Plumber gets $183,203 more revenue from his Yellow Pages Ad

13 years ago

What things were they lacking or doing poorly that you optimized?

The usual stuff? Compelling headline, clear call to action, perhaps some social proof?

~Dexx

Thanks
1 reply

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redcell1

13 years ago

Originally Posted by Dexx

What things were they lacking or doing poorly that you optimized?

The usual stuff? Compelling headline, clear call to action, perhaps some social proof?

~Dexx

Was it colors, placement, ad copy?

Thanks
1 reply

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ewenmack

13 years ago

4 things that were changed...

1 The headline was more targeted, specific and benefit driven

2 Photo of owner with his signed personal guarantee

3 Guarantee was specific to pains in dealing with tradesmen, like plumbers,
late and don't clean up after them

4 Used local area numbers, not an 0800 number.

Best,
Ewen

[ 8 ] Thanks
2 replies

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NewParadigm

13 years ago

Your original post wasn't real helpful, but this one was, Thanks for sharing!

Originally Posted by ewenmack

4 things that were changed...

1 The headline was more targeted, specific and benefit driven

2 Photo of owner with his signed personal gurantee

3 Gurantee was specific to pains in dealing with tradesmen, like plumbers,
late and don't clean up after them

4 Used local area numbers, not an 0800 number.

Best,
Ewen

[ 2 ] Thanks

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maz1207

13 years ago

Originally Posted by ewenmack

4 things that were changed...

1 The headline was more targeted, specific and benefit driven

2 Photo of owner with his signed personal guarantee

3 Gurantee was specific to pains in dealing with tradesmen, like plumbers,
late and don't clean up after them

4 Used local area numbers, not an 0800 number.

Best,
Ewen

Hi, congratulations! That is really a good strategy. We don't just write the listings but we "sell" it.

[ 1 ] Thanks

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Rus Sells

13 years ago

How about the before and after images of the actual ad?

Originally Posted by ewenmack

Sitting in front of me I have a before and after Yellow Pages
ad that bought in an extra $183,203 just from optimizing the ad.

The optimized one produced 1,294% more money.

Folks, optimize things and you'll be amazed at the extra money
it rakes in.

Best,
Ewen

[ 3 ] Thanks
2 replies

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ewenmack 13 years ago

Originally Posted by Rus Sells

How about the before and after images of the actual ad?

Rus, I have a gentleman's agreement not to show the ads.

Sorry about that.

And I'm not going to be running a WSO.

Best,
Ewen
- Thanks
- 1 reply
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- Rus Sells 13 years ago
  
  Gotcha! Thanks
  
  Originally Posted by ewenmack
  
  Russ, I have a gentleman's agreement not to show the ads.
  
  Sorry about that.
  
  And I'm not going to be running a WSO.
  
  Best,
  Ewen
  
  Thanks
  
  Signature
  
  Review Sentry
  Dotcomcodex
  
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Mr. Subtle 13 years ago

Originally Posted by Rus Sells

How about the before and after images of the actual ad?

Here you go:
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Seantrepreneur

13 years ago

Can you give us a couple examples of what the headline was like before and what it reads now? Of course, not using any of the original information.

Thanks
1 reply

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ewenmack

13 years ago

Originally Posted by Seantrepreneur

Can you give us a couple examples of what the headline was like before and what it reads now? Of course, not using any of the original information.

Sure...

OLD HEADLINE: Need A Plumber
A local master plumber!

NEW HEADLINE: On Time... Everytime...& we clean up...guaranteed!
Or we Pay YOU $39

Best,
Ewen

[ 2 ] Thanks
1 reply

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DJVan

13 years ago

Originally Posted by ewenmack

Sure...

OLD HEADLINE: Need A Plumber
A local master plumber!

NEW HEADLINE: On Time... Everytime...& we clean up...guaranteed!
Or we Pay YOU $39

Best,
Ewen

Sounds like you were listening to the customers pain! Great job!!!!

Thanks

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sam m

13 years ago

This was over what period of time
monthly,6months, annual

Thanks
1 reply

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ewenmack 13 years ago

Originally Posted by sam m

This was over what period of time
monthly,6months, annual

The Yellow Pages here in New Zealand run yearly,
so the ad revenue change was the next year's.

Best,
Ewen
- Thanks
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maxrezn

13 years ago

Now that's awesome...I'd hire whoever designed that in a minute for one of my campaigns.

Thanks

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NewParadigm

13 years ago

So Mr Subtle was the client or found the ads from the OP?

That got me thinking about yellow pages and the number of businesses that go out of business. I've called YP ads and many times the biz is out of biz. Does YP track the number of dead ads? It'd be a nice niche to find these owners, get control of the phone number and turn it into lead gen for competitors. You could give the owner a few bucks and/or just a % commission. They might even have a customer list that ordinarily be lef to just drift off into cyberspace as well, that could be mined for lead gen $$$

Anyone have experience w/ this?

Thanks

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Dexx

13 years ago

Those two ads are definitely night and day. Between the risk-reversal, headline, copydoodles (a personal favorite of mine to use as well), face of a smiling individual. increased ad size etc.

It's no wonder there was such a large bump in conversions.

Which also goes to show that the Yellow Pages isn't necessarily "dead" however the old plain-jane style of throwing up business card ads in the YP and hoping for a flood of phone calls sure is.

Cheers,

~Dexx

Thanks

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maricelu

13 years ago

This is an effective ad deffinetly. How much costs to have it placed there in YP for 1 year? What's the ROI for the first ad and the second one?

Thanks

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JasonN

13 years ago

Wow, that is some investment. Great ad, really has a call to action and a nice guarantee which makes you think its a no brainer.

Thanks

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newseller

Banned 13 years ago

I think it's interesting that even though it's a computer age and most people don't turn to the phone books anymore that for certain things, like plumbers, people want to see the ads in print before choosing one. Thanks for the tips!

Thanks

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mjbmedia

13 years ago

whats the betting YP's 'experts' advised him on the first ad?!?

NB Lot of 'guarantees' in the 2nd ad, what happens if they dont meet one of them (ie bad traffic accident in the area and they turn up late), I know thats never said is it, the word guarantee is enough to get people to pick up the phone, they only think and moan when it has to be honoured and they discover theres little credibility or value behind it (cowboy builders series springs to mind etc) .

I digress though from the real point of this thread, which is great value. I'd just be careful re guaranteeing everything especially many things out of your direct control unles you got a water tight T&C in place

Thanks
1 reply

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Mike

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ewenmack 13 years ago

Originally Posted by mjbmedia

I'd just be careful re guaranteeing everything especially many things out of your direct control unles you got a water tight T&C in place

With that common attitude from your competitors, is the reason to do it!

In my previous business I had a $1,000 penalty if I didn't turn up on time and didn't do what I said I would do.

No weasel escape clauses.

Yeah I could of got slammed by a truck not giving way at an intersection.

Best,
Ewen
- Thanks
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rambo9600

13 years ago

Originally Posted by ewenmack

Sitting in front of me I have a before and after Yellow Pages
ad that bought in an extra $183,203 just from optimizing the ad.

The optimized one produced 1,294% more money.

Folks, optimize things and you'll be amazed at the extra money
it rakes in.

Best,
Ewen

That's impossible Ewen. Old school marketing like YP, Newspaper inserts, direct mail, etc... don't work. What were you thinking?

The only thing that works today is SMS, Mobile sites, and Google Places.

Hopefully you'll learn about what real offline marketing is all about.

Thanks
2 replies

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ewenmack

13 years ago

Originally Posted by rambo9600

That's impossible Ewen. Old school marketing like YP, Newspaper inserts, direct mail, etc... don't work. What were you thinking?

The only thing that works today is SMS, Mobile sites, and Google Places.

Hopefully you'll learn about what real offline marketing is all about.

Rambo, you are going to have to STOP stalking me
and telling me the errors in my ways...

because I'm not buying it!

Best,
Ewen

Thanks
1 reply

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DJVan 13 years ago

Originally Posted by ewenmack

Rambo, you are going to have to STOP stalking me
and telling me the errors in my ways...

because I'm not buying it!

Best,
Ewen

Guess he didn't understand:

"The person who says something is impossible should not interrupt the person who is doing it!"
- Thanks
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Kung Fu Backlinks

13 years ago

Originally Posted by rambo9600

That's impossible Ewen. Old school marketing like YP, Newspaper inserts, direct mail, etc... don't work. What were you thinking?

The only thing that works today is SMS, Mobile sites, and Google Places.

Hopefully you'll learn about what real offline marketing is all about.

Maybe I missed something, but I read sarcasm into this LOL

It's funny, because so many WSOs say exactly that, when there is no way it's true.

Anyway, fantastic share, thanks.

[ 1 ] Thanks

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goldog

13 years ago

LOL Rambo

Funny his name (branding) is 0800 plumber but the local phone numbers improved his results.

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Dmreed4311

13 years ago

They still put out yellow pages?

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1 reply

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Mr. Subtle 13 years ago

Originally Posted by Dmreed4311

They still put out yellow pages?

LOL they sure do. I couldn't find the Tampa Yellow Pages, but I had one (somewhat) close to you: Orlando Yellow Pages.

There were plenty of ads for carpet cleaners there (1/2 page was the largest). Here are two of the ads:

Gee... take a wild guess which ad is getting most of the business of those searching for carpet cleaners in the Orlando YP? They are both paying the same amount of money per month. One is getting hardly anything for their investment and the other is kickin' butt.

How much business are you missing out on? Since I don't have access to the Tampa YP I don't know.

Most blame the medium (Yellow Pages) and not their lame message (YP ad - which is usually put together by your YP rep's ad department).
- [ 4 ] Thanks
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Dexx

13 years ago

Anyone know if there's a great swipe file resource for Yellow Page optimization / ads?

~Dexx

Thanks

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Mr. Subtle

13 years ago

[ 1 ] Thanks
1 reply

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stlcardsfan 13 years ago

Originally Posted by Mr. Subtle

That ad on the bottom right is all Joe Polish. Google him if you dont know who he is.
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SirThomas

13 years ago

Probably the right side page bottom ad?

Thanks

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Aussieguy

13 years ago

Tell you what, although the bottom right is supposedly the better ad, I don't like it. Way too busy. I mean...way, way too busy. The top left gives you the whole "plenty of white space" thing and is much more pleasant, in my opinion.
Plus I'm more of a reader than a visual person. For anyone's interest in such things, I place a very high value on the "been in business 60 years".

I'm not saying Stanley Steamer couldn't be improved, just that there are a couple positives, and the other one is too busy.

Plus, and this might be a culture thing...but the "good" ad just reminds me of one of those American ads you see in business opportunity magazines that just stick out like a sore thumb compared to Aussie content.
So maybe ad copy, content etc. has a cultural/geographical element as well? Be an interesting study actually.......
How do successful ads compare between UK, USA, Canada, Aussie...and even other countries like mainland Europe, Japan etc.

Thanks
1 reply

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ewenmack 13 years ago

Originally Posted by Aussieguy

How do successful ads compare between UK, USA, Canada, Aussie...and even other countries like mainland Europe, Japan etc.

Aussie,

The plumber YP ad was modelled on those "busy" American ads
and used right here in Auckland...

tested to haul in the most money,
not personal preferences.

Best,
Ewen
- Thanks
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bob ross

13 years ago

Ads with photos of the person (providing they look trustworthy and genuine) are incredibly compelling. Just adding that alone will bring up response.

Thanks

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Aussieguy

13 years ago

Ewen,

I was talking about the carpet cleaning ads posted above by Mr.Subtle in post #30.

Your plumber ad pic has disappeared from post #13. It was completely different to the "First Impressions" carpet cleaning ad.

White space is important in advertising too - I learned that from an American, lol

Thanks
1 reply

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MRomeo09

13 years ago

Originally Posted by Aussieguy

Ewen,

I was talking about the carpet cleaning ads posted above by Mr.Subtle in post #30.

Your plumber ad pic has disappeared from post #13. It was completely different to the "First Impressions" carpet cleaning ad.

White space is important in advertising too - I learned that from an American, lol

No it's not, that's Marketing class speak, not direct response and tested.

Mr Subtle has been posting good stuff for years, I can remember watching his posts in the old copywriting forum of Michel's 10 years ago. He's a wizard at putting together quick compelling graphics.

Marcos

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Aussieguy

13 years ago

White space is not important in advertising? Fair enough, I stand corrected.

The plumber advert (now deleted) was great. I personally find the "First Impressions" carpet cleaning to be a turn off. But then, you're not trying to get a 100% hit rate, hey?

Thanks
1 reply

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ewenmack

13 years ago

Originally Posted by Aussieguy

White space is not important in advertising? Fair enough, I stand corrected.

The plumber advert (now deleted) was great. I personally find the "First Impressions" carpet cleaning to be a turn off. But then, you're not trying to get a 100% hit rate, hey?

Aussie,

that one you don't like has been tested by Joe Polish and hundreds of his carpet cleaner clients to be the most effective.

It makes no friggin difference what we think, it's the one's that have been measured to bring in the most money...

as shown by Subtle.

Best,
Ewen

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xlfutur1

13 years ago

I figured that Orlando ad was inspired by Joe Polish.

The thing is, their actual website is pretty lame and certainly does not live up to the direct response feel of the YP ad. Someone in Orlando...contact these people and give them a website makeover. Add an opt in that gives a way a free room of carpet cleaning every week, or something along those lines. They could use email opt in or SMS to build the list, etc. The site looks like it is from 2001. Maybe a nice video introduction with the two owners. That would bridge the YP ad to the online presence.

Thanks
2 replies

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ewenmack

13 years ago

Originally Posted by xlfutur1

I figured that Orlando ad was inspired by Joe Polish.

The thing is, their actual website is pretty lame and certainly does not live up to the direct response feel of the YP ad. Someone in Orlando...contact these people and give them a website makeover. Add an opt in that gives a way a free room of carpet cleaning every week, or something along those lines. They could use email opt in or SMS to build the list, etc. The site looks like it is from 2001. Maybe a nice video introduction with the two owners. That would bridge the YP ad to the online presence.

Sometimes the best conversion strategy is to get them to phone.

A large [over 700 people directly employed or contracted too] law firm dealing in personal loan modifications made their biggest breakthrough by having website visitors phone in.

Their website was turning visitors into buyers at the rate of just over 4%.

Having them phone in converted them to buyers many times more than that 4%.

Their telephone people were already highly skilled at turning phone in's into paying clients.

Best,
Ewen

Thanks

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rambo9600

13 years ago

Originally Posted by xlfutur1

I figured that Orlando ad was inspired by Joe Polish.

The thing is, their actual website is pretty lame and certainly does not live up to the direct response feel of the YP ad. Someone in Orlando...contact these people and give them a website makeover. Add an opt in that gives a way a free room of carpet cleaning every week, or something along those lines. They could use email opt in or SMS to build the list, etc. The site looks like it is from 2001. Maybe a nice video introduction with the two owners. That would bridge the YP ad to the online presence.

As Gary Halbert would say, "when you advertise in the Phone book don't include your website address. The Objective is to get people to CALL YOU, not go to the damn internet and find 50 more carpet cleaners."

Will everyone Please, pretty please quit talking about freakin SMS. It sucks for most businesses. An experienced marketer like myself or Ewen would never talk this kind of ****

Ewen should put out a WSO to teach you youngsters what real marketing truly is.

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1 reply

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ewenmack 13 years ago

Originally Posted by rambo9600

Ewen should put out a WSO to teach you youngsters what real marketing truly is.

About as likely as the Pope turning Anglican!

Ewen
- Thanks
- 1 reply
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- Nathan Alexander 13 years ago
  
  Originally Posted by ewenmack
  
  About as likely as the Pope turning Anglican!
  
  Ewen
  
  You ruined my day. Now I'm going to be in the basement dusting of some persuasion books and making phone calls to get the Pope on the line.
  
  If I make it happen, you're putting out a WSO, I want in.
  
  [ 1 ] Thanks
  
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chrisnotes

13 years ago

This is a really helpful thread. I agree, it's all about getting them to make a phone call.

Thanks

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racso316

13 years ago

Great thread. Shows how well a USP (among other things) can increase the business exponentially, I mean 1,294% jeez, what more prove do you want.

Gotta differentiate the business especially in the yellow pages where you're competing with dozens of other businesses in the same industry in the same small amount of space. Luckily for you or your clients, most ads look exactly the same, and don't give a compelling reason on who to choose and why. Which is an advantage for all of us, since we understand marketing better than the business owners.

I like how it also proves that "ugly" direct response marketing kicks ass, compared to "nice and institutional" advertising.

Also that yellow pages are not "dead", it's just the way that most businesses use it. They can't track their advertising and just blame it on the medium.

Although SMS and facebook would definitely give them 2k% profit (kidding Rambo relax haha)

Thanks
1 reply

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ewenmack 13 years ago

Originally Posted by racso316

They can't track their advertising and just blame it on the medium.

Actually they can track the calls, just like the plumber example,
simply by writing them down.

Doesn't have to be more complicated than that.

Best,
Ewen
- Thanks
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racso316

13 years ago

My bad, I meant, they "don't" track their advertising and just blame it on the medium.

Thanks
1 reply

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ewenmack

13 years ago

Originally Posted by racso316

My bad, I meant, they "don't" track their advertising and just blame it on the medium.

Gotcha.

I think I called a business owner's bluff today.

He's got 3 million dollars of linen in stock he wants to sell.

I told him I'm serious as a heart attack in building his business...

but...

he needs to supply me numbers first, or I'm not interested.

Those numbers are...

Lifetime value of a customer
How many people contact them
how many they convert to buyers
how often do they buy
how much do they spend each time
the margins

Told him we have to have a baseline to work from to monitor progress
and work on those last 5 numbers simultaneously.

That's how you grow a business profits systematically.

We'll see if he get's back to me.

Best,
Ewen

Thanks
1 reply

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racso316

13 years ago

Originally Posted by ewenmack

Gotcha.

I think I called a business owner's bluff today.

He's got 3 million dollars of linen in stock he wants to sell.

I told him I'm serious as a heart attack in building his business...

but...

he needs to supply me numbers first, or I'm not interested.

Those numbers are...

Lifetime value of a customer
How many people contact them
how many they convert to buyers
how often do they buy
how much do they spend each time
the margins

Told him we have to have a baseline to work from to monitor progress
and work on those last 5 numbers simultaneously.

That's how you grow a business profits systematically.

We'll see if he get's back to me.

Best,
Ewen

Interesting. What if he doesn't track anything and doesn't have those numbers, would you help him figure it out? I'd love to know what happened in this instance Ewen.

Thanks
1 reply

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ewenmack

13 years ago

Originally Posted by racso316

Interesting. What if he doesn't track anything and doesn't have those numbers, would you help him figure it out? I'd love to know what happened in this instance Ewen.

We will never know because he emailed me today to say he's not going ahead.

It was a bit of a qualifier for him.

He had 2 choices...

1 Come back to me to see if we can work thru things to
get those numbers...

2 Walk away thinking it's too hard and wants a magic bullet.

Either way I'm happy.

Best,
Ewen

Thanks
1 reply

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rambo9600

13 years ago

Originally Posted by ewenmack

We will never know because he emailed me today to say he's not going ahead.

It was a bit of a qualifier for him.

Best,
Ewen

That's why we call it the "Sales Funnel." Adios Mr Don't Waste My Freakin Time.

I actually appreciate a prospect calling or emailing you to say no. It's the time wasters that suck.

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ewenmack

13 years ago

Originally Posted by rambo9600

That's why we call it the "Sales Funnel." Adios Mr Don't Waste My Freakin Time.

I actually appreciate a prospect calling or emailing you to say no. It's the time wasters that suck.

Hey Rambo,

Go take a look at this direct mail letter...

http://www.warriorforum.com/offline-...rect-mail.html

Best,
Ewen

[ 1 ] Thanks

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RobbieT

13 years ago

Thanks to everyone for an amazing post and threads.

The thing that a lot of people lose track of with print ads is that you are NOT trying to sell them stuff in the ad you are trying to sell them on picking up the phone and phoning you/

Take good care of those that you love.

Robbie T

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1 reply

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Mr. Subtle 13 years ago

I received a couple emails today informing me the picture of the before/after plumbing ad I posted is no longer there (post #13). (It seems tiny pic may have had a hiccup.) So here's the image again for those who wanted to see it:
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stephenkidd

13 years ago

Awesome, great Job. This is really helpful. A few simple changes can make major effects.

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RedShifted

13 years ago

Mr. Subtle and everyone else who added to this thread YOU ROCK!

We need more threads like this in the offline section because this stuff is more helpful than anything else I've seen on here so far. Pictures really do speak a thousand words.

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Aussieguy

13 years ago

The re-worked plumber advert is awesome!

Love the 'white space' :p

Thanks

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racso316

13 years ago

Ah man, I see. I mean, if most businesses knew those numbers and stats I'm sure, even if they're already successful, optimizing those assets will bring them more profits. It's like they don't want to grow or something. Well, if they're content, good for them, I guess.

Thanks

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Preeti

13 years ago

Love this stuff, thanks so much Ewen, your posts are becoming a must read for me! Keep on piling on the valuable content

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Traffic Master

Banned 13 years ago

Richest Plumber? But that is really impressive.

Thanks
1 reply

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ewenmack

10 years ago

Brought this post back to life because I was asked about this ad today.

Plus it may be useful for new members since 2012.

Enjoy!

Doctor E. Vile

Thanks
1 reply

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Joe Stewart

10 years ago

Originally Posted by ewenmack

Brought this post back to life because I was asked about this ad today.

Plus it may be useful for new members since 2012.

Enjoy!

Doctor E. Vile

Hi Ewen,

I remember when this was first posted. Great stuff!

One thing I'd like to point out is that these results could have been improved much faster, and could likely still be improved, if he/she had a steady flow of consistent, measurable traffic going to the ad.

Say like PPC, maybe? :-)

They have a good converting control ad, now it's time to ramp it up!

Side note: I really dislike the Yellow Pages. They're now my competition. Just sayin'.

Thanks for sharing (again)!

Joe

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ewenmack

10 years ago

Originally Posted by Joe Stewart

One thing I'd like to point out is that these results could have been improved much faster, and could likely still be improved, if he/she had a steady flow of consistent, measurable traffic going to the ad.

Say like PPC, maybe? :-)

They have a good converting control ad, now it's time to ramp it up!

Joe

Thanks Joe,

A slight variation of the ad has gone online.

Last I heard it was a new $30,000 per month
revenue stream.

It was done for a sparky and run in Craigslist.

Craigslist is like the Online Yellow Pages
in that those that go there have already made their mind up to buy,
but not sure from whom.

Best,
Doctor E. Vile

Thanks
1 reply

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Joe Stewart

10 years ago

Originally Posted by ewenmack

Thanks Joe,

A slight variation of the ad has gone online.

Last I heard it was a new $30,000 per month
revenue stream.

It was done for a sparky and run in Craigslist.

Craigslist is like the Online Yellow Pages
in that those that go there have already made their mind up to buy,
but not sure from whom.

Best,
Doctor E. Vile

Hmmm...now that's very interesting. I didn't know that.

Thanks
1 reply

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ewenmack 10 years ago

Originally Posted by Joe Stewart

Hmmm...now that's very interesting. I didn't know that.

Once you know the principles behind why the ad worked,
then you can transfer i overt to another type of business,
in another location, in another type of media and have it work.

Best,
Doctor E. Vile
- [ 1 ] Thanks
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