Three simple ways to improve almost any ad

<<<<<<<<<< BEGIN AD >>>>>>>>>>>>>>>

LOST MONEY IN
STOCK MARKET?

Securities Arbitration
SMITH LAW OFFICE
(555) 555-5555

Misrepresentation, Churning
Unauthorized Trading, Suitability

<<<<<<<<<<< END OF AD >>>>>>>>>>>>>

Not a bad ad. The headline works. It asks a question, which engages the passing reader and identifies them as appropriate prospects.

The ad tells the reader what service is available (securities arbitration for misrepresentation, churning, etc.)

And there’s a phone number the reader can call.

I’m sure this lawyer is getting some business from this ad.

But could he be getting more business? Only testing will provide a definitive answer, but I think he could.

There are three things I would test:

1. PROMISE A BENEFIT

Arbitration is a feature, not a benefit. By itself, it means little of value to the client. What do you get as a result of the arbitration? That’s the benefit, and stating it in the ad should improve response, possibly dramatically.

It may be obvious to you and me that the benefit is that the client could get their lost investment back without the expense of a trial, but in copywriting, nothing is obvious–everything should be spelled out. Might they get their investment back with interest? Even better.

2. MAKE AN OFFER

Offering a free consultation will dramatically increase response to this ad.

Many people won’t call if they think they will be charged to talk to you, and they won’t bother to find out, so if you offer free consultations, say this in the ad.

If you don’t offer a free consultation, other offers (e.g., a "free report") will also increase response.

2. TELL THE READER WHAT TO DO

Studies show that if you tell the reader what to do, more will do it. Tell them to call and more will call.

While you’re at it, I would also tell them "when" to call (e.g., "now," "today," or during stated business hours), and who to ask for. I’d also remind them "why" (e.g., "to schedule an appointment for your free consultation.")