The Best Ads Feel Like They Were Written for One Person
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You’ve probably seen ads that check every box… and still fall flat.
They’re well-designed.
They say the right things.
They follow the “winning format” you found in a Facebook group.
But they don’t move anyone.
And when you look closer, you’ll usually spot the problem:
They weren’t written for someone.
They were written for everyone.
The Problem With Trying to Speak to Everyone
When your copy tries to talk to all your potential buyers at once, it ends up sounding like background noise.
You get phrases like:
“Designed for busy entrepreneurs, creators, and freelancers.”
“Helping businesses of all sizes streamline their growth.”
“Whether you're a startup, a small team, or a growing brand…”
You’re trying to be inclusive. To cover your bases. To not miss anyone.
But ironically, it makes everyone feel like you’re not talking to them at all.
Because real people don’t identify with categories — they identify with moments, emotions, and specific problems.
Here’s What Actually Gets People to Click
You say something that makes them think:
“Whoa. That’s me.”
“How do they know I’m dealing with that?”
“Okay... I’ll hear them out.”
That kind of reaction doesn’t come from generic language.
It comes from writing like you’re speaking directly to one person.
Not “business owners.”
Not “service providers.”
Not “growth-minded professionals.”
One person. With one specific pain.
Here’s a Test You Can Try Right Now
Take your last Facebook ad or landing page.
Read it out loud and ask yourself:
“Would I say this to someone over coffee?”
If it sounds like something you’d say in a pitch deck or on a conference panel, it’s too vague.
If it sounds like something you’d DM a friend who’s struggling to get clients, you’re closer.
Specificity Is Scarier — and More Effective
Yes, narrowing your message feels risky.
You think:
“But what about everyone else? Won’t I lose people?”
You might.
But the people you do reach will feel like you see them.
And they’ll respond. Click. Buy.
And that’s the whole point.
Don’t Shout Louder. Whisper Smarter.
Most ads try to yell into the feed with louder colors, more emojis, more hype.
The best ones?
They whisper.
They say something quiet but real.
Something that doesn’t try to convince — it connects.
That’s what people are scrolling for.
And when your ad feels like it’s talking just to them?
They stop.
They click.
And everything starts working again.