Indy,
The Wizard has often said that good ad copy will work on any media. It is the message that is important.
I was speaking with one of my brilliant Wizard of Ads Partners, Matthew Burns, the other day and he shared a little story that demonstrates what Roy has been saying.
Matt has a customer that is in the landscaping business outside Toronto. They decided to run a small ad with a tiny budget. The goal was to start to line up new commercial snow removal customers. Not single family homes – larger projects.
They decided to spend $350 boosting to advertise on Kijji. (Think Craigslist). Did I mention he was looking for commercial customers?
So here is what happened. They spend $350 bucks and within the week they got a call from a prospect that was outside of the trade area. The prospect knew they were outside the trade because they visited the website. They were intrigued enough by the ad to looked at the website, found they were outside the trade area and called anyway.
Matt’s landscape customer decided to bid on the high side. And he won the business. And it was a co-op of 22 houses in Toronto. Did I mention he bid on the high side. A nice chunk of business for a $350 ad on Kijjii.
Here is the ad…
Winter is coming. I know it doesn’t seem like it right now, but it is. We want you and your employees to be safe and sound when arriving and leaving work after a snow storm. Stadium Property Stars has been battling Jack Frost for years and knows all his moves. Our professional, licensed drivers are ready to clear snow from driveways, parking spaces, walkways, door entrances and wherever you need to have safe and easy access. We also have a super salt spreading move that Jack Frost can’t quite figure out. Call now to get your quote and let us be your champion against all of Jack Frost’s tricks. Stadium Property Stars is a full service landscaping company proudly serving the Brampton and Caledon communities.
The magic in this ad would be easy to miss. It is mystery. Leaving things out. While competitors list all the things they do – Matt chose to wrap the service in intrigue. “We also have a super salt spreading move that Jack Frost can’t quite figure out.”
Magical Thinking.
Stephen Semple
Director – Wizard of Ads Canada