Today, we’re going to delve into the three key elements of crafting the perfect ad for senior living and senior care facilities: Problem-Agitate-Solve. These three elements, also known as PAS, are effective because it uses pain as a motivator to take action. And as we already know, humans are hardwired to do more to avoid pain than to seek pleasure. Let’s dive into the hidden secrets of building persuasive ads:
Structure Of A Well-Crafted Ad
What is equally as important is to always focus on the benefits of your offer, rather than the features. For example, if you provide a world-class meal plan for your residents you don’t want to simply boast that Gordon Ramsey himself is begging you for your recipes. Instead, you can tap into the pain of loneliness and say: “Enjoy five-star meals in the company of your newfound friends.”
First, it’s important to have a clear picture of your ideal resident or client. Give them a name if you have to, and pinpoint their pain sources. Common sources of pain for seniors living on their own are: commuting, safety, loneliness/lack of friends, housekeeping, meal preparation, and boredom. Simply focus your marketing message on the pain points you’re looking to tap into, and you will notice how much easier it is to build an ad.
This is where you simply take those pain points and drive them home. If it’s loneliness you’re targeting, write about how your prospect is letting time slip away by watching the same old reruns over and over. To highlight an earlier point, this element is to simply make your prospect feel so much unbearable pain that they feel compelled to make a change.
Look at this element as the release valve. You’ve built up so much pressure within your prospect and now you’re giving them an out. Position your facility as the solution to all of their problems. They no longer have to deal with commuting with your concierge transportation system. Loneliness is now a problem of the past because their calendars will be packed with amazing events in which to indulge.
We hope we were able to provide you with some value, and give you an easy-to-follow formula to write better ads. Be sure to visit our blog to get some more valuable tips and information.