Welcome to Your Content Should Sell, a newsletter that only gives you practicals about how to create content for your brand.

I saw Top Gun Maverick and Marcel The Shell With Shoes On in theatres this past weekend.They are very different movies but inspire me in different ways.Something that is lost in the business world is the beauty of art and how it can inspire us.After you read this newsletter, plan an outing to see some art near you.

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I did an audit of a company's content and one of the biggest problems were their ads.

They had these incredibly designed ads, but people barely watched past 2 seconds.

Now, I am a sucker for great design, and I think you can have pretty ads that convert, but these ads were just pretty.They didn't have a converting intent behind them.

I started to teach them about how they could change these ads to look good and have a strong brand presence but also compel people to learn more.

I don't want to keep that special sauce from you, so here is four tips to immediately get profitable ads.

1. People buy from people, not a logo.

I am all for a strong brand presence on all of your content.But you can't focus so much on the logo that you forget who you are talking to.

People are scrolling their phones on social media where they are looking at friends online.

If your ad doesn't have a focus on people, consumers will sniff it out as an ad and swipe.

This ad account I was auditing didn't have people in it, just really cool text motion videos and graphics.

Nothing wrong with that, and I know those can work, but to not have any people in the ad account created a distance between the company and consumers.

This is an easy change because you can ask customers to talk about your product or send in videos of them using your product.

Even if you wanted beautiful text-type ads, you could combine the motion graphics with customer testimonials to get a person-centric ad that is also pretty and on brand.

2. Clarify Language

We know our product better than anyone.

We can easily use vague language because our minds fill the gap.

But for someone that has never heard of you and is randomly scrolling and happens to see your ad, they need to know exactly what you do.

Their minds can't close the gaps like you because they don't know your product at all.

Big brands can get away with vague language because we know the product, and the ad is probably more awareness than a conversion ad.

That being said, you need to write scripts and offer details that make sense to someone that is seeing your brand for the first time.

Even if the customer doesn't buy, they should know exactly what you do and provide.

It is better for someone to say no versus scrolling away out of confusion.

I suggest talking to people, showing them an ad, and then asking them to speak it back.If they aren't saying exactly what you want them to say, there is a clear disconnect between what you want to communicate and what is actually being communicated in the ad.

Create converting ads with just one click.

The more ads you can test, the faster you can finding profitable ads.Most brands want to test more but can't make all of the ads themselves.

If you have a small budget, you can't hire many people to create for you.

That's where Pencil comes in.

Pencil helps brands grow by automating creative production for experimentation at scale

Just input your branding and assets, then give Pencil a topic. It'll write copy, edit video and generate finished ad ideas in ~1 minute.

3. Show the proof

Lots of people claim things, few can deliver.

This statement is the case in a service business but is also true in a product business.

People need to know what they are buying online is going to work.

I am the worst consumer for brands.

I am the reason the CAC is high, because I don't buy right away.

When I create ads, I think about the consumer who won't budge (aka me).

I want the ads we create to show proof that the claims are true through visuals of before and after, customer testimonials, and data.

Some people care about data, some will only care about the visual before and after.

You don't have to crame all types of proof in one ad, but you must find ways to prove that your product will deliver.

Let's say the product has no absolute claims and it is just a cool clothing company.

You still need to sell people on the idea that when they buy the clothes, they too will be cool or whatever the vibe of the clothing company is.

Consumers buy the result, whether there is a physical change or more of an emotional/spiritual change.

4. Don't be safe

I see a lot of content like "use these five hooks in your ads."

Notice that I don't give you templates when writing because if everyone does the same thing, people will know it is an ad and scroll away.

You need to be different.

Be honest, what would be a crazy idea that is still on brand?

Why not try it?

What is angle that you have always wanted to try or language you have wanted to test?

Do it.

I think too many people are trying to match a playbook versus writing their own playbook.

The people who take risks are the ones who build brands that stand out, and consumers know and love.

Now I am not saying throw away your whole ad account and just go wild.

I just need you to find ways to push the boundaries for your brand.

This will look different for each person and brand, but see your limits and push.

I know you are eager to get into your ad account and start creating some tests.

Reply and let me know which change stood out to you the most!

Stoked for Pencil for sponsoring this newsletter and supporting us here at Goodo Studios.

Keep creating! 

Matthew Gattozzi

PS. The movie theatres are so underrated. Go see a movie and get inspired!

In Other News

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▶️ YouTube’s Developing an Updated Shorts Player for Connected TVs

💃 Outdoor Voices Is Considering Putting Itself Up for Sale Among Other Options

Resources

We do get a commission from some of these links, but I wouldn't share anything that I didn't think was worth it to you.

Foreplay - I love saving all the amazing ads I have found. Foreplay allows you to save great Facebook ads with a click of one button on Chrome. It is incredible.

Triple Whale - Have an attribution problem? Triple Whale is doing some incredible things to help you get your data all in one place to make the best decisions for your brand. Get 15% off using the code GOODOOddit - If you’d like to improve your site, you can try out Oddit yourself with GOODO10 for 10% off any Oddit report or grab a free month of Oddit Club - a private community for founders, marketers, and designers.

Wonderment - Make the customer experience better with real shipping updates. Control the most important part of customer journey after a purchase with real time data. Get a FREE 30-day trial when you use the code: goodos