Here’s an interesting ad. Now granted, the headline is poor. Click here for the ad
My first thought is this; the ad is selling chairs for you to sit in while reading.
However they’re selling lighting for readers.
Now this company could have written an ad to try and sell off the page.
But they haven’t. And a good job to.
Why?
Because they’re going to generate far more leads they can follow up with rather than going to for the home run – the outright sale straight away.
Instead they’re using a very simple coupon for the reader to fill in and return to them.
(And of course the company being will be able to track where their leads are coming from. To discover their most effective lead generation media.)
You see reading the ad, you’re far more likely to send away for free information, rather than giving your credit card details to a company you may never have heard of before. This is a softer sell.
Far better to gain the trust of your prospect first . Then sell him at a later date.
And of course the ad is helped by the 30 Day Risk FREE Trial in the top right hand corner.
What else could the company have done to increase response?
(And I do think they missed out big time here.)
Offered a free gift for responding by a specific date. “Your’s FREE just for asking for our brochure. Our way of saying Thank You for responding.”
What do you think?
Comments are always welcome.
Until next time
Mark