How do you write your ads? Not physically—mentally. Do you have a framework?

The research: In 2023, Scott's Land Moto team analyzed over 10,000 ads to answer one question: What makes an ad clickable and convertible?

You have to win twice. First, they click. Then, they convert. Two separate wins.

The finding: The highest performing ads consistently answered key questions already in the reader's mind.

The DREAMS Framework — a six-point diagnostic:

D — Destination Vision: Paint what life looks like after they buy. They have to see themselves getting what they want.

R — Reasons to Act: Connect features to benefits. "Two and a half acres" → "You can spread out without being on top of your neighbor."

E — Eliminate Objections: Quiet the logical brain. "I can't afford this" → "We can make it affordable." "I don't have credit" → "We don't worry about that."

A — Accessibility Signals: Make the offer understandable. Clear price. Simple terms. Get them from "no" to "maybe."

M — Motivational Trigger: Give them a reason to stop scrolling. But don't create fake urgency. Make the next step small—capture an email, not a credit card.

S — Scannable: No walls of text. Make it easy to consume.

The Instagram story: Scott clicked an ad, landed on a $27 Thrivecart page with a $67 upsell. He wasn't ready to buy. He left. She has no way to contact him without spending more on marketing.

The Main Street store analogy: You walk in, browse, walk out. "Thanks, have a good day." They never captured that you were there.

The key: DREAMS isn't a rigid template. It's a diagnostic checklist. The more elements you include, the stronger the copy.

Learn more: scotttodd.net/dreams

Got a business question? Ask Scott here: scotttodd.net/ask