Are You Making This Mistake with Social Media Ads?
So you’re running social media ads.
And you’re getting lots of impressions—but low, low click rates.
What’s going on?
To be fair, advertising is an imperfect science with lots of variables. There could be 13.6 reasons for low click rates.
But let’s make sure you’re not committing this fundamental mistake.
What’s Your Ad Really About?
As the master copywriter Kenneth M. Goode once said,
“Nothing of yours ever seems half so important to me (the consumer) as it does to you. Millions of advertising dollars are wasted every year because what I want to hear has nothing to do with what you want to say.”
He’s absolutely right.
I see a lot of ads all the time. So do you! How many of them do you remember? How many made you stop mid-scroll or look a second time?
If you did stop to read those ads, why did you look?
You probably looked because those ads made their product about you.
It’s the difference between a stranger asking you for a minute of your time and a friend saying, “Hey, I know you wanted a piano. How about a free baby grand? I know where you can get one.”
Which interruption would you prefer?
Make This One Tweak to Your Copy
So look at your ads again.
Are they talking about your product—or about your prospect?
If they’re talking about your product, you need to rewrite them NOW, or you’re just chopping dollars in a blender.
Ask yourself:
What is my prospect getting out of my product?
What will his or her life look like before and after using my product?
Pause your ads. Rework the copy to focus on those things (or hire a copywriter like me to do it for you).
Then resume, and see what happens.
