Sunday, February 22, 2009

Swear they have no money? Think again!

I'm all for recycling good designs (though not at all a big fan of pre-fab templates created by artists in a vacuum). So, when I remembered the overall look of the $29,000 sale shown in my previous post originated from an earlier, initial $6,529 sale of an ad I help create in a one-on-one Response Oriented Selling target account session for the Danbury (CT) News-Times last year, I thought I'd share it with you.

As you can see, the original ad running in the competition was even smaller than the other case study, a 1x2. So, for all those ad reps who make the mistake of determining what ad size to recommend based on what they're running somewhere else (which is never a good idea since, of course, they always end up running too small after the ad's not working), I can see how this would appear like a low-potential account to many.

We taught the News-Times ad rep that the account's high average sale and relatively few people in the market at any given point in time added up to an account who both needed and could run significantly larger. So, with the help of our overnight ad production and design service, we created the ad on the right.

Not only does it get the attention of people with this sort of service on the brain but gives them the right reason to read on and has enough substance to sell the prospective family on it, even if they were planning on going elsewhere, which, of course, is usually the case.

For those who have taken our Response Oriented Selling course or are members of our DesignYourAd Overnight Ad Production service, you can use this ad as a template. Just ask for ad 276-Almost Home-55-V2c.pdf or select it from our gallery of effective services ads.

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