When Creating Ads, Don't Think About Ads.

It sounds counterintuitive, I know. But the point is to remember that everyone is a person, and everyone has motivation. If you think about the ad, you are thinking about yourself, your business, your offer, etc, etc. That is not how you create a compelling message.

Think about asking your girlfriend to come watch a movie you know she probably wouldn't normally want to. I will use a real example here. I wanted to watch the F1 movie that Apple released, and wanted to bring my girlfriend. Knowing she did not care about racing movies, instead of saying "There is this really cool movie about racing we should watch." I said, "There is a great movie with Brad Pitt that came out, and apparently the filmography and soundtrack is awesome. I have wanted to watch it for a bit, and would love for you to join me."

Here is the difference - I focused on bringing her (reminding her I want her to be there), mentioned sound and film (something she likes) and said I have wanted to watch it. Those 3 are way more motivating than focusing on something she doesn't care about.

Advertising is the Same as Asking a Girl to a Movie

You start by thinking about what the viewer wants, and how your offer helps fulfil that desire. The rest of the ad is just bringing the gap between the problem or desire they have, to how your product gets them there.

"Be a little emotional sometimes, it'll make you a better advertiser." - Elias Michael Davis, Founder of Affilicademy

When your ads focus on the viewer, they convert.

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Elias Michael Davis, Founder of Affilicademy

A Personal Letter