Quote:
Originally Posted by Nebulousx 
The bottom line is, this is a "lead generating ad", your own words. You're qualifying them with the prehead so everyone that responds should be a body shop owner or manager.
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Couldn't agree more. You're turning a perfectly good 2 step ad into a pseudo one step ad by requiring the $10 S/H fee. As I see it, you've hardly done an adequate job of selling them on calling for the free report, let alone selling them on paying $10 for it.
Come up with a pithy curiosity and benefit laden headline and a non threatening call to action (such as the 24 hour recorded message as Bruce mentioned). All you want them to do is request the free report (a.k.a. sales piece). Just get them in the funnel.
Otherwise, take out a bigger ad and go for the one step approach.