Here's an unorthodox way to do it:
1/ I once heard Bob Pittman, founder of MTV, say “You cannot 'sell' anyone anything. You can only show them why your solution is the best fit for their problem”
Think of your prospect as sitting their with a big checklist of what they are looking for. Your job is to answer each concern.
Here’s the issue though:
And your customer is seeing about 4,000 ads a day.
How do you cut through the noise?
I study trends, and other people's ads.
Then, instead of copying them (like many other writers do, and even teach their students to do), I try to take an angle that no one else is using
I grabbed attention showing how the big food co’s have been pumping sugar into our diets, & hiding it. There was no talk about the microbiome until deep into my ad
At the time, Quaker was selling a cereal called “Wheat Berries”, and sales were tanking
Then, Puffed Wheat became the most profitable cereal in the country.
Weak.
Instead, think about what your UNIQUE ATTENTION ANGLE can be.
Test it, run it. Then beat it. Then repeat.