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Ad Trick: Strike A Raw Nerve, 2 Examples

by ewenmack
9 replies
You wonder why your ads get a poor response..?

Here's a biggie, you are going in guns blazing with features and benefits...

and...those are about your product and your service.

Mmm?

Might it be the prospect has been hit a thousand and one times with
features and benefits before?

Gets kinda lame after a while...no?

OK, here's how you get invited on to his side of the table,
you hatch up a plan to kill off his enemy!

Here's 2 ad headlines I've just wrote
that demonstrate this method...





Now you are talking his language.

You are on his side because you really understand his pain point,
like no other person has before.

There you go, another powerful tool in your bag for higher response

Best,
Ewen







.
#examples #nerve #raw #strike #trick
  • Profile picture of the author Rearden
    Ewen, do you think small business owners like being called "The Little Guy?"

    Not that I'm representative of all small businesses, but always felt the term was "disrespectful."
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    • Profile picture of the author ewenmack
      Originally Posted by Rearden View Post

      Ewen, do you think small business owners like being called "The Little Guy?"

      Not that I'm representative of all small businesses, but always felt the term was "disrespectful."
      You know I can't think of another term...you might be able to.

      I got the term "Little Guy" off a Ted Nicholas Display Ad.

      I wonder if they see pass that, and see it as the David and Goliath figure of speech
      trying to be portrayed?

      You've got me thinking on finding a better way to represent this though, thank you.

      Best,
      Ewen
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    • Profile picture of the author RussellMax
      Originally Posted by Rearden View Post

      Ewen, do you think small business owners like being called "The Little Guy?"

      Not that I'm representative of all small businesses, but always felt the term was "disrespectful."

      If they are a small business they will have no issue with it what so ever.
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  • Profile picture of the author Marvin Johnston
    I'm not so sure "Little Guys" is not a bad way to position a business. I'm thinking about the Avis car rental ads along the lines of (don't remember the actual wording) "We're number 2 so we try harder."

    But testing would show if it works .

    Marvin
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    • Profile picture of the author kirbymarketingconcierge
      good work Ewen.

      how about the "underdog" ???

      we all root for the underdog.
      we identify with the guy who has struggled,
      overcome the obstacles of their pains,
      and made it past them.

      "if they can do it, you can do it" marketing Narrative?
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  • Profile picture of the author vndnbrgj
    I like the headlines...
    I think different people would use different wording.
    I like the wording you used, and don't take offense to it.
    I don't like the word "Underdog" as I feel it has a negative connotation. Makes me feel like I don't have a chance, when that is far from the truth.

    The only way to determine the best wording is from testing.
    You won't please everyone all the time, you just have to please enough people to make it worth while.
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    • Profile picture of the author kirbymarketingconcierge
      Originally Posted by vndnbrgj View Post

      I like the headlines...
      I think different people would use different wording.
      I like the wording you used, and don't take offense to it.
      I don't like the word "Underdog" as I feel it has a negative connotation. Makes me feel like I don't have a chance, when that is far from the truth.

      The only way to determine the best wording is from testing.
      You won't please everyone all the time, you just have to please enough people to make it worth while.
      great you brought that up. as I typed it... i thought this can be considered for an american audience (in sports, we root for the underdog).

      Identify your target market and then test,test, test.


      just throwing stuff against the wall
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  • Profile picture of the author RussellMax
    Great headlines gives me something to work with.

    If you don't mind me asking do you have a resource file that you work off of to put together your headlines?
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    • Profile picture of the author ewenmack
      Originally Posted by RussellMax View Post

      Great headlines gives me something to work with.

      If you don't mind me asking do you have a resource file that you work off of to put together your headlines?
      Thank You.

      Yes I do have swipe files of winning ads and headlines...

      but not used to write the headlines any more.

      After writing so many ads the headlines come naturally
      to me without the need to go looking inside the swipe file for ideas.

      Sometimes I will use the same structure of a past winner,
      or a word or two. They come unconsciously to me now.

      Best,
      Ewen
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