Kung-Fu school ad copy exercises

[Guest guest]

Hi Doc,

 

I privately sent you the two ad files with my paragraph by paragraph

comments on them.

 

My conclusions in a nutshell:

 

The first ad copy had a font that was too small, and overall was slow

getting to the point. Could have been reorganized to put more of the

specifics with the emotional content up front. Despite this I

eventually did decide that I would want to call for an appointment

because when I did see things in that ad that I liked they really

popped out at me. It's as if you're reading along steadily and all

of a sudden a big jewel pops out and catches your eye, then you read

some more and then another one.

 

The second ad copy was easier to read because of larger font, gets

right to the point with things that stirred my emotion. I wanted to

call the school by the time I was finished with the second paragraph.

 

I think the lesson for me was how the organization of the paragraphs

of the two ads affected my reactions to them. A lot of the paragraphs

are very similar in each ad, just organized differently. I started

really scrutinizing and questioning everything in the first ad

because I was still searching for the meat by the time I got half way

through it.

 

In the second ad my emotions got stirred up from the start and I got

interested really quick. I didn't care so much about wanting all the

little details because my mind was already made up...but the details

were nice to have too and enjoyed reading them rather than

scrutinizing them.

 

Both ads did what they were attempting to do, got me to want to be

accepted in an exclusive Martial Arts school and to pick up the phone

and make a call right away....I'm presuming it's what you were aiming

for.

 

Thanks for the neat exercise.

 

Lori