I did an audit of a company's content and one of the biggest problems were their ads.

They had these incredibly designed ads, but people barely watched past 2 seconds.

Now, I am a sucker for great design, and I think you can have pretty ads that convert, but these ads were just pretty.They didn't have a converting intent behind them.

I started to teach them about how they could change these ads to look good and have a strong brand presence but also compel people to learn more.

I don't want to keep that special sauce from you, so here is four tips to immediately get profitable ads.

1. People buy from people, not a logo.

I am all for a strong brand presence on all of your content.But you can't focus so much on the logo that you forget who you are talking to.

People are scrolling their phones on social media where they are looking at friends online.

If your ad doesn't have a focus on people, consumers will sniff it out as an ad and swipe.

This ad account I was auditing didn't have people in it, just really cool text motion videos and graphics.

Nothing wrong with that, and I know those can work, but to not have any people in the ad account created a distance between the company and consumers.

This is an easy change because you can ask customers to talk about your product or send in videos of them using your product.

Even if you wanted beautiful text-type ads, you could combine the motion graphics with customer testimonials to get a person-centric ad that is also pretty and on brand.

2. Clarify Language

We know our product better than anyone.

We can easily use vague language because our minds fill the gap.

But for someone that has never heard of you and is randomly scrolling and happens to see your ad, they need to know exactly what you do.

Their minds can't close the gaps like you because they don't know your product at all.

Big brands can get away with vague language because we know the product, and the ad is probably more awareness than a conversion ad.

That being said, you need to write scripts and offer details that make sense to someone that is seeing your brand for the first time.

Even if the customer doesn't buy, they should know exactly what you do and provide.

It is better for someone to say no versus scrolling away out of confusion.

I suggest talking to people, showing them an ad, and then asking them to speak it back.If they aren't saying exactly what you want them to say, there is a clear disconnect between what you want to communicate and what is actually being communicated in the ad.

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3. Show the proof

Lots of people claim things, few can deliver.

This statement is the case in a service business but is also true in a product business.

People need to know what they are buying online is going to work.

I am the worst consumer for brands.

I am the reason the CAC is high, because I don't buy right away.

When I create ads, I think about the consumer who won't budge (aka me).

I want the ads we create to show proof that the claims are true through visuals of before and after, customer testimonials, and data.

Some people care about data, some will only care about the visual before and after.

You don't have to crame all types of proof in one ad, but you must find ways to prove that your product will deliver.

Let's say the product has no absolute claims and it is just a cool clothing company.

You still need to sell people on the idea that when they buy the clothes, they too will be cool or whatever the vibe of the clothing company is.

Consumers buy the result, whether there is a physical change or more of an emotional/spiritual change.

4. Don't be safe

I see a lot of content like "use these five hooks in your ads."

Notice that I don't give you templates when writing because if everyone does the same thing, people will know it is an ad and scroll away.

You need to be different.

Be honest, what would be a crazy idea that is still on brand?

Why not try it?

What is angle that you have always wanted to try or language you have wanted to test?

Do it.

I think too many people are trying to match a playbook versus writing their own playbook.

The people who take risks are the ones who build brands that stand out, and consumers know and love.

Now I am not saying throw away your whole ad account and just go wild.

I just need you to find ways to push the boundaries for your brand.

This will look different for each person and brand, but see your limits and push.