WARNING: This little ad trick blows the competition out of the water!

12 years ago

Hey Ewen,

Thanks for sharing that.

The idea is good, I assume - not having tested it myself.

But, for me, the real value is when you explain your thinking behind each step, so that others can learn - as well as just blindly copy.

Reminds me from way back when, selling big software integration projects - the vendor who can best influence the selection criteria wins the war before its fought. - think that came from some Chinese guy :-)

Cheers, mate.

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1 reply

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ewenmack 12 years ago

Thanks Bill.

Another little peak behind the curtain as how I wrote that post to get
maximum learning from it.

First tell the reader briefly, what's it about.

The reader wants fast payback for their investment of time.

Next, tell them where it fits into their lives.

Give an example of it working.
Numbers and time-lines are golden
as well as contrast, before and after.

As The writer to so many blockbuster infomercials at American Telecast Corp said,
"Yes you can lead a horse to water and make it drink, if you put enough salt on it's hay!"

So that's the little formula for "salting".

Now the reader is salivating...lol.. for the secret...

and you give it to them.

Going back and reading my post, you'll see it all in action...
not random thoughts.

Glad it was of help.

Best,
Ewen
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- 1 reply
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- mojo1 12 years ago
  
  Thanks for this tip. It'll come in handy in repurposing some the many bonus plr reports just sittin' on my hard drive.
  
  Thanks
  
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EnzoBlaque

12 years ago

Back in 2006 I did this exact thing. I was intentionally trying to think outside of the box and develop numerous untapped methods of generating Leads whilst gaining a larger share of my market at the same time.

I can say that this works.. Of course you have to do your due diligence to make 100% certain that none of your competition can provide sufficient answers to any of the questions, but once you do.. The return is just amazing.

Just from doing this, we were able to convert 20% more Leads.

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1 reply

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ewenmack

12 years ago

Originally Posted by EnzoBlaque

Back in 2006 I did this exact thing. I was intentionally trying to think outside of the box and develop numerous untapped methods of generating Leads whilst gaining a larger share of my market at the same time.

I can say that this works.. Of course you have to do your due diligence to make 100% certain that none of your competition can provide sufficient answers to any of the questions, but once you do.. The return is just amazing.

Just from doing this, we were able to convert 20% more Leads.

This big secret is now out!

Thanks for confirming this works Enzo.

Converting 20% more leads gets you lots more options...

Like using the extra money to pay for more advertising,
advertising in different media, or just spending the extra cash on yourself.

Best,
Ewen

Thanks
1 reply

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midasman09

Banned 12 years ago

Holy Camoly...Ewen! I used this "marketing concept" waaay baack in 1974, in Chgo Suburbs (Evanston, IL) when I started my "Burglar Alarm" biz from my apartment...from scratch.

Most of you don't remember BUT...back in "74" there was a "mini-recession" and gas prices went thru the roof. UNemployment was high and, that brought about "creating Desperate people"....with the result being...Home Break-Ins were BIG!

So...I ran display ads in the local paper saying something akin to your words;

"WARNING! Don't buy a "Home Security System" UNTIL....you get answers to these 5 questions!"

I then went on to list the 5 questions WITH....the results being...my "Answering Machine" (that could hold 40 calls) was CONSTANTLY BLINKING, "40...40...40"...meaning...it was FULL!

This ad...got me started in a business I later sold for BIG BUX.

So...thanks for bringing this up Ewen. This is SO POWERFUL!....it sets YOU apart from everyone else!

I've spent my sales & marketing career coming up with "PROMO" Ideas that...GET RESPONSE! And I used them to build many of my businesses.

Thanks again,

Don Alm....Entroopeneer

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2 replies

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ewenmack

12 years ago

Hey Don, it's great to dust off these oldie's, but goodie's
and hit the competition where it hurts!

People seem to forget these days, that they aren't selling in a vacuum, so they gotta have tactics to deal with competition...

other than lowering prices and having sales.

Glad it brought back fond memories Don.

Best,
Ewen

Thanks
1 reply

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wsiebler

12 years ago

Ewen,

Thank you, thank you, thank you.

You awoke me from my marketing slumber!

This is a great idea. I'm off the rework my main site along these lines.

Thanks again.
Will

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ewenmack

12 years ago

Originally Posted by wsiebler

Ewen,

Thank you, thank you, thank you.

You awoke me from my marketing slumber!

This is a great idea. I'm off the rework my main site along these lines.

Thanks again.
Will

Looks like this has come at the right time for a lot of people,
especially those that run ads and are dealing with annoying competitors!

Best,
Ewen

[ 1 ] Thanks

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mikeb1

12 years ago

Originally Posted by midasman09

Holy Camoly...Ewen! I used this "marketing concept" waaay baack in 1974, in Chgo Suburbs (Evanston, IL) when I started my "Burglar Alarm" biz from my apartment...from scratch.

Most of you don't remember BUT...back in "74" there was a "mini-recession" and gas prices went thru the roof. UNemployment was high and, that brought about "creating Desperate people"....with the result being...Home Break-Ins were BIG!

So...I ran display ads in the local paper saying something akin to your words;

"WARNING! Don't buy a "Home Security System" UNTIL....you get answers to these 5 questions!"

I then went on to list the 5 questions WITH....the results being...my "Answering Machine" (that could hold 40 calls) was CONSTANTLY BLINKING, "40...40...40"...meaning...it was FULL!

This ad...got me started in a business I later sold for BIG BUX.

So...thanks for bringing this up Ewen. This is SO POWERFUL!....it sets YOU apart from everyone else!

I've spent my sales & marketing career coming up with "PROMO" Ideas that...GET RESPONSE! And I used them to build many of my businesses.

Thanks again,

Don Alm....Entroopeneer

just got my self a home security client mind posting your ad or sending me a PM ?

Thanks

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Kung Fu Backlinks

12 years ago

Great share. I'm sure you'd have to do a lot of homework to make sure you had good questions and then better answers than your competitors, since it's only a matter of time before they come up with some lol

Thanks

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DianaHeuser

12 years ago

Thanks Ewan,

That's a very effective technique. I am going to put something like that in place today and test the results.

Di

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ewenmack 12 years ago

Originally Posted by DianaHeuser

Thanks Ewan,

That's a very effective technique. I am going to put something like that in place today and test the results.

Di

Do look forward to hearing how you've used it and your results Diana.

Best,
Ewen
- Thanks
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StevenDelong

12 years ago

Thanks Ewen,

Now you got my sales mind thinking differently on things to come.

Steven Delong

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ewenmack 12 years ago

Originally Posted by StevenDelong

Thanks Ewen,

Now you got my sales mind thinking differently on things to come.

Steven Delong

Yes we need to think differently to beat the competition,
because the prospects have many choices.

Best,
Ewen
- Thanks
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Alex Makarski

12 years ago

Yes, this is an oldie but man does it work!

The reason so few people use it is because they refuse to do the hard work of thinking about how to create points of differentiation in their product or service. Thank you for reminding of this technique and giving some inspiring anecdotes.

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ewenmack

12 years ago

Originally Posted by Alex Makarski

Yes, this is an oldie but man does it work!

The reason so few people use it is because they refuse to do the hard work of thinking about how to create points of differentiation in their product or service. Thank you for reminding of this technique and giving some inspiring anecdotes.

I'll also add Alex, marketers may not know of a number of different tools to deal
with different conditions they face.

And there are often "shop worn" words that turn off prospects.

Best,
Ewen

Thanks

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BlackVoid

12 years ago

Its curious how many seo marketers forget about headlines and ad copy. They skipped all that and went right to html. So much junk online as a result.

[ 2 ] Thanks
1 reply

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ewenmack 12 years ago

Originally Posted by BlackVoid

Its curious how many seo marketers forget about headlines and ad copy. They skipped all that and went right to html. So much junk online as a result.

They have a valuable place on the internet to get things done in the engine room.

Best,
Ewen
- Thanks
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focusedlife

12 years ago

Very cool share. Whatever we want to accomplish, generally speaking, has almost always had a pioneer before that attained some degree of success in that very same endavor.

Thanks so much for the share.

Regards
Los

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timmykins

12 years ago

Ewen, I recall reading something along these lines in one of the Jay Conrad Levinson's Guerrilla books, or was it one of Dan Kennedy's books?

Anyway, I wrote a post, some time ago, on my website along these lines, but I didn't use the warning headline. That post has converted, but I think I'm going to change the headline and test if it will convert even more.

Thanks for sharing

Tim

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IMguy123

12 years ago

Internet marketers try to use this technique all the time but many if not most fall short of making it successful.

They might have in their headline/title "Warning: Don't buy that until you read this" but after clicking into their copy you see they didn't follow the technique thoroughly enough to reset the buyer's criteria.

Anyway, thanks for helping me revisit this technique and make it more clear to me.

[ 1 ] Thanks
2 replies

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Charles Huber

12 years ago

Ewen,

I am going to employ this tactic immediately with something I am doing right now. Love your posts, keep them coming. With everyones help on here I am going to force myself to be successful offline and online.

CH

[ 1 ] Thanks
1 reply

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ewenmack

12 years ago

Originally Posted by Charles Huber

Ewen,

I am going to employ this tactic immediately with something I am doing right now. Love your posts, keep them coming. With everyones help on here I am going to force myself to be successful offline and online.

CH

Thanks Charles.

I look forward to hear your soon-to-be success story.

Best,
Ewen

Thanks

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ewenmack

12 years ago

Originally Posted by IMguy123

Internet marketers try to use this technique all the time but many if not most fall short of making it successful.

They might have in their headline/title "Warning: Don't buy that until you read this" but after clicking into their copy you see they didn't follow the technique thoroughly enough to reset the buyer's criteria.

Anyway, thanks for helping me revisit this technique and make it more clear to me.

Yeah they don't apply it correctly and come unstuck.

Best,
Ewen

Thanks

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ewenmack

12 years ago

Originally Posted by timmykins

Ewen, I recall reading something along these lines in one of the Jay Conrad Levinson's Guerrilla books, or was it one of Dan Kennedy's books?

Anyway, I wrote a post, some time ago, on my website along these lines, but I didn't use the warning headline. That post has converted, but I think I'm going to change the headline and test if it will convert even more.

Thanks for sharing

Tim

Could well of been in one of their books, I don't recall reading about it from them though.

Best,
Ewen

Thanks

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ewenmack

12 years ago

Originally Posted by focusedlife

Very cool share. Whatever we want to accomplish, generally speaking, has almost always had a pioneer before that attained some degree of success in that very same endavor.

Thanks so much for the share.

Regards
Los

So true Los.

The competition crusher ad was shown to me back in the 80's
as well as it's devastating effect.

The only credit I can take for it is passing it on to a new group of people.

Best,
Ewen

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Rus Sells

12 years ago

In roofing sales when I pitched people I did the EXACT same thing. I educated them on things I knew 99% of my competing sales people would not know or if they tried to answer it wouldn't match up with what I said.

So if I couldn't close the deal, which was rare to begin with, the prospect would ask the questions looking for the answers I gave them. When the salesperson couldn't answer or just rambled in an attempt to answer they'd instantly loose credibility and I'd ALWAYS get the call back with a contract and deposit check to pick up.

So not only does this work in print ads it works in face to face selling as well.

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ewenmack

12 years ago

Thanks for reminding people Russ,
ads are just salesmanship in print.

Did you instinctively learn this method and put into use...

or did you learn it from somewhere else...?

Curios to know.

Best,
Ewen

Originally Posted by Rus Sells

In roofing sales when I pitched people I did the EXACT same thing. I educated them on things I knew 99% of my competing sales people would not know or if they tried to answer it wouldn't match up with what I said.

So if I couldn't close the deal, which was rare to begin with, the prospect would ask the questions looking for the answers I gave them. When the salesperson couldn't answer or just rambled in an attempt to answer they'd instantly loose credibility and I'd ALWAYS get the call back with a contract and deposit check to pick up.

So not only does this work in print ads it works in face to face selling as well.

Thanks
1 reply

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Rus Sells

12 years ago

I figured it out on my own when people started calling me back saying they have a signed contract ready for me to pick up.

I'd always ask them why they chose me. The replies were that I gave them information about things the other companies didn't even mention or couldn't address.

This is when I realized what was happening so I made it a point to learn as much as possible and convey that to my prospects.

I wasn't worried if I was the first or last person my prospect talked to, every one else ended up being measured against me and because of that I usually won.

Originally Posted by ewenmack

Thanks for reminding people Russ,
ads are just salesmanship in print.

Did you instinctively learn this method and put into use...

or did you learn it from somewhere else...?

Curios to know.

Best,
Ewen

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Wyteria Jacobo

12 years ago

Ewen, thanks for getting my marketing juices flowing again. This is exactly what I needed to spruce up my ads! This would work well as an advertorial on a postcard, too.

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ewenmack

12 years ago

Originally Posted by Wyteria Jacobo

Ewen, thanks for getting my marketing juices flowing again. This is exactly what I needed to spruce up my ads! This would work well as an advertorial on a postcard, too.

Pleased I got your juices flowing Wyteria!

Look out for a post coming up about
why a ad got such a great response and my notes
so you can use it as your check list,
whenever you want to write an ad.

Best,
Ewen

Thanks

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ewenmack

12 years ago

Thanks for your reply Russ.

Very cool how you asked the right question
and got the right answers to get future jobs.

Best,
Ewen

Originally Posted by Rus Sells

I figured it out on my own when people started calling me back saying they have a signed contract ready for me to pick up.

I'd always ask them why they chose me. The replies were that I gave them information about things the other companies didn't even mention or couldn't address.

This is when I realized what was happening so I made it a point to learn as much as possible and convey that to my prospects.

I wasn't worried if I was the first or last person my prospect talked to, every one else ended up being measured against me and because of that I usually won.

Thanks
1 reply

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socialbacklink

12 years ago

I have much experience with this. I used this same method a few years back in a ppc ad campaign. Inside of 3 months we were hitting $35k per day in revenue. This stuff works like gangbusters.

The best part is that you really qualify and educate the potential customer at the same time. Just an awesome method. Still use it today and it never stopped working.

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ewenmack

12 years ago

Originally Posted by socialbacklink

I have much experience with this. I used this same method a few years back in a ppc ad campaign. Inside of 3 months we were hitting $35k per day in revenue. This stuff works like gangbusters.

The best part is that you really qualify and educate the potential customer at the same time. Just an awesome method. Still use it today and it never stopped working.

That's some serious moolah it brought in!

Thank you for dropping in to verify this works.

Best,
Ewen

Thanks

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vndnbrgj

12 years ago

I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
The headlines can vary:
The 5 myths about xxxxxx
The 6 ugly truths about the xxxxxxx industry that no one tells you
The 7 things you should know before contacting a xxxxxxx

For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.

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ewenmack

12 years ago

Thanks for expanding on this method so we all can
see how it can be used.

Best,
Ewen

Originally Posted by vndnbrgj

I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
The headlines can vary:
The 5 myths about xxxxxx
The 6 ugly truths about the xxxxxxx industry that no one tells you
The 7 things you should know before contacting a xxxxxxx

For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.

Thanks

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fotosyste

12 years ago

Originally Posted by vndnbrgj

I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
The headlines can vary:
The 5 myths about xxxxxx
The 6 ugly truths about the xxxxxxx industry that no one tells you
The 7 things you should know before contacting a xxxxxxx

For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.

Very good advice

It is true that such small TIPS excite many people...

Thanks

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Gary Zaydman

12 years ago

This is a good technique. I have use this all the time and it's like fishing with dynamite.

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ewenmack 12 years ago

Originally Posted by Gary Zaydman

This is a good technique. I have use this all the time and it's like fishing with dynamite.

Lol.

Gary, it's been a long time since I heard that phrase.

Thanks for the cool reminder.

Best,
Ewen
- Thanks
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Khemosabi

12 years ago

Thank you so much Ewen! This came just in time! You got my head spinning on ideas! I got my first marketing contract in a somewhat saturated market! With this, and their experience to back it up, I am hoping to set them apart from their competition!
Thank you all on this thread for the additional ideas and techniques.
There goes my day of gardening

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ADukes81

12 years ago

Great tip!

I just noticed you used this "tip" in the title and used it on all of us

Well played sir. Well played.

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ewenmack 12 years ago

Originally Posted by ADukes81

Great tip!

I just noticed you used this "tip" in the title and used it on all of us

Well played sir. Well played.

I don't see it that way Adam.

Sure the word WARNING was an attention getter, but there was no "don't buy, no pattern interrupt, or re-setting the criteria by using questions to ask.

However, I did lay out the method I used to write the post in my second reply.

Best,
Ewen
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PaulKlein

12 years ago

Grateful for the post and all the tips here. This is very helpful, not only for me, but the others now implementing to get better conversions!

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TBone

12 years ago

interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?

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somacorellc

12 years ago

Originally Posted by templbi

interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?

You're kind of looking too much into it. If you're good enough, your prospects won't even think to go anywhere else because you've provided answers to questions they didn't even know they had. In itself, that's powerful. Once you've read their mind, you've made great inroads.

For example. One thing that 90% of my clients have said to me is "I like that when I call you, I talk to you instead of a machine."

So, I put that in my website and ad copy - get this - people will call me up just to confirm it's true. They like it too, and it gets a conversation going.

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ewenmack

12 years ago

Originally Posted by templbi

interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?

The trick is to set up the questions to reset the buyer criteria for purchase.

Should the prospect call the competitor,
he cannot meet the new, higher benchmark.

The few who try to pull this off fail because
it comes off too self serving and generic.

Research, data and manipulation of it, are our friends.

Best,
Ewen

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1 reply

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RedShifted

12 years ago

Originally Posted by ewenmack

The trick is to set up the questions to reset the buyer criteria for purchase.

Should the prospect call the competitor,
he cannot meet the new, higher benchmark.

The few who try to pull this off fail because
it comes off too self serving and generic.

Research, data and manipulation of it, are our friends.

Best,
Ewen

For the record I did this about 3 days ago and it worked very well. We got 1 phone call and 2 emails and were able to set up 2 appointments for next week (other guy dissappeared).

I didn't do it specifically like you said. What I focused on the most was this concept of reframing buyer mindset.

My headline was "A Qualified Remodeling Contractor vs A Credible One - A BIG DIFFERENCE"

In the copy what I did was really simple.

I defined 2 words, "qualified" & "credible".

I spoke about how most people look for a qualified contractor, and have no idea how to determine whether or not they're credible.

Qualified was defined as - the minimum requirements needed for a person to complete a task.

Credible was defined as - possessing a skillset that enables a person to finish a task effectively & successfully.

In the ad I talked like this:

A teenager who just got their license is considered "qualified" to drive.
A doctor who graduates medical school becomes "qualified" to serve patients.

A soldier who just passed bootcamp...
A cop who just passed the police academy.

All of these people are technically qualified, but would you trust them with your life?

Would you trust a "qualified" remodeling contractor with your home?

After that I build a strong case of credibility for the business I'm promoting, then basically dropped my link.

It wasn't the best ad in the world (and fairly cheesy) but its definitely doing its job. I'm still trying to rewrite it so its shorter and more to the point, but that whole idea of reframing buyer mindset is brilliant.

Once again thanks Ewen - Red

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wally247 12 years ago

Thanks so much Ewenmack + Red

I am learning a LOT in this thread....great stuff.

Red, (or anyone) how are you tracking your ads, or are you? I get the pixel thing, I just don't know how exactly to track the opens with it...but I am trying something using Imgur as a test.

Anyway, thanks guys!
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ewenmack

12 years ago

Another thing you've done is used contrast.

It makes for easy understanding for the brain.

You can test intensifying that contrast principle.

Another thing to make it easy for the brain is to use numbers...
time
money

The brain likes concise things to understand,
so it knows whether to act on it or not.

Those decisions can be made in split seconds.

It's not about the words, it's about the reason for them.

Best,
Ewen

P.S. Really pleased you are "getting" the concepts and putting them to use in your way
because you can re-arrange your ads to take on any competition.

That is the POWER of it. Well done!

Originally Posted by RedShifted

For the record I did this about 3 days ago and it worked very well. We got 1 phone call and 2 emails and were able to set up 2 appointments for next week (other guy dissappeared).

I didn't do it specifically like you said. What I focused on the most was this concept of reframing buyer mindset.

My headline was "A Qualified Remodeling Contractor vs A Credible One - A BIG DIFFERENCE"

In the copy what I did was really simple.

I defined 2 words, "qualified" & "credible".

I spoke about how most people look for a qualified contractor, and have no idea how to determine whether or not they're credible.

Qualified was defined as - the minimum requirements needed for a person to complete a task.

Credible was defined as - possessing a skillset that enables a person to finish a task effectively & successfully.

In the ad I talked like this:

A teenager who just got their license is considered "qualified" to drive.
A doctor who graduates medical school becomes "qualified" to serve patients.

A soldier who just passed bootcamp...
A cop who just passed the police academy.

All of these people are technically qualified, but would you trust them with your life?

Would you trust a "qualified" remodeling contractor with your home?

After that I build a strong case of credibility for the business I'm promoting, then basically dropped my link.

It wasn't the best ad in the world (and fairly cheesy) but its definitely doing its job. I'm still trying to rewrite it so its shorter and more to the point, but that whole idea of reframing buyer mindset is brilliant.

Once again thanks Ewen - Red

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TBone

12 years ago

I guess you could implement this rather cheap and see what kind of results you get.

Thanks

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Rearden

12 years ago

Positioning, not prospecting.

As Jack Welch of GE said, "differentiation" is what makes the difference.

And when you differentiate... and position yourself as the expert... you have the authority to...?

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vharlow

12 years ago

Thank you.

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pipranger

12 years ago

Thanks for the tip Ewen.

I intend to use it for a flyer campaign I'm currently working on.

Peace
pip

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wally247

12 years ago

I passed this thread by originally because I didn't get what it was saying. Now I see...and thanks SO MUCH for posting it.

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Scott Hewitt

12 years ago

Ewen,I love the WF so much because of these POWERFUL strategies. Thanks for sharing

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Rearden

12 years ago

Ewen -- thoughts on shortening the ad, and making the prospect call a dedicated pre-recorded 24-hotline to learn the 7 Must-Ask Questions When Looking for A Web Designer?

Then, naturally, selling them on your reasons why you're the top choice in the educational recording and asking them to leave their information?

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ewenmack

12 years ago

Originally Posted by Rearden

Ewen -- thoughts on shortening the ad, and making the prospect call a dedicated pre-recorded 24-hotline to learn the 7 Must-Ask Questions When Looking for A Web Designer?

Then, naturally, selling them on your reasons why you're the top choice in the educational recording and asking them to leave their information?

In this case no.

Here's why...

The reader has already decided to buy
when on Craigslist or any other classified advertising medium,
therefore your ad is designed to get that one person
who is ready to buy, to phone you, or email.

I'd give those 2 choices but preference would be a phone call,
and be ready to take it.

Where you would use the recorded message when the person is more
in the discovery stage of the buying process.
And have multi step follow ups with that person.

So to summarize, different things need to be in place
for different stages of the buying process.

Best,
Ewen

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meeka87

12 years ago

Some great information here.

Thanks

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bob ross

12 years ago

this is one of the best threads on this subforum, it's pure gold ewen!

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ewenmack 12 years ago

Welcome to the party Bob!

A tad late, but never too late with your presence sir!

Best,
Ewen
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crazman

12 years ago

I think this type of headline will work well for my service business. Will definitly give if a go in my nex flyer / postcard.. Thanks

Thanks
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ewenmack 12 years ago

Here's how the resetting the buyer criteria won an election.

This is courtesy of Kendrick Cleveland...

"What can we learn from studying a former United States
President about getting a YES and handling objections?

More then any Traditional NLP or Sales Training...

The year was 1984 and United States President
Ronald Reagan was running for reelection against
Walter Mondale.

Reagan was already the oldest man elected to the
office of the Presidency at the age of 69...and at 73
years old during his reelection campaign, people
started to question his mental capacity to lead the
free world...

Reagan had the mother of all objections to
overcome, if he wanted a second term in office...

How to convince the American public that his advanced
age was a non issue...and make the biggest sale of all
- reelection to the Presidency of the United States.

The more Mondale and the press brought up his age,
the more Reagan's popularity rating sunk like a stone...

Mondale thought he "Closed" the sale...boxed the
President into a corner and was going to get the
"Yes" from the American people...

Reagan could not deny that he was 73 years old...
and if he used the strategy that most people take and
faced the objection head on, he was doomed to fail.

Instead, Reagan strategically used his language to
turn the issue into a non-issue with these two sentences
below...and sealed the deal for his reelection:

"I want you to know that also I will not make
age an issue of this campaign. I am not going
to exploit for political purposes my opponent's
youth and inexperience"

In one fell swoop, Reagan reframed his advanced age
from a negative into a positive and...even reversed his
opponent's younger age into negative.

That is some powerful language..."

Best,
Ewen
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nelsonbiglar

12 years ago

Simple and if it works we'll see results. Will have to test... thanks!

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CYCLONE 12 years ago

This looks great I'm going to give it try in eBay because our prices is a little higher but the competition can't compete with our quality...

Thanks for tip...
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goindeep

12 years ago

GOLD GOLD GOLD

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MRomeo09

12 years ago

This is good stuff. I've done quite a bit of following marketers who harped on this type of methodology. In particular Richard Harshaw- Monopolize your Marketplace. Good stuff- rather dissapointing that he tries to say "You can't do it, only we can do it. Hire us and we'll do it for you". Which I find to be utter bulls*&(. Overall excellent information if you have a spare $350 sitting around to buy the 10 cd course. Alternatively Joe Polish in the carpet cleaner space has some very good material as well.

Thanks
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ewenmack

12 years ago

Originally Posted by MRomeo09

This is good stuff. I've done quite a bit of following marketers who harped on this type of methodology. In particular Richard Harshaw- Monopolize your Marketplace. Good stuff- rather dissapointing that he tries to say "You can't do it, only we can do it. Hire us and we'll do it for you". Which I find to be utter bulls*&(. Overall excellent information if you have a spare $350 sitting around to buy the 10 cd course. Alternatively Joe Polish in the carpet cleaner space has some very good material as well.

Even Joe's YP ads I've seen are now blending in with the competition.

There will always need to be a way to get noticed, get read and get them to take action.

Did a critique recently for a carpet cleaning guy.

Wanted to use a image of a giant carpet bug.

First it gets noticed.

Secondly nobody talks about them.

Thirdly it creates fear in women [they are the majority of the buyers]
which leads to action.

Best,
Ewen

Thanks
2 replies

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MRomeo09 12 years ago

The interesting thing is even though JP and Rick Hershaw and Dan Kennedy, etc have been around forever. There are STILL 1,000 crappy ho-hum YP ads compared to the ads that "lead you to company ABC being the logical and ONLY choice regardless of price".

This stuff works but man the flack you get from trying to implement it is unbelievable.

Marcos
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We do not have to become heroes overnight. Just a step at a time, meeting each thing that comes up ... discovering we have the strength to stare it down. - Eleanor Roosevelt

Your opinion of yourself becomes your reality. If you have all these doubts, then no one will believe in you and everything will go wrong. If you think the opposite, the opposite will happen. Itâ€™s that simple.-Curtis Jackson- 50 Cent
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donza

12 years ago

Originally Posted by ewenmack

Even Joe's YP ads I've seen are now blending in with the competition.

There will always need to be a way to get noticed, get read and get them to take action.

Did a critique recently for a carpet cleaning guy.

Wanted to use a image of a giant carpet bug.

First it gets noticed.

Secondly nobody talks about them.

Thirdly it creates fear in women [they are the majority of the buyers]
which leads to action.

Best,
Ewen

When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.

Thanks
2 replies

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ewenmack

12 years ago

This repels many people...

But has made the product owner lots of money.

Just because we and others hate ads doesn't make for a non profitable one.

Best,
Ewen

Originally Posted by donza

When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.

Thanks

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ewenmack

12 years ago

Originally Posted by donza

When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.

This direct mail piece that many hate is still running
since 2009 in the mail.

The cost of list rental, printing and mailing would have
stopped the mailing if it wasn't profitable.

Best,
Ewen

Thanks

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KimboJim

12 years ago

That is an awesome image, I love it! My only question is: why does it say "go" (obviously an allusion to pooping), and then just say "poop" right underneath?

That aside, I absolutely love this. I can't stop laughing. I'd buy the product if I wasn't a vegan and eating fiber all day.

Thanks
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ewenmack

12 years ago

Originally Posted by KimboJim

That is an awesome image, I love it! My only question is: why does it say "go" (obviously an allusion to pooping), and then just say "poop" right underneath?

That aside, I absolutely love this. I can't stop laughing. I'd buy the product if I wasn't a vegan and eating fiber all day.

The ad creates a love hate response.

Always better than a neutral one.

Best,
Ewen

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markpocock

12 years ago

That's one of Carline's ad isn't it? One she wrote for Healthy Directions

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ewenmack 12 years ago

Originally Posted by markpocock

That's one of Carline's ad isn't it? One she wrote for Healthy Directions

Yes Carline's creation.

I'm thinking it was for Biscayne Labs Internal Klenz Kit.

Best,
Ewen
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PaulintheSticks

12 years ago

Awesome headline.

Doesn't seem like it would be effective for services that a prospect isn't necessarily looking for such as marketing consulting or other services where they buy because a service is presented to them and they are sold on the need and value.

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ewenmack

12 years ago

Originally Posted by PaulintheSticks

Awesome headline.

Doesn't seem like it would be effective for services that a prospect isn't necessarily looking for such as marketing consulting or other services where they buy because a service is presented to them and they are sold on the need and value.

Paul I'm presuming you are talking about the original headline,
not the one above you.

If so, yes you are right because it was created for classified ad placements.
Where the person has mentally pulled the trigger to buy, just deciding who from.

Different approach needed when you don't have that set up.

Best,
Ewen