The Number 1 Rule You Must Follow To Create Successful Ads

Let me ask you something. 

Are you following the number 1 marketing rule when advertising?

I would bet my left arm that you’re not. And that's my best arm.

You know why?

Because in the past, I’ve been guilty of straying from the path too.. The worst part is, at the time I didn’t even realise it. 

Once I followed this rule my ad success doubled.

Back when I was a rookie in the marketing industry I made soooo many mistakes. In fact, I’d say too many to count.

This one mistake hung around my neck like a cowbell, making sure I found it as hard as possible to get new clients. 

=Avoid the bear trap or else=

Almost every business does the same thing, especially local businesses.

Sooo many business owners fall into the trap of thinking “I can sell to everyone, it’ll be fine”.

SPOILER ALERT, it will not be fine.

This tends to happen because people believe there’s no such thing as a customer bias. They think that the more people they reach, the higher the chance of success.

It’s not your fault though.

We’ve been programmed to think this way our whole lives. Most of the marketing we see is directed at a mass audience.

This influences our marketing when doing it for ourselves.

Think about it…

Coca-Cola, Samsung, Ford. 

What do these 3 have in common? 

<Drumroll>.....

They all advertise to a mass market.

And…

They have hundreds of millions of pounds to spend on marketing.

If you don't have a giant marketing budget, you can’t just brute force your way into making mass marketing work.

So I’ll tell you what we’ll do instead.

We’ll find our perfect customer bias.

Marketing…Marketing Never Changes

Customer bias is the majority audience. The people who are most likely to buy what you're selling. In other words - The Perfect Customer.

Could be men, women, people aged 55, motorbike riders. You get the point.

I have a genius example for you.

Back in the 60s, there was a motivational speaker in the US. (Don’t remember his name.)

Remember it’s the 60s there’s no internet, no social media, not even a Fax machine.

This guy was holding seminars in multiple cities. He noticed that his audience was mostly men. Sounds obvious.

He also noticed that most of these men had Crew cuts.

So when he went to a new city, he would hit up all the barbers in that city and pay them for a list of customers who had crew cuts.

He sent letters to these men containing promotional offers for his seminar.

This boosted his response massively. 

Why? 

Because there is ALWAYS a bias and he found it.

Lock onto your perfect bias

There’s no shortage of great ways to identify your perfect customer bias.

One very overlooked way is customer reviews.

If you have a client but can’t seem to identify their perfect bias, take a look at their reviews.

It’ll show you how their audience speak and what kind of people they are.

Another way is to send out direct mail, posters, business cards, etc. You’ll be able to identify a bias by which areas do better than others.

Even door-knocking or cold calling works. You can narrow down the areas where you get the best response and go from there.

Bottom line is:

If you have a clear picture of your audience, you know what language to use to get your ads to speak to them.

Find your perfect customer bias and I guarantee you’ll see a huge increase in the success of your ads.

P.S. - Want to know how we would find your perfect customer bias? Fill out the form HERE and one of my team will be in touch to see if we are a good match. 

Talk soon.

Josh