This morning, I head a brilliant ad on the radio. I listen to the sports/talk radio in town and have listened to a lot of radio ads.
Most of them are boring or predictable. But today I heard a radio ad that was unique and effectively used content marketing at the end of it.
The ad is for a lawn care service. Now I’ve heard plenty of lawn care service ads and they usually play on the emotion of greed.
For instance, “Make your neighbors green with envy…” The underlying message is to have such a beautiful lawn, that your neighbors will be jealous. One company in town even used a “Desperate Housewives” sound-alike voiceover to copy a show character’s obsession with having the perfect lawn.
However, this ad instead was obviously aimed at an older demographic. The voiceover stated that it was much more preferable to see his grandkids play on his lawn rather than stare at a smartphone. And then he mentioned all the kid’s games that were popular before video games and smartphones.
The ad went on to advertise the lawn service (Weed Man) and… the content marketing part: Call today to get a free booklet of kid games. Brilliant!
The final tagline: Where memories are made and promises kept.
How to duplicate it
Whether you run radio ads or print ads, offering a free report is one of the best ways to attract new customers. Some call it a lead magnet.
On a website, it’s a free downloadable report. Or it could be a free video, podcast, infographics, guide, eBook, book, tip sheet—anything that contains free, valuable information.
This free information product is only given to someone after they’ve either called or given you their email address.
It’s a way to identify those who are interested in your service or product and allows you to follow up with them.
Years ago, some of the most successful businesses would offer a free booklet if you sent them a request. Last year I received a free book (S&H cost was required) from Peter Diamandis and Steven Kotler, Abundance: The Future Is Better Than You Think.
When people send away for a free book, they’ve given the marketer very important contact information. With that information, companies can build their own in-house list and send future promotions to that list.
The end run
When you create your own content lead magnet, make sure it connects with the advertised message.
In this case, the voiceover described a common lament by older people: kids just don’t play outside the way they used to do when the grandparents were younger. The lead magnet piece matched this desire by offering a guide that featured games for kids.
Notice that what was offered was NOT “10 Tips for a Greener Lawn.”
The lead magnet did what I call an end-run. They used a common wish by many grandparents—to see their grandchildren play and enjoy themselves the way they remember doing so when they were children.
Think of how you can take a similar approach.
Let’s say you’ve created an app that has simplified task management for your team. Instead of offering a guide on how to be more productive, what about creating one about enjoying the free time you and your team will have as a result of getting more work done in less time?
Perhaps something along the lines of “50 Fun Activities You Probably Forgot About (But It’s Time to Rediscover Them).”
Offer information that will help people relax and recharge their batteries. When doing so, you’re initiating disruption. People know they need to be productive but instead, you’re giving them permission to relax and have fun.
It is very powerful and can both further establish you as an expert and forge a bond.
It’s one thing to hire someone to mow your lawn.
It’s a completely different proposition to have someone mow your lawn because they want you to enjoy time with your grandkids and hey… here’s a free booklet to tell you exactly how to do it.