Before and After Home Improvement
Here’s an example of an ad I recently reviewed, and the resulting ad that was created by our MYM Insider Member…
Here’s the summary of the review I gave the submitter: Before critiquing the content, Rich immediately recommends that the caller hire a graphic designer to professionalize the look. Moving onto the messaging, Rich highlights two problems: the headline is vague where it should be direct, and the bulleted points, also vague, are listed in the wrong order. Because each of the bulleted points focus on a monetary explanation for the best time to buy, Rich recommends the headline specifically address this issue. Rather than saying, “Here Are 5 Points . . . ,” he suggests a headline in the vein of “Lowest Prices . . . Since 2002.” The bulleted points then need to be ordered in a way that immediately makes sense to John Smith. Originally the postcard leads with “Oil Prices Dropping,” and then is burdened to explain exactly how this relates to vinyl siding. Rich argues if you lose John Smith on point one, the most important point, he won’t even bother to read the second most important point. To overcome the inevitable disconnect between oil and vinyl siding, Rich recommends wording like “You may not be aware, but . . . “ to lead into the evidence. Here’s the ad they resubmitted; wouldn’t you agree is much better!?! Side 1:
Side 2:
Here’s the summary of the review I gave the submitter: Before critiquing the content, Rich immediately recommends that the caller hire a graphic designer to professionalize the look. Moving onto the messaging, Rich highlights two problems: the headline is vague where it should be direct, and the bulleted points, also vague, are listed in the wrong order. Because each of the bulleted points focus on a monetary explanation for the best time to buy, Rich recommends the headline specifically address this issue. Rather than saying, “Here Are 5 Points . . . ,” he suggests a headline in the vein of “Lowest Prices . . . Since 2002.” The bulleted points then need to be ordered in a way that immediately makes sense to John Smith. Originally the postcard leads with “Oil Prices Dropping,” and then is burdened to explain exactly how this relates to vinyl siding. Rich argues if you lose John Smith on point one, the most important point, he won’t even bother to read the second most important point. To overcome the inevitable disconnect between oil and vinyl siding, Rich recommends wording like “You may not be aware, but . . . “ to lead into the evidence. Here’s the ad they resubmitted; wouldn’t you agree is much better!?! Side 1:
Side 2:
