May 22, 2014
Note: This article is part of MYM’s ongoing “Extreme Makeover” series, where Rich Harshaw takes an existing marketing piece that’s not that great… and works his MYM magic on it.
Written by Rich Harshaw.
A remodeler recently submitted the following ad to me for feedback and suggestions:
As my brain attempted to process what I was seeing, here were the thoughts/reactions, in order:
When I asked the caller for clarification, he explained that this was an ad for a patio enclosure system. The guy is supposed to be a “bouncer” represents the enclosure’s ability to “keep stuff out.” You know, like bugs, rain, and wind.
Oh.
This is definitely a case of the Curse of Knowledge—where you know so much about something that it’s hard to imagine what it’s like to NOT know what you know. To help explain better, he had me look at this webpage: http://pgtezebreeze.com.
Turns out this thing is actually pretty cool.
It’s a less expensive and more flexible way to enclose a patio compared to glass sunrooms. The panels aren’t actually made from glass; they’re made from a transparent vinyl that looks like glass but is a lot cheaper. Plus, since the vinyl is thinner than glass, the panels can be installed in separate “tracks“ that allows them to be raised or lowered to let in whatever amount of fresh air (and bugs and dust and wind and rain) you want. It costs about the same as a generic screen room, but looks tons better and has a lot more flexibility in use.
Could you get ANY of that from the original ad? If so, are you a mind reader?
To fix this, let’s start with the basics. Whenever you’re writing an ad, you should always ask yourself these two questions:
As far as “what do you want the reader to know?” I kind of prefer the direct approach, especially in situations where a new, unfamiliar product is involved. I want them to know that they can get a beautiful sunroom for the same cost as a sunroom. To accomplish that, I need to show a picture so the reader instantly THINKS he/she is looking at a sunroom, but then tease them with the fact that it IS NOT.
I created the ad below in less than 7 minutes in Microsoft Publisher.
This is a great ad: it’s attractive, to the point, and interesting. It only took a few minutes to write, and design is very simple. This is an ad that will work.
Moral of the story: Don’t make your readers guess what you want them to know… TELL THEM what you want them to know!
Rich Harshaw is the CEO of Monopolize Your Marketplace, a marketing services company that has specialized in contractor marketing since 2005. You can email Rich at rharshaw@mymonline.com.
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