The idea behind this ad is to focus on an important prospect benefit. The most enduring way to compel a prospect to read and respond to your ad is to speak the benefit right in the headline. You’ll all be aware of the fact that News and Sensational Headlines which pique people’s insatiable curiousity can get a lot of attention (I’m sure you’ve at least witnessed this in the grocery store checkout if not done it yourself). But if you not only want to get your prospect to read, but also to act, you have to go beyond curiousity and speak to your prospect’s subconscious needs and wants. You have to answer the question “What’s in it for me?” This ad not only answers this question (by offering to explain to buyers how to avoid 6 costly mistakes before they buy), but it also takes a relatively easy route to do so by virtue of the fact that it is targeted at buyers. All of you know that it’s much easier to attract a prospect as a buyer than a seller. Sellers have their guard up against real estate agents, knowing that every agent in town is after their listing. Buyers do not have this same mindset given that Buyer Agency is still a relatively new concept. Buyers probably won’t think twice about requesting this information.
As you also know, however, many buyers will also have a home to sell, so the buyer who responds to this ad has the potential to be a very profitable lead. As an editorial, this ad will have a tendancy to reach a greater depth of prospect than you would reach with a classified ad. While the prospect will still be good, you’ll get more longer term prospects which you may not be able to reach in the same way with a classified ad.
Why it works:
The ad works by casting a cloud of self-doubt over the buying process. Most prospects will understand broadly, but not specifically, about the area of mortgage regulations, etc. By identifying to prospects that these regulations have changed, and that “even small differences in the way you structure your mortgage, can cost or save you literally thousands of dollars and years of expense”, you have set up a compelling reason for buyers to visit your website to get this information. They have nothing to lose (your website is a non-threatening place to visit), and potentially thousands of dollars and years cut off their mortgage to gain.This ad talks to your prospects “fear of loss” by urging them that it is critical that they inform themselves about the factors involved BEFORE they buy. “Information” is a soft, non-threatening offer, and one which your prospects will easily respond to.
If you are a subscriber to the Success Website, prospects are able to order this (and many other) reports online when they visit your website. All you need to do is run the ad. No further work is required from you.
To achieve proven results, you should run the ad exactly as shown below. Remember to replace “YOUR TOWN”, “YOURDOMAIN”, “AGENT” and “COMPANY NAME” with your information.
Buyers: Discover How to Avoid These 6 Costly Mistakes Before You Buy
This report is courtesy of (AGENT, COMPANY NAME).
FREE BUYERS REPORT. 6 Things You Must Know Before You Buy. Visit www.YOURDOMAIN.com