How do I write an ad that gets leads?

Great ads are not clever. They are clear. Use this four-part recipe. One: open with the problem your prospect already feels, in their words, not yours. Two: promise one specific benefit, what changes for them, not what is great about you. Three: write like you talk. Short words. Short sentences. An eighth grader should breeze through it. Four: end with one obvious next step, and only one. The killer mistake? Talking about yourself. Nobody cares about your company in an ad. They care about their problem. Write about them, and they respond. Want the shortcut? Study ads that keep running for months, they keep running because they keep working.