Use the customer’s language.
Look at how buyers describe their problem, the alternatives they’ve tried and what finally convinced them. Build the argument around that understanding.
Our advertising principles / Persuasion
Give them a reason to buy.
The customer has alternatives, including doing nothing. Your advertising needs to make your offer worth choosing. We start with the reasons that could change their decision.
An ad needs something worth saying.
A broad claim gives the customer work to do. A persuasive argument connects what your product does with something they already want, then addresses what stands in the way of buying it.
Understand the decision you’re asking them to make.
Make the benefit believable.
Explain what the customer gets and use genuine evidence to support it. Address the questions that could stop the sale.
Let the response challenge the argument.
Test different reasons to buy. Judge the response against purchases or meaningful enquiries, then decide which argument deserves another test.
Why should your customer choose you?
Tell us what you sell, how you advertise now and what a better return would mean for your business.