A bathroom contractor once submitted this print advertisement to me for feedback:
Two of my issues with this ad were…
1.) It was ugly.
2.) It looked exactly like the 56,432 other bathroom ads you see in newspapers and magazines.
But the most egregious sin this ad committed was who it targeted. Or, more accurately, that it targeted too many people.
I’ll explain.
The ad tries to reach several different markets at once. It wants you to know that the company can take on a variety of bathroom projects—from “beautiful baths” to “tub to shower conversions” to “walk-in tubs.”
As a result, the ad piqued no particular market’s interest. Thus, no one responded to it.
I had the following conversation with the bathroom remodeler about his ad’s lack of success…
Me: What percentage of your business are senior citizens, 60 years and older?
Bathroom Contractor: 60 percent to 70 percent
Me: Is that the kind of customers you’d like to continue to attract?
Bathroom Contractor: Yes.
Me: So why don’t you reach out to them specifically instead of throwing out this general stuff?
Bathroom Contractor: (head scratching)
Me: What is the biggest problem they have that you solve?
Bathroom Contractor: They can’t get their leg up over the tub to get in or out, or they are worried about slipping when they raise their leg.
Me: How about we just say that?
Bathroom Contractor: (mind explodes)
Eureka!
Sometimes the best ad is one that literally conveys what is going on in people’s heads. Because you’ve captured what they’re thinking, your message instantly becomes powerful and resonant.
After a little more digging, I found out that some of the company’s customers preferred to take baths, while others preferred showers—and that the company has products for either preference (walk-in tubs and low or zero-entry showers).
So I wrote the following text for the ad on the spot while on the phone with the client:
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“It’s Hard To Raise My Leg Over The Tub…”
Finally, An Inexpensive Way To Make Bathing Easy & Worry-Free Again.
Our Patented Walk-In Tubs & Showers Solve Your Problem For Good.
Let’s face it, just getting in and out of the tub can be a major challenge. Slips and falls can and do (and will!) happen. Don’t wait until you have an accident to remove your tub and replace it with a SAFER alternative.
Prefer To Take Baths? If you prefer to take baths, convert to our patented WALK-IN TUB. It has a low-step door that perfectly seals water in while your bath remains perfectly safe. No more worrying. Stress-free bathing.
Prefer To Take Showers? We can pull your old tub out and replace it with a low-step (4 inches) or roll-in (zero inches) entry that eliminates the stress of getting in and out. Both models have optional seats & grab bars (recommended!) and non-slip surfaces for your safety.
We’ve been creating perfect bathrooms solutions for 40 years—we are preoccupied with perfection. We are adamant about excellence. We are fixated on flawless. Let us help you solve your bathroom safety concerns today.
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Next, I had MYM’s design team put this text into an eye-catching advertisement. I couldn’t find a photo I liked for the ad, so I had my artist produce an illustration that captures the essence of the ad perfectly.
Here’s the final product:
Wham, bam, thank you, ma’am: Now THAT’S an ad that reaches out and grabs readers. But not just any readers—the RIGHT readers.
Moral of the story: When it comes to marketing, speak directly to your target audience!
If you need ad creation that resonates with your audience and hits their “buy” buttons, you know who to turn to.
© 2017, Rich Harshaw. All rights reserved.
