I wanted to understand what the key difference was between those who were generating leads versus those who were converting leads into actual buyers.
What I found is that it all boiled down to one simple shift we made to their ad copy.
If you follow any of the conventional wisdom around marketing and selling, the most common advice that you’ll hear is that you need to know and speak to your audience’s pain points.
This stems from a deep-seated belief in psychology that as humans, we're often more driven to avoid pain than to seek pleasure.
While there is truth to this and times in our marketing when I think this principal can still be used, what if I told you there's a more effective approach to writing ad copy that elevates the quality of leads that you attract?
I found that by leading with ad copy that solely zeroes in on pain points, it speaks to people who are struggling and in pain. (Not surprising, right?)
While this might capture attention, it doesn't necessarily capture the right attention.
Instead, we want to be attracting the empowered, solution-seeking individuals you truly desire as leads.
The ones ready and willing to take decisive action to overcome their challenges when presented with a solution.
That’s why instead of leading with your client’s pain points, I encourage you to lead with their “pleasure points.”
Their goals, desires, and the end outcome that they are looking to create in their life or business.
This one shift not only respects the agency and emotions of your audience but also attracts a higher-quality lead.
Leads that are not just aware of their needs but are actively seeking solutions and are ready to take action.
Plus, IMO, marketing this way just feels better.
It creates a more positive experience for you and your audience, instead of trying to attract people from a place of fear.
So, the next time you're writing your ad copy, pause and ask yourself: Are you addressing someone who is focused on their problems, or are you speaking to the aspirational individual eager for a solution?
It’s a subtle shift that can have a huge impact on who you attract through your ads.
WANT MORE SUPPORT? WHEN YOU’RE READY, HERE ARE THE WAYS THAT I CAN HELP YOU GROW YOUR BUSINESS:
1. Ready to create your own high-converting ads? Grab the High-Performing Ad Toolkit that’s helped thousands of business owners create click-worthy ads while saving time and the guesswork.
2. Want help creating your strategy or getting your most pressing marketing questions answered? Book a 1:1 consulting session with me.
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