“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 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!