Four Tests To Determine If Your Ad Will Be a Cash Cow Or a Dud
The secret to all great copy writing and advertising is to put time and thought into what you want to say. The world is noisy, and getting your message out is not cheap. If you want results, you must evaluate what you are saying from your customer’s perspective!
Compelling copy is an incredible form of financial leverage because your ad will likely cost the same whether it gets you one response or 10,000.
Here are some shortcuts to help keep your ads on the right track.
#1. The “Well, you better do that” Test
Is your ad filled with obvious statements that don’t mean anything to your clients?
To persuade and have credibility, your ad copy needs to be specific enough to be meaningful.
Instructions:
Read the statement in your ad and then ask the question, "Is this a 'well… you’d better do that' statement or does it add value to the ad?" There is a plethora of meaningless obvious statements in ads. They not only waste your prospect's time, they often prompt the questions, "Why do you have to list something so obvious? Is there something you are not telling me?"
Have fun and get sarcastic with it. If you don’t your potential customers will!
If you don’t ask the tough questions they will!
Examples:
- We do it right the first time… You better…
- We really do care… You better…
- Our customer is number one… They better be…
- We are great at customer service… Really?…
- We have a knowledgeable staff… I would hope so…
#2. Logo Replacement Test
Is your ad differentiating you from your competitors? This is one of the most powerful ad tests out there.
Instructions:
Remove your name and logo from your ad and replace it with your competitor’s name and logo. If the ad still makes senses, you fail this test and need to more clearly separate your business from your competitors.
#3. Logic Test
Does your ad make sense?
Instructions:
Answer these three questions:
- What is the outcome you want from this ad?
- Who are you going to be speaking to?
- Where will the ad be placed in order to reach them?
Does your ad make sense given the answers to these three questions?
You’ll be surprised how often they don’t!
#4. The ICIC formula – Get your potential customers saying “I see, I see.”
Does your ad do these four things, in this order?
- Interrupt: Your prospects must see the ad and pay attention.
- Hint: Your logo at the top of the ad is not an interrupt.
- Connect: Your prospect needs to clearly see the ad as relevant to them.
- Inform: This is where your prospects see the point of your ad.
- Compel Action: Give your prospects an offer they can't refuse because they see so much value in it!
Missing any one of these four steps will significantly reduce the chances for response from your ad.