For this business lesson, I was assigned to write an advertisement for something I wanted to sell. Running a lawn care business during the summer, it made more sense for me to advertise that rather than some imaginary service. First, I will show you the ad, and then break down why I think it works.
The ad:
We are running a limited-time deal at Independence Lawn Co. If you contact us within the next two weeks, your first five mows will be twenty-five percent off. Also, your first mow with our company is entirely free! That way, you won’t have to spend a dime before knowing our quality is up to standards.
To ensure customer satisfaction, Independence Lawn Co. uses a money-back guarantee. If at any point you are dissatisfied with one of our services, we won’t charge you. We have the best quality in this part of town.
Ad analysis:
Throughout the past week, Dr. Gary North has been teaching us the fundamentals of advertising. One of the manuscripts I went through was Claude Hopkin’s, Scientific Advertising. Some of the points were:
- Offer the reader a reason to take action, i.e., limited-time deals.
- Fine literary writing is a liability. Don’t sound poetic, get to the point.
- They do not care about the seller. You’re not important, talk about the product.
- Offer clear advantages to the buyer.
- Research the product carefully.
Looking at my ad, I think that it checks all these boxes. It’s concise, direct, lists the advantage, and has a call to action.
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