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

by 80 replies
122
This post is inspired by an offliner and Bill B.

It's about dealing with competition for your services and
being in front of buyers when they are looking for what you've got.

When advertising services in classified ad places,
either for yourself or clients,
use this competition crushing secret.

Here's an example of it's brute power...

A Texas removal company did it in it's ads.
2 months later 2 of it's competitors went out of business,
9 months later the biggest survivor got bought out by the
former smaller operator using this method.

Yep, owned the market.

So here it is...

Your headline starts like this...

---------------------------------------------------------
WARNING: Don't buy [your service] until you ask them these
7 questions..
----------------------------------------------------------

The people reading it rang up the removal company's competitors
and started asking all these difficult questions which they couldn't provide.

Yep it was a set-up so they couldn't met the buyers new criteria.

What you do is list all the things that are important and give the reasons why they are.

This works on so many different levels.

First the word WARNING is a stopper.

Then "what, I'm being told, don't buy from an advertiser..?"
is a pattern interrupt.

Then you are re-setting the buyer's criteria.
Most buyers have vague ideas on what they want,
so you are clarifying it in their mind.

They come to you as an ideal client as you have sorted and moulded them to your will.

You are in control of the buying process.

There, you have your competition crushing secret for ads in classifieds.

Best,
Ewen

P.S. What most advertisers miss doing in classified advertising, is only tell the reader why they should do business with you instead of all the other advertisers there. After-all, the reader has made up his/her mind to buy, just is deciding which one to buy from!
#offline marketing #blows #cometition #trick #warning #water
  • 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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    • 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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  • 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.
    • [ 2 ] Thanks
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    • 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
      • [1] reply
  • 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 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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    • [1] reply

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

      Best,
      Ewen
  • Thanks Ewen,

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

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

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

      Best,
      Ewen
  • 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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    • 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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    • 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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  • 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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    • 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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  • 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.
    • [ 2 ] Thanks
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    • Thanks for expanding on this method so we all can
      see how it can be used.

      Best,
      Ewen

    • Very good advice

      It is true that such small TIPS excite many people...
  • This is a good technique. I have use this all the time and it's like fishing with dynamite.
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    • Lol.

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

      Thanks for the cool reminder.

      Best,
      Ewen
  • 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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  • 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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    • 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
  • 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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  • 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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    • 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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    • 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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  • I guess you could implement this rather cheap and see what kind of results you get.
  • 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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  • Thank you.
  • 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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  • 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.
    • [ 1 ] Thanks
  • Ewen,I love the WF so much because of these POWERFUL strategies. Thanks for sharing
    • [ 1 ] Thanks
  • 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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    • 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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  • Some great information here.
  • this is one of the best threads on this subforum, it's pure gold ewen!
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    • Welcome to the party Bob!

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

      Best,
      Ewen
  • Banned
    [DELETED]
  • 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
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    • 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
      • [ 6 ] Thanks
  • Simple and if it works we'll see results. Will have to test... thanks!
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    • 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...
  • GOLD GOLD GOLD
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    • 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.
      • [1] reply
  • 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.
    • [1] reply
    • The ad creates a love hate response.

      Always better than a neutral one.

      Best,
      Ewen
  • That's one of Carline's ad isn't it? One she wrote for Healthy Directions
    • [1] reply
    • Yes Carline's creation.

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

      Best,
      Ewen
  • 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.
    • [1] reply
    • 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
      • [ 1 ] Thanks
  • Great information and nice input. Thank you. Gonna test this on my next project. And share the outcome.
  • Thanks for the info...wonder if it would work also on business card?
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