Are you using this cheap, effective, & powerful strategy to get better responses from your ads? Many aren’t, and they’re missing out! But you know better…
Not all responses are created equal. Some responses to ads lead to sales. Others are dead ends.
For some reason, a lot of businessmen don’t know how differentiate between the two. Some don’t even measure their ads’ conversion rate and response rate.
1) Measure The Fallout Rate
Well the first step to using this strategy is to measure the “fallout” rate for your ads by calculating each ad’s response rate and subsequent conversion rate.
You’ll notice that different ads will give you different fallout rates. The higher the fallout rate for each ad, the more of the worse kind of responses that ad is attracting, even if the response rate is high.
If you have high fallout rates, you need to research your sales process in detail to find out why this happening. It could be for all sorts of reasons, but I’m going to focus on the reason being that your ads themselves are causing the trouble.
2) Identify what info is missing from your ad-copy
Again, this step in this strategy assumes that you have done your sleuthing and found out that your sales process, outside of the ads themselves, is pretty up to par. Also people in your sales process tell you that some responders feel disappointed with some info your sales people provided after seeing your ad. They basically found out something during your sales process that wasn’t present in your ads that drove them away.
You’re in a situation where your ads are bringing in lots of weak responses. Some responders were interested enough to respond to your ad, but just decided not to buy. What could possibly be going on here?
Well take a look at your ads. Why are they attracting so many “unfit” responses?
You really want to know? It’s probably because…
You’re not putting enough information in your ads!
3) Sell to your specific market right in your ad
Good salesman persuade by giving product information their targets find important and give reasons why they’ll benefit from buying their product. Salesman don’t skim on valued details, so they attract people who are interested in the benefits your product offers and who are willing to pay your price.
Your ads should provide the same information!
Why? Well lets think this through. Lets say you advertise your product and display one or two big benefits and then give your contact info in your ad, but don’t provide product details on quality, specific benefits, pricing, coupons, compatibility issues, etc.
You’ll get some people interested enough in your product’s main benefits to call you or check out your product. Then they find out by your salesman or in your store that the price is too high for them, or something they wanted to know about what the product could do wasn’t to their standards, or something else about your product’s quality doesn’t suit their preferences, so they decide not to buy.
That whole scenario could have been prevented if you brought more information up front in your ads. If you wrote the price, quality details, benefit details, package deals, etc in your ad, you would eliminate incompatible targets from responding and just get responses that are more willing to buy because they know more about your product and that it suits them.
For a while I didn’t including pricing in my tutoring ads, and I got a lot of dead leads when people responded. I was too expensive for them when I talked on the phone. But when I put pricing and more details into my ad-copy, my response rates and conversion rates skyrocketed!
Put as many facts, pricing, and benefits details in your ad as possible
Don’t worry about long copy.
But couldn’t this reduce response rates? Yes, but if conversion rates go up or stay the same, is that a success or a failure? Your fallout rate would go down properly. That is, without cutting into your sales revenue.
Use this ad-enhancing strategy to eliminate dead leads and attract more buyers. It’s worth it.