There’s a good possibility if you run a business, that you may have poured time, money and even a bit of your sanity into making an advert for it. It looks nice, it has a little logo in the corner and you say all the right things such as “we’re reliable” and “we’ve been in business for 20 years” etc.
And then… silence.
The views trickle in, the clicks cost a fortune, and you’re left wondering if ads “just don’t work” for your type of business.
There’s a good chance that your ad wasn’t even bad – but it may have been just too general.
Why Being “General” Is a Conversion Killer
Big brands like Coca-Cola, Nike, or Apple can get away with running ads that don’t even mention a product, because they’ve already laid the groundwork and spent billions getting into people’s heads.
But what if you’re a small or medium business? Nobody wakes up thinking about your brand; they’re thinking about their problems.
So when your ad says - “we’ve been in business for 20 years” – that’s your story, not theirs.
Start With Their Pain – Not Your Pitch
People stop scrolling when they feel "seen" or validated.
So for example:
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If you’re a personal trainer: “Still stuck at the same weight even though you’ve tried every diet?”
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If you’re a plumber: “Sick of waiting 3 days for someone to fix your leak?”
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If you’re a bakery: “Tired of bland supermarket cakes for your big celebrations?”
The first line of your ad is not about telling them who you are; it’s about telling them that you understand their problem and what they’re going through.
Where Most Businesses Get It Wrong
They start by talking about themselves, e.g. “we’ve been in business for 20 years”. That’s all well and dandy, but where’s your hook? That’s where you laser in on the exact frustration your ideal customer feels in this moment.
The Fix – Using The Video Funnel Method
This is exactly why I offer my video funnel system. Instead of throwing a “general” ad into the world and praying it works, we create:
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Attention hooks – video intros that call out a specific pain point.
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Problem / solution clips – showing exactly how your service solves that pain.
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Action nudges – making it easy for them to take the next step.
So instead of trying to make the “perfect” ad, it’s about guiding the right people through with the right messages; and turning stranges into paying customers.
In Conclusion
Next time you’re planning an advert, don’t start with your logo, your slogan or your history. Start with the sentence that makes your deam customer stop scrolling and think: “Oh, that’s me!”
If you want to start creating video content which is not only great to look at, but also practical and a means of converting strangers into customers; email me at aleks@tyanderstudio.co.uk or fill out the form here, and let’s talk about what we can do for you!