Est. Reading Time: 3 minutes
Okay, the Amish don’t know anything about pay-per-click advertising or PPC management and they probably couldn’t tell you where these heaters are actually made either (China). But we can pick up some tips from last winter’s Amish fireplace ad campaign.
Why is this ad effective?
Some ppc landing page tips from the Amish:
Direct marketers have known about long copy for some time now. Its not there for the sake of filling space. Its used to crowd in as many sales arguments as possible. Not everyone is going to read it, but those that do will probably convert.
from the book Tested Advertising Methods by John Caples:
Advocates of short copy say, “I don’t think anybody will read all that small print. Let’s cut the copy down to a couple of paragraphs and set it in 18-point type.”What the advocates of short copy should say, if they want to be accurate, is this: ” I don’t think everybody will read all that small print.” This is perfectly true. Everybody will not read it. But the fact is that the very people you are most interested in will read your ad. These are prospects who will buy your product or service if you tell them sufficient reasons for doing so.
Here is the solution to the problem of long copy versus short copy that should satisfy the champions of both sides of the question. Put a brief selling message into your headline and subheadings. Put your detailed message into small print. In this way, you accomplish two things:
(1) You get a brief message across to glancers with your headline and subheads.
(2) You give a complete message to the person who is sufficiently interested in your product to read about it.
John Caples wrote his Tested Advertising Methods in 1932. As you can see, the same technique is still used effectively in 2009.
Use headers to qualify your audience
Immediately, the problem of high heating bills is made apparent. Hey, I have high heating bills too! Join the club. Read on reader and your problem will be solved.
Call to action keyphrases
Save! How to! These call to actions are boldfaced in the sub headings. You can read about the best call to action keywords in my previous post. Also, notice that the word FREE is used to grab attention in the ad.
Increase conversions with badges and seals
The Good House Keeping Seal of approval and the Underwriter’s Laboratory (UL) certification is featured predominently in the Amish fireplace ad. Conversion testing has shown that using security badges and seals such as the BBB Better Business Bureau on your website are an easy way to increase conversions.
Did the methods above increase sales of Amish fireplaces?
“The demand for the product was much higher than the company anticipated. They really were not properly staffed to take all the orders,” said the BBB’s Joy Bender.
Take a few tips from the Amish and increase your conversions too.