The Bottom Line

Read time: 3.5 minutes.​
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*I am hosting a LIVE Group Consulting Call on Zoom on April 8th @ 10am PT. Open to anyone who wants personalized advice on how to amplify their marketing.

Use coupon code: "firstfree" HERE to get your first one free

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Hey Reader,

Let’s cut straight to the chase: ads work. Period.

There are millions—scratch that—billions being spent every month on ads. You think all these companies are just lighting money on fire for fun? Of course not. Ads work. So if yours aren’t, the issue isn’t ads… it’s you.

Now, before you flip your laptop shut in frustration, let’s break down exactly what’s happening—and more importantly, how to fix it.

Step 1: Understand Your Prospect (Like, Really Understand Them)

Most businesses think they know their audience. “Oh yeah, my ideal client is a 45-year-old business owner who wants to grow.” Cool. You and 10 million other businesses just described the same person. That level of insight won’t cut it.

I’m talking about deep understanding. The kind that makes your prospect sit up, eyes wide, and say:

"Holy sht… this person gets me."*

When you nail this, it’s like an invisible bridge is built between you and your audience. They don’t just see your offer; they feel it. It resonates in their bones.

You’ve probably experienced this yourself. Ever read a post, watched a video, or heard a sales pitch that gave you chills? That’s the goal. Your marketing should create an almost spiritual moment of connection.

How do you do that? By going beyond surface-level demographics and into deep psychographics:

• What keeps them up at night?
• What’s the real pain they don’t talk about publicly?
• What are they secretly afraid of?
• What’s the thing they’re looking for that they haven’t quite put into words yet?

If you can articulate their problem better than they can, they’ll automatically assume you have the solution.

Step 2: Sell the Idea, Not the Product

Most businesses make a crucial mistake when they run ads: they try to sell the thing.

Apple doesn’t sell iPhones. They sell status, ease of use, belonging to an elite club of minimalists who appreciate aesthetics.

Nike doesn’t sell shoes. They sell performance, overcoming obstacles, being a winner.

Tesla doesn’t sell electric cars. They sell the future.

You need to figure out what your business is really selling. Not the product. Not the service. The narrative.

Ask yourself:

• What belief am I reinforcing or challenging?
• What’s the “bigger picture” transformation my client gets?
• What identity shift happens when someone works with me?

When your marketing stops being about “what you do” and starts being about “the idea you represent,” that’s when people start paying attention.

Step 3: Make It New (Without Making It Gimmicky)

Here’s something wild about the human brain: we are wired to seek out novelty. We ignore the familiar and flock toward the new.

So if you’re running ads saying the same thing in the same way as everyone else, people will scroll right past.

But—and this is important—it’s not just about being different for the sake of it.

Your message needs to be different in a way that feels fresh yet relevant.

• If you’re a business coach, what’s your take that no one else is saying?
• If you sell high-ticket services, what’s your fundamental differentiator? (Hint: it’s not just “better customer service.”)

Your job is to make them stop and say: “Wait… I haven’t heard it explained like that before. I need to know more.”

Step 4: Back It Up With Social Proof & Evidence

Here’s the deal—humans are skeptics. They’ve been burned before.

So every time you introduce an idea, you need to prove it.

Two ways to do this:

1. Social proof – Testimonials, case studies, screenshots of results.
2. Research & data – Studies, statistics, or even a simple logical explanation that makes the idea undeniable.

When people see evidence that your idea holds weight, their curiosity spikes. They have no choice but to explore further.

The Bottom Line

If your ads aren’t working, it’s not because “ads don’t work.” It’s because:

1. You don’t fully understand your prospect.
2. You’re selling a product instead of a belief.
3. Your message isn’t fresh or novel enough.
4. You’re not backing up your claims with proof.

Fix these, and suddenly, ads will start working for you.

And if you ever doubt it, just remember—there are businesses spending millions on ads because they work. The question is, will yours?

Stay smart, stay strategic, and go tweak that messaging.

Nic “Novelty” Kusmich
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P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

P.P.S. I am hosting a LIVE Group Consulting Call on Zoom this Tuesday. Open to anyone who wants personalized advice on how to amplify their marketing. The cost is only $27 (One time for each time you want to join). No silly membership or subscription billing. There is NO pitching into and upsell. Just 100% personalized consulting, given to those who want to ask questions. BUT, your first call will always be 100% FREE. Consider it a "test drive," as I believe that if given the opportunity to try something before buying, we would all take that. So use coupon code: "firstfree" HERE to get your first one free.

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