The document emphasizes that effective advertising goes against conventional wisdom and focuses on truly understanding the audience's likes, dislikes, and behaviors. It outlines the importance of crafting ads that distinguish a business from competitors, broaden the audience base, and drive action, providing examples of both poor and successful advertisements. The key takeaway is that well-written ads can enable a company to dominate its market quickly.

1. Writing Ads That Convert

2. Conventional Wisdom Is Almost
Always Wrong!

3. Whoever controls the EYES of a
market owns the market!

4. Know The Audience
• Know what they love
• Know what annoys them
• Know what they hate
• Know what pisses them off

5. Know The Audience Breakdown
• 3% are buying now
• 70% are open to doing something
• The rest are never going to buy no matter what you do

6. Always Ask Yourself Which Group You
Are Attracting

7. A Good Ad…
• Separates YOU From Everyone Else
• Broadens The Base Audience
• Gets People To Do Something
• Always Leads To A Lead Magnet

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A Terrible Ad

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A Great Ad
(I currently run this for a few clients)

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A Great Ad
(I currently run this for a few clients)

11. By writing great ads you can
dominate any industry in any
city in under 30 days.