Yo Reader,

I used to spend a lot of time doom scrolling.

At this time in my life I was always tired, and it got bad around 7pm.

Every day like clockwork.

One day, I was chillin at work before the dinner rush scrolling Facebook.

I came across an ad that grabbed my attention immediately.

“No weights, no cardio, just X3”

I’d been looking for something to replace the gym and this was perfect.

The last time I'd went to the gym there were 3 girls in there that may as well have been naked.

As soon as I walked in I could see they were recording themselves.

And I was the only dude in the whole building.

I quickly turned around and said “Hell to the no.”

Not about to make me the creepy old dude when I’m just trying to get a workout in before my shift.

So, I clicked on the ad.

It took me to a sales page filled with social proof and testimonials, and before I even finished reading it I was ready to buy.

“Just take my money” I said to myself.

Because it’s exactly what I’d been looking for and what I needed.

It caught me at the right time.

Not only that, it had clear directions on what to do next.

Most local business ads do the exact opposite.

I see great ads all the time.

But when I click…

• I get sent to a website that’s confusing and confused people don’t investigate, they leave
• It leads to a 3rd party site that looks sketchy and tries to force me to download an app
• Nothing happens

This creates a disconnect and kills trust between your business and your customers.

The best strategy is to send people to specific landing pages or offers that collect emails.

Each ad you run should talk to one person from your audience.

It opens the door for short term orders and gives you a chance to build a relationship.

If you’re running ads and sending everyone to your website, or to a 3rd party site with too many choices, they won’t buy.

And chances are, they won’t come back especially if they click and nothing happens.

So here’s something you can do right now to eliminate that disconnect and create trust with your customers.

Go check out the ads you have running right now.

Act like you’re a customer and click on each one.

Within 5 seconds you should be able to answer…

• Am I in the right place?
• What am I being offered?
• What should I do next?

If your answers aren’t clear, it needs to be simplified.

If you can’t tell what the offer is right away and don’t know what to do next.

Your customer can’t either.

You wanna make the next step clear and impossible to miss.

Do this for all your ads.

See you in the next email.

Mike “one direction” Downs

PS - Make sure your ad matches your offer. If you’re running ads that are different and they lead to the same offer you’re killing your conversions.