Workbook:

Creating your Text Ads

Gina Davis

Networking Next Week (NNW) email newsletter

Custom Growth Group LLC

Created 8/29/17

This workbook is a companion to the article on Custom Growth Group, called Creating Text Ads using this Simple Guide’.

How to use this Workbook:

This Workbook was created to help Networking Next Week subscribers that purchased an Ad and have no experience or need a brush up on creating ads. Networking Next Week is a weekly email of places to network in the Greater Memphis area.

This workbook is delivered once the purchase of a Text Ad for Networking Next Week is complete.

This workbook is used in conjunction with an article on Custom Growth Group, Create Your Text Ads using this Simple Guide.

If you randomly found yourself here, contact me for more information about this process or if you have questions.

Key Elements of Text Ads for the Networking Next Week

How do you determine when the prospect is ready to buy?

The first step is identifying where your prospect is in the buying cycle. Simple example:

A broken transmission – the client is in the awareness stage or the #$@% stage.  In this stage, you might create an ad that focuses on introducing your business and some of your benefits.

Automobile worth vs the cost of new transmission – at this stage the prospect is deciding which way to go, fix the car or get a new one. Here you might provide some statistics on new car reliability. Give them information to make a decision.

Decision – prospect has decided to get a new one. Now you might have an ad that invites them to visit your showroom.

Would you like more content on Buying Cycles for B2C and/or B2B? (You will get to answer this at the end of this document.)

When the irritation starts outweighing doing nothing about it.

Step One: Identity an irritation, a problem, a need, a want, etc of your prospect.  Do this for each of your products and services and as a whole for your business.

Step Two: As part of the potential prospects decision process, they will research their options. These will most likely be part of your keyword or ‘search terms’ that are part of the buyers researching process.

Step Three: Identify what your potential prospect will likely be researching when they’ve made the decision. These will most likely be part of your keyword or ‘search terms’ when the buyer makes the decision.

Would you be interested in understanding your Buyers more and how that relates to finding them and advertising to them? (You will get to answer this at the end of this document.)

Let’s break the buying process down further:

This can create a basic formula to follow for creating your text ads anywhere.

Examples

Zappos is being used in this example.

Quoted: Their (prospects) motivation and (Zappos) value proposition is a wide selection of shoes to fit a large variety of sizes at affordable prices, delivered right to your door.

Because Zappos and we know, that buying shoes from online can result in shoes that don’t fit, their Ad messages address that.

Ad Focus

Ad Tactic

Ad Messaging

Value Proposition

Quality

Low Price

Selection

High Quality, Durable, Best Selling

Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing

Over 5000 items, Huge Selection

Anxiety

Credibility

No Hidden Fees

Time limit

Highlight loss vs Gain

Since 1984, As Seen on TV, NY Times

No Booking Fees, One-time, No minimum

Ends by date, Limited time

Missing out, Don't, Why

Friction

Quick turnaround

Return policy

Ease of use

Ships within 1 day, Inventory available

Free returns, 30-day returns, no hassle

Within minutes, Quick & easy, 3 steps

Incentive

Discount

Freebie

Free Shipping

Up to 50% off, Save extra 25%

Free whitepapers, Buy one get one

Free shipping, Free overnight

This page & the previous one of this Workbook: Create your Text Ads, was cannibalized, quoted and re-created from the article  ‘How to create winning ad copy using a scientific approach’ by Purna Virji

‘Find Vendor Booths’ Example:

The prospects motivation is to acquire clients. Lack of time and energy, make locating events difficulty.  FVB address these in their ad messages.

Ad Focus

Ad Tactic

Ad Messaging

Value Proposition

Time

Energy

Acquire clients

Saves time, 100’s events one website

Saves energy

Find more events, therefore, find more customers

Anxiety

Highlight L v G

Contract length

Cost

Quality

Miss out, Don’t

12-month sub

$12 a month, paid annually

Show there are enough quality events to balance the cost.

Friction

Ease of use

Simple to access, Video tutorials (missing), App (missing)

Incentive

Freebie

Discounts

Event preparation checklist

Discount on additional event marketing services

Note: In creating this, it also helped me to see what I was missing.

Would you like to learn how informal surveys of current and past customer can help you identify key triggers?

Now it’s your turn to work through this process. Create your tactics for the 4 areas.

  1. Value Proposition: Identify your prospect's motivations - this is typically defined when you create Buyer Personas.

An email course on ‘Creating your Buyer’s persona’ is available.

  1. Anxieties and Frictions: What are the prospects objections? What are their push backs.

  1. Incentives: How do you make it more attractive?

Now fill in your Tactics, then create messages.

Ad Focus

Ad Tactic

Ad Messaging

Value Proposition

Anxiety

Friction

Incentive

Next, write the steps in the buying process, that you previously identified for your prospects? (see page 4 & 5)

Use ‘Key Elements’ to Create Your Ads Template

Find out about the ‘key elements’ in the article, Create Your Text Ads using this Guide.  Now create Ads for each of the steps in the buying process.

Ad 1:

Headline, 4 - 7 words (for NNW)

________   _______   ________   _______   ________   _______   ________   _______  

Body: 9 - 25 words

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______  

Write your CTA again here:

________   _______   ________   _______   ________   _______   ________   _______  

Ad 2:

Headline, 4 - 7 words (for NNW)

________   _______   ________   _______   ________   _______   ________   _______  

Body: 9 - 25 words

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______  

Write your CTA again here:

________   _______   ________   _______   ________   _______   ________   _______  

Ad 3:

Headline, 4 - 7 words (for NNW)

________   _______   ________   _______   ________   _______   ________   _______  

Body: 9 - 25 words

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______   ________   _______   ________   _______  

________   _______   ________   _______  

Write your CTA again here:

________   _______   ________   _______   ________   _______   ________   _______  

Did you find this Workbook helpful?

Are you interested in learning more about Buyer Personas, content marketing, advertising? Would having someone to guide you through this process be helpful?

Here are those questions I asked in above content.

Would you like more content on Buying Cycles for B2C and/or B2B?

Would you be interested in understanding your Buyers more and how that relates to finding them and advertising to them?

Would you like to learn how informal surveys of current and past customer can help you identify key triggers?

Watch for a follow-up email that gives you the first opportunity at exclusive content, email courses and much much more.

Custom Growth Group LLC

Copyright 2017