Ad Writing: Anticipate Objections

Shoot the pink elephant in the room. Sorry, pink elephant.

Next week, I’m going to Portland to deliver a free public workshop sponsored by the Portland Area Radio Council.

There’s no sales pitch. People have a hard time believing that, you know. We’re so accustomed to nothing being free-without-strings that a message – especially a message from a marketing guy – is NOT to be trusted.

So, why ignore that fact? Why not anticipate that objection and address it.

Why, that’s what we did, by golly, with our most recent radio ad for the seminar. Here’s the copy:

So, we’re about two-thirds sold out, but a lot of people still don’t believe there’s no sales pitch – I get it. Believe me.

This is Tim Miles, Wizard of Ads. I don’t solicit business. My company works strictly through repeat and referral business – and when I come to a city – like I’m coming to Portland on May 3rd – there’s a chance somebody among the 100 people there likes what I have to say about the principles of good advertising enough – that they ask about hiring my firm.

That’s it.

Since 2008, every one of our home services clients has enjoyed double-digit growth. We’ve worked with healthcare, education, retail, automotive – just about everything under the sun in the last twenty years.

And the radio stations bringing me in know we’ve had a ton of success using radio among other media. BUT – they could only bring me to town on the condition that they, too, didn’t try to sell anyone anything. May 3rd.

This is your brain on marketing. 3 hours. Free. No sales pitch. About 30 seats left. Learn how to use radio and make it work.

Learn how to make marketing work better for your business. Visit justonewins.com – before it sells out. Justonewins.com.

Anticipate objections. Overcome them. When I wrote this ad last Thursday, there were 30 seats left.

We should sell out sold out today.

Hunt the pink elephant. Shoot the pink elephant. Sorry, pink elephant.