Clear…Good 2 Step Offer
Saturday morning. Food Network. This is my life.
I saw a commercial for a law firm agitating a recall of certain pacemakers and defibrillators.
Now without passing judgement about the right or wrongs of this sort of advertisement, I'd like to point out something of educational merit.
At the end of the commercial, the attorney says:
"To find out if your defibrillator or pacemaker is on the recall list, call...."
What's the big deal? Well there isn't one. But little hinges swing big doors.
Frequently, the offer an ad makes can be the difference between success or failure. Most advertisers in this same position would offer a free consultation. Perhaps they dress it up a little and call it something different. But call it what you want, when you call an attorney's office you pretty much know what you're gonna get.
Not, however, if you're calling to learn a critical piece of information, in response to an innocent-enough sounding offer.
My point is this. It's a good offer. And a lot of people will call for it - at which point the phone staff can work toward setting a phone consult with the counselor.
Challenge to you: consider the offers you make. Are they plain and cliche or could they be made better or seemingly more helpful and innocent in an effort to boost response.
