Quote from James A.Hart on July 16, 2025, 11:04 pm

When you’re writing an ad, there’s a simple rule that consistently works:

Start with the biggest possible benefit — and add just enough intrigue to make people want to know more.

Too many marketers overthink their copy. They either try to sound clever or overexplain everything upfront. But high-performing ads don’t need to be clever. They need to make people stop and click.

Let’s break it down:

1. Lead with the Big Benefit

This is the main promise your audience actually cares about.

• Not a feature.
• Not a technical detail.
• A clear result or problem solved.

Examples:

• “How to get 100 high-quality leads per week (without cold outreach)”
• “Lose 10 lbs in 30 days — eating the foods you love”

These are benefits that speak directly to the reader’s goals.

2. Add Intrigue, Not Confusion

After the benefit, add a reason to click — something that hints at a deeper story, strategy, or system.

But be careful. Intrigue is not the same as being vague. Don’t make people guess what you’re selling — just give them a reason to want to learn more.

Examples:

• “…using the 3-step method top coaches don’t want you to know”
• “…with a simple tool we discovered by accident”

These open loops are powerful — they tap into curiosity without being misleading.

3. Why It Works

This combination — big benefit + intrigue — does two things at once:

• It captures attention by offering a clear outcome.
• It drives clicks by leaving something unresolved.

You’re not giving away everything in the ad. You’re giving just enough to get the right people interested.

Final Thought

Great ads are simple. They speak to a real desire, and they open a curiosity gap.

If your ads aren’t converting, ask yourself:

• Am I leading with the biggest benefit possible?
• Have I given people a reason to click, without revealing everything?

Start there — and you’ll already be ahead of 90% of marketers.