How to Translate Your Core Message Into an Ad That Sells

Wizard Partner Michele Miller shares an example of how a smart and brave business owner can keep growing a business in tough times.

Brave by holding his advertising nerve when competitors crumbled.

Smart by first hiring Michele and then by following her advice.

In this article Michele shares one of her copywriting secrets. Read the full article and apply its principle to your next ad. You’ll enjoy the results.

Here’s an excerpt:

One of my clients is New Balance San Antonio, a highly successful chain of shoe stores in San Antonio.  Even when the economy tanked in 2008, owner Rob Kaufman still grew his business by double digits.

How?

By never cutting back on advertising, even when things were bad (a very important factor), and (even more importantly), by delivering a message that is relevant to the customer.

New Balance San Antonio can talk all day long about their 88 points of fit and 40 different shoe models that are created to fit the needs of every foot, but the business won’t sell a single pair of shoes until it can translate its competitive edge into language that means something to the customer.

Read the full article, Ad Copywriting: The One Question You’re Probably Not Answering