|
Dear Direct Response Letter Subscriber:
"If you or a loved one have mesothelioma, we will send you a free book to answer questions you may have."
That's the entire narration in one of the most successful TV commercials running today.
A 15-second spot consisting of a single 20-word sentence.
How do I know it is successful?
Because it runs consistently, all the time.
The advertiser is a law firm, MRHFM, specializing in mesothelioma cases—and they would not keep spending money to run the commercial unless it is working.
And it works like gangbusters.
Some reasons why I like and admire this MRHFM commercial:
- It has a simple, straightforward offer—a free paperbound book.
- Free book offers are proven to work.
- The book is a real, solid, paperbound book--not some flimsy lead magnet or sales piece—and it is packed with over 100 pages of useful information.
- The ad focuses 100% on the offer—there's no branding.
- The primary call-to-action is to call a toll-free phone number—855-687-4642. Not a text.
- The secondary offer is to go to a website specifically for the offer, not the law firm home page or main site—and not a QR Code.
- The URL is straightforward and easy to remember: www.mesobook.com
Takeaway lesson #1: If you have a strong offer, then in your commercial or ad, sell the offer—not the product, service, company, or brand.
Takeaway lesson #2: If your TV commercial or ad is pulling and profitable, keep running it for as long as it works.
Resist the suggestion from your CEO to do a new commercial simply because he or she is tired of seeing it.
The CEO may be bored with your ad, but if it is still pulling, clearly the market is not.
Regards,
|