You’re in a train station. It’s loud, it’s packed. Rush-hour. How do you get someone’s attention?

First instinct: you call their name, right?

Make people think: “Hey, that’s me!” and they’ll look up.

That’s your headline. 

But now that you got their attention, you have to keep it. And that’s not an easy task. It’s rush hour, remember? 

You're competing against thousands of other advertising messages. Yours needs to cut through all of that noise.

And the worst way to do that - but what most people do - is to say the same thing as everyone else. 

Don’t follow the masses

Many businesses use the same generic messages that have been used for decades. 

Why?

Because they’re not in business to do marketing. 

Let me explain that.

Let’s say there’s a new plumber in town. Just got his licence, registered his business... all that good stuff.

Now he needs clients. So he decides to create a website and run some ads. But what to put on the website and in the ads?

So he looks at his most successful competitor and does roughly the same. Sounds like a great plan, right?

WRONG.

He’s now just one more plumber in town with the same generic message and adds to the noise.

And who can blame him? He didn’t start a plumbing business to get into marketing. He wants to fix leaking toilets and install new hot water systems.

But that continuous lack of innovation leads to ineffective, BORING marketing. And if there’s one thing you don’t want your ads to be, it’s boring.

The good news is that this makes it actually very easy to stand out, like a green one-eyed man at a job interview.

And the easiest way to stand out is to be…

Simple and straightforward

It’s like planning. The simpler a plan, the less can go wrong. 

We analysed a chiropractor ad. In his ad, the guy was talking about his “mission to help his community” and “our bodies being super-smart” and…

Brother. My body is retarded. It sees a donut, a screen, or a beautiful woman and it thinks: "YEAHHHHHHHH BUDDDDDYYYYYYYYY".

Even though that's not the best move.

⠀

So... no. That’s not it.

Let's simplify this. What does a chiropractor do? He cracks necks and backs.

⠀

Yes, I'm sure he wants to 'help his community'. But this isn't Amnesty International or Doctors without Borders. You're cracking backs. Relax.

⠀

So, let's go with: "Does Your Back And Neck Hurt? We Can Fix That!"

⠀

I know. No curiosity. No advanced ninja-tricks. No mystic secrets.

Just a simple, straightforward, clear message.

But it works. 

Every. Single. Time.

Why?

Because it shows that you know your audience’s problems and understand them. 

And the easiest way to do that is to actually know and understand them.

But, hey, if you don’t have time for marketing, reach out. 

Let’s scale your business together,

Nils

Confibond

Do you remember Rubik’s Cubes?

When I first held one in my hands, I gave it a few minutes and then forgot about it.

Not because I didn’t have the time or because I didn’t like the colours. No, it was just too complicated.

I had that same feeling when I first saw the Meta Ads setup. You’re bombarded with so many choices - you have no idea what to pick.

And you know what’s even worse?

Meta knows about this!

In the next few minutes, I’ll explain how Meta is taking advantage of you and how you can instead take advantage of them.

Meta: The Marketing Manipulator

If you ever posted something on Facebook, you've probably seen the option “Boost Post.”

Looks pretty convincing doesn’t it? I mean, it’s straightforward: press the button, pay a couple of dollars, and a lot of people see your post.

And that’s why millions of business owners use it.

What they don’t know is that ‘boost’ is a bit like a president: lots of big promises, and four years later, nothing changed, and the nation is a couple more billions in debt.

You see, Meta quickly realised that it was too complicated for most people to set up ads with their ads-manager. So, to avoid losing billions, they made up that simple button.

This Is What You Miss Out On If You Use ‘Boost’

Don’t get me wrong, it’s not like ‘boost’ does absolutely nothing; in fact, it can get you more exposure.

But for the vast majority of business owners, we don’t want a lot of random people seeing our posts. We want to show our ads to a specific audience, the ones that are ready to take action and spend money on what we offer.

Boosting posts makes you miss out on basically everything that makes Meta such a great way to get clients without spending a fortune:

• You’re limited to only the post types that exist for organic posts.

• You can’t effectively target a particular audience based on an action you want them to take.

• You can’t add square photos or customise the headline or description.

• You can’t run the ad on both Facebook and Instagram.

So… what SHOULD you be doing?

You NEED to use the Meta ads tools.

It gives you more options, more targeting, and most importantly… WAY more results.

Please, do yourself a favour, and let’s never use the ‘Boost Post’ option again.

How Much Will It Cost?

One of the best things about Meta ads is that you can start using them and getting results without spending a fortune.

⠀

Print ads, television ads, influencer marketing… they all require you to shell out a ton of money without having any idea if this is going to work or not. Before you know it you’re down thousands of dollars, and you haven’t moved the needle in any way.

⠀

Meta ads are different.

⠀

You determine exactly what you want to spend every day, week, or month on Meta ads. And, you can check the results regularly to see if things are moving in the right direction.

⠀

With that being said - this still requires an investment. And too many times, I see business owners happily spend thousands of dollars on all sorts of things… but expect results while spending $1/day on Meta ads.

They end up spending more on coffee every day than they do on their business. And that doesn’t make sense.

So, if you want to see what we could do with your business, get in touch here.

You know that famous scene in The Wolf of Wall Street where Leonardo Di Caprio asks his future associates: “Sell me this pen?” If not, come on now… Watch it ASAP. Great movie.

Anyway, there’s a very powerful marketing trick shown in this scene. The answers were “This is a nice blue pen.” vs.“Write down your name.”

The first answer tries to sell the desire for the pen, whereas the second one tries to sell the need for it. 

Now, sure, we buy things we want. For Christmas. For our birthday. For a special occasion. But things like food, electricity, and toilet paper (I still can’t believe that this was what people were hoarding during COVID) get bought all day, every day. 

Because we NEED them.

People sometimes buy what they want. They ALWAYS buy what they need.

Let’s say you’re at the hospital, and a doctor tells you: “We found a cancer tissue next to your spine, and in about 48 hours, you’ll never be able to walk again. The good news: it’s operable. But it’s not covered by your insurance, so it’ll cost you 30,000 dollars.” It's crazy to know that people get put in front of a choice like this daily in the States. 

What would you do? Obviously, you’ll pay, even if you have to sell your car, furniture, and kidney for it. 

If you really need something, money doesn’t matter. That’s why, if you get your marketing right, you can be way more expensive than your competitor and still make more sales. You just have to convince people that they need what you offer badly enough. And optimally, that they needed it yesterday. 

A good way to do that is to sell the future. What I mean by that is this:

Dangle the carrot

A man goes into a hardware store and asks for a drill. But what he really wants is a hole. No one buys a drill because they have a drill fetish or something, right? Well, probably somewhere, someone has a drill fetish. 

But most people buy a drill to make a hole. Maybe to hang up some pictures, put in a screw…  Whatever it is, you want to sell them the end product, the future. In this 

case, let's say you want to sell them on the hanging painting.

How Do I Do That?

1. Find the carrot.

First, you need to find out what they really want. And I’ve got a great way to do that. It’s a bit like mind-reading. You have to…

Ask them. 

They’ll happily tell you: You’re trying to help them.

2. Play with the carrot.

Now that you have the carrot: show it off. 

Let’s make this more tangible:

Hugo: “I need a drill.”

Arno: “What do you need it for?”

Hugo: “I want to hang up a painting.”

Arno: “On what surface? Wall? Wood? Metal?”

Hugo: “Wall”

Arno: “Then this is the perfect drill for you. It’s easy to use, and it’ll make a clean, deep hole. Perfect to hang up a painting.”

Hugo: “Awesome. I’ll take it. Thank you.”

No talk about the rotation speed or the battery capacity of the drill. You’re the expert in your field, and you promised this will fix their needs. Of course, they’ll buy.

You got this,

Nils

PS: Need more customers? Get in touch here, and let’s fix that. 

PPS: See how that addresses your needs.

Everybody always wants the top-secret ninja tricks. So, let me tell you something about that.

The ninja’s primary and most successful tactic was confusion. That’s what made them so feared by their enemies: when they got attacked, they had no clue what was happening to them.

You don’t want that in your marketing. 

Your “targets” aren’t enemies. You actually want your audience to like you, to see you as someone who can solve their problems. That’s what’s going to get you paid. 

And you want to make it as easy as possible for them to give you their money.

For that, you need to keep everything simple and straightforward. 

“BuT i NeEd To SoUnD sMaRt AnD SoPhIsTiCaTeD tO bUiLd TrUsT.”

“Simplicity is the ultimate sophistication.”

Leonardo da Vinci said. And the man is world famous even over 500 years after his death. And not for something negative like, I don’t know, some Austrian failed artist.

People tend to overcomplicate everything. They struggle to keep stuff simple. And apparently, that was already the case over half a millennium ago. Probably longer. Most certainly longer.

Why is simple usually the best way to go?

Because the simpler it is, the less can go wrong.

A plan that has 732 steps can go sideways very quickly. A plan with 3 steps, on the other hand…

Advertising is the same. 

The simpler an ad is, the fewer people it’ll confuse. And confused people do the 

worst thing possible.

NOTHING.

Monkey Brain Short-Circuit

People don’t like being confused because confusion means we don’t know what’s happening, and instinctively we fear the unknown. That’s what I call our Monkey Brain.

Social media is a good example: If, within the first couple seconds of your ad, people don’t know what’s happening, their monkey brain will short-circuit and make them scroll faster than you can say “WAIT!”.

Another common ads-killer are unclear instructions.

Let’s say we create a decent ad. People are interested and ready to enter their credit card information. If they don’t instantly know where… Monkey Brain doesn’t like to think. So they’ll scroll. And we lose people. Again. 

Therefore, we always include what we want them to do next. And we're specific:

“Click here to get access to my free guide.”

“Click Get In Touch if you wanna know what I can do for you.”

Every step needs to be crystal clear. Focus on

One Thing At A Time.

“Achievements come one step at a time.” - Jim Rohn.

Every step of your ad should have one clear objective. Not two, not three, not five. ONE.

The headline hooks them.

The body copy convinces them.

The offer/CTA (Call To Action) tells them what to do next.

Same thing for the entire sales process. Each step has ONE goal:

Ad: Get a response.

Response handling: Set up a sales call.

Sales call: Close the sale.

Post-sale: Ensure customer satisfaction and get referrals.

We don’t want to rush it or try to skip or merge steps. That’ll only bring us back to the 

start.

You got this,

Nils

Confibond

PS: 

If you want an actionable, step by step guide on how to run ads, click here.

If you wanna know what we can do for you, click here.

Did you ever try to do an ad, you gave it your best shot, thought it was perfect, and then… nothing? 

Or worse: You hired a professional, someone whose job it is to create good marketing videos, and nothing happened?

NOTHING!

Happened to me, so I decided to find out what exactly makes good marketing. 

Over the last months, I’ve been going through marketing examples daily, and I found out that like most good stuff, good marketing focuses on a couple of main “ingredients”. 

So, if you want to know what makes the perfect ad-concoction, this article is for you.

Anywhere. Anytime. Anything.

The good thing about marketing is that - because it’s always the same - it works anywhere, anytime, and with anything. 

A good ad promoting a sword in the Roman Empire in the year 10 BC will have the same essence as an ad promoting an accounting service in Brazil nowadays.

Once you understand how it works and get really good at it, you can market whatever you want, wherever you want, and it’ll sell.

The 3 magical ingredients

The message

It needs to be clear, powerful, compelling, persuasive, maybe intriguing, maybe fascinating. 

The point is, that it has to cut through the clutter. 

This isn’t 1794 when people didn’t see an ad for weeks while they were plowing the fields. We’re getting bombarded with ads every single second of the day. 

That means you can’t be boring, you can’t say the same shit everyone says. 

And also, NO, it can’t be “We’re cheap.” It’s so low effort, and we all know there’s some dude willing to do it for cheaper. 

The best and easiest way to cut through the clutter is to show that you understand your audience. 

In general a variant of “Do you have this problem?” works really well.

So, for example, as a chiropractor, the best headline would be “Does your back hurt?” or “Does your neck hurt?” Because that’s what your prospect is experiencing.

And for that, you have to know your audience, which brings us to the next ingredient.

The audience

Audience selection is something most people understand but still do wrong. 

One of the problems is that we grew up looking at ads from Coca-Cola, McDonald's and dishwasher products which are directed to a mass audience. But they have hundreds of millions to spend on advertising, we don’t. 

So we need to find our customers instead of letting them find us. We need to find the bias. And there’s always a bias. If you don’t see it, look harder.

The goal is to get to the point where when a customer sees your ad, his subconscious tells him “This is for me! He understands me. He gets me.” The easiest way to get there is to actually understand your customer.

And that might need some research. 

A couple of weeks ago, I went over a Botox ad, and I thought that this is something women get interested in in their 40s. Turns out, I was wrong. A lot of them are in their 20s.

So, take the time to do some research. 

The medium

And last but not least, the medium. 

Find the best way to get your message to your audience. 

Social media makes this very easy, but that also means that using another way than social media will make you stand out. 

If your audience are dog owners, why not hang up some flyers in the local green areas where they go walk their dogs? 

Get these three magical ingredients right, and you’ll have everything you need to advertise anything, anywhere, anytime.

You got this,

Nils

PS:

If you don’t have the time to take care of your marketing, feel free to. 

Recently saw an ad that said: "Treat your garden as if it's the Garden of Eden." 

Sounds like it’s selling a piece of paradise rather than a simple lawn mowing service...

And yeah, we’re talking about a lawn-mowing ad. 

Lawn. Mowing.

A dude comes by with a mower, and voilà, lawn mowed. That's it.

Why complicate it?

Why not a straightforward headline like: "Do you need your lawn mowed?"

It's clear. It's direct. It gets to the point. 

It doesn't require you to interpret a poetic sales pitch to understand what this is about. 

And simple doesn't just look better; it works! 

It cuts through the noise and speaks directly to what people want.

I mean, imagine you’re a homeowner with a decent-sized lawn. You see two ads. 

One says: "Transform your backyard into an oasis of serenity and beauty, an Edenic paradise that will be the envy of your neighbours."

The other says: "Need your lawn mowed? Text us for a quote." 

Which one are you more likely to respond to? 

Unless you’re planning on inviting Adam and Eve over for tea, you’ll probably go with the second one. It's straightforward, easy to understand, and tells you exactly what to do next.

Same thing for the visuals.

Forget the AI-generated images of surreal gardens. Show real, tangible results. In this case, a before and after of a freshly mowed lawn is perfect. 

Proof of work resonates more with people than abstract promises. They want to see what they’re paying for, not imagine it.

And then there’s the call to action… 

Again, so many people overthink this. Something simple like, "Text this number for a quote." is perfect. 

It’s immediate, actionable, and easy for the customer to follow through on. 

They text, you reply, and the transaction is underway.

No unnecessary steps. No headache.

So why does simplicity work so well? Because it's easy and quick to understand. It cuts to the chase, offering a clear solution to a clear problem. 

And knowing that most people's attention spans are shorter than a goldfish’s, simplicity is THE way.

So, be clear, direct, and honest. 

Next time you’re crafting an ad, remember: 

Simple. Works. 

It gets to the point, makes it easy for the customer to say yes, and drives the results you’re looking for.

You got this,

Nils

PS: 

Need help with your ads? Email me.

PPS: 

See? 

To. The. Point.

Simple.

A headline is like the opening line when you’re trying to chat someone up in a bar. 

And no, I’m not talking about the bartender. Except if that’s who caught your eye…

If your opening line is weak, you might as well be invisible. But if it’s strong, if it grabs attention…

…you got the permission to go on. 

Same thing for the headline in your marketing: It’s your shot at grabbing someone’s interest. 

If you nail it, they’re hooked. If not… 

…they’re scrolling past faster than you can say, “Hey, wait!”

Picture this: you’re scrolling through your social media feed. 

Cat videos, memes, more cat videos…

And then, BAM! 

A headline jumps out at you. “Homeowners, Save Big on Your Next Renovation!” 

It’s like someone just waved a red flag in front of a bull. 

You stop, you read. 

That’s the power of a great headline. It grabs you by the eyeballs and doesn’t let go…

… like a heat-seeking missile, zeroing in on your target audience. 

First names are a great example of that. 

If you’re at a crowded party and someone shouts your name across the room, you can’t help but look. 

And that’s exactly what you want your headline to do. 

Make it clear, make it specific. 

If you want to grab homeowners’ attention, shout out to them right in the headline.

Now, imagine your headline as your opening line in a bar. You’ve got one chance to make a great impression. 

If you mumble or say something lame, you’re done. 

But if you nail it, you’ve got their attention. Maybe even their number. 

Again, in marketing, your headline is your pick-up line. 

Make it count. Don’t be bland. 

Bland headlines are like serving plain oatmeal at a five-star restaurant. Yuck! 

You need to spice it up. 

Add some specifics, highlight the benefits, create a sense of urgency, and throw in a dash of curiosity. It’s like adding hot sauce to your tacos – it makes everything better.

So, your headline needs to be SPECIFIC, 

“Save 50% on Your Home Insurance” is tastier than “Great Deals on Insurance,” 

highlight the BENEFITS, 

“Boost Your Website Traffic by 200%” is like a triple shot of espresso compared to “Learn SEO,” 

create URGENCY, 

“Limited Time Offer - Enrol Today!” has more kick than “Enrol Now,” 

and inject CURIOSITY, 

“Discover the Secret to Effortless Weight Loss” is way more intriguing than “Lose Weight Easily.”

Your headline is your golden ticket. 

It’s the first step in grabbing your audience’s attention and dragging them into your content, kicking and screaming (with joy, of course).

So, put some effort into crafting those headlines. 

Make them irresistible. 

Your headlines are the appetisers that make your audience hungry for the main course. 

And remember, a great headline can turn a so-so campaign into a blockbuster hit.

Thanks for reading this,

Nils

P.S. Always include a P.S. Don't underestimate how many people start with the P.S. 

Hell, statistically speaking, you, reading this, haven’t read the article yet!

It’s your chance to hammer home your main point and keep them hooked. Like this: 

“The headline in marketing is like the pickup line in a bar: it’ll make or break the conversation. 

In this article, I went over how to craft the ultimate headline that’ll cut in half the amount of people skipping your ad.”

It's tempting to use discounts as a quick fix to drive sales. However, making discounts the cornerstone of your unique selling point (USP) will backfire like a deal with the devil. 

Here’s why…

Discounts Aren’t a Substitute for Value…

Discounts may catch the eye, but they don't build a loyal customer base.   Tough if you're looking for vultures, this is the way. 

"It doesn't matter if you give me 9 percent off, 19 percent, or 99 percent if I don't know what you're trying to sell me." 

Without understanding the value of the product, the discount becomes meaningless. Customers need to understand how your product will improve their lives.

Simply slashing prices doesn't address these fundamental needs.

... Neither Do They Build A Relationship

Imagine strolling down a beach boulevard, and an Indian vendor offers a "special price only for you, my friend." 

It might sound enticing at first, but, let's be honest, you know that the special price is available to everyone. It's like the 'limited-time offer' that's been running since the store opened.

This type of discounting creates scepticism rather than trust. 

The key is to provide value upfront and build a narrative around why your product is worth any price.

Building Trust and Relevance

So, before considering discounts, focus on communicating the core benefits of your product. Explain why potential customers should care. 

Craft a compelling narrative around your product’s unique features and the specific problems it solves. It'll build trust and relevance, which is far more powerful than a temporary price reduction.

For instance, instead of immediately offering a discount on a new software tool, explain how it can simplify operations, save time, or boost quality. 

Give potential customers a reason to value the product.

This approach ensures that when you do offer a discount, it’s a bonus rather than the main attraction. It's the little nudge that gets potential customers over the edge. The cherry on top of the cake.

Discounts Are As Reliable As Weather Forecasts

Relying heavily on discounts devalues your product and brand over time. 

Frequent discounts can condition your audience to wait for sales, demolishing your ability to sell at the full price.

Instead, emphasize the quality, uniqueness, and benefits of your offerings. When customers see the intrinsic value in your product, they are more likely to make a purchase - whatever the price point. 

Discounts can then be used strategically to boost sales during specific periods or to clear out old inventory.

Let's recap that!

In digital marketing, a strong USP should be the value you offer. 

While discounts can be an effective short-term strategy, they shouldn't be your primary selling point. 

Focus on establishing the relevance of your products to your customers' needs. 

P.S. Selling only on price attracts the kind of people that will spam you with complaints. It's like going to swim with sharks (or piranhas) with an open wound. Or, walking in Istanbul with cat food. Highly recommend to avoid. 

Before we dive into the laughs, let’s tackle a crucial question.

Why should we be VERY cautious about using humour in marketing?

Let me show you how to approach humour so it …

Enhances Your Message Without Derailing Your Sales!

Humour is engaging. It can be memorable. 

But…

VERY IMPORTANT …

It Requires Precision! 

A Delicate Balance!

This is essential because when your audience encounters humour, their brain decides, “Hey! This is entertaining!”

And there’s the catch.

The Delivery Must Be Spot On!

Otherwise…

Think about a funny commercial you’ve seen.

You probably remember the humour, but do you remember the product?

Notice how humour can overshadow the product?

Even if it’s funny, it might not sell.

So what’s really happening is …

The Humor Is Stealing the Show!

It’s a technique that can backfire if not done correctly.

Sounds risky, right?

So, the goal is to use humour to connect with your audience!

More specifically, it’s about ensuring your message is clear and memorable.

After all, if your audience doesn’t remember your product, how will they buy it?

So now that we’ve addressed the risks, let’s explore

3 Key Points About Using Humor in Marketing

1. Focus on …THE MESSAGE!

While it’s tempting to use humour to stand out, the priority is still that people remember the product.

Everything you create should highlight the key message.

2. Humour Needs to Support the Brand.

Humour makes content engaging.

But if you want to sell, ensure the humour aligns with your brand message.

The “Old Spice” ad succeeded because the humour reinforced the product’s unique selling point…

The arrogance of an Alpha Male.

3. Make Selling the Priority.

Every piece of content should aim to sell your product.

While humour can grab attention, it should ultimately lead to a sale.

Be explicit about what you want your audience to do next and why.

So,

Always ask yourself: 

“Is this humour enhancing my message or overshadowing it?”

Thank you for reading!

Sincerely,

Nils

P.S. If you want me to look at your ads, click here.

Ever feel like your marketing messages fall on deaf ears? You're not alone. 

In the current crowded marketplace, it takes more than just showing your product or service to grab attention. You need an irresistible offer.

An irresistible offer is like a siren song, luring customers in with a combination of value and urgency. It tells them why your product or service is the perfect solution to their problem, and why they need to act now.

Here are 5 tips and tricks on how to craft irresistible offers that will have customers lining up at your door:

1. Focus on Value, Not Just Price

Discounts are great, but they shouldn't be your only weapon. People are attracted to offers that solve their problems or make their lives easier. Highlight the benefits your product or service offers and how it will improve their lives.

2. Tap into Emotions

People are emotional creatures. Irresistible offers don't just speak to logic, they speak to desire. Is your product going to save them time? Make them feel confident? Help them achieve their goals? Focus on the emotional payoff of using your product.

3. Create a Sense of Urgency

Limited-time offers, early bird discounts, and scarcity tactics can all light a fire under potential customers. Let them know they have a limited window to take advantage of your amazing deal.

4. Make it Easy to Say Yes

Don't bury your offer in a maze of confusing terms and conditions. Present your offer clearly and concisely. Make it easy for them to understand what they're getting and how to claim it.

5. Go Beyond the Product

Think outside the box. Can you offer a free consultation, a valuable bonus item, or access to exclusive content? Sweeten the deal with extras that add value and make your offer even more enticing.

By following these tips, you can create irresistible offers that will boost your sales and leave your competition in the dust. Remember, it's not about shouting the loudest, it's about offering something truly valuable that your customers can't refuse.

Thanks for reading this,

Nils

PS: Now that you know how to create an irresistible offer, you need a way to put it in front of the right people. How? Read this to get your perfect offer to the perfect customer.

The Common Marketing Mistake

Let’s address a mistake many make—focusing too much on themselves. 

I repeatedly come across things like this:

The business owner creates an "About" page. The first word is "I," and it sets the tone for the entire page. 

In this case, she talks about her career as a hairstylist, her sister's battle with lung cancer, her decision to open a salon, and her husband's Canadian roots. 

It’s all about her.

Why This Approach Fails

When creating content, remember that readers care about themselves and how you can help them. 

This woman's page missed the mark by being overly self-centered. Instead of engaging her audience, she alienated them.

Readers seek solutions to their problems, not a detailed biography of the service provider.

The Key to Effective Content

To craft content that resonates, shift the focus from "I" to "you." Let's explore how to do this effectively.

1. Highlight the Audience’s Needs

Start by addressing the reader's pain points. 

A headline like "I will help you regain control" is self-focused. Instead, try "Regain Control and Confidence Today," which centers on the client's desired outcome.

2. Share Relevant Stories

When mentioning personal experiences, ensure they relate to how you can help your audience. 

For instance, if you talk about your sister's battle with cancer, focus on how this experience drives your passion for helping others in similar situations.

3. Use Testimonials and Success Stories

Incorporate stories and testimonials from past clients to show tangible benefits and build trust. 

This approach shifts the narrative from being about you to being about the value you provide.

Balancing Personal Story and Audience Engagement

As a marketer, it’s essential to balance satisfying a client’s desire for visibility with creating audience-focused content. 

Remember, a self-focused headline like "I will help you regain control" fails to resonate with potential clients. Instead, aim for headlines and content that highlight the audience's needs and the benefits they will gain.

Don’t let a misplaced ego ruin your content.

"Nobody Cares About You!"

This mantra underscores a vital truth in marketing (and in life in general, but that’s for another time): your content should always be about the audience. Understand their needs, offer solutions, and show empathy.

By focusing on your audience rather than yourself, you create engaging, relevant, and effective content. 

It’s not about your journey; it’s about how you can guide your audience on theirs.

Take Action

If you can fix one thing on your landing page, let it be this: stop talking about you and your product. Talk about them—the people you help and the problems you solve. 

Your audience will appreciate it, and your marketing will be far more effective.

P.S. Always make your content about your audience, not yourself. Focus on their needs and how you can help them.

P.P.S. Don't know how? Don't have time for it? Get in touch.

This morning, I visited a website and got so lost that it felt like I was Joe Biden in the middle of a speech where the teleprompter stopped working.

Now, this is happening to me more and more. Not the teleprompter thing, the website thing.

At first, I thought I might be going a bit senile. But I’m not 65 years old, so I assumed that was probably not what was going on. 

Eventually, I figured it out:

Modern websites suck at UX design.

You know it.

I know it.

Everybody knows it.

But it’s actually super easy. People just overthink it. 

The key to keeping people consuming content is…

SIMPLICITY.

Our brain is wired for energy efficiency - it doesn’t like to work. 

Test it: Take a fresh sheet of paper, write down a problem you're working on, and come up with 20 solutions.

Your brain will start suggesting all kinds of things that are completely unrelated! “Let’s go on social media!” “Let’s clean your room.” “Let’s go outside.”... 

It’s going to want to do anything BUT actually think. 

Therefore, make your website a no-brainer. Even Joe Biden should be able to follow along.

One thing at a time. No distracting images or moving things. They read it and should know instantly what you’re talking about. Don’t expect them to think - they won’t.

Keep it simple, keep it clean. 

Short punchy paragraphs, straight to the point. No complex words.

No thinking is required - like social media.

You got this,

Nils

PS: If you need free advice, get in touch.

The vast majority of content writers leave out one of the easiest ways to get people's attention.

Big companies spend millions on fancy ad campaigns but forget this one simple trick.

I was reminded of it while reading through some world-class marketing stuff, and let me tell you, I now regret that I didn't use it for all that time. 

What the hell are you talking about?

I’m talking about…

the P.S.!

Now, you might be thinking, "P.S.? Isn't that just a courtesy afterthought?"

Nope. Not when you use it right. 

The P.S. is like steroids for your content.

And this isn’t some weird marketing wizardry. It’s human psychology.

When we see a text, the first things we read are the ones that STAND OUT, no matter where they are on the page. I bet you read those two words before the start of the sentence.

And the same thing goes for the P.S. It’s apart from the rest, and it’s short and easy to read. So, we check it out before we get into the long text. And that is true for over 90% of people. You probably read the P.S. of this article already.

Now, you might wonder what you could put into the P.S. that will convince people to read your text.

Well, think of the P.S. as the trailer for a text.

It’s the perfect place to tease people about what they will learn in this article.

But, unlike most trailers nowadays, you don’t want to give away all the secret sauce of the text.

And neither do you want it to be a 10-minute trailer.

Keep it short and sweet. 

When people read it, they should think: “Hey, maybe I should go back and read the whole thing after all.”

Thanks for reading this!

Sincerely,

Nils

PS:

In case you’re one of the people (like me) who skim to the P.S. before you read the page, here’s what this is about:

A simple 15-second trick that can double the amount of people reading your stuff… and, therefore, make you money.

PPS: You can also add a P.P.S. if your P.S. would get too long otherwise. 

PPPS: You get the point…

Ever scroll through social media just wanting to see funny puppy videos, and you get all these ads that are definitely not meant for you? Like seeing tampons-ads as a man not meant for you? 

That's because most ads use a scattershot approach, hoping to hit someone (anyone!) with their message. 

But what if you could ditch the shotgun and only show your ads to people you know are interested in what you offer?

That's what targeted marketing is. After a few tests, you'll "hit" the right people. Every. Single. Time.

Imagine you're at a party, but instead of shouting your company's name across the crowded room, you have a one-on-one chat with the person who's already gushing about the kind of product you sell. 

Targeted marketing is doing that online. You whisper your message directly into the ear of someone who's already interested, not some random stranger stuffing their face with chips (no offence to chip lovers!).

You'd waste less time and money shouting into the void and more getting real results. 

Think about it – people actually pay attention when you talk to them, not at them. They see an ad about something they genuinely care about, a solution to a problem, or something that fulfils a desire.

All that sounds great... But how do I find my perfect customer? 

It's like detective work to build a profile of your ideal customer. 

Once you know who he is, tools like Meta ads will allow you to target people based on age, location, hobbies, and interests. 

Let's say you sell handmade pottery. You could target people who follow ceramic artist accounts on Instagram or people who've recently purchased home décor items online. 

The more you learn about your audience, the better you'll be able to tailor your message to resonate with them.

This also means that targeted marketing isn't a one-and-done deal. 

As you learn more about your audience through website analytics, social media engagement, and even surveys, you can keep tweaking your approach to become more and more effective. 

It's all about finding and understanding your perfect customer. And that's what makes targeted marketing so powerful.

As for the tool, there's no better than Meta Ads - also known as Facebook Ads. 

Meta Ads lets you create laser-targeted campaigns across Facebook and Instagram, reaching the exact people most likely to be interested in your product or service. You can set parameters based on demographics, interests, behaviors, and even life events.

Imagine being able to target people who've recently adopted a dog – perfect for a new leash or some dog toys, right?

Meta Ads even lets you track the results of your campaigns so you can see what's working and what's not. It's like having a real-time conversation with your audience, learning what resonates and what needs tweaking. 

So, ditch the bullhorn and start whispering with Meta Ads. You might be surprised at how much more people listen when you're talking to the right audience.

You got this,

Nils

PS: Now that you have an idea of how powerful targeted marketing is, read this to learn the 4 things you need to know when using Meta Ads.

Let's talk about something that should be carved into every marketer's desk:

Nobody enjoys feeling like they're getting sold to.

Think about it. 

Imagine scrolling through Facebook, catching up with friends, maybe looking at some travel pics, and then BAM! 

You're interrupted with an ad for an anti-wrinkle cream. Not exactly what you want to see, right?

Here's the good news, though: 

People actually love to buy things! 

That new pair of headphones that makes your music sound 10 times better? That new gadget that makes life easier? Those purchases make us happy. They solve a problem, fill a need, or satisfy a desire.

So, how do we bridge this gap?

Stop trying to sell and start helping people buy.

What does that look like in practice?

One easy way to do it is to avoid obvious sales talk. Replace weird slogans with clear benefits. Focus on how your product or service will improve their lives, not just the features. 

Think "white teeth for a shining smile" instead of "revolutionary teeth whitening kit."

Another good way is to tell stories. Craft compelling narratives that resonate with your audience. Show real people using your product and loving it. 

Create a "customer testimonial video" instead of a "boring product presentation."

Offering value can build a lot of trust. Give away free tips, tricks, or resources related to your industry. 

Become a trusted source, not just another ad in their feed. Think of it as building a friendship.

And last but not least, make it interactive! Use polls, quizzes, questions, or challenges to engage your audience. Spark a conversation, not a sales transaction. 

Imagine a friendly chat with a helpful expert, not an annoying car dealer chasing a commission.

By focusing on building trust and providing value, your ads will feel like helpful guides instead of annoying salespeople.  

People don't mind getting shown a solution to a problem they already have - they actually want it.

So get rid of the sales tactics and start crafting ads that people enjoy engaging with. 

And when they're ready to buy, they'll see you as someone who helped them along the way (and didn't invade their feed with annoying sales pitches).

You got this,

Nils

P.S. Want to know exactly how to implement these strategies in your Meta Ads? Hit me up. I've got a few tricks (and none involve awkward sales pitches).

There's one big delusion in the marketing world. It's so omnipresent that it appears like the way to go, but, in reality, it's a lie. It's why advertising seems like you're burning money but don't get any return.

You hear it all the time: "brand building" and "top-of-mind awareness.".

The truth is that brand building is an excuse for bad marketing. It's an accepted justification for ads doing nothing.

Sure, having a solid, coherent brand is important, but it's not the goal of your ad campaign! 

Why? 

Because brand awareness is impossible to measure. 

"But I get all these views..."

Can views alone pay your bills? No. 

The only goal you should focus on when running ads is to sell. Plain and simple. 

Ads are like little salespeople working 24/7. Their job is to convince people to buy your stuff, not to tell everybody who you are.

An easy way to spot a bad marketer? They offer you something along the lines of "We'll build you a brand!" 

And if you call them out on their brand-building BS, they'll tell you about Coca-Cola or McDonald's: "Those giants do it all the time!". 

Well, those giants also have a marketing budget of 500 million dollars. If you have that, go for it. Have fun. 

But if not, focus on getting money in the bank.

And by the way, Coca-Cola didn't get to what they are today by focusing on brand awareness. They started by selling. A lot.

A good marketer will prioritise sales-driven strategies. He’ll focus on getting your product or service in front of the right people, crafting compelling messages that resonate with your target audience, and driving conversions.

So, remember: The goal is to sell. Every ad you run needs to focus on moving people towards the sale.

Sell enough, and brand awareness will follow naturally. Focus on crafting ads that get people to buy.

Most businesses pour fortunes into marketing campaigns with the vague hope of "something happening.". 

They don't have a real strategy in the first place and don't even look at the metrics to measure if their ads are performing in any regard.

It's a "throw it against the wall and see what sticks" approach, and it's as ineffective as costly. 

But why do they do it then? 

Because it's the norm: it's how most companies do it and how it has been for hundreds of years.

But it's sloppy and low-effort. It's amateurish.

Every ad you run should be a strategic move based on data and statistics, not just a gamble. Every dollar you spend on advertising should be an investment that will make you money. 

Tracking conversions, analysing engagement metrics, or simply asking customers how they found you: there are many ways to gather valuable data for your advertising strategy. 

And the best part? 

You don't need a degree for it. 

With some research, anyone can become an advertiser who knows what they're getting for their investment. 

So, stop burning money and start seeing results!

The problem is that change can be daunting; doing something different than everybody else is scary. Most people will stick with what's familiar, even if it's not working. 

But if you do the same thing as everybody else, you can't expect other outcomes than what they get: average results, at best.

Another problem is that data analytics is overwhelming. It even sounds like it's super complex.

So, how do you turn from an ignorant advertiser to a well-aware marketer? 

Learn and practice, like everything else. 

Educate yourself on the tools and techniques to measure the effectiveness of your advertising. Experiment with strategies and tactics to find what works best for your business. 

Every ad needs to be measurable in some way, shape, or form: only then do you know how they perform and can start improving them to get the most out of your money.

Don't leave your marketing to luck. Take control of it. 

If you don't have the time for all of that, get in touch with us today.

We've all experienced this: you're scrolling through social media, and an ad pops up. You look over it and see a technical jargon-filled message about some "revolutionary" product. Within a split second, you swipe and move on.

A few seconds later, another one catches your eye.

But this one has your attention. 

Why this one? 

The answer lies in five simple letters: WIIFM.

WIIFM - "What's In It For Me?" - is the key to effective marketing. 

In a world where attention spans are shorter than ever, keeping someone's interest requires more than flashy graphics. It demands an immediate answer to the question: 

Why should I care?

Humans prioritise their own needs and desires; it’s a survival instinct. 

When confronted with anything, whether an ad or a conversation, our subconscious immediately evaluates its relevance to our lives. If it doesn’t pass the WIIFM test, we automatically move on.

Consider the last time you made a purchase. Whether it was a morning coffee or a new gadget, there was a moment when the benefits outshined the cost. 

WIIFM is the key to creating that purchase impulse.

Now, put yourself in the shoes of a business owner. You’ve spent hours crafting the perfect ad... only to watch it flop. The reason? Failure to address WIIFM from the get-go.

So, how do you find the WIIFM? Empathy. Put yourself in your audience’s shoes. What problem are they facing? What solution can you offer? By understanding their needs, you can craft a message that resonates with your audience.

But WIIFM isn’t just about hooking someone’s attention; it’s about creating a meaningful connection. Think of it as planting seeds in a garden. 

To reap the rewards, you must first nurture the soil.

And yes, between all the self-serving agendas, genuine generosity can feel like a rare commodity. We’ve become conditioned to scepticism, suspecting hidden motives behind every offer.

However, reciprocity still works. 

Giving without expectation and providing upfront value plants a seed in your audience's mind that creates a sense of obligation, making them more likely to listen to your message.

So, the next time you craft a marketing message, remember those five letters: WIIFM. Put yourself in your audience’s shoes, address their needs, and watch your efforts pay off. 

After all, in a world where everyone is the protagonist of their own story, the most compelling narratives are the ones that care about you.

Marketing has existed since the dawn of human time. 

It might have looked different over the centuries, but in the end, marketing always boils down to the same three core principles. 

Understanding and implementing these core elements can propel your message across languages, borders, and industries.

Number 1: A Compelling Message

What are we saying, and more importantly, how are we saying it? 

We're seeing thousands of ads a day. Standing out is a necessity. 

If a consumer encounters your ad on his phone, you have a split second before they decide: engage or scroll past. 

Your message has to be clear, persuasive, and, most importantly, captivating. You have to not only cut through the clutter but also resonate on a personal level with the viewer... which leads us to the second principle:

Who is Your Perfect Customer?

Imagine trying to sell a new, revolutionary skateboard to everyone in a room at once. 

That won't work, would it? 

Even if everybody would pay attention - which is hard enough on its own - the vast majority will stop listening within seconds because they don't care about skateboarding…

Except you're in a room full of skateboard fans.

This is why you need to know which people are the most likely to buy your stuff, aka your perfect customers.

Number 3: How Can You Best Reach Your Perfect Customer?

From social media to traditional advertising channels, such as direct mail - the ways of reaching your audience are countless.

The key is to meet them where they already spend their time.

You're offering dog walking? Why not hang up flyers at the local dog park? 

Find and use your audience's habits and reach them there.

It's about being strategic and creative: there are more ways than you think to connect with your audience.

A compelling message. The perfect customer. And the best way to bring the first to the second. If you have those three elements, you can sell what you want, where you want.

Troubles getting more customers? Bigger competitors stealing all your clients? Let's fix that. 

By the time you finish reading this article, you'll know exactly how to stand out from your competition and even outshine the big companies in your field.

But first, let's talk about:

The Go-To Stuff That Doesn't Work.

Saying you're trustworthy and competent won't make you stand out. 

You wouldn't brag about eating every day, would you? Being reliable is what everyone expects, not what makes you stand out.

Neither should you fall into the common trap of offering a discount. 

It feels like an easy way to grab attention but trust me, that's a race to the bottom you don't want to have: There's always someone willing to undercut your price, and constantly lowering your profit margin is a recipe for bankruptcy.

So, how do you rise above the noise and attract customers who value what you offer? Here are a few solid ways to make your mark:

Become A "Customer Whisperer"

This isn't magic. It's about truly understanding your target audience. 

Take the time to read the customer reviews of your competitors. 

What are people constantly complaining about? Is it slow response times? Messy after-work cleanups? Lack of communication and transparency?

That's your opportunity! 

Identify a pain point and solve it for your customers.

Let's say you're a plumber. Maybe reviews reveal people complain about cryptic invoices and surprise charges. 

Your solution? Offer transparent pricing with a detailed breakdown before any work starts. 

See how that sets you apart?

Guarantees

People crave peace of mind. So why not offer it? 

This time, let’s say you're an electrician. Imagine this guarantee: "My repairs last. If anything I fix breaks down within the next year, I'll come back and fix it for free, no questions asked."

This builds trust and positions you as an expert who stands behind his work. 

It might seem scary, but a strong guarantee can dramatically reduce customer anxiety and make you the go-to choice.

Your Unique, Say It

Every business has a secret sauce, a unique way of doing things. Maybe you offer extended evening hours, source your products locally, or a part of your profit goes to a local charity. 

Whatever it is, leverage it!

Let's say you're a landscaper who uses all-natural, pet-safe products. Say it! It could be a game-changer for pet owners who worry about harsh chemicals.

Content Is King

In today's digital world, valuable content is a magnet for customers. 

Share informative blog posts, helpful social media tips, or eye-catching videos that showcase your expertise. Educate, entertain, and establish yourself as a leader in your field.

Remember, people do business with those they know, like, and trust. By providing valuable content, you're building a relationship with potential clients. And when they need a chiropractor - let's say you're a chiropractor - you'll be the first they'll think of.

Stand Out!

It's not about low prices or empty promises. It's about understanding your customers, offering them peace of mind, and showcasing what makes your business unique. 

By implementing these strategies, you'll attract customers who value you for your offer, not just your price tag. 

Do that, and you'll start noticing the difference in no time.

Don't know how to apply that to your business? Let's chat!

The first impression matters

You've probably heard the saying, "Don't judge a book by its cover." 

Sure, we all try to be open-minded, but let's be honest: Every time we scroll through social media, if a post doesn’t catch our eye in the first three seconds, it’s onto the next one - without us even thinking about it. It has become a reflex.

And in face-to-face encounters, it's no different. 

Your appearance and how you introduce yourself can make or break that valuable first impression. Imagine meeting your potential highest-paying client in the dirty green shirt you've been wearing all day versus your competitor who appears in a fresh white dress shirt. You’d start with a disadvantage, wouldn’t you?

The headline is the first impression of your content. 

It's the first thing people see, and it'll determine how many views you get. You can have the most engaging, persuasive, and valuable piece of writing - but if your headline doesn't grab their attention, they won’t even bother reading it. 

Attention is key

Here's the thing: we live in an “attention economy”. There's more content out there than anyone could consume in a lifetime. So, how do you cut through the noise, get people to stop, and engage with what you have to say? The answer is simple: 

Give them a reason to care.

Answer their question: “What’s in it for me?”. Put yourself in your reader’s shoes and think about what would make them stop whatever they're doing right now and pay attention. 

For example, imagine you're struggling to get new clients and see the headline: "Get Clients Within 30 Days, Or You Don't Pay Me Anything!". Now, wouldn't that get your attention?

Here's a simple rule of thumb: Imagine your headline standing alone with your email address below it. Would someone, based on that headline alone, feel compelled enough to reach out? If the answer is yes, then you've got a winner. If not, back to work! 

A useful skill

Crafting captivating headlines is a skill worth learning. It can be the difference between your content drowning in the noise and new clients, more sales, or simply happy readers.

The good news is that it's not hard - you can get the hang of it quickly. But if you want some help crafting the perfect introduction to your content, contact me.

The Power Of Ads

Let's be honest: We've all been there. You're scrolling through Facebook, catching up with friends and family when an ad catches your eye. A new product you didn't know you needed, but now you want it. 

Ever wonder how those ads get there? 

Somebody who knows what he’s doing did his job. And guess what? You can become the one making those ads happen!

Find Your Customer

First things first, let's talk about targeting. One of the most powerful features of Facebook ads is its ability to target specific audiences. You can target your ads based on demographics, interests, behaviours, and even life events! 

Imagine showing your ad for a dog training service only to people who recently adopted a furry friend – that's the power we're talking about.

So, don't just target everyone. Take some time to really narrow down your audience. Create an avatar of your perfect customer. The more specific you get, the better your chances of reaching the right people.

Attention Is Key

Now that you show your ad to the right people, the next step is to get their attention. Gone are the days of boring, text-heavy ads. 

They say a picture is worth a thousand words. Well, in the world of Facebook ads, it's worth more! Your ad creative is the part that will get people's attention as they scroll and scroll and scroll. 

Be different! 

Use eye-catching images or videos and compelling headlines that speak directly to your audience's pain points and desires. 

Oh, and speaking of creativity, let's talk about ad formats. Facebook has a bunch of ad formats to choose from. Each one has its own unique strengths, so take some time to experiment and see which one works best for your goals. The only way to know is to test, test, and test some more! 

And by the way, don’t go for the “boost”: That’s Facebook making it easy for you to spend money. 

Get The Most Out Of Your Money

Let's go over budgeting and optimising. Start small and scale up as you see results. Start with a daily budget you're comfortable with, and don't forget to stay on top of your ad performance. Facebook's ad manager makes it easy to track your spending and adjust your budget as needed, so don't be afraid to tweak things along the way. 

Remember how I mentioned testing earlier? Tracking your ad performance is how you'll know what's working and what's not. Keep an eye on important metrics like click-through rate, conversion rate, and cost per acquisition. Use this data to optimise your campaigns and squeeze every last drop out of your ad spend.

Still A Mystery?

If all of this still feels overwhelming, don't sweat it. Email me, and let's chat about how I can help take your Facebook ads to the next level.

I used to follow all the "writing rules", and I never became more than an average writer. Only when I started breaking two major rules did my writing improve significantly. 

Rule number 1: "Use big words to show how smart you are." 

I used to do this all the time. I used to write things like: "Reflect on your thoughts before expressing them.". At some point, I discovered that writing like this only confuses the reader and doesn't make you look smart at all: People would disconnect and stop reading. 

So, instead, I started writing: "Think before you speak.", and my results improved instantly. 

Rule number 2: "Don't get off your laptop until the article is ready to be published." 

It's once I started writing my articles step by step that my writing improved. 

Step one would be to get the words out, brainstorm, write down every idea. No editing, no correcting myself, no spell check. 

I would then take a break, maybe grab some food, go for a walk, or do the laundry. I would reset my mind for 5-10 minutes, sometimes more. 

Then, I would go back and do the first edit. Taking that little break makes a big difference because you come back with a fresh mind. 

Try it. It works.

Nils

PS: To this day, I repeat this review-break-review cycle until the raw brainstorming text transforms into a solid article.

When going through the Facebook Ads Library, I see many local businesses leaving their targeting completely broad. Just this morning, I saw a small restaurant targeting the entire world population.

Bob from Liechtenstein will fly to Queenstown, New Zealand, and eat in that restaurant because he saw that ad on Facebook while sitting on the toilet. For sure!

And after that, they say: "Marketing doesn’t work, Facebook ads are a scam, and anyway, it’s all just a waste of money!".

Well, if you do it like this...

If you want to do the marketing for your company yourself, go for it. 

But learn the essentials first - like targeting.

Otherwise, hire someone who knows what he's doing.

A problem many ads have today is they focus on the product. But features won’t make the sale.

Let me give you an example:

Imagine you own a coffee shop, and 20m away, there’s another one. 

Your sign says: “Coffee made from dark roasted beans, 60-80 mg caffeine per cup, 20-24 second pour.”

His sign says: “Tired? Nice warm coffee to get back on track.”

Who will get more customers? It’s obvious, right? 

You talking about the product doesn’t give anyone a reason why they should buy your coffee. Therefore, they won't.

So, don’t sell the product. Sell the need. 

Sell how it will improve their life. 

Sell them the future.

And by the way, you might even have the better coffee in the example, but it wouldn't matter. A good product with bad marketing will lose against an average product with good marketing.

Get your marketing right! 

I can help you with that. Let's chat.

Nils

There’s one superpower in the world.

It’s not how smart you are.

It’s not how much money you have.

Those help, but you can have both and still fail in life.

You can’t fail if you never give up.

If you show up every day and do the work, you can’t lose.

I heard a great saying once: “If you want to spend money without watching your wallet, work without watching the time.”.

Look at any successful person: most worked hard every day for years... and still do.

Yes, there are exceptions. But if you get rich by winning the lottery and you lose everything, you’re back to zero.

If you get rich by building a business and lose everything, you can do it again, and it will take you half the time because now you know how.

And the true secret to consistency is systems. You have to put systems in place: we’re only human. We don’t have that much self-discipline. 

A thing that helped me is the following thought:

Everything is exponential: You work a lot without seeing any results for weeks, months, maybe years. But one day, you’ll start to get results. Over time, they’ll get bigger and come faster. And as long as you don’t stop working, it won’t end.

So always remind yourself: the next day might be the one it’s going up. 

Use FOMO on yourself to work hard every day.

Consistent hard work wins. Always. Anywhere.

Running ads is a numbers game, a statistics game.

But most people don't know that. 

And this is why, to them, ads are an expense.

They randomly post ads, hoping it will work out. 

I was one of them until I learned that there should be no luck involved, only a stone-cold system:

Create the best ad you can. Then, start testing. Systematically. One thing at a time.

• Who's your ideal audience (age, location, gender, interests)?

• What's the best creative?

• What's the best headline?

• What offer works best?

• ...

We can access all the data we need, so why not use it to get the most out of an ad? Learn from my mistake: Scale an ad only once its statistics are solid, not before.

Testing is how you make ads profitable. They won't be an expense anymore but an investment that makes you money.

So, figure all that out before you run ads next time.

Or, send me an email, and I'll help you out.

The best way to write content is to write the same way you would talk about it. 

But even knowing this, I had a hard time doing that. 

I often caught myself writing stuff that looked good on paper but, when I read it out loud, sounded terrible. 

One day, I started using the concept of “A letter to a friend”.

What I do is I write as if I was actually going to send that letter to one of my friends… And then I simply replace his name. 

It makes the writing sound authentic and trustworthy and creates a deeper connection with your audience. 

Try it out, and tell me what you think about it.

A mistake many people make when creating ads is that they write like they think an ad should sound like. But this usually leads to unnecessarily complex language, confusing the readers, and ultimately brings poor results.

Whether it was consciously or not, reading some of these ads feels similar to reading legalese:

“An amount that a person derives from disposing of land is income of the person if the amount is derived in the development or division work involves significant expenditure on channelling, contouring, drainage, earthworks, kerbing, levelling, roading, or any other amenity, service, or work customarily undertaken or provided in major projects involving the development of land for commercial, industrial, or residential purposes.”

CB 13

 Disposal: amount from major development or division and not already in income

 1.b.iv.

Confusing, right? You probably either didn’t finish reading or didn’t understand a thing.

That’s not what you want with your ad.

The best way is to write like you would speak in a conversation.

Imagine you are talking to someone who’s scrolling on his phone. Grab his attention, and don’t let it go. If what you say is uninteresting, confusing, or annoying, he’ll get back to scrolling on TikTok.

Another great trick is to read your ad out loud. You’ll notice where it doesn’t flow. Every single word needs to earn its place on your copy. If it's not doing anything, remove it. 

So, keep it simple. Keep it concise. Boil it down to the essence of your offer. Remove the waffling.

You got this...

Nils

PS: If you want me to review your ad and give you feedback on where you could improve it, write me an email.