Recently, my good friend Frank Kern told me he ran the single most successful test he has done in 15 years. Here’s how the test came about…
Frank analyzed an ad that was responsible for growing a tiny company into a BIG company by generating some three million leads (from that ONE ad)…
It was also the inspiration for ads created by David Ogilvy, one of the most sought after advertising executives of all time.
In fact, Ogilvy took this ad, analyzed it, perfected it, and systematized it. He then used this system to create 17 ads which were responsible for growing Ogilvy into a 1.4 Billion (with a “B”) business back in the 1970’s.
Despite how wildly successful this ad system was, it, and the system Ogilvy developed from it, were largely forgotten about as people moved on to the “next new and shiny object” placed in front of them.
That is until Frank ran across it again and decided to do a test.
Here are a few things that Frank says about why this worked so well and why this strategy will work better than just about anything else you can try these days:
It didn’t try to sell anything. The ad wasn’t full of hype or sales tactics. In fact, it didn’t try to sell anything at all and instead gave away something free to the reader. Plus it didn’t use any fancy copywriting techniques. It is a simple, basic and non-sophisticated formula that you could use in all types of media.
It focused on the right kind of value. Typically an ad will deliver “practical value” which means the ad addresses the things your product or service does. For example, a restaurant will cook you a meal. A coffee maker will brew you a cup of coffee.
But what fuels a buying frenzy is when you deliver intrinsic value. This is the unseen value which can really drive frenzy and get people clamoring to pay you more for your products and services.
For example, suppose you want to have steak for dinner. You can choose between Longhorn Steakhouse or Ruth’s Chris Steakhouse. They both will cook you steak. They even have similar items on the menu such as a baked potato, salad, and a center cut steak. But Ruth’s Chris Steakhouse charges much higher prices, and people are willing to pay it. Why? Because Ruth’s Chris Steakhouse has that “unseen value” associated with having a higher intrinsic value.
It addressed reader skepticism. Now more than ever, people are skeptical. They don’t trust marketing and advertising. Rather than ignoring this fact, the ad addresses this skepticism right up front by telling people why they are doing the ad. This confronts the obstacle head on and eliminates their skepticism before continuing on with the message.
It explained why not all the information was included in the ad. It gave a logical explanation for why all the information the reader would need was not included in the ad—therefore giving the reader a good, solid reason for why they should contact the company for more information.
The headline uses presupposition. The headline uses the brilliant technique of presupposition. It presupposes that you want to know something about the topic and it also presupposes that there is something you don’t know. This is a great technique that will increase your readership and raise curiosity.
Use these strategies to generate more leads, customers, and create a frenzy that causes people to want to pay you more for your products and services.
Yesterday Frank released a brand new video where he took this concept from a theoretical level down to a “how you do this in your business.” This was in all honesty one of the best trainings I’ve seen in a long time (I took two full pages of notes) and right now he’s giving it away.
Click here now to get the video. Yes, to get the video you have to give an e-mail address, but if you don’t like it, and don’t want more, just unsubscribe immediately. You’d be crazy to do that, in my humble opinion, but it’s an option. In this short video he explains the concept of an “internal decision trigger” where in essence you get the prospect to sell themselves your product or service. In a word it’s amazing.
NOTE: If you’d like the template and swipe file Frank created from the Ogilvy ads, he’s giving them away free right now along with the swipe file of the Ogilvy ads, and the case study of the test he ran using the template. You can get them all at no charge by clicking here NOW.
Source: Dan Kennedy