Fast cars and even faster profits
in the stock market…
Here's an ad that's been running in various financial magazines, like Kiplinger's.
Obviously, anyone reading a financial magazine has some interest in making money in the stock market.
But there are over 80 pages of editorial and advertising in a typical issue of Kiplinger's. All fighting to get your attention. So, how does this ad get people to go to a website and buy? Let's see…
First, the goofy graphic up top. It's not overly professional, but it's an eye-catcher. Not something you would typically see in a financial magazine.
Normally, you would see a glossy, beautiful photo of a sports car. Simply by doing the opposite, a casual illustration, it stands out. And, of course, the red doesn't hurt either when it comes to catching attention.
Then there's the pre-head…
FREE FOR KIPLINGER'S READERS WHO WANT TO KNOW
"Free" is pretty much always good in direct mail copy. People love free. And by adding "for Kiplinger's Readers" in there, which makes it seem like something just for Kiplinger's readers. So now the reader thinks, "Hey, I'm a Kiplinger reader, and one of the benefits of being a reader is getting free stuff from companies."
OK, maybe the thinking isn't so simplistic. And if you’re a veteran marketer, you know there's really nothing special about this offer. They just change the name of the magazine in the subhead to match the publication it's running in. But you’d be surprised how many non-marketers do take this very seriously and think it is a special offer.
Also, even though it's obvious everyone reading this ad in Kiplinger's is a Kiplinger reader, just by pointing it out, it makes the ad stronger. I'm sure there's some super-official psychological name for this. But, in short, it identifies the reader and makes them feel special.
I remember there was some company selling something for cars. Can't remember whether it was a magic elixir you pour in your gas tank, or a better windshield wiper, or whatever. But what I do remember is… Continue reading