“How To Write a Great Ad (To Drive Traffic)”

“How To Write a Great Ad (To Drive Traffic)” OR

“How To Make The Right Dog Yell ‘SQUIRREL!'”

– by Jim Edwards

Need traffic to your website? Who doesn’t!

PROBLEM: You need targeted, steady, high-converting

SOLUTION: Learn how to write a great ad!

TRUTH: The whole sales cycle (online or offline) all starts
with a great ad.

Ads get attention and arouse curiosity from the right

Attention and curiosity result in clicks.

Clicks put eyeballs on the offer (your website, affiliate
link, or whatever else you’re trying to sell).

So, bottom line, no matter what your traffic “source,” all
traffic that gets to your site starts with a great ad.

So how do you write a great ad?

What makes someone click one ad over another?

Well, you could go read a few dozen books on the topic, or
you can just let me cut to the chase here and make it easy
on you.

In the online world, the sole purpose of an ad is to:

(1) catch the attention of the RIGHT people (sort them),

(2) arouse their curiosity (get them excited), and

(3) get them to take action (99% of the time this is to
click a link and go look at something, usually a sales

By the way, curiosity is the most powerful way to induce
someone to click on anything online, but especially on an

You want everyone who sees your ad to say to themselves,
“This looks interesting. What is this all about? Let me
click to find out.”

They may not verbalize it exactly this way consciously, but
that’s the gist of what’s happening inside their head in
very short order.

Kind of like the dog that whips its head around because it
sees a “SQUIRREL!” You want people to see your ad and click
without thinking.

An ad with the “squirrel” effect usually has 3 parts:

1. Headline (Attention Grabber)
2. Curiosity Builder (What is it?)
3. Call To Action (Do THIS one specific thing)

I’ll share some examples in a second.

By the way, this format works for text ads, image ads,
social media ads… pretty much anywhere ads are sold (no
pun intended).

Never forget… the whole sales cycle starts with the right
people seeing the right ad with the right message that
makes them click.

Oh, and one more thing… the idea you plant with the ad
needs to continue onto the landing page, or you’ll lose
them as fast as you got them in the first place.

In other words, they offer they see after they click the ad
MUST continue the conversation in their mind that started
with the ad.

Here are some example ads that follow the 3-part “squirrel
ad” structure. (Whether they appeal to you depends
on whether you’re a target audience member or not.)


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Here’s the bottom line with what you need to know about
great ads.

1. All traffic starts with a great ad.

2. The only purpose of 99% of all great ads is simply to
get a click

3. Great ads follow a 3-step formula (attention, curiosity,
call to action)

4. If you want to write great ads, just follow the formula!

It’s as simple as that!


  • Selwyn Arrow

    Reply Reply June 23, 2015

    Hi Jim,
    Is Desktop Ad Wizard available to the public now?
    I love it and I know a large group of video people that could be very interested in it ๐Ÿ™‚
    I just noticed from todays email that http://thejimedwardsmethod.com/live-ad-writing-demos/ is open to all. Would it be OK to pass it on to them?
    BTW. Do you accept affiliates :)), I have only seen it for The Net Reporter.

    Best Regards, keep up the great work!

    Selwyn Arrow, New Zealand

    • BigJim

      Reply Reply June 27, 2015

      Hi Selwyn,

      DAW is available to the public, however we don’t have an affiliate program for it and I honestly don’t know if we will… Those videos are open to everyone to see and it’s fine to pass it along to anyone you like.

      I appreciate it ๐Ÿ™‚



  • peter

    Reply Reply July 1, 2015

    good post.

    I think it was Scot Haines who said curiosity was the most powerful motivator for someone to buy something.

  • Kat Sturtz

    Reply Reply October 7, 2015

    Awesome tips, as always. Headed to warm up my Camtasia and get myself up to speed! Thanks BUNCHES!

    • BigJim

      Reply Reply October 24, 2015


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