Good ads will make people feel understood…
But GREAT ads will make them feel like you’ve been watching their every move…
For example…
On Sunday, I was watching a Joe Rogan interview on Youtube when an ad for a men’s dating offer came up.
I wasn’t even paying attention to the ad…
I was busy eating my lunch…
But after a few seconds the ad completely sucked me in.
Why?
Because the guy was talking about my EXACT situation to a “T”.
It was like he’d been living inside my head for the past week.
So what did he say?
I believe the ad opened with something like…
“No she’s not busy with work…she didn’t lose her phone…she’s pulling away because you became too much of a sure thing”
That line caught my attention.
Why?
Because there’s a woman I’ve been talking to from LA for a few weeks and this exact scenario happened.
Our texts started out really well…
We hit it off – all the fun, flirty stuff you want when meeting someone.
But then out of nowhere, she started to pull back.
Her responses took longer.
Her answers were shorter.
And for a guy this is so confusing…
So this ad perfectly captured all the shit that was running through my head.
“Maybe she’s busy with work”
“Maybe she doesn’t have her phone on her”
So this ad nailed that part…
But it didn’t stop there…
Cause a few seconds later he brought up something else that made me feel like he was watching my every move…
“You’re probably confused why she did this. Maybe you’re even texting your buddies to see what they think”
Yep.
Spot on.
About two days before this I was asking one of my friends what he thought of her texts.
I wanted another opinion.
So again, instead of just talking about generalities…
This ad is going one step further and calling out stuff that it knows I’m doing.
That’s what a GREAT ad does.
It makes you feel like someone is watching your every move.
Now here’s the thing…
This is only possible if you TRULY know the person you’re selling to.
Most people don’t understand who they’re selling to on this deep of a level.
That’s why the copy feels kind of general.
But if you can get inside their head (and their life) and show them exactly what they’re feeling (like this ad did with me)…
You got ’em.
That’s what GREAT copy does.
It makes the person feel like you’ve been watching their every move.
So keep that in mind…
– Justin
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