When To Write Your Traffic-Generation Ads

A lot of people make a huge mistake when creating new marketing material. They actually reverse the order in which the marketing is created.

This concept is going to be new to a lot of people, so let me explain…

The Common Way To Create New Marketing Material

Most people follow a similar format when launching a new product.

It typically goes something like this.

Step #1: Create the product

Step #2: Write the salesletter

Step #3: Write the traffic-generation ads (PPC, banners, etc.)

I’m sure you’ve done something similar too.

And if so, you’re doing it backwards.

So what’s the right way to do it?

The RIGHT Way To Create New Marketing Material

I’m working with a client right now, Nathan.

He and I are putting together a full-blown marketing campaign to launch a new product he’s coming out with in the next few weeks.

We’re doing it via automated webinar as he wants to automate this side of his business but needs something with a little more “oopmh” to sell it.

(It’s going to be $2,000)

So here’s what we did.

First, he told me what the product was going to be about. The hook, if you will. He gave me the details of his vision for the product and what he thinks would sell best to his audience.

Then, I created the script for the automated webinar, which I’m still working on now.

We’ve been going back and forth, spouting off ideas to each other as we go.

You see… I’m creating the marketing material at the SAME TIME he’s creating the product.

I can’t stress enough how important this is, so let me explain why we’re doing this.

Why To Write Your Marketing Material FIRST…
Before Creating The Product

Here’s the deal.

Most business owners don’t do much research before creating a product.

They get an idea – and create the product around the idea.

  • They don’t ask their customers if they’d be interested in it…
  • They don’t validate their answers by actually asking for money upfront…
  • They don’t do surveys to discover what the “perfect product” would look like to the customer!

So they create the product, thinking it will be a smash hit.

And hey, maybe once in a while it is. Maybe once in a while they get lucky and hit the jackpot.

But as a business owner, “luck” should be a dirty word to you. You should never, ever count on luck when planning a new revenue stream for your business.

What you should do instead is hire a sales copywriter to create the salesletter FIRST.


Because the copywriter will go out and do research on the market first. They’ll do surveys (well, most don’t, but they should). They’ll sometimes call your actual existing customers to find the deep, nagging pain points. They’ll uncover their most hidden emotional trigger points.

In other words, they’ll get to know your customer inside and out.

Obviously, you can do this as well if you don’t want to hire a copywriter.

The point I’m trying to make is this.

Do your research FIRST.

Create the salesletter based off that research.

Make that salesletter as mouth-watering as humanely possible…

and then find a way to make your product live up to those expectations.

If you do this, your products will be better. Your copy will be better. And your sales will be better.

Let me know your thoughts. Is this something you’ve ever tried… or even thought of?

Share your comments or questions below!

4 Responses to When To Write Your Traffic-Generation Ads

  1. Devida Montgomery November 16, 2012 at 11:23 am #

    Jeremy, I agree with what you said, but unfortunately I have already done what I should not have done and that was to produce the product without having my marketing done and in place. So what do I do now? That’s where I am…

    • Jeremy Reeves November 16, 2012 at 3:34 pm #

      Hey Devida,

      Nice to hear from you again.

      It’s completely fine that you already have the product done. Now you can focus solely on getting the marketing created.

      I gave you a few resources via email that should help. However if you don’t want to hire someone, just keep these things in mind.

      1) Create a page that explains what your product is, who it’s for, how it will benefit them, and how to buy it.
      2) Link that page to a shopping cart that lets them buy it.
      3) Think about your customer. Where do they congregate? Go to those places to “spread the word” and tell people about your website.
      4) You may also want to consider building a list of people who might want more information (i.e. build an email list) and following up with them.

      That’s just a starting point, of course, but if you focus on doing those 3 action items, you’ll at least get a sense as to whether or not it’s a product that will sell well.

  2. Adam Young March 6, 2013 at 6:41 am #

    Hi Jeremy,

    I get what you are saying…(wish I had started that way) from a complete newbies perspective, I am interested in the internet marketing, ebook creation thing, I actually have 3 writing projects on the go. (2 projects that I had ghost written and 1 project I am currently writing myself (which is probably half my trouble). My problem is I dont know where to go from here – creating the product seems to be the easy thing. But i currently have no website, no email list, no ebook cover etc. Can you.do you work with people like me to set up the whole thing from wo to go?

    Lots of ideas… but nowhere to take them.

    Thanks Adam

    • Jeremy Reeves March 6, 2013 at 7:26 am #

      Hi Adam,

      I saw that you contacted me privately so I’ll respond to you there. Thanks for reading!

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