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An Example Of Truth In Advertising Selling What Couldn't

by ewenmack
8 replies
In this example a property developer couldn't sell his remaining land lots.

The astute ad writer, Dean Jackson, first found out about his dilemma.

Price had been discounted by 33%, the selling season was about to end
which meant another 10 months before buyers come back in the market
and he had a big balloon loan payment due in 30 days.

Then he asked what the true valuation of the properties.
Turned out they were what he said based on a written appraisal
the week before a new ad was written.

Dean was looking for the story, the reason why the properties needed to be sold
so it would be a very dis-arming message devoid of hype or the usual sales messaging
that goes on when selling property.

All sold in time.

Here's the ad...

Enjoy!
Doctor E. Vile



UPDATE: Added the sale of a home using the same formula...

the truth in why the property has to be sold,
a deadline, and what the seller is willing to do to get the sale.

the truth in why the property has to be sold,
a deadline, and what the seller is willing to do to get the sale.

#advertising #selling #truth
  • Profile picture of the author Raydal
    A story all the way and without hype. Also "reason why" copywriting
    which works really well for Craigslist sales as well. If you say why
    you are selling you are more likely to make the sale.

    The repetition of the 33% discount was also a good strategy.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author ewenmack
      It flat out works Ray, because Dean did it with a home
      after those land lots.

      He knew he could sell property if the seller had strong reasons to sell.

      If the listing is "just get me my price" kinda situation,
      then it's probably not going to sell.

      So back to the home he sold next.
      The owners signed up for their dream lifestyle property
      and needed to sell their nice home within x number of days
      or they will lose their dream place.

      That was the truthful story told in the ad.

      Plus what they were willing to do to let this one go.

      Sold in time.

      Same theme, the truth in why the property has to be sold,
      a deadline, and what the seller is willing to do to get the sale.

      Best,
      Doctor E. Vile
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    • Profile picture of the author Alex Cohen
      Shows how few persuasion elements are needed when you use Honesty + Irresistible Offer. The lead generation ad doesn't even have a direct call-to-action.

      Alex
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  • Profile picture of the author Steve The Copywriter
    Great Ad. Honest. And as Ray said a good reason why. And as Alex said with the all important offer.

    If the balloon payment was for something a bit special, different or had some kind of an altruistic element I might have given a few more details.

    Anyway the lots were sold.

    Just one kicker of a question.

    Sold at a profit or a loss?


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post


      Just one kicker of a question.

      Sold at a profit or a loss?

      Steve
      I don't know Steve.

      The thing was, the developer's previous ads
      said 33% off so he got the price he wanted with the new ad.

      More importantly for him, the money needed for the big lump sum of money
      needed in 30 days.

      Best,
      Doctor E. Vile
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  • Profile picture of the author comtechdigital
    Effective and hype free. What a great share!
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  • Profile picture of the author splitTest
    I like this. The "reason why" copy comes across as credible & makes a great offer, which is why it works.

    Still, I can only picture the writer submitting that copy and the marketer saying "For this I'm paying you $2000?? All you did was spell out the situation! I could've done this myself!"
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    • Profile picture of the author Alex Cohen
      Originally Posted by splitTest View Post

      Still, I can only picture the writer submitting that copy and the marketer saying "For this I'm paying you $2000?? All you did was spell out the situation! I could've done this myself!"
      The writer of the ad was the real estate agent at the time. It wasn't until years later that he became well known and highly respected as a copywriter and marketing guru.

      Alex
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