What your prospect is thinking while reading your advertisement

I picked up “The Wizard of Ads” by Roy H. Williams at Ryan Deiss’s recommendation, and I was delighted to find several marketing truisms eloquently portrayed.

Here Williams intersperses average ad copy with a prospect’s thoughts.

For more than fifty years, hundreds of families have trusted their insurance needs to the caring professionals at Parkins and Maddock


because competitive pricing is a Parkins and Maddock specialty

(“Competitive?” Doesn’t that mean “about the same price as everyone else”?)

and they are known for their fast, fair, and friendly service.

(Yeah, until you have a claim.)

So when you need auto, home, healthy, life, or any other type of insurance

(I just love talking about insurance.)

find out how much Parkins and Maddock can save you by calling them

(Is that softball game tonight or tomorrow night?)

at 862-3791.

(I think I’ll stop and get a Coke.)

That number again is 862-3791.

(And maybe some fries. I love french fries.)

Parkins and Maddock is open weekdays till seven for your convenience

(I think that game is tomorrow night.)

and until four on Saturdays, but closed on Sundays.

(But I’d better call and check on it.)

Find out for yourself why hundreds of families

(Should I take a burger home for Bobby?)

trust Parkins and Maddock, year after year.

(Yeah, a burger with cheese.)

Call Parkins and Maddock today at 862-3791.

(I’ll get myself one, too.)

You’ll be glad you did.

Granted, advertising looks a bit different in a Facebook ads world. But the principle is the same: in a world where attention is the scarcest resource, say something worth paying attention to.

Write as if your prospect is thinking, “Why should I pay attention? What’s in it for me? Why should I trust you? Why should I take action?”

Write while imagining your prospect with their phone dinging, their TV blaring, their child yelling from down the hall, their stomach grumbling.