WARNING: This little ad trick blows the competition out of the water!

80 replies
This post is inspired by an offliner and Bill B.

It's about dealing with competition for your services and
being in front of buyers when they are looking for what you've got.

When advertising services in classified ad places,
either for yourself or clients,
use this competition crushing secret.

Here's an example of it's brute power...

A Texas removal company did it in it's ads.
2 months later 2 of it's competitors went out of business,
9 months later the biggest survivor got bought out by the
former smaller operator using this method.

Yep, owned the market.

So here it is...

Your headline starts like this...

---------------------------------------------------------
WARNING: Don't buy [your service] until you ask them these
7 questions..
----------------------------------------------------------

The people reading it rang up the removal company's competitors
and started asking all these difficult questions which they couldn't provide.

Yep it was a set-up so they couldn't met the buyers new criteria.

What you do is list all the things that are important and give the reasons why they are.

This works on so many different levels.

First the word WARNING is a stopper.

Then "what, I'm being told, don't buy from an advertiser..?"
is a pattern interrupt.

Then you are re-setting the buyer's criteria.
Most buyers have vague ideas on what they want,
so you are clarifying it in their mind.

They come to you as an ideal client as you have sorted and moulded them to your will.

You are in control of the buying process.

There, you have your competition crushing secret for ads in classifieds.

Best,
Ewen

P.S. What most advertisers miss doing in classified advertising, is only tell the reader why they should do business with you instead of all the other advertisers there. After-all, the reader has made up his/her mind to buy, just is deciding which one to buy from!
#blows #cometition #trick #warning #water
  • Profile picture of the author dunkinbbb
    Hey Ewen,

    Thanks for sharing that.

    The idea is good, I assume - not having tested it myself.

    But, for me, the real value is when you explain your thinking behind each step, so that others can learn - as well as just blindly copy.

    Reminds me from way back when, selling big software integration projects - the vendor who can best influence the selection criteria wins the war before its fought. - think that came from some Chinese guy :-)

    Cheers, mate.
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    • Profile picture of the author ewenmack
      Thanks Bill.

      Another little peak behind the curtain as how I wrote that post to get
      maximum learning from it.

      First tell the reader briefly, what's it about.

      The reader wants fast payback for their investment of time.

      Next, tell them where it fits into their lives.

      Give an example of it working.
      Numbers and time-lines are golden
      as well as contrast, before and after.

      As The writer to so many blockbuster infomercials at American Telecast Corp said,
      "Yes you can lead a horse to water and make it drink, if you put enough salt on it's hay!"

      So that's the little formula for "salting".

      Now the reader is salivating...lol.. for the secret...

      and you give it to them.

      Going back and reading my post, you'll see it all in action...
      not random thoughts.

      Glad it was of help.

      Best,
      Ewen
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      • Profile picture of the author mojo1
        Thanks for this tip. It'll come in handy in repurposing some the many bonus plr reports just sittin' on my hard drive.
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  • Profile picture of the author EnzoBlaque
    Back in 2006 I did this exact thing. I was intentionally trying to think outside of the box and develop numerous untapped methods of generating Leads whilst gaining a larger share of my market at the same time.

    I can say that this works.. Of course you have to do your due diligence to make 100% certain that none of your competition can provide sufficient answers to any of the questions, but once you do.. The return is just amazing.

    Just from doing this, we were able to convert 20% more Leads.
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    • Profile picture of the author ewenmack
      Originally Posted by EnzoBlaque View Post

      Back in 2006 I did this exact thing. I was intentionally trying to think outside of the box and develop numerous untapped methods of generating Leads whilst gaining a larger share of my market at the same time.

      I can say that this works.. Of course you have to do your due diligence to make 100% certain that none of your competition can provide sufficient answers to any of the questions, but once you do.. The return is just amazing.

      Just from doing this, we were able to convert 20% more Leads.
      This big secret is now out!

      Thanks for confirming this works Enzo.

      Converting 20% more leads gets you lots more options...

      Like using the extra money to pay for more advertising,
      advertising in different media, or just spending the extra cash on yourself.

      Best,
      Ewen
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      • Profile picture of the author midasman09
        Banned
        Holy Camoly...Ewen! I used this "marketing concept" waaay baack in 1974, in Chgo Suburbs (Evanston, IL) when I started my "Burglar Alarm" biz from my apartment...from scratch.

        Most of you don't remember BUT...back in "74" there was a "mini-recession" and gas prices went thru the roof. UNemployment was high and, that brought about "creating Desperate people"....with the result being...Home Break-Ins were BIG!

        So...I ran display ads in the local paper saying something akin to your words;

        "WARNING! Don't buy a "Home Security System" UNTIL....you get answers to these 5 questions!"

        I then went on to list the 5 questions WITH....the results being...my "Answering Machine" (that could hold 40 calls) was CONSTANTLY BLINKING, "40...40...40"...meaning...it was FULL!

        This ad...got me started in a business I later sold for BIG BUX.

        So...thanks for bringing this up Ewen. This is SO POWERFUL!....it sets YOU apart from everyone else!

        I've spent my sales & marketing career coming up with "PROMO" Ideas that...GET RESPONSE! And I used them to build many of my businesses.

        Thanks again,

        Don Alm....Entroopeneer
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        • Profile picture of the author ewenmack
          Hey Don, it's great to dust off these oldie's, but goodie's
          and hit the competition where it hurts!

          People seem to forget these days, that they aren't selling in a vacuum, so they gotta have tactics to deal with competition...

          other than lowering prices and having sales.

          Glad it brought back fond memories Don.

          Best,
          Ewen
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          • Profile picture of the author wsiebler
            Ewen,

            Thank you, thank you, thank you.

            You awoke me from my marketing slumber!

            This is a great idea. I'm off the rework my main site along these lines.

            Thanks again.
            Will
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            • Profile picture of the author ewenmack
              Originally Posted by wsiebler View Post

              Ewen,

              Thank you, thank you, thank you.

              You awoke me from my marketing slumber!

              This is a great idea. I'm off the rework my main site along these lines.

              Thanks again.
              Will
              Looks like this has come at the right time for a lot of people,
              especially those that run ads and are dealing with annoying competitors!

              Best,
              Ewen
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        • Profile picture of the author mikeb1
          Originally Posted by midasman09 View Post

          Holy Camoly...Ewen! I used this "marketing concept" waaay baack in 1974, in Chgo Suburbs (Evanston, IL) when I started my "Burglar Alarm" biz from my apartment...from scratch.

          Most of you don't remember BUT...back in "74" there was a "mini-recession" and gas prices went thru the roof. UNemployment was high and, that brought about "creating Desperate people"....with the result being...Home Break-Ins were BIG!

          So...I ran display ads in the local paper saying something akin to your words;

          "WARNING! Don't buy a "Home Security System" UNTIL....you get answers to these 5 questions!"

          I then went on to list the 5 questions WITH....the results being...my "Answering Machine" (that could hold 40 calls) was CONSTANTLY BLINKING, "40...40...40"...meaning...it was FULL!

          This ad...got me started in a business I later sold for BIG BUX.

          So...thanks for bringing this up Ewen. This is SO POWERFUL!....it sets YOU apart from everyone else!

          I've spent my sales & marketing career coming up with "PROMO" Ideas that...GET RESPONSE! And I used them to build many of my businesses.

          Thanks again,

          Don Alm....Entroopeneer


          just got my self a home security client mind posting your ad or sending me a PM ?
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  • Great share. I'm sure you'd have to do a lot of homework to make sure you had good questions and then better answers than your competitors, since it's only a matter of time before they come up with some lol
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  • Profile picture of the author DianaHeuser
    Thanks Ewan,

    That's a very effective technique. I am going to put something like that in place today and test the results.

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

      Thanks Ewan,

      That's a very effective technique. I am going to put something like that in place today and test the results.

      Di

      Do look forward to hearing how you've used it and your results Diana.

      Best,
      Ewen
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  • Profile picture of the author StevenDelong
    Thanks Ewen,

    Now you got my sales mind thinking differently on things to come.

    Steven Delong
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    • Profile picture of the author ewenmack
      Originally Posted by StevenDelong View Post

      Thanks Ewen,

      Now you got my sales mind thinking differently on things to come.

      Steven Delong
      Yes we need to think differently to beat the competition,
      because the prospects have many choices.

      Best,
      Ewen
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  • Profile picture of the author Alex Makarski
    Yes, this is an oldie but man does it work!

    The reason so few people use it is because they refuse to do the hard work of thinking about how to create points of differentiation in their product or service. Thank you for reminding of this technique and giving some inspiring anecdotes.
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    • Profile picture of the author ewenmack
      Originally Posted by Alex Makarski View Post

      Yes, this is an oldie but man does it work!

      The reason so few people use it is because they refuse to do the hard work of thinking about how to create points of differentiation in their product or service. Thank you for reminding of this technique and giving some inspiring anecdotes.
      I'll also add Alex, marketers may not know of a number of different tools to deal
      with different conditions they face.

      And there are often "shop worn" words that turn off prospects.

      Best,
      Ewen
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  • Profile picture of the author BlackVoid
    Its curious how many seo marketers forget about headlines and ad copy. They skipped all that and went right to html. So much junk online as a result.
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    • Profile picture of the author ewenmack
      Originally Posted by BlackVoid View Post

      Its curious how many seo marketers forget about headlines and ad copy. They skipped all that and went right to html. So much junk online as a result.
      They have a valuable place on the internet to get things done in the engine room.

      Best,
      Ewen
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  • Profile picture of the author focusedlife
    Very cool share. Whatever we want to accomplish, generally speaking, has almost always had a pioneer before that attained some degree of success in that very same endavor.

    Thanks so much for the share.

    Regards
    Los
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    • Profile picture of the author timmykins
      Ewen, I recall reading something along these lines in one of the Jay Conrad Levinson's Guerrilla books, or was it one of Dan Kennedy's books?

      Anyway, I wrote a post, some time ago, on my website along these lines, but I didn't use the warning headline. That post has converted, but I think I'm going to change the headline and test if it will convert even more.

      Thanks for sharing

      Tim
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      • Profile picture of the author IMguy123
        Internet marketers try to use this technique all the time but many if not most fall short of making it successful.

        They might have in their headline/title "Warning: Don't buy that until you read this" but after clicking into their copy you see they didn't follow the technique thoroughly enough to reset the buyer's criteria.

        Anyway, thanks for helping me revisit this technique and make it more clear to me.
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        • Profile picture of the author Charles Huber
          Ewen,

          I am going to employ this tactic immediately with something I am doing right now. Love your posts, keep them coming. With everyones help on here I am going to force myself to be successful offline and online.

          CH
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          • Profile picture of the author ewenmack
            Originally Posted by Charles Huber View Post

            Ewen,

            I am going to employ this tactic immediately with something I am doing right now. Love your posts, keep them coming. With everyones help on here I am going to force myself to be successful offline and online.

            CH
            Thanks Charles.

            I look forward to hear your soon-to-be success story.

            Best,
            Ewen
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        • Profile picture of the author ewenmack
          Originally Posted by IMguy123 View Post

          Internet marketers try to use this technique all the time but many if not most fall short of making it successful.

          They might have in their headline/title "Warning: Don't buy that until you read this" but after clicking into their copy you see they didn't follow the technique thoroughly enough to reset the buyer's criteria.

          Anyway, thanks for helping me revisit this technique and make it more clear to me.
          Yeah they don't apply it correctly and come unstuck.

          Best,
          Ewen
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      • Profile picture of the author ewenmack
        Originally Posted by timmykins View Post

        Ewen, I recall reading something along these lines in one of the Jay Conrad Levinson's Guerrilla books, or was it one of Dan Kennedy's books?

        Anyway, I wrote a post, some time ago, on my website along these lines, but I didn't use the warning headline. That post has converted, but I think I'm going to change the headline and test if it will convert even more.

        Thanks for sharing

        Tim
        Could well of been in one of their books, I don't recall reading about it from them though.

        Best,
        Ewen
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    • Profile picture of the author ewenmack
      Originally Posted by focusedlife View Post

      Very cool share. Whatever we want to accomplish, generally speaking, has almost always had a pioneer before that attained some degree of success in that very same endavor.

      Thanks so much for the share.

      Regards
      Los
      So true Los.

      The competition crusher ad was shown to me back in the 80's
      as well as it's devastating effect.

      The only credit I can take for it is passing it on to a new group of people.

      Best,
      Ewen
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  • Profile picture of the author Rus Sells
    In roofing sales when I pitched people I did the EXACT same thing. I educated them on things I knew 99% of my competing sales people would not know or if they tried to answer it wouldn't match up with what I said.

    So if I couldn't close the deal, which was rare to begin with, the prospect would ask the questions looking for the answers I gave them. When the salesperson couldn't answer or just rambled in an attempt to answer they'd instantly loose credibility and I'd ALWAYS get the call back with a contract and deposit check to pick up.

    So not only does this work in print ads it works in face to face selling as well.
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    • Profile picture of the author ewenmack
      Thanks for reminding people Russ,
      ads are just salesmanship in print.

      Did you instinctively learn this method and put into use...

      or did you learn it from somewhere else...?

      Curios to know.

      Best,
      Ewen

      Originally Posted by Rus Sells View Post

      In roofing sales when I pitched people I did the EXACT same thing. I educated them on things I knew 99% of my competing sales people would not know or if they tried to answer it wouldn't match up with what I said.

      So if I couldn't close the deal, which was rare to begin with, the prospect would ask the questions looking for the answers I gave them. When the salesperson couldn't answer or just rambled in an attempt to answer they'd instantly loose credibility and I'd ALWAYS get the call back with a contract and deposit check to pick up.

      So not only does this work in print ads it works in face to face selling as well.
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      • Profile picture of the author Rus Sells
        I figured it out on my own when people started calling me back saying they have a signed contract ready for me to pick up.

        I'd always ask them why they chose me. The replies were that I gave them information about things the other companies didn't even mention or couldn't address.

        This is when I realized what was happening so I made it a point to learn as much as possible and convey that to my prospects.

        I wasn't worried if I was the first or last person my prospect talked to, every one else ended up being measured against me and because of that I usually won.

        Originally Posted by ewenmack View Post

        Thanks for reminding people Russ,
        ads are just salesmanship in print.

        Did you instinctively learn this method and put into use...

        or did you learn it from somewhere else...?

        Curios to know.

        Best,
        Ewen
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        • Profile picture of the author Wyteria Jacobo
          Ewen, thanks for getting my marketing juices flowing again. This is exactly what I needed to spruce up my ads! This would work well as an advertorial on a postcard, too.
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          • Profile picture of the author ewenmack
            Originally Posted by Wyteria Jacobo View Post

            Ewen, thanks for getting my marketing juices flowing again. This is exactly what I needed to spruce up my ads! This would work well as an advertorial on a postcard, too.
            Pleased I got your juices flowing Wyteria!

            Look out for a post coming up about
            why a ad got such a great response and my notes
            so you can use it as your check list,
            whenever you want to write an ad.

            Best,
            Ewen
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        • Profile picture of the author ewenmack
          Thanks for your reply Russ.

          Very cool how you asked the right question
          and got the right answers to get future jobs.

          Best,
          Ewen

          Originally Posted by Rus Sells View Post

          I figured it out on my own when people started calling me back saying they have a signed contract ready for me to pick up.

          I'd always ask them why they chose me. The replies were that I gave them information about things the other companies didn't even mention or couldn't address.

          This is when I realized what was happening so I made it a point to learn as much as possible and convey that to my prospects.

          I wasn't worried if I was the first or last person my prospect talked to, every one else ended up being measured against me and because of that I usually won.
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          • Profile picture of the author socialbacklink
            I have much experience with this. I used this same method a few years back in a ppc ad campaign. Inside of 3 months we were hitting $35k per day in revenue. This stuff works like gangbusters.

            The best part is that you really qualify and educate the potential customer at the same time. Just an awesome method. Still use it today and it never stopped working.
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            • Profile picture of the author ewenmack
              Originally Posted by socialbacklink View Post

              I have much experience with this. I used this same method a few years back in a ppc ad campaign. Inside of 3 months we were hitting $35k per day in revenue. This stuff works like gangbusters.

              The best part is that you really qualify and educate the potential customer at the same time. Just an awesome method. Still use it today and it never stopped working.
              That's some serious moolah it brought in!

              Thank you for dropping in to verify this works.

              Best,
              Ewen
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  • Profile picture of the author vndnbrgj
    I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
    The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
    The headlines can vary:
    The 5 myths about xxxxxx
    The 6 ugly truths about the xxxxxxx industry that no one tells you
    The 7 things you should know before contacting a xxxxxxx

    For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
    So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.
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    • Profile picture of the author ewenmack
      Thanks for expanding on this method so we all can
      see how it can be used.

      Best,
      Ewen

      Originally Posted by vndnbrgj View Post

      I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
      The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
      The headlines can vary:
      The 5 myths about xxxxxx
      The 6 ugly truths about the xxxxxxx industry that no one tells you
      The 7 things you should know before contacting a xxxxxxx

      For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
      So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.
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    • Profile picture of the author fotosyste
      Originally Posted by vndnbrgj View Post

      I have all my clients use this method two ways. One is having the info on a recorded message and the other is a report on an opt-in form. (I am testing videos instead of a report)
      The trick is to find what you or your client is doing that the competitor isn't. This way you are the only option.
      The headlines can vary:
      The 5 myths about xxxxxx
      The 6 ugly truths about the xxxxxxx industry that no one tells you
      The 7 things you should know before contacting a xxxxxxx

      For example, maybe you have a furnace guy that charges by the hour and gives the parts to the customer at his cost, while other companies charge by the hour and mark up the parts.
      So a ugly truth is that companies mark up their price...... blah blah blah. While we at xxx furnace company don't because we don't feel you should have to pay twice for the same service. Once as a markup and then again at an hourly rate.
      Very good advice

      It is true that such small TIPS excite many people...
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  • Profile picture of the author Gary Zaydman
    This is a good technique. I have use this all the time and it's like fishing with dynamite.
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    • Profile picture of the author ewenmack
      Originally Posted by Gary Zaydman View Post

      This is a good technique. I have use this all the time and it's like fishing with dynamite.
      Lol.

      Gary, it's been a long time since I heard that phrase.

      Thanks for the cool reminder.

      Best,
      Ewen
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  • Profile picture of the author Khemosabi
    Thank you so much Ewen! This came just in time! You got my head spinning on ideas! I got my first marketing contract in a somewhat saturated market! With this, and their experience to back it up, I am hoping to set them apart from their competition!
    Thank you all on this thread for the additional ideas and techniques.
    There goes my day of gardening
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  • Profile picture of the author ADukes81
    Great tip!

    I just noticed you used this "tip" in the title and used it on all of us

    Well played sir. Well played.
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    • Profile picture of the author ewenmack
      Originally Posted by ADukes81 View Post

      Great tip!

      I just noticed you used this "tip" in the title and used it on all of us

      Well played sir. Well played.
      I don't see it that way Adam.

      Sure the word WARNING was an attention getter, but there was no "don't buy, no pattern interrupt, or re-setting the criteria by using questions to ask.

      However, I did lay out the method I used to write the post in my second reply.

      Best,
      Ewen
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  • Profile picture of the author PaulKlein
    Grateful for the post and all the tips here. This is very helpful, not only for me, but the others now implementing to get better conversions!
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  • Profile picture of the author TBone
    interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?
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    • Profile picture of the author somacorellc
      Originally Posted by templbi View Post

      interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?
      You're kind of looking too much into it. If you're good enough, your prospects won't even think to go anywhere else because you've provided answers to questions they didn't even know they had. In itself, that's powerful. Once you've read their mind, you've made great inroads.

      For example. One thing that 90% of my clients have said to me is "I like that when I call you, I talk to you instead of a machine."

      So, I put that in my website and ad copy - get this - people will call me up just to confirm it's true. They like it too, and it gets a conversation going.
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    • Profile picture of the author ewenmack
      Originally Posted by templbi View Post

      interesting method... like someone else pointed out it would seem after a few people call asking their competitors about this that they would have answers to them and then start taking your potential customers because they have them on the phone?!? maybe Im looking to much into it?
      The trick is to set up the questions to reset the buyer criteria for purchase.

      Should the prospect call the competitor,
      he cannot meet the new, higher benchmark.

      The few who try to pull this off fail because
      it comes off too self serving and generic.

      Research, data and manipulation of it, are our friends.

      Best,
      Ewen
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      • Profile picture of the author RedShifted
        Originally Posted by ewenmack View Post

        The trick is to set up the questions to reset the buyer criteria for purchase.

        Should the prospect call the competitor,
        he cannot meet the new, higher benchmark.

        The few who try to pull this off fail because
        it comes off too self serving and generic.

        Research, data and manipulation of it, are our friends.

        Best,
        Ewen
        For the record I did this about 3 days ago and it worked very well. We got 1 phone call and 2 emails and were able to set up 2 appointments for next week (other guy dissappeared).

        I didn't do it specifically like you said. What I focused on the most was this concept of reframing buyer mindset.

        My headline was "A Qualified Remodeling Contractor vs A Credible One - A BIG DIFFERENCE"

        In the copy what I did was really simple.

        I defined 2 words, "qualified" & "credible".

        I spoke about how most people look for a qualified contractor, and have no idea how to determine whether or not they're credible.

        Qualified was defined as - the minimum requirements needed for a person to complete a task.

        Credible was defined as - possessing a skillset that enables a person to finish a task effectively & successfully.

        In the ad I talked like this:

        A teenager who just got their license is considered "qualified" to drive.
        A doctor who graduates medical school becomes "qualified" to serve patients.

        A soldier who just passed bootcamp...
        A cop who just passed the police academy.

        All of these people are technically qualified, but would you trust them with your life?

        Would you trust a "qualified" remodeling contractor with your home?

        After that I build a strong case of credibility for the business I'm promoting, then basically dropped my link.

        It wasn't the best ad in the world (and fairly cheesy) but its definitely doing its job. I'm still trying to rewrite it so its shorter and more to the point, but that whole idea of reframing buyer mindset is brilliant.

        Once again thanks Ewen - Red
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        • Profile picture of the author wally247
          Thanks so much Ewenmack + Red

          I am learning a LOT in this thread....great stuff.


          Red, (or anyone) how are you tracking your ads, or are you? I get the pixel thing, I just don't know how exactly to track the opens with it...but I am trying something using Imgur as a test.


          Anyway, thanks guys!
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        • Profile picture of the author ewenmack
          Another thing you've done is used contrast.

          It makes for easy understanding for the brain.

          You can test intensifying that contrast principle.

          Another thing to make it easy for the brain is to use numbers...
          time
          money

          The brain likes concise things to understand,
          so it knows whether to act on it or not.

          Those decisions can be made in split seconds.

          It's not about the words, it's about the reason for them.

          Best,
          Ewen

          P.S. Really pleased you are "getting" the concepts and putting them to use in your way
          because you can re-arrange your ads to take on any competition.

          That is the POWER of it. Well done!



          Originally Posted by RedShifted View Post

          For the record I did this about 3 days ago and it worked very well. We got 1 phone call and 2 emails and were able to set up 2 appointments for next week (other guy dissappeared).

          I didn't do it specifically like you said. What I focused on the most was this concept of reframing buyer mindset.

          My headline was "A Qualified Remodeling Contractor vs A Credible One - A BIG DIFFERENCE"

          In the copy what I did was really simple.

          I defined 2 words, "qualified" & "credible".

          I spoke about how most people look for a qualified contractor, and have no idea how to determine whether or not they're credible.

          Qualified was defined as - the minimum requirements needed for a person to complete a task.

          Credible was defined as - possessing a skillset that enables a person to finish a task effectively & successfully.

          In the ad I talked like this:

          A teenager who just got their license is considered "qualified" to drive.
          A doctor who graduates medical school becomes "qualified" to serve patients.

          A soldier who just passed bootcamp...
          A cop who just passed the police academy.

          All of these people are technically qualified, but would you trust them with your life?

          Would you trust a "qualified" remodeling contractor with your home?

          After that I build a strong case of credibility for the business I'm promoting, then basically dropped my link.

          It wasn't the best ad in the world (and fairly cheesy) but its definitely doing its job. I'm still trying to rewrite it so its shorter and more to the point, but that whole idea of reframing buyer mindset is brilliant.

          Once again thanks Ewen - Red
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  • Profile picture of the author TBone
    I guess you could implement this rather cheap and see what kind of results you get.
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  • Profile picture of the author Rearden
    Positioning, not prospecting.

    As Jack Welch of GE said, "differentiation" is what makes the difference.

    And when you differentiate... and position yourself as the expert... you have the authority to...?
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  • Profile picture of the author vharlow
    Thank you.
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  • Profile picture of the author pipranger
    Thanks for the tip Ewen.

    I intend to use it for a flyer campaign I'm currently working on.

    Peace
    pip
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  • Profile picture of the author wally247
    I passed this thread by originally because I didn't get what it was saying. Now I see...and thanks SO MUCH for posting it.
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  • Profile picture of the author Scott Hewitt
    Ewen,I love the WF so much because of these POWERFUL strategies. Thanks for sharing
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  • Profile picture of the author Rearden
    Ewen -- thoughts on shortening the ad, and making the prospect call a dedicated pre-recorded 24-hotline to learn the 7 Must-Ask Questions When Looking for A Web Designer?

    Then, naturally, selling them on your reasons why you're the top choice in the educational recording and asking them to leave their information?
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    • Profile picture of the author ewenmack
      Originally Posted by Rearden View Post

      Ewen -- thoughts on shortening the ad, and making the prospect call a dedicated pre-recorded 24-hotline to learn the 7 Must-Ask Questions When Looking for A Web Designer?

      Then, naturally, selling them on your reasons why you're the top choice in the educational recording and asking them to leave their information?
      In this case no.

      Here's why...

      The reader has already decided to buy
      when on Craigslist or any other classified advertising medium,
      therefore your ad is designed to get that one person
      who is ready to buy, to phone you, or email.

      I'd give those 2 choices but preference would be a phone call,
      and be ready to take it.

      Where you would use the recorded message when the person is more
      in the discovery stage of the buying process.
      And have multi step follow ups with that person.

      So to summarize, different things need to be in place
      for different stages of the buying process.

      Best,
      Ewen
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  • Profile picture of the author meeka87
    Some great information here.
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  • Profile picture of the author bob ross
    this is one of the best threads on this subforum, it's pure gold ewen!
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    • Profile picture of the author ewenmack
      Welcome to the party Bob!

      A tad late, but never too late with your presence sir!

      Best,
      Ewen
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  • Profile picture of the author crazman
    I think this type of headline will work well for my service business. Will definitly give if a go in my nex flyer / postcard.. Thanks
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    • Profile picture of the author ewenmack
      Here's how the resetting the buyer criteria won an election.

      This is courtesy of Kendrick Cleveland...

      "What can we learn from studying a former United States
      President about getting a YES and handling objections?

      More then any Traditional NLP or Sales Training...

      The year was 1984 and United States President
      Ronald Reagan was running for reelection against
      Walter Mondale.

      Reagan was already the oldest man elected to the
      office of the Presidency at the age of 69...and at 73
      years old during his reelection campaign, people
      started to question his mental capacity to lead the
      free world...

      Reagan had the mother of all objections to
      overcome, if he wanted a second term in office...

      How to convince the American public that his advanced
      age was a non issue...and make the biggest sale of all
      - reelection to the Presidency of the United States.

      The more Mondale and the press brought up his age,
      the more Reagan's popularity rating sunk like a stone...

      Mondale thought he "Closed" the sale...boxed the
      President into a corner and was going to get the
      "Yes" from the American people...

      Reagan could not deny that he was 73 years old...
      and if he used the strategy that most people take and
      faced the objection head on, he was doomed to fail.

      Instead, Reagan strategically used his language to
      turn the issue into a non-issue with these two sentences
      below...and sealed the deal for his reelection:

      "I want you to know that also I will not make
      age an issue of this campaign. I am not going
      to exploit for political purposes my opponent's
      youth and inexperience"

      In one fell swoop, Reagan reframed his advanced age
      from a negative into a positive and...even reversed his
      opponent's younger age into negative.

      That is some powerful language..."


      Best,
      Ewen
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  • Profile picture of the author nelsonbiglar
    Simple and if it works we'll see results. Will have to test... thanks!
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    On the other side:
    www.fishingnorthernontario.com

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    • Profile picture of the author CYCLONE
      This looks great I'm going to give it try in eBay because our prices is a little higher but the competition can't compete with our quality...

      Thanks for tip...
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    • Profile picture of the author MRomeo09
      This is good stuff. I've done quite a bit of following marketers who harped on this type of methodology. In particular Richard Harshaw- Monopolize your Marketplace. Good stuff- rather dissapointing that he tries to say "You can't do it, only we can do it. Hire us and we'll do it for you". Which I find to be utter bulls*&(. Overall excellent information if you have a spare $350 sitting around to buy the 10 cd course. Alternatively Joe Polish in the carpet cleaner space has some very good material as well.
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      We do not have to become heroes overnight. Just a step at a time, meeting each thing that comes up ... discovering we have the strength to stare it down. - Eleanor Roosevelt

      Your opinion of yourself becomes your reality. If you have all these doubts, then no one will believe in you and everything will go wrong. If you think the opposite, the opposite will happen. It’s that simple.-Curtis Jackson- 50 Cent
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      • Profile picture of the author ewenmack
        Originally Posted by MRomeo09 View Post

        This is good stuff. I've done quite a bit of following marketers who harped on this type of methodology. In particular Richard Harshaw- Monopolize your Marketplace. Good stuff- rather dissapointing that he tries to say "You can't do it, only we can do it. Hire us and we'll do it for you". Which I find to be utter bulls*&(. Overall excellent information if you have a spare $350 sitting around to buy the 10 cd course. Alternatively Joe Polish in the carpet cleaner space has some very good material as well.
        Even Joe's YP ads I've seen are now blending in with the competition.

        There will always need to be a way to get noticed, get read and get them to take action.

        Did a critique recently for a carpet cleaning guy.

        Wanted to use a image of a giant carpet bug.

        First it gets noticed.

        Secondly nobody talks about them.

        Thirdly it creates fear in women [they are the majority of the buyers]
        which leads to action.

        Best,
        Ewen
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        • Profile picture of the author MRomeo09
          The interesting thing is even though JP and Rick Hershaw and Dan Kennedy, etc have been around forever. There are STILL 1,000 crappy ho-hum YP ads compared to the ads that "lead you to company ABC being the logical and ONLY choice regardless of price".

          This stuff works but man the flack you get from trying to implement it is unbelievable.

          Marcos
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          We do not have to become heroes overnight. Just a step at a time, meeting each thing that comes up ... discovering we have the strength to stare it down. - Eleanor Roosevelt

          Your opinion of yourself becomes your reality. If you have all these doubts, then no one will believe in you and everything will go wrong. If you think the opposite, the opposite will happen. It’s that simple.-Curtis Jackson- 50 Cent
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        • Profile picture of the author donza
          Originally Posted by ewenmack View Post

          Even Joe's YP ads I've seen are now blending in with the competition.

          There will always need to be a way to get noticed, get read and get them to take action.

          Did a critique recently for a carpet cleaning guy.

          Wanted to use a image of a giant carpet bug.

          First it gets noticed.

          Secondly nobody talks about them.

          Thirdly it creates fear in women [they are the majority of the buyers]
          which leads to action.

          Best,
          Ewen
          When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

          BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.
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          • Profile picture of the author ewenmack
            This repels many people...



            But has made the product owner lots of money.

            Just because we and others hate ads doesn't make for a non profitable one.

            Best,
            Ewen

            Originally Posted by donza View Post

            When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

            BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.
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          • Profile picture of the author ewenmack
            Originally Posted by donza View Post

            When I was living in Australia one of the local pest control companies had a huge close up photograph of a spider printed on each of their work vans. The images certainly captured people's attention. BUT everyone I talked to were unanimous that they would never use the companiy's services. The image inspired hatred. Even now as I write this years after last seeing the image I am still revolted by the image and the company associated with it.

            BTW I'm sure I've seen the blown up image of dust mites used in the local Auckland YP carpet cleaning section in the past. I doubt I got the company responsible to clean my carpet.
            This direct mail piece that many hate is still running
            since 2009 in the mail.



            The cost of list rental, printing and mailing would have
            stopped the mailing if it wasn't profitable.

            Best,
            Ewen
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  • Profile picture of the author KimboJim
    That is an awesome image, I love it! My only question is: why does it say "go" (obviously an allusion to pooping), and then just say "poop" right underneath?

    That aside, I absolutely love this. I can't stop laughing. I'd buy the product if I wasn't a vegan and eating fiber all day.
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    • Profile picture of the author ewenmack
      Originally Posted by KimboJim View Post

      That is an awesome image, I love it! My only question is: why does it say "go" (obviously an allusion to pooping), and then just say "poop" right underneath?

      That aside, I absolutely love this. I can't stop laughing. I'd buy the product if I wasn't a vegan and eating fiber all day.
      The ad creates a love hate response.

      Always better than a neutral one.

      Best,
      Ewen
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  • Profile picture of the author markpocock
    That's one of Carline's ad isn't it? One she wrote for Healthy Directions
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    • Profile picture of the author ewenmack
      Originally Posted by markpocock View Post

      That's one of Carline's ad isn't it? One she wrote for Healthy Directions
      Yes Carline's creation.

      I'm thinking it was for Biscayne Labs Internal Klenz Kit.

      Best,
      Ewen
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  • Profile picture of the author PaulintheSticks
    Awesome headline.

    Doesn't seem like it would be effective for services that a prospect isn't necessarily looking for such as marketing consulting or other services where they buy because a service is presented to them and they are sold on the need and value.
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    • Profile picture of the author ewenmack
      Originally Posted by PaulintheSticks View Post

      Awesome headline.

      Doesn't seem like it would be effective for services that a prospect isn't necessarily looking for such as marketing consulting or other services where they buy because a service is presented to them and they are sold on the need and value.
      Paul I'm presuming you are talking about the original headline,
      not the one above you.

      If so, yes you are right because it was created for classified ad placements.
      Where the person has mentally pulled the trigger to buy, just deciding who from.

      Different approach needed when you don't have that set up.

      Best,
      Ewen
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  • Profile picture of the author t3cn1c0
    Great information and nice input. Thank you. Gonna test this on my next project. And share the outcome.
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  • Profile picture of the author e30drifter
    Thanks for the info...wonder if it would work also on business card?
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