Wanna know how important words are in making money?
☝️It’s not who you target, it’s what you say. Most agency owners are obsessed with the audience. The age range. The interests. The lookalike percentages. They think the algorithm is the secret. It’s not. Imagine for a minute… You’re a local restaurant owner. (a Restaurateur if you will 😉) Someone runs you an ad targeting “foodies, 25-45, within 10 miles.” Perfect audience, right? The ad says: “Come try our amazing food. Great atmosphere. Family friendly.” Crickets. Now same audience. New copy: “Tired of cooking? Come in this Friday and we’ll cover your dessert. No catch…just come hungry.” Phones ring. Tables fill. Hmmm… The chef didn’t change the menu. The targeting didn’t change. They just stopped talking about themselves… And instead started TALKING TO a tired mom at 5:47pm who has nothing thawed and three kids asking what’s for dinner. THAT’S the person you’re writing to. Not a demographic. ☝️A moment. It’s not who you target. It’s what you say… and what you make them feel. Your Move. P.S. A small, specific offer in your copy does more work than any of your 5 star reviews. P.P.S. Like this post? Checkout the comments and I’ll tell you how I wrote it.