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Ad Example: On Becoming The Only Choice For A Buyer

by ewenmack
28 replies
In my post on the 80/20 of advertising, point 4 was make an offer
that is the obvious choice by eliminating all other alternatives.

http://www.warriorforum.com/offline-...vertising.html

The postcard below does just that.

After alerting the lady of the home she has dust mites,
then her likely reaction will be thinking up ways to remove them herself.

So we meet her at that point of thinking and let her know those
methods won't work.

Could use chemicals, vacuum or steam heat.

I use precise numbers to create belief what is said is true.

Only after those DIY options are killed off do I mention the obvious and only choice.

Here's your summary on how to set up you being the only obvious choice...

1 Set up and expand on a bad and urgent problem

2 Name the choices they have to fixing it. Ideally 3.

3 Combine factual numbers and emotion as why the other choices
aren't right.

There you have it, the way to set up yourself as the only choice
so you can escape being passed over and being locked into commodity pricing.

Best,
Doctor E. Vile

#alternatives #choice #eliminating #make #obvious #offer
  • Profile picture of the author AmericanMuscleTA
    Gives me chills thinking about these "skin-crawling stats."


    What does the other side of the postcard look like?
    Signature

    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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    • Profile picture of the author ewenmack
      Originally Posted by AmericanMuscleTA View Post

      Gives me chills thinking about these "skin-crawling stats."


      What does the other side of the postcard look like?

      We've kept it vacant so that the whole message gets read all the time.

      Thanks.

      Best,
      Doctor E. Vile
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      • Profile picture of the author The Pines
        Originally Posted by ewenmack View Post

        We've kept it vacant fso that the whole message gets read all the time.

        Thanks.

        Best,
        Doctor E. Vile


        Hi Ewen,


        Have you tested that? Using the other side seems like a great opportunity to introduce a CTA, special offer, testies, etc. Double the room to make a pitch for about 10% extra in print costs - the paper and delivery costs are already sunk, whether it's a one-side or a two-side.


        Brilliant outlay though, it got my attention - is it one of your clients?


        Thanks
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        • Profile picture of the author ewenmack
          Originally Posted by The Pines View Post

          Hi Ewen,


          Have you tested that? Using the other side seems like a great opportunity to introduce a CTA, special offer, testies, etc. Double the room to make a pitch for about 10% extra in print costs - the paper and delivery costs are already sunk, whether it's a one-side or a two-side.


          Brilliant outlay though, it got my attention - is it one of your clients?

          Thanks.
          There's a rule in advertising that you take everybody through the same path.

          If I was to put testies and other points on the other side,
          some readers will read them first, which breaks the rule of
          the one readership path.

          Yep, it was for a client.

          Thanks

          Best,
          Doctor E. Vile
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          • Profile picture of the author Claude Whitacre
            Originally Posted by ewenmack View Post

            There's a rule in advertising that you take everybody through the same path.

            If I was to put testies and other points on the other side,
            some readers will read them first, which breaks the rule of
            the one readership path.

            Yep, it was for a client.

            Thanks

            Best,
            Doctor E. Vile
            To each his own, but I think putting your testies on the other side of the postcard...is sending the wrong message.
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            • Profile picture of the author ewenmack
              Originally Posted by Claude Whitacre View Post

              To each his own, but I think putting your testies on the other side of the postcard...is sending the wrong message.
              I had to think about that long enough to say "you got me".

              It will keep, Mr Whitacre! grrr.

              Best,
              Doctor E. Vile
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            • Profile picture of the author Peter Lessard
              Originally Posted by Claude Whitacre View Post

              To each his own, but I think putting your testies on the other side of the postcard...is sending the wrong message.
              I agree Claude, putting testies on the other side is just nuts!
              If my marketing guy did that I would sack him ;-)
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              • Profile picture of the author ewenmack
                Originally Posted by Peter Lessard View Post

                I agree Claude, putting testies on the other side is just nuts!
                If my marketing guy did that I would sack him ;-)
                C'mon now Peter and Claude I know you are having a ball here,
                I can imagine the ladies would be rolling their eyes and saying
                "you guy's are all the same...testies, nuts, balls, sacks, how uncouth!"

                Best,
                Doctor E. Vile
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          • Profile picture of the author The Pines
            Originally Posted by ewenmack View Post

            There's a rule in advertising that you take everybody through the same path.

            If I was to put testies and other points on the other side,
            some readers will read them first, which breaks the rule of
            the one readership path.

            Yep, it was for a client.

            Thanks

            Best,
            Doctor E. Vile


            Thanks, I hadn't considered that putting a CTA on the other side would push them down a path that they hadn't even started on yet!
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  • Profile picture of the author AmericanMuscleTA
    Gotchya.

    I didn't know if you had testimonials or anything on the other side.
    Signature

    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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  • Profile picture of the author infamous dave
    Looks like a Joe Polish card to me.
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    • Profile picture of the author ewenmack
      Originally Posted by infamous dave View Post

      Looks like a Joe Polish card to me.
      Here's his...

      Note no mention of the different ways to remove them
      then saying why they won't work.

      It's a natural part of the buying decision making process
      we all make.

      Best,
      Doctor E. Vile

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  • Profile picture of the author Oziboomer
    Originally Posted by ewenmack View Post

    Here's your summary on how to set up you being the only obvious choice...

    1 Set up and expand on a bad and urgent problem

    2 Name the choices they have to fixing it. Ideally 3.

    3 Combine factual numbers and emotion as why the other choices
    aren't right.

    There you have it, the way to set up yourself as the only choice
    so you can escape being passed over and being locked into commodity pricing.
    I like this concept of offering 3 choices....

    In some of my pre-qualification and communications to prospects in the picture framing field I ask them to make two choices.

    Either preserve and protect ...or...

    Choose a cheaper option that although professionally made doesn't offer the protective benefits.

    I then use words like the following...

    I often hear how people tell me " we wished we took better care of such and such"....

    ...but I understand if what you are trying to do is just temporary and going to be replaced every couple of years.....

    Then I ask them...

    What do you chose for your situation....one of lifetime protection or one that is a fleeting decoration?

    I generally then get people who are interested in higher end solutions letting me know that is what they want and the budget conscious individual either goes away or signals to our sales team early on that they want something economical.

    I'm going to test the three options idea as I can see how I can apply that to my situation.

    Thanks for expanding on your 80/20 post here.

    One other thought that your "dust mite" focused graphic sparked was...

    "How can people apply this to less shocking niches?"

    or...

    Is the idea to make your customer's problem hyper-inflated (stick the knife in and twist) vital for people servicing less obvious problems.

    Is the current consumer so use to this Identify >>> aggravate >>>> solve approach...that they are becoming less sensitive or responsive to this method of persuasion?
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    • Profile picture of the author ewenmack
      Originally Posted by Oziboomer View Post


      "How can people apply this to less shocking niches?"

      or...

      Is the idea to make your customer's problem hyper-inflated (stick the knife in and twist) vital for people servicing less obvious problems.

      Is the current consumer so use to this Identify >>> aggravate >>>> solve approach...that they are becoming less sensitive or responsive to this method of persuasion?
      There is one common human motivator and that is they don't want to
      make a mistake, and look foolish for doing so.

      There may be a poor use of that motivator by marketers,
      I don't know, however there is always a way to use the fear of making a mistake
      motivator I believe.

      Best,
      Doctor E. Vile
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Oziboomer View Post

      .
      Is the idea to make your customer's problem hyper-inflated (stick the knife in and twist) vital for people servicing less obvious problems.

      Is the current consumer so use to this Identify >>> aggravate >>>> solve approach...that they are becoming less sensitive or responsive to this method of persuasion?
      I think asking the question, shows rare insight.

      In my use of the technique (in this example), the idea is to show a problem that gets a visceral reaction (dust mites), and then immediately walk the reader through plausible solutions.

      Another way of putting it, is state the problem, as a more serious problem...that you are uniquely able to solve. When I say you are uniquely able to solve...I mean, in the prospect's mind, not literally.

      Ewen may be the best of us here, at writing effective ad copy.
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      • Profile picture of the author ewenmack
        Originally Posted by Claude Whitacre View Post

        I think asking the question, shows rare insight.

        In my use of the technique (in this example), the idea is to show a problem that gets a visceral reaction (dust mites), and then immediately walk the reader through plausible solutions.

        Another way of putting it, is state the problem, as a more serious problem...the you are uniquely able to solve. When I say you are uniquely able to
        solve        ...I mean, in the prospect's mind, not literally.

        Ewen may be the best of us here, at writing effective ad copy.
        Back to Oziboomer's question about driving home the pain,
        it depends on if the prospect has already made her mind
        up to buy, but doesn't know from whom...or the prospect had
        never thought about buying.

        In the dust mite removal case, the lady didn't know they existed
        and we want to make the problem big and urgent.

        For the picture framing business I pressume buyers are
        finding Ozi, therefore the emphasis becomes not making
        a mistake in buying.

        It can be 2 types of materials used in the restoration,
        naming them all, the inferior and long lasting one's
        and expand on the faults and virtues.

        Now the buyer has side by side comparison
        feels much more knowledgeable about what she's
        buying which means she will want to buy from Ozi.

        Kinda like the trusted advisor role.

        Best,
        Doctor E. Vile
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        • Profile picture of the author Oziboomer
          Originally Posted by ewenmack View Post

          Back to Oziboomer's question about driving home the pain,
          it depends on if the prospect has already made her mind
          up to buy, but doesn't know from whom...or the prospect had
          never thought about buying.

          Now the buyer has side by side comparison
          feels much more knowledgeable about what she's
          buying which means she will want to buy from Ozi.

          Kinda like the trusted advisor role.
          The offer of choosing the path is usually after the client has opted in via various quoting systems or contact devices.

          Not so much the cold traffic who is looking for a solution but after they have realised there is a solution and I want to segment them into A and B clients.

          In regards to the identifying a problem that whether is really serious enough or just promoted to a serious problem through marketing if you think about picture framing it is a discretionary purchase rather than one that could "cure" a condition that something like a dust mite or threat type situation could create.

          We usually have two main types of custom frame buyer.

          The type who are educated, style conscious or certainly house proud. The artists, collectors and fans.

          and the people who only discover custom framers after they have failed to "find a picture frame" at their local discount retailer/dept store/Ikea etc.

          The people who are unaware of custom framers only generally become aware when they can't find something that fits what they have or the have something special or unusual that they want to display.

          As with most first encounters of something that is entirely new to them there is lot of work done to break pre-conceived ideas about the services we provide.

          Once we've "broken the ice" so to speak then we usually move onto the roles we play in conserving family history and the memories that you want to relive etc.

          Where I was heading in the "Aggravate the Pain" area is possibly somewhat different to the sort of shock tactic that a picture of a gruesome bug could elicit in the mind of a homeowner.

          Termites are a big problem here so it is easy to show graphic results of people's investments getting eaten away and the terrible little creatures that erode your home 24-7.

          I do think I do the same thing with various lead generating marketing or educational type positioning where I can show the horror of losing the photos of your grandparents of ancestor's family momentos etc.

          I guess it is all in the targeting and the expense of targeting to a broad market with the idea that a percentage will already be close to utilising your service or thinking about your solution...much like one of the earlier posts on a traveller who returns is far more likely to be "in the market" for a new bed because they have just slept on a five star ensemble.

          Some of the work I do is in various optional surgical procedures..not picture framing.... and we do do a lot of work in showing various co-morbid conditions that can be "cured" by undergoing various surgical and non-surgical procedures.

          I find it easier to create marketing for these types of situations where I'm the observer, researcher and paid to market to the niches than sometime to uncover those real pain points...or at least "Exploit" those pain points in my framing business or the other B2B operations I operate.

          The validating point in the thread is to position oneself as the Number 1 choice to solve X problem because your solution provides more benefits and has better outcomes than the competition and you have expressed those outcomes explicitly to address the greatest concerns in your prospect's mind right at the point they are ready to purchase.

          You have entered their internal dialogue and sown valuable seeds to germinate quickly but also reside dormant until they are confronted with their problem.

          If they are not ready to purchase you have done a good enough job of "Programming" so that they will both save or recognise your solution for a later date and it is highly likely they will recommend you to a family member or friend even if they haven't personally experienced your service.
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          • Profile picture of the author ewenmack
            Originally Posted by Oziboomer View Post


            The validating point in the thread is to position oneself as the Number 1 choice to solve X problem because your solution provides more benefits and has better outcomes than the competition and you have expressed those outcomes explicitly to address the greatest concerns in your prospect's mind right at the point they are ready to buy.

            You are spot on because...

            1 it focuses your mind on one thing which is
            easier and faster

            2 you have made your chances of what you say
            being revalant, therefore get a fair hearing.

            Best,
            Doctor E. Vile
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  • Profile picture of the author spmelliott
    Brilliant. Cool
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  • Profile picture of the author Claude Whitacre
    Originally Posted by ewenmack View Post

    In my post on the 80/20 of advertising, point 4 was make an offer
    that is the obvious choice by eliminating all other alternatives.

    http://www.warriorforum.com/offline-...vertising.html

    The postcard below does just that.

    After alerting the lady of the home she has dust mites,
    then her likely reaction will be thinking up ways to remove them herself.

    So we meet her at that point of thinking and let her know those
    methods won't work.

    Could use chemicals, vacuum or steam heat.

    I use precise numbers to create belief what is said is true.

    Only after those DIY options are killed off do I mention the obvious and only choice.

    Here's your summary on how to set up you being the only obvious choice...

    1 Set up and expand on a bad and urgent problem

    2 Name the choices they have to fixing it. Ideally 3.

    3 Combine factual numbers and emotion as why the other choices
    aren't right.

    There you have it, the way to set up yourself as the only choice
    so you can escape being passed over and being locked into commodity pricing.

    Best,
    Doctor E. Vile
    My Good Doctor;

    The other benefit of this (offer 3 choices of solution) is that it feels, to the buyer, like they have "thought about it" and shopped. This is really the buying process.. You have included the entire decision making process on one side of one postcard.

    First, Bravo.

    Second, these leads are going to be Buyers. Your card has already taken them (In greatly abbreviated form) through the buying process.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    What if they're not stars? What if they are holes poked in the top of a container so we can breath?
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    • Profile picture of the author ewenmack
      Originally Posted by Claude Whitacre View Post

      My Good Doctor;

      The other benefit of this (offer 3 choices of solution) is that it feels, to the buyer, like they have "thought about it" and shopped. This is really the buying process.. You have included the entire decision making process on one side of one postcard.

      First, Bravo.

      Second, these leads are going to be Buyers. Your card has already taken them (In greatly abbreviated form) through the buying process.
      Yes, it totally respects the intelligence and the
      buying process of every buyer on the planet when
      you set up the ad like that.

      When you are one to one selling and you hear "let me think about it",
      this does it with them, remotely, and to the many.

      Thanks.

      Doctor E. Vile
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  • Profile picture of the author ChrisNosal
    Banned
    Originally Posted by ewenmack View Post

    In my post on the 80/20 of advertising, point 4 was make an offer
    that is the obvious choice by eliminating all other alternatives.

    http://www.warriorforum.com/offline-...vertising.html

    The postcard below does just that.

    After alerting the lady of the home she has dust mites,
    then her likely reaction will be thinking up ways to remove them herself.

    So we meet her at that point of thinking and let her know those
    methods won't work.

    Could use chemicals, vacuum or steam heat.

    I use precise numbers to create belief what is said is true.

    Only after those DIY options are killed off do I mention the obvious and only choice.

    Here's your summary on how to set up you being the only obvious choice...

    1 Set up and expand on a bad and urgent problem

    2 Name the choices they have to fixing it. Ideally 3.

    3 Combine factual numbers and emotion as why the other choices
    aren't right.

    There you have it, the way to set up yourself as the only choice
    so you can escape being passed over and being locked into commodity pricing.

    Best,
    Doctor E. Vile
    This is the Internet. In the traditional marketing since your pitch is very informative, tries to instill a sense of fear and the customer to promote your service, but what happens when they look at five or 10 other services similar to yours? How do make them decide that you're the best common to go with you question mark.

    Logically your reasoning make sense, but all the other companies are doing the same thing as you already. Your customer isn't going to believe them all.

    You need to not only use numbers in your product description, but also using numbers and scientific facts to talk about the service you offer to combat the problem, and why no other option will be able to compare to yours.
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    • Profile picture of the author ewenmack
      Originally Posted by ChrisNosal View Post

      This is the Internet. In the traditional marketing since your pitch is very informative, tries to instill a sense of fear and the customer to promote your service, but what happens when they look at five or 10 other services similar to yours? How do make them decide that you're the best common to go with you question mark.

      Logically your reasoning make sense, but all the other companies are doing the same thing as you already. Your customer isn't going to believe them all.
      You are right about asking what happens in other situations.

      Every situation is different therefore it comes up
      with it's own unique challenges and solutions.

      In this case there was no other company highlighting dust mites.

      Plenty of carpet cleaners though.

      This took him out of the comparison game.

      Best,
      Doctor E. Vile
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      • Profile picture of the author savidge4
        when no other communicates the message you are communicating that is what is called a USP "Unique Selling Perspective" - the process to getting there takes time and research. it is that process that separates what I call Universal Selling Perspectives from Unique selling perspectives.

        Integrate VALUE within the message you then get a "Unique Value Perspective" and the selling becomes just short of automatic. Placing your message in front of the right people, and you have lay down after lay down after lay down. - At that point, its not a numbers game.. its a targeting game.

        Originally Posted by ewenmack View Post

        You are right about asking what happens in other situations.

        Every situation is different therefore it comes up
        with it's own unique challenges and solutions.

        In this case there was no other company highlighting dust mites.

        Plenty of carpet cleaners though.

        This took him out of the comparison game.

        Best,
        Doctor E. Vile
        Signature
        Success is an ACT not an idea
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        • Profile picture of the author ewenmack
          Originally Posted by savidge4 View Post

          when no other communicates the message you are communicating that is what is called a USP "Unique Selling Perspective" - the process to getting there takes time and research. it is that process that separates what I call Universal Selling Perspectives from Unique selling perspectives.

          Integrate VALUE within the message you then get a "Unique Value Perspective" and the selling becomes just short of automatic. Placing your message in front of the right people, and you have lay down after lay down after lay down. - At that point, its not a numbers game.. its a targeting game.
          "Uncle Ewen, what does that mean?"

          My 10 year old niece is asking.

          Can you help out Phoebe?

          Best,
          Doctor E. Vile
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          • Profile picture of the author savidge4
            Uncle Ewen... because its your 10 year old niece asking, I will reference the answer towards her ( get your wallet out by the way )

            If we were to look at clothing in that age demographic. kinda 3 names come to mind. Abercrombie & Fitch, Hollister, and American Eagle. Sure I may be a bit off with what's hot.. but that's what we are working with.

            If you are to go look at the 3 examples you will find that they have prominent USP's

            • Abercrombie & Fitch: 40% off entire purchase, AND free shipping on orders over $50
            • Hollister: 25% off entire purchase Free shipping on orders over $25
            • American Eagle: Buy one Get one 50% off, FREE shipping AND a FREE SelfieStick on purchases over $75
            If for a moment we were to drop Brand loyalty... all things equal... American Eagle wins hands down on one factor and one factor only... that's Free shipping. Mathematically it is the WORST of the offers, but from a perspective of VALUE... hands down winner.. and the more you spend, it only gets better with the dang Selfie Stick. This in the grouping of three becomes the UVP... clothes at a discount free shipping and a free trendy gift.

            Shipping is just one of those inset values people have, and when its free.. watch out. Start throwing this around in foreign ( to me ) markets.. say Australia ( shipping is stupid retarded there ) And clients are on the phone confirming that "Free Shipping" is not a gimmick.

            I have a business in Australia that I am doing CRO for, that had to hire someone to answer the phone to quickly screen the shipping question from the rest of the calls. To achieve the free shipping for them we had to increase prices at about 20% higher than their most expensive competition. This change alone has increase not only conversions but bottom line profits. there is simply no one else in their space doing the same thing. This is an example of starting with a truly Unique USP.... but the Value of the offer is not duplicated in the market space, this is where it transcends from USP to UVP.

            Another example. a favorite of Uncle Ewen's... Dominoes Pizza. They were wanting to increase sales and increase overall growth. The pain in ordering pizza was the delay from the time you ordered it ( when you were hungry ) to the time you got it. 30 minutes or less or its free... was the USP. Did any of the big boys follow suite? not a one. That USP became a UVP because they valued the customers time, and no one else would or could offer the same.

            When you were in the mood for pizza, and your stomach was grumbling.. who did you call? dominoes... the right message in front of the right people produced laydown after laydown... for those years, they had no competition.

            Originally Posted by ewenmack View Post

            "Uncle Ewen, what does that mean?"

            My 10 year old niece is asking.

            Can you help out Phoebe?

            Best,
            Doctor E. Vile
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            Success is an ACT not an idea
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            • Profile picture of the author ewenmack
              I have been asked were this ad was, so here it is again.

              The big reason why I went in this direction for
              the carpet cleaner was, as soon as the reader
              sees the words carpet cleaning, has shut him out.

              Even if he removes the stained nobody else can.

              Even if the cleaners are proven to be the safest.

              Even if the carpets are dried faster than anybody else.

              Even if you add all those together and are cheaper
              than everybody else.

              See, as soon as she reads carpet cleaning she has decided
              that her's are fine, so not interested.

              Knowing that the 2 words carpet cleaning trigger a no,
              we have to come up with something else to get the yes.

              Enter the scary dust mite.

              Best,
              Doctor E. Vile
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              • Profile picture of the author tanya7zhou
                Originally Posted by ewenmack View Post


                See, as soon as she reads carpet cleaning she has decided
                that her's are fine, so not interested.

                Knowing that the 2 words carpet cleaning trigger a NO,
                we have to come up with something else to get the yes.

                Enter the scary dust mite.

                Best,
                Doctor E. Vile
                A few tweaks will trigger prospects to pay attention and make an educated decision. That's what selling and copywriting is all about.
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