A lot marketing advice will tell you that you need to be incredibly clever to stand out. But clear beats clever if your audience doesn’t have any context – which in the split second attention span of social media, they often don’t. I understand the need to stand out, but it only works if you’re clever and clear to someone who isn’t thinking about your business at the time.
Here’s an example from a client I worked with in Two Brain Business. They’ve given me full permission to tear apart their ad for educational purposes.
Here’s the first example. Not too bad, if you understand the context (fitness and personal training)
But, “Stronger In Every Way” isn’t immediately clear and obvious that it’s about fitness. It could be able timber, or glue, or some other thing I can’t think of right now.
Secondly, the formatting is off as the words don’t align perfectly on the left.
Take the white block of text, what pain point does it speak to or promise to solve? It might be obvious to us that having a team and accountability will give you the momentum to reach your goal, but you need to walk your reader to this conclusion. The text could have read: We provide the support and accountability of a team to get your fitness to the next level.
They updated their ad to the image below:
And how did the update work out?
While his updated ad isn’t perfect, it’s clearer than the previous one. If I was to edit this, I’d include a call to action like “Why Not Be Our Next Success Story?”
And with that being said, if you are struggling with paid marketing, want to save time and money dealing with Meta & Google, why not book a call and be our next success story?