What can you do when a good ad goes bad?

Sep 5


Troy White

Troy White

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Tips on making sure a good ad won't go bad


It happens to all of us. Either you write a great advertisement or sales letter that kicks butt for a while... then goes lame. Or,What can you do when a good ad goes bad? Articles you write (what you think) is a great ad or letter – and it completely BOMBS.

Either way, you have to go into emergency mode.


Because your time and money is fully vested in the project!

You can't be wasting either.

>>>> If it performed strong then died out:

• Did anything change in the media (magazines, papers, trade newsletters)? If something happens to your media and readership changes or drops – it can affect your ad. Start looking around for any significant changes – then find places to replace them with

• Ads do tire out if the readership remains stagnant and they keep seeing the same old ad from you every month – test a new headline and lead. Try a new offer or close or price (they will not remember how much you charged in the last ad, trust me)

• Have you tested other media forms with your message? It's like calling yourself an "internet marketer" only. Severely limiting your potential profits. The internet is just another form of media. Your sales letter that kicks butt online may do even BETTER in print. Or on a postcard. Or on a teleseminar. How would you know if you don't test it? Try the exact same sales message in other formats – and see how it performs there.

• Test new headlines, offers, guarantees, subheads, prices, etc... things change... and your ad may need a change.

>>>> If it was a bomb right from the start (which everyone writes – I know I still get them – every copywriter does – no matter what line of bull they try and feed you):

• Take a serious look at why it went wrong. This is tough if you wrote it yourself... you need to step back and look at it from someone else's eyes. Your customers' eyes! If the headline targeted at them? Is it compelling? Does it promise specifics rather than generalities?

• Do the pictures support your approach in the ad – or do they take away from it? The photos must work with the story, hook, or angle you are presenting. They must prove credibility... and they must help move the prospect through the piece to the end.

• Is the ad following all sound direct marketing principles? Consider it like a "greased" slide. When they jump on the slide at the top (your headline) -- it should take them on a fast ride to the end (the order). No bumps along the way – or any reason to stop sliding. A fun, fast ride that gets them to the bottom.

• Have you read it out loud? does it flow? no stumbling?

Try changing those things... and you may find the small differences that mean the success or failure of your marketing campaign.