The Two Most Powerful Words in Discount
December 29, 2012
I saw this really pretty solid ad on my Facebook page and thought it was worthy of analysis:
This ad does one thing well and one thing extraordinarily well.
The picture is solid and interesting, because it’s a high quality image of an odd-looking, but still fashionable boot that manages to catch your eye because of the red laces and blue suede-like material.
In other words, the picturing is striking and interesting enough to not just get noticed, but to inspire a quick scan of the copy. Nice.
Then the headline blows it out of the water, as far as I’m concerned. “Guy Gear. Dirt Cheap.” Does three things brilliantly:
1) It intrigues the reader on exactly what kind of cool stuff they’re categorizing as “Guy Gear.” Could be cool high-fashion clothes, James Bond type gadgets, sport clothing, geek-cool type stuff… really anything, but almost surely something interesting (if you’re a guy).
2) It makes a strong offer of value with the “Dirt Cheap.” It’s not just cool guy gear, it’s guy gear at a discount. Awesome.
3) It works with the image and deliverson the promise of the image. You see an interesting, high-fashion boot, then scan the headline for context, and bingo, you know exactly what the ad is for.
So is it a good ad? Sure; it got me to click-through and check out JackThreads.
Could it be even better? Absolutely. It could be better because even though I clicked through to the landing page, I didn’t convert by becomming a (free) member of the site/service.
So I would recommend improving the ads CPI by keeping in mind the two most powerful words of discount advertising:
1) Yeah, and
As in, “Yeah, sure,” said with as much cynicism as you can muster. Offer me stuff dirt cheap or at deep discounts and I think, “Yeah, sure — what is it, like 15% off on clearance items?”
This is a technique I learned from legendary copywriter Gary Bencivenga, and it works wonders if you can just train yourself to say those two words to every piece of your copy and/or your Facebook ads.
And it does so because it forces you to close the loopholes and offer better substantiation.
Now with limited-space ads, like Facebook ads, you normally can’t fully substantiate anything in the space alloted, but you can indicate that further substantiation exists, ready to be found on the click-through page. And for Facebook ads, that’s really just as good.
So let’s look at how we could change this ad to overcome the “Yeah, sure” cynicism of prospective readers:
Notice that I kept the high-quality photo and the headline, but tweaked the body copy to specifically address concerns and objections surrounding the authenticity and quality of the brands, the size of discounts, and the available of clothes in your size.
Of course, changing the ad like this would also require changing the landing page, also, to ensure the landing page makes good on the promised substantiation, but the current landing page already includes information on the participating brands, so it would really be a matter of putting in additional info around discounts and sizing. Piece of cake.
Because getting the click is a good thing, but making the sale is the real goal, most of the time.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.