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Truth In Advertising Sells 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 #sells #truth
  • Profile picture of the author bob ross
    that is a fantastic share Ewen, I've read few ads that are as sincere sounding as that. Amazing.
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    • Profile picture of the author ewenmack
      Originally Posted by bob ross View Post

      that is a fantastic share Ewen, I've read few ads that are as sincere sounding as that. Amazing.
      It flat out works Bob 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 ewenmack
      Originally Posted by bob ross View Post

      that is a fantastic share Ewen, I've read few ads that are as sincere sounding as that. Amazing.
      Added a ad 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.



      Best,
      Doctor E. Vile
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  • Profile picture of the author sconer
    "The truth" has been my secret selling tactic for a long time. While other contractors are all about "sell! sell! sell!, find 3 things to sell the customer in every house you go into", I am the opposite. I sell myself out of work often. I find ways for the customer to save money (value engineer jobs), I am honest when they really don't need something that they think they need, etc. Because of that, they trust me, so when I tell them something really should be upgraded, they believe me. They also never question my prices.
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    • Profile picture of the author jalynn
      That's very admirable of you. I like it - so refreshing, and as you mentioned it incurs fierce loyalty.

      Good luck in the days & weeks ahead in 2016.
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      Jalynn Ashby
      Sakura Project
      Wordpress for Beginners

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      • Profile picture of the author Joel
        Not so much truth as ..... always tell the reason 'why'.
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        "Without data or facts, you are just another person with an opinion"

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  • Profile picture of the author AmericanMuscleTA
    This is gold!!!!!!!

    Right click. Save Picture As. Got two new pieces to add to my swipe file! :-)
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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  • Profile picture of the author Peter Lessard
    Of course the truth sold in these instances, this was in my home province in Canada ;-)

    I have used the same pitch to sell off a bunch of web design packages just before the holidays. We were training up some new staff, we train on real life examples, we were happy to sell them off at a huge discount, the quality was still going to be great because our top developers would oversee everything and they were going to get done and launched quickly as the training was focused into a week long period. We hit on the fact that frankly not many business owners would be around to buy web sites at that time of year but those that did want them were likely hungry to launch for the new year and would appreciate a bargain. At a time when many other web developers were killing each other on price we sold 8 packages (we had placed a limit as it was the truth) and sold them at a discount compared to OUR normal rates but still at rates that most of the web guys competing in our local classifieds would of loved to have sold even one package for.

    5 opted for up sells and 3 are on monthly continual billing for advertising now.
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    Ready to generate the next million in sales? The Next Million Agency
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