As media companies shift to a lead-generation model, a tremendous cultural shift needs to take place both with the media sales reps as well as with advertisers on how to craft copy for maximum response. I continue to be amazed at how advertisers just don’t understand how to craft copy for lead gen.
The ads they write tend to be generalized information, meet-and-greet information, or product/feature/service/benefit information.
And it seems like most of the ads I see advertisers submit don’t have any sound call to action.
As such, we’ve crafted this handy powerpoint for media companies to use and adapt to their own purposes. I’ve also added it to the links bar on the right.
Our sales people use this on calls as leave behinds, or to help current customers get more out of the lead-gen advertising they’ve already bought.
Enjoy!
