Today I want to talk about something that was in our original mock ad that may seem incidental, but the way it washandled, is GUARANTE-ED to lower your response.
You can check out that original ad, and even print
out a copy of it, right here:
http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
At the bottom of the ad, there was a sort of "disclosure"
that said "This report is courtesy of Peter Butera, ReMax
ACR. Not intended to solicit properties currently listed
for sale. Copyright © 1997."
First of all, if you can get away without having any kind of
disclosure, than by all means, don't put one in.
Sometimes though, the newspaper requires you to include them
because they want to have "some" kind of indication that
what you're reading really isn't "news" -- at least, not
news published by the paper themselves anyway.
But if you HAVE to include something like the writer
included... the very WORST thing he could have done is to
put down that the copyright (c) was from 1997.
That's was ages ago!
People want to read "news", not "olds".
This is a HUGE red flag that's screaming "OLD ADVERTISEMENT
RUNNING OVER AGAIN."
If you HAVE to put that disclosure in, your response is
going
to be MUCH higher, changing "some-thing" in the text so you
can modify that copyright date to read "(c) current year".
See, there are dozens of little things like this you must
consider when you're putting a display ad together.
Missing one of them may or may not sink you, but missing all
of them, unless you're in a rabid marketplace with an
amazing offer, surely will.
Now go sell something,
Craig Garber
http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html
