How To Write An Ad That Gets You New Clients (Part 1)
Most ads suck at getting clients because they focus on entertainment over psychology. Here’s the simple question formula that activates ‘problem awareness’ in your prospect’s brain.
Why Most Ads Fail
Most ads try to entertain instead of educate. They focus on being clever instead of being clear. They prioritize creativity over conversion.
The Problem Awareness Formula
The best ads don’t sell solutions - they sell problems. Here’s the formula:
“Are you a [target audience] struggling with [specific problem]?”
Examples:
- “Are you a restaurant owner struggling with weekend payroll?”
- “Are you a dentist tired of no-show appointments?”
- “Are you a gym owner watching members cancel every month?”
The Psychology Behind It
When someone reads a question that describes their exact situation, their brain automatically answers “YES!” This creates engagement and problem awareness.
The Three-Step Process
Step 1: Hook with a Question
Start with a question that identifies the problem.
Step 2: Agitate the Problem
Explain why this problem is costing them money, time, or stress.
Step 3: Introduce the Solution
Present your service as the logical solution.
Common Mistakes to Avoid
- Being too vague (“Are you struggling with business?”)
- Leading with features instead of problems
- Trying to be funny instead of helpful
- Not speaking their language
Testing Your Hook
Show your ad hook to someone in your target audience. If they don’t immediately say “That’s exactly my problem,” keep refining.
Conclusion
Great ads don’t entertain - they resonate. Use the problem awareness formula to create ads that make your prospects feel understood.