Here’s a lead generating ad taken from the same FSB magazine as the accountancy software ad.
The ad is offering a special report. The idea behind running the ad is to get prospects to ask for the special report. What the company is doing is qualifying prospects. Once a prospect has requested the report, you then follow each prospect up with a sales letter or a phone call.
So do you think the ad was a success?
The ad was so – so? Or a failure?
You can see the ad here
So what do I thionk to this ad?
Well, my biggest problem is with the headline. The headline makes me work too hard. I have to think and re-read the headline a couple of times to understand it. And that’s not a good thing. You want to make your headline simple and easy to understand.
Another thing is starting your copy by asking questions. And this ad starts by asking two questions. When you ask questions you need to be certain you’re only getting the answer you’re want.
Final point. The copywriter should have added one sentence to the copy. “If you phone in for your report you will not be sold to.” This would have eliminated the fear of getting some pushy sales person on the phone.
So was the ad a success?
Well, my gut feeling is this ad is an also ran. But I could be wrong. -:)
cheers
Mark