Marketing Matters with Ashley Brock

Episode #47: What Makes A Good Ad?
Release Date: November 25, 2024

In Episode #47 of the Marketing Matters™ Podcast for Small Business Owners, host Ashley Brock delves into the essential elements that constitute effective advertising. Tailored for entrepreneurs and small business owners, this episode offers actionable insights on crafting ads that not only capture attention but also drive meaningful engagement and conversions. Below is a detailed summary capturing all the key points, discussions, insights, and conclusions from the episode.

1. Introduction to Effective Advertising

Ashley opens the episode by challenging traditional marketing funnels, advocating instead for building a robust "marketing machine" that ensures businesses are easily discoverable by their target audience. She emphasizes that in today's competitive landscape, "the best marketer wins", underscoring the critical role of strategic advertising in business success.

Notable Quote:

"The best Realtor, the best interior designer, the best boutique owner, influencer, or local service provider does not win. The best marketer wins." — Ashley Brock [00:00:45]

2. Understanding Different Types of Ads

Ashley breaks down the various platforms and formats available for advertising, highlighting their unique characteristics and suitability for different business types:

• Google Ads: Primarily text-based ads that appear in search results.
• YouTube Ads: Video advertisements tailored for the platform's audience.
• Shopping Ads: Product-centric ads that display at the top of Google search results, ideal for product-based businesses.
• Social Media Ads: Visual ads on platforms like Facebook, Instagram, TikTok, encompassing both static and video formats.

Key Points:

• Static Ads: Single image ads that do not move.
• Carousel Ads: A series of static images that users can swipe through.

3. Crafting Compelling Ad Copy and Creative

Ashley emphasizes the dual importance of ad copy (the words used in the ad) and ad creative (the visual or video elements). She explains that effective advertising requires a harmonious blend of both to convey the right message and capture the audience's attention.

Notable Quote:

"If you have the right targeting but the wrong message, then your ads won't perform. So your creative matters a good deal." — Ashley Brock [18:30]

4. The Power of Testimonials and User-Generated Content

A significant portion of the episode is dedicated to the role of testimonials and user-generated content in building trust and credibility:

• Testimonials: Direct endorsements from clients advocating for your product or service. Examples include video testimonials where clients share their positive experiences.

  Example:
  "I have struggled to lose this weight... working with Jill, she helped me." — Ashley Brock [25:15]

• User-Generated Content (UGC): Content created by customers showcasing them using your product or service, such as photos or videos on social media.

Key Points:

• Both testimonials and UGC serve as third-party validations that can significantly enhance the effectiveness of your ads.
• Encouraging customers to share their genuine experiences can lead to increased trust and higher conversion rates.

Notable Quote:

"The more testimonials you get, the more sales you will make. The more sales you make, the more testimonials you get. It's like a feeding process." — Ashley Brock [22:45]

5. Differentiating Between Product-Based and Service-Based Advertising

Ashley dispels the common misconception that product-based and service-based businesses require entirely different advertising strategies. She argues that the core principles remain the same, focusing on clear communication of value and benefits.

Key Points:

• For Product-Based Ads: Highlight specific use cases and benefits of the product.

  • Example: Coralie's custom photo albums being pitched as perfect for birthdays, weddings, or as gifts for grandparents.

• For Service-Based Ads: Emphasize the unique value and transformational benefits of the service.

  • Example: Jill's nutrition coaching leading to significant weight loss even during challenging times.

Notable Quote:

"What matters is the way that you communicate what you have to offer does not matter necessarily with the difference between a product based business and a service based business." — Ashley Brock [15:40]

6. The Role of Grit and Consistency in Advertising Success

Ashley underscores the importance of grit—defined as passion and perseverance for long-term goals—in achieving success with paid advertising. She references Professor Angela Duckworth's research on grit, highlighting it as a critical trait for marketers.

Notable Quote:

"Grit is passion and perseverance for long term goals. If you don't have grit, you will not win with Paid advertising." — Ashley Brock [34:50]

Key Points:

• Consistency: Maintaining and refining ad campaigns over an extended period (minimum of 90 days) is crucial for success.
• Perseverance: Continually testing and optimizing ads, learning from failures, and adapting strategies are essential.
• Mindset: Recognizing that immediate results are rare and committing to long-term efforts can lead to substantial rewards.

7. Tailoring Messaging for Warm vs. Cold Audiences

Ashley draws an analogy between advertising and dating, explaining how communication strategies should differ based on the audience's familiarity with your brand:

• Cold Audience (First Date): Use a gentle, less direct approach. Focus on familiarity and building interest without pushing for an immediate sale.

  Example Messaging:

  "Learn more about our product or service, click the link below." — Ashley Brock [42:10]

• Warm Audience (Recurring Dates): Employ more direct calls to action, leveraging familiarity and urgency to encourage conversions.

  Example Messaging:

  "Buy tickets now for the summit before the price goes up!" — Ashley Brock [43:20]

Key Points:

• Initial Engagement: For new audiences, provide information and build trust.
• Retargeting: For those who have shown interest, create a sense of urgency and reinforce the value proposition to drive action.

Notable Quote:

"If you're going to launch ads, you have to have the mindset that you need to be consistent for a long time and refine over time." — Ashley Brock [37:15]

8. Final Thoughts and Key Takeaways

Ashley wraps up the episode by reiterating the critical components of successful advertising:

• Multiple Exposures: Ensuring your audience sees your ads multiple times to reinforce the message.
• Diverse Messaging: Utilizing various messages to cater to different audience segments and preferences.
• Consistent Refinement: Continuously testing and optimizing ads based on performance data.
• Emotional Connection: Building a narrative around your brand story to foster trust and loyalty.

Notable Quote:

"The most important piece is multiple exposures with multiple messages and consistency. It is so important that if you are going to launch ads that you know you're going to leave those ads on for a minimum of 90 days." — Ashley Brock [48:00]

Conclusion

Episode #47 of Marketing Matters with Ashley Brock provides a comprehensive guide to creating effective ads that resonate with both product-based and service-based businesses. By emphasizing the importance of strategic ad types, compelling copy and creative, leveraging testimonials and user-generated content, maintaining grit and consistency, and tailoring messaging for different audience segments, Ashley equips listeners with the tools needed to elevate their advertising efforts and achieve their business goals.

Whether you're just starting or managing an established business, the insights shared in this episode are invaluable for optimizing your marketing strategy and ensuring your business stands out in a crowded marketplace.

Stay tuned for the next episode, where Ashley will share "10 Tips for Black Friday." Don’t miss out on valuable strategies to maximize your sales during the holiday season!

If you haven’t already, secure your spot at the upcoming Power of Paid Ad Summit by visiting ashleybrock.com/summit. Join hundreds of entrepreneurs ready to accelerate their revenue for 2025.