New Ad Dominates Heading
for 10 Consecutive Years!
A close advisor to the owner told him
that if he ran the ad that we created for him, it would
put him out of business. Ten years later the exact same
ad that we created is still running. ALL of his competitors
have either pulled out of the yellow pages or have greatly
reduced the size of their ads.
Now Acme Awnings has the largest ad. They
are dominating their heading. And they are getting the
lion’s share of the business.
The Old Ad:
- No headline (no one cares who Acme
Awnings is)
- Does not provide any compelling
benefits that differentiate them from their competitors
(All awnings companies do these things)
The New Ad:
- The headline stops the reader and
says: “Read Me… This is Important”
- The subhead tells the reader that
they are better than their competitors and then delivers
proof to support their claim
- The bullet points cover the most important
reasons why their customers hired and referred them
to others
- The bullets also surprise the reader
with things that none of the other awnings companies
bothered to point out (and still don’t)
“Every year 52% of Yellow Pages
advertisers pull
(or reduce the size) their ads because of poor results.”
Source: Ad Tracking, 2003
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