“Witty” “punchy” “trendy” “tantalizing” “funny”. Those are qualities many people think make a good ad. But here’s the un-sexy truth. Many times it’s the most “boring”, overlooked qualities that make the best marketing message:
>Clarity – if you don’t communicate clearly, you will confuse your prospects and confused prospects never buy
>Congruence – what you say must meet the prospect where they’re at and direct them to the next logical step in their conversion journey.
>Credible – everything you say in your messaging must “ring true” and be believable, optimally supported in the ad itself by irrefutable proof.
>Concise – every word must earn its place. Don’t use any more words than necessary to tell your complete story.
>Convincing – your prospect will never buy until they are logically convinced that it’s the best decision they can make at that time and place.
>Confidence – be confident, it creates a greater sense of certainty in your prospects. Remove all room for doubt in your prospect’s mind. Doubt begets delay and delay kills sales.
>Call to action – every message you convey to your prospects must ask for a conversion. Not always a purchase, but call your audience to some kind of action to increase engagement and get them actively involved in your message.
