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How To Write An Ad That Cuts Through The Noise

A good ad should have clarity in its messaging. That means at one glance, the intended audience should know what it is trying to advertise.

I always put myself in the shoes of the target audience and ask, “what’s in it for me?”

Here’s the problem with ads these days:

1) They have exaggerated claims

2) The benefits/outcome is not strong enough

3) The offer is unclear

A few years back I chanced upon this copywriting framework which is meant to help cut through the noise on Facebook/Instagram. 

It’s intended to be simple and clear so it can attract potential clients with high intent. 

This framework can be used across any niche/industry and I’ve used it personally for clients who are from different industries.

I will go straight into giving you the template.

Then I’ll break it down for you so you can craft your own ad easily.

Finally, I’ll just show you one (of the many) examples I’ve written for my clients across these years. 

This ad framework is called the Power Offer (created by Joel Erway). 

Before I show you the template, just bear in mind the requirements of this framework:

1) It must elicit a Yes/No response.

2) The benefit must be clear and succinct.

3) It should be understood by your prospect in 1 sentence. 

4) It should have a time element to achieve that result or outcome. 

Here’s the template:

Dear [Target Audience]!

If I offered to [provide you a benefit]:

– Using [your unique method]

– Without [pain/struggle]

– So that you can [outcome]

Would you take me up on this offer?

To make this ad even stronger, I usually use a client testimonial as the ad creative.

Something simple like a screenshot of a Whatsapp of a client expressing their positive feedback is good enough. 

And I’ll add the following copy:

Here’s what our customer said after engaging our [service].

Since then, I’ve helped many more people achieve their [desired outcome]

Are you next?

For the call-to-action headline, it’s usually:

Want to get [outcome] in [timeframe]?

If it’s really hard to put a time to how long it can take to produce results, your headline can simply be:

For (target audience) who wants (outcome)

E.g: For parents who want their kids to excel in Math

Some pointers to note:

1) Clear offer

In the first line, where you write “if I offered to (provide a benefit)” – for this, the benefit must be very simple and clear. This is you actually pitching your product or service directly. 

If you’re a Math tutor, then write “If I offered to tutor your child in Math…”

If you’re a cleaning company, then write “If I offered to clean your home…”

2) Explain your unique method simply

I truly believe we all have our own unique method of doing something. You just need to learn how to describe it simply. 

For example, my music school teaches people how to visualise shapes instead of memorising complex chord diagrams. This helps people to learn and play music fast.

3) Incorporate an element of time

Your copy should also write clearly how long it will take for them to see a result from your offer.

For example…

Want To Play Piano Using Both Hands In 1 Hour?

Want To Have Your Dream Home Built In 8 Weeks?

Put together, your ad should look something like this:

(I wrote this for a Math tuition centre few years back):

This was the winning ad copy and image across the many other ads I’ve tested. 

To put it all together, here’s the whole copywriting framework:

Primary text:

Dear [Target Audience]!

If I offered to [provide you a benefit]:

– Using [your unique method]

– Without [pain/struggle]

– So that you can [outcome]

Would you take me up on this offer?

Here’s what our customer said after engaging our [service].

Since then, I’ve helped many more people achieve their [desired outcome]

Are you next?

Call-to-action headline:

Want to get [outcome] in [timeframe]?

Now that you have this framework in your hands…

Go write your own Power Offer and see the results it can bring you.

The best thing is, you can use this not just on ads, but also on your own social posts. 

Post it on your social media, and you might be surprised at the outcome. 🙂

I look forward to hearing some great results from you.

Who Is Edmund Chew?

I own a 7-figure music education company called TravelClef. I help fellow business owners scale their business using paid ads. I’m obsessed with marketing and entrepreneurship.

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