I am going to be placing this in a trade magazine to get people to respond to my offer of a free special report and 30 minute phone consult via telephone.

Your thoughts or suggestions?

Would it be worth making it a 4 x 3 and squeeze a really good testimonial in.

And just a thought - make it all free.

Just get stacks of calls.

And then sell the main service.

Steve

Steve -

I'll have to see if that is a possiblity and I've got a testimonal I could use. I don't want to make it free because I want to get rid of the tire kickers and only deal with people who are willing to pay a small amount (you gotta admit $10 for a report AND 30 minutes on the phone is a hell of a deal) and serious about spending more.


TC

Tim,

I understand the "price" thing - but it might be worth testing.

And if you were to make it "free" - you could try and qualify the callers in the Ad.

Say something like "If you are truly serious about increasing your revenue - call today"

Or knock out the "phone consultation" and just put all the benefits of the report in the Ad.

So you won't waste too much time with tire kickers.

The reason I'm suggesting you do the "report" for free - is that it's a lead generation Ad.

And every time I've done something similar - the response soared if there was no charge (sure there were tire kickers - but the volumes of good prospects made the Ads very profitable).

Ohh and before anyone else mentions it - you should of course put " " on the headline.

And if you can - squeeze in a powerful subhead.

I better stop now because I'll be turning the Ad into a 10 x 3 ...

Steve

P.S. You can always "sell" the marketing consultation once people call for the report

Steve -

I will be testing a lot on this ad but I wanted to start off with the price. Also the orders are going to be handled by a call center. Don't worry I checked them out and a lot of direct mail people use them and I've talked with the owner and a few people personally and really found them quite helpful.

Thanks for the great advice Steve.

Tim

Tim - glad that you will be "testing".

And hopefully the $9.99 Ad wins!


Steve

Blimey I've just added 4 cents onto to the cost.

I meant $9.95.

Another thought - the "guru's" say the price point should end in a 7.

Soooo why not make it $9.97.

Anyway all the very best with the campaign.

Steve

A couple of things I might mention... take them as you want...

I'd drop the "phone consultation". Most people will think it's a thinly disguised salespitch. And the will be expecting a "hard" pitch. In addition everyone else gives them away. They probably aren't ready for that big of a step yet. Also, you haven't built the desire or trust with them yet. Send them the free report and build their desire to talk with you... then give the consultation (I'd just drop the consultation myself... not needed and will keep the tire kickers from calling trying to get free info).

Then... add in "free recorded message" at the bottom in the call to action. Takes the fear away so they don't feel they will be sold on the phone.

I'd also give it away for free. You haven't done enough selling to neccessarily justify the price. All you have is the headline generating curiousity... and a lot of suspicion.

Don't kill the leads by putting up a wall here. Weed them out in the next step. It's hard enough trying to get a lead and a sale... don't kill your chances early.

Having said all that... it is all worth testing.

I completely agree with the testimonial. It MUST have first name, last name, name of shop and location. It must be believable.

I would certainly test the $9.95 vs. free. I know your feeling about the tire kickers, and they're alway a pain. I would test the $9.95 first, then free.

If your call answered live or recorded message? Either way, I'd address that. Some people want to talk to a live person, others prefer the recorded message.

Steve -

This is the first ad I am going to run so this will be the control, if I get zero calls then I'll change from a $9.95 report to a cheap amount (say $5.95) or free outright.

I am trying to target business owners who have the money and authority to make the purchase.

I am sure the call center would allow me an upsell and to be honest it isn't something I thought about doing. Maybe I could offer the report for free and then when they call try to upsell them, who knows.

For what it is worth I am just trying to move from the thinking to doing stage and actually take action by following the steps in Bob Serling's Info Millions course.

So many options, so little time