Tamara Simon, who operates Koss Property Management Inc. in
Seattle, sent in an ad that one could say "makes nice."
It's agreeable, well-spoken and, yes, even cute—an ad
you'd take home to mother.
But in the world of competitive advertising, where you need to
strap on an ammo bandolier, brave the elements and go out there for
battle, Simon might want to be more forceful and pithy. Remember,
you're living in a world desensitized to advertising. Just
putting your name at the top of an ad and having a sunny theme line
follow won't always cut it.
Realizing that do-it-yourself property management is a real
migraine for most people, it would benefit Koss to push that button
in its advertising. To that end, my recommended headline would be,
"10 Property Headaches You Won't Face Next Week."
Then, of course, you'd list those 10 forsaken headaches (which
are indicated in the drawing of the house).
Content Continues Below
I wouldn't toss the company's upbeat
theme—"We make it a pleasure to be a tenant and
profitable to be a landlord"—but it shouldn't go at
the top of the ad. I'd have it as a sign-off at the bottom.
Also, rather than announce "references gladly provided,"
it would be better to put a testimonial in the ad. But don't
make it simply a make-nice testimonial; make it one that sets you
apart from your competitors.
Before
This ad is an
announcement, not an advertisement. It needs more
"salesmanship" to motivate response.
An ad's
sales impact is immediately cut in half when the company name is
the headline.
The listing of
services is good, but it needs a more evocative context.
After
This headline
addresses the hassles of owning rental property.
The listing is
now positioned as "headaches" prospects can get relief
from.
Big benefits to using the services of Koss Property
Management are implied in this remake.
Jerry Fisher is a freelance advertising copywriter in the San
Francisco Bay area and author of Creating Successful Small
Business Advertising (available through Bookmasters,
800-247-6553). If you'd like Jerry to consider your materials
for a makeover in this column, write to him c/o Entrepreneur or
e-mail him at jerry228@aol.com.
Contact Source