“Thinking About Buying” Campaign from Ford Motor Company

swiped by Mike Schauer ran 1973

Back in the 70s, car buying wasn't about flashy commercials like it is today. Believe it or not, Ford used solid direct-response marketing & copy to reel...View More

“Thinking About Buying” Campaign from Ford Motor Company

Key Takeaways

  • Ford uses a very compelling strategy that you can use effectively in your own lead generation efforts. Give away a free report or book that contains knowledge potential buyers should know about BEFORE they buy. You should pitch the information as being crucial to them being satisfied with their purchase & not making a mistake that will leave them with buyer's remorse. Then, they'll read the information, feel more informed & will be more attracted to your service because they know you understand what's important. When done right, you are able to position yourself as the "less risky" & more reliable option.
  • The last ad uses another great strategy you can model. Create a checklist with all important questions to ask a company before you buy. Make the list short and simple. Each question should lead to an answer that makes your service more desirable. It should be used as a tool to demonstrate how you're different than everybody else & how you meet all of the desired requirements.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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