Here is a version of another ad I talk about in “Kick-Ass Copywriting Secrets”. The client is a “coach”– a consultant who helps doctors get their act together. Which, for most health care professionals, means reducing stress and work hours, while increasing income.
The dollar amount in the headline comes from an audit by a CPA, who allows his name to appear in the ad. That’s huge credibility. You must understand that most doctors WANT to believe the claims in this ad… but it challenges their world-view. Most doctors are burned out… and every doctor they know is in the same boat. The really happy, super-successful doctors aren’t very visible to other docs. They’re too busy having fun to sit around and bitch about life.
The resistance to this offer is simply that it seems too good to be true. When you’re stressed and burned out, it can be risky to allow hope to grow in your mind. If the hope vanishes, the subsequent disappointment could send you over the edge. So doctors are very wary of anyone who says they can make it all better… even while they desperately want to believe it’s true.
This ad has run for many years on the back cover of the country’s main chiropractic journal. A large number of doctors find the copy too over-the-top… but they notice the offer anyway. And a lot of doctors respond. As you can see from the testimonials, this coach really does deliver on his promises.
You will notice the copy relentlessly hammers home the multiple benefits, phrasing them in different ways. There were many other benefits the client wanted me to write about… but I chose only the ones that were big-time hot buttons. All the stuff about learning how to hire good staff, keep better records, and talk to patients got edited out. There’s a fine line between “wowing” your reader with a cornucopia of goodies… and overwhelming him with too much information.
Wowed readers order. Overwhelmed readers walk away in a daze.
Click here to see the “Who Else Wants To Earn An Extra $96,485?” ad.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary.)
[Footer-JCBestAds-BuySWS]