What is in it for me?

We have been in business for 5+ years

Multiple 5* reviews

High quality

Affordable pricing

See how boring that was and how much you wanted to click off because you don’t care.

Why should you care? It has given you no reason why you should keep on reading.

It has failed to do one crucial thing.

It didn’t answer the question What Is In It For Me (WIIFM).

You’re a business owner, I’m sure you could go through your emails and see multiple people making the same mistake in their emails to you.

The mistake is also very common in ads.

People try to do the WIIFM but fail with the stuff I put up the top.

The people only talk about themselves and their product/service, not a good reason why the other person should choose you. 

So people don’t end up clicking your ads, and you’re left there with your tail between your legs, wondering how you got 80,000 impressions but no leads.

So when you are writing an ad, always think about the person reading it and what their needs are.