When you’re writing an ad, put the sexy stuff FIRST.
Maybe not on the actual first line! (“BUY MY THING!”)
But don’t go on and on about:
what you’re passionate about
what your process looks like
the modalities you use
how many sessions they get
Instead, tell your client HOW WORKING WITH YOU MAKES THEIR LIFE BETTER.
(Ta-dah! 57 words! You’re welcome!)
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And now, the small print:
Your client wants something in their life to get easier / better / truer, so let them know how you can help them achieve it.
If they don’t want what you’ve got, that’s cool, that’s fine. You don’t serve everyone!
But if they DO, don’t make them go hunting to figure it out. Roll out the welcome mat and let them know what they can achieve with you and all the juicy benefits it brings them.
For example: Not just: learn how to cook vegan food.
But also: make your food prep easier, your food yummier, save time, save money, save the earth, increase your confidence in the kitchen and the supermarket, discover useful resources, join a community that supports and celebrates your vegan lifestyle.
See what I did there? I went behind the official “thing they want” to talk about “the fabulous benefits of that thing.”
So there’s a prerequisite to your amazing ad, which is this:
Business owner, KNOW YOUR CLIENTS. Better than they know themselves. So you can provide them with the exact transformation they’re looking for PLUS all the amazing benefits they didn’t even realise they were dreaming of. And tell them about all of THAT.