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Ad Example: Selling A Non-Sexy Service

by ewenmack
15 replies
Maybe you get asked to get more customers/clents
and you don't see much hope getting
the result through internet marketing.

There's hope.

A print ad may be the answer.

But what if it's a business as boring as yesterday's lunch scraps?

Enter a damn good direct response ad!

Here's an example of one for a tax preparation service.

See how it ticks off all the things you'd want if you
were in the market for that service.

Well worth closely studying.

Best,
Ewen

#business #nonsexy #selling
  • Profile picture of the author Jason Kanigan
    Hi Ewen,

    Thanks for providing an example.

    I'm sure there are 25 people copying the layout right now ;-)

    Now one idea I remember reading from you in another post is the headline similar to "Don't Hire An Expert In This Field Until You Have Heard Their Answers To These Twelve Critical Questions". You came close to writing that here, but not quite. Why the difference?

    The split from the copy on the left to the questions on the right makes me initially think they are two separate things. Maybe a consistent background shading would help join them?

    Also, can you explain your client's photo? His shirt sorta says he's on his second honeymoon, which doesn't jive with 'Accountant'. Were you trying to make him approachable and "just one of the guys"?
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    • Profile picture of the author ewenmack
      Hi Jason,
      Yeah the photo looks rather casual.

      In Australia, small business owners, who they are targeting,
      have a distrust for the "suites".

      I never wrote that ad,
      however it's an example of putting the clear
      offer out front.

      Great guarantee

      A great caption under photo which
      is in quotes

      good bullets points
      and a phone number in BIG print.


      Best,
      Ewen
      Originally Posted by Jason Kanigan View Post

      Hi Ewen,

      Thanks for providing an example.

      I'm sure there are 25 people copying the layout right now ;-)

      Now one idea I remember reading from you in another post is the headline similar to "Don't Hire An Expert In This Field Until You Have Heard Their Answers To These Twelve Critical Questions". You came close to writing that here, but not quite. Why the difference?

      The split from the copy on the left to the questions on the right makes me initially think they are two separate things. Maybe a consistent background shading would help join them?

      Also, can you explain your client's photo? His shirt sorta says he's on his second honeymoon, which doesn't jive with 'Accountant'. Were you trying to make him approachable and "just one of the guys"?
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    • Profile picture of the author ewenmack
      Originally Posted by Jason Kanigan View Post


      The split from the copy on the left to the questions on the right makes me initially think they are two separate things. Maybe a consistent background shading would help join them?
      Just revisited your question here after my rushed initial reply.

      The right part with those questions are not part of the ad...
      they are part of the explanation on why the ad was structured that way.

      It was done by Mal Emery.

      Best,
      Ewen
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  • Profile picture of the author Rearden
    Thanks for all the swipable stuff recently, Ewen.
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    • Profile picture of the author Irish Intuition
      Did the ad do well?
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      • Profile picture of the author ewenmack
        Originally Posted by Paul McQuillan View Post

        Did the ad do well?
        Hi Paul.

        The ad is given as an example on how to write a good
        direct response ad by Mal Emery in Australia.

        He's a solid student of Dan Kennedy ang Gary Halbert with large swipe files.

        So back to your question as did the ad do well,
        I don't know.

        For others reading this, the response rate is also determined what media it's run in,
        and time of year, especially for tax returns.

        Best,
        Ewen
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        • Profile picture of the author Irish Intuition
          His 'top ten list' has 11
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          • Profile picture of the author Green Moon
            Originally Posted by Paul McQuillan View Post

            His 'top ten list' has 11
            It's a tax preparation service, not an accountant
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            Find an Accountant | Tax Help
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            • Profile picture of the author SirThomas
              Originally Posted by Green Moon View Post

              It's a tax preparation service, not an accountant
              It just proves his point of getting you the "maximum refund allowed", at least with his calculation techniques!!!


              Thomas
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  • Profile picture of the author JohnRussell
    Just read a post in the copywriting forum yesterday about how headlines get overused. This is the one the client in the ad has on their website:

    "They Laughed at Me When I Told Them That I Was Going To Tax Wise Australia, But You Should Have Seen Their Faces When They Saw the Size of My Refund!!"

    Wonder how well it works for them?
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  • Profile picture of the author Rearden
    Everything's overused to copywriters.

    Good thing we aren't our customers.
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    David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.
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    • Profile picture of the author JohnRussell
      Originally Posted by Rearden View Post

      Everything's overused to copywriters.

      Good thing we aren't our customers.
      Well I think the guy who started the thread had a point. A 'they all laughed when' or 'who else wants to' headline has lost it's impact in the I.M. niche I think but here's an example where it still (presumably) works.
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  • Profile picture of the author Sam Douglas
    word of advice: if you run print ads make sure your target demographic reads them and that your copy speaks to them - absolutely essential. and always ask yourself are there other lower costs/free ways you could market your business?
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    • Profile picture of the author ewenmack
      Originally Posted by Sam Douglas View Post

      word of advice: if you run print ads make sure your target demographic reads them and that your copy speaks to them - absolutely essential. and always ask yourself are there other lower costs/free ways you could market your business?
      It's not about the cost of the media, it's about the amount of money
      you get back from that media.

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

        It's not about the cost of the media, it's about the amount of money
        you get back from that media.
        Well said.
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