How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!
EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. Then you'll realize how ridiculous some claims actually sound.
Whenever you make a claim, ask yourself if the prospect will immediately echo this response: "Well, I would hope so!" For instance, an insurance agency faxed me the following reason to choose them over their competitors: "We will be there for you when you have a claim." Well I would hope so! You're an insurance agency! Isn't that what you do?
Statements like this have as much meaning as the haircutter telling you that your hair will be shorter after it's cut, or as the gas station attendant telling you that you'll have more gas after your tank is filled. Always, always, always ask this important evaluation question whenever you make any claim. Avoid pointless claims and it will improve your effectiveness by 500% immediately.
EVALUATION #2: "Who Else Can Say That?" Pay close attention to this one. The question is not who else can do what you do. The question is who else can say what you say. And, the answer to that is "just about anybody and everybody". We consulted with an auto repair facility that was, by FAR, the most awesome business of its kind in their area of influence. They put competitors out of business every year and monopolized their marketplace in the process. Small problem: Even though no other business could even come close to performing at their level, their yellow page ad looked virtually identical to all of their cheesy competitors.
Try This: Look at your ad and compare it to your competitors' ads. If you can cross out your name on your ad and replace it with the name of your competitor or vice versa, and the ad is still valid, you failed the test! You failed to distinguish yourself from your competitors. You failed to differentiate your business. You look like everybody else!
EVALUATION #3: The Specificity Challenge. I could write an entire book on this subject. But, suffice it to say for sake of this newsletter, you need to quantify all of your claims. Businesses generally fail to create a compelling case to buy their product or service. Instead, they merely ask their prospects to buy without justifiable, rational reasons. Quantify your business in terms of:
1. Specifically, How Are You Different?
2. Specifically, Compared To What?
3. Specifically, Why Can You Do That?
4. Specifically, What's Your Advantage?
If You Want To Distinguish Your Business From The Competition, Build A Case As An Attorney Would.
You need to realize that your business is on trial. You're the attorney. And it's a life or death sentence. Your customers and prospects are the jury. What will you say that will convince them to buy from you? What kind of specific evidence can you produce to PROVE beyond any reasonable doubt that they'd be a fool to not buy from you? Use your evidence to build and present your case.
Good luck with your marketing efforts.