Today I want to talk about something that was in our original mock ad that may seem incidental, but the way it was handled, is GUARANTE-ED to lower your response.
You can check out that original ad, and even print out a copy of it, right here:
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,
P. S. Check out all the prior archives you've been missing, right here at: http://www.kingofcopy.com/tips/tiparchives.html
If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber - recognized by his peers as America's Top Direct-Response Copywriter - can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries and you can see them all for yourself on his website at http://www.kingofcopy.com