14 Years of Persuasion Advice in 35 Minutes

Summary

• I've been in business for 14 years, and in that time, I've discovered key strategies that make advertising effective. I'll share 12 hacks that guide our ad writing and campaigns.
• Always start with a powerful headline because it's the most critical component. A great headline can double or triple the engagement of your ad.
• Use curiosity, uniqueness, and appeal to grab attention. Never put out an ad without a headline to set the context for what follows.
• Say what only you can say. Talk about your unique qualifications and experiences as proof will always outdo promises. Your personal stories and experiences can differentiate you from competitors.
• Always specify who your ad is for and who it isn’t. Excluding the wrong audience can strengthen your appeal to the right audience.
• Use clear specificity in your copy to connect personally with potential customers. Describe experiences vividly instead of using generic terms to evoke genuine emotions and responses.
• Always provide a reason for actions you want your audience to take. Use the word ‘because’ to build engagement.
• Own your flaws through damaging admissions. Admitting faults can help build trust and authenticity, making your promises more believable.
• Show, don’t just tell. Describe the benefits in a way that lets others visualize and feel the advantages.
• Tie your product or service benefits to elements of social status whenever possible.
• Leverage urgency and scarcity to motivate quick action. These tactics need to be genuine and real to be effective.
• Utilize implied authority by highlighting your achievements, longevity, and recognitions.
• Always include a PS statement in your ads or emails. It's usually the second most read part. Use it to reinforce the main point or add a critical piece of information.
• Ensure you have clear calls to action. Being explicit about the next steps simplifies the process for potential customers and reinforces trust if your instructions are consistently achievable.
• Write at a third-grade reading level to ensure your copy is accessible and easily understood. Simplicity trumps complexity.
• As a bonus, if possible, integrate humor. It's not essential, but it can make your ad more engaging and broaden its appeal.

Each of these strategies aims to create a frictionless path from engagement to conversion by keeping the content simple, relatable, and compelling.

Video

How To Take Action

I would suggest starting with headlines. A powerful headline is the key. It's where most of your ad's power comes from. Think of headlines that raise curiosity or uniqueness.

Next, tell people what makes you different. Personal stories or things only you can say really matter. It shows why people should trust you over others.

Make sure to clearly state who your ad is for and who it's not. This way, you connect better with the right people.

When writing your ad, use specific details. For example, instead of saying "more sales," describe what more sales feel like. How does life change with more sales?

Always include a reason for why you want someone to do something, even if it's simple. The word 'because' is a strong motivator.

Own your flaws. Admit any weak spots upfront. It's better for building trust.

Tie benefits to status. How will your product or service make someone's life better in a way others notice?

Use urgency and scarcity authentically. Let folks know they need to act fast or there are limited spots.

When promoting, highlight your achievements and how long you’ve been excelling. People trust experienced authorities.

Include a PS in emails or ads. People often read it, so it's a great spot to recap or highlight important points.

Ensure calls to action are clear. Explain each step, so there's no confusion, which builds trust through clarity.

Finally, aim for simple language. Third-grade level is ideal to make your ad accessible to everyone. Short sentences, simple words—those work best.

These low-cost strategies can boost engagement and conversions significantly without requiring tons of resources.

Quotes

"Headlines come first for a reason"

– Alex Hormozi

"Curiosity is king, different is ideal, and sexy works"

– Alex Hormozi

"Proof will always outdo promise"

– Alex Hormozi

"If you want to stand out in a crowded marketplace, tell the truth"

– Alex Hormozi

"Fancy equals friction, simple equals sales"

– Alex Hormozi