The Secret to Getting Your Message Through to ANYONE

Jul 1, 2024

A busy train station. A Man who found a marketing message tailored directly to him.

Not many people know this, but there’s an easy way to predict how successful your ad will be.

I call it: The Cut Test.

The next time you come up with an ad, ask yourself: “Is my message so sharp that I could cut myself with it?”

If not, then you’ve got some work to do, assuming you plan on making any substantial amount of money from it.

Because if you want to reach people in today's day and age, you better make sure your message is as sharp as a razor.

Here’s what I mean:

The Most Important Task Of Your Ad

It’s pretty safe to say that seeing an ad isn’t a novel experience in anyone's life anymore. If anything, it is pretty much the opposite of that.

Social media is essentially just a slugfest of different ads and messages that all try to get a piece of our attention.

And being exposed to so much information every single day, we’ve developed the ability to filter out everything that’s boring and uninteresting on an almost subconscious level.

That’s why the moment our brain registers something that smells like another unremarkable ad, we will be scrolling and looking at the next exciting thing before we even realize it.

It’s quite fascinating what our brain is capable of doing to make the process of getting dopamine as quick and efficient as possible.

But if you’re the guy that wants to reach those people, your message, somehow, needs to cut through this filtering mechanism. Otherwise you don’t even get the chance of grabbing someone's attention.

And doing that is not an easy task. However, if you’re aware of the reason this is so difficult for most ads, you can turn this knowledge around and start using it to achieve exactly what you want.

The Parrot Problem

Have you ever looked at an ad and felt like you’ve heard this exact message a hundred times already? And you could’ve sworn even in the exact same words?

The reason why is quite simple, it’s that most businesses don’t come up with their own messages. And I don’t blame them.

They’ve already got more than enough things to do, products to sell, clients to attend to – that’s what their job is. Not coming up with sophisticated marketing messages.

So it’s only logical that instead of trying to do this yourself, you just take whatever your competitors are doing and change it up a bit. It’s simple, saves time, and it “works”, right? Wrong.

The problem is that your competitors most likely aren’t running an ad because they’ve tested and optimized it to the max, but because they’ve also seen someone else run a similar one and decided to copy it.

Most of the time it’s not the “proven” marketing messages that you're looking at, but the ones that have established themselves in a niche simply because everyone’s been reusing them for decades now.

That’s how we end up with ads saying the exact same thing as 50 years ago, and why our brains are able to reliably filter out most of them by now.

Because they’re all the same! All messages say the same things... and they’re all boring.

And now that you understand this, the first step to making your ads get through to people suddenly seems much more obvious. Since all you have to do is…

Break The Pattern

Don’t limit yourself to whatever your competitors are doing. Because they probably don’t know what they are doing either.

Be open to testing out new stuff. Make your message unique, exciting, useful, interesting - try things out.

But whatever you do: It needs to grab the attention of your perfect customer.

And the easiest way of doing that is by talking about something they deeply care about.

Which also is a lot easier than you might think. Because, I’ll let you in on a secret:

Everyone cares about themselves the most. 

So to get the attention of your target audience, you need to talk about THEM, the things that THEY are interested in, THEY think about, and that get THEM excited the most.

No, it’s not your 40 years of experience or the price of your products.

People don’t care about your company, your product, or your service. They only care about what it can do for THEM.

So if you’re able to show them exactly that in your ad, your message will immediately break the pattern our brain is used to, and actually make them pay attention to it. And that’s what you want.

Don’t say what everyone else is saying. Talk about something that YOUR perfect customer can’t help but pay attention to. That’s how your message cuts through the clutter like a hot knife through butter.

P.S. If you would like to know everything you need to get started with Meta Ads today, download our free guide here. And if you would like us to look at what we would do in your specific situation, then get in touch with us here for free and let’s get to know each other!

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