Jordan Ogren

March 3, 2022

How to sell revolutionary products <> Throwback Thursday Ad Breakdown 011

Carl Ally. A few months back, I shared an ad he wrote in response to Avis' 2nd place ads (Click here to read). This week I bring more gold from his treasure chest.

In today's ad, he is selling a car from Saab. Selling cars through salesmanship or marketing is a challenge. So let's observe how he sold this "revolutionary" car.

Finding #1: Spark curiosity with your headline

The objective of a headline is to get the reader to read the main copy. If someone doesn't read your ad (marketing), it's likely due to an ineffective headline (hook).

After reading the headline, I'm guessing you're curious as to whether Nasa, Boeing, and IBM actually sell cars. Which makes you read the first line of the main copy: "They don't." Okay... let me read the following line, "But Saab does." Hmm...

I'm now two sentences in and will likely finish the entire piece. That's a headline doing its job well.

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Finding #2: Allow your creative to tell a story + tie to copy

Too many ads waste their art (creative/imagery). They use stock photos or overkill it, and they usually do not add anything to the copy. Not this ad.

Two of the three images will be our focus; the airplane and car. The airplane ties to the headline, reinforcing how if a company that builds planes built a car, you'd definitely buy it.

Then, the car at the bottom ties to how one aircraft company (Saab) does create a car (The most intelligent car ever built). This tells a story of going from building aircrafts and computers to cars and bringing the same knowledge to it.

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Finding #3: Use headers to guide the reader and improve the ability to skim

The opening paragraphs end with a simple statement, "you can buy a new car and, for once, get everything you want." Of course, as a reader, you have questions about what they mean by getting everything you want.

The headers guide you in finding what you care most about and learning about the car's features (i.e., performance, braking, styling). You may not read each section, but it will likely get you through the copy and closer to the end because you can find what you care most about.

That's what good copy does. It may not get you to read every word, but it moves you forward toward the end, where the CTA likely is.

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Finding #4: End with a question while not explicitly answering it

"Is this the car of the future?" may be a question you have after reading about all the sweet features, and Carl doesn't end the copy without addressing it. That's what good copy does: addresses what the reader is thinking before they can articulate what they are thinking.

Usually, this is done for objections but can also work on the positive spectrum. And instead of answering it directly, "Of course it's the car of the future!", Carl uses a reputable source–Car and Driver magazine–to answer.

If you can use someone else to hype your product up, do it.

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Finding #5: A clever ending that lasts in your mind

Rather than telling you to buy a Saab car, Carl uses humor to close the deal. "We hesitate to actually call it that (the car of the future), however, for one very obvious reason. We'd really rather sell it to you today."

That's copywriting skill level 99. Use humor in your CTA to disarm the reader while indirectly saying, BUY NOW!
When you want to tell someone to buy, do it in a way that disarms them; humor is a potent source for doing that.

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I like Carl's writing. What about you?

I will continue to share future ads from him as he has many that are wonderful examples to learn from. He is also someone I was unaware of a month ago.

I enjoy sharing my newfound legends with you. And please share any legendary ad writers I should look deeper into.

What was your main takeaway from this solid ad?

🧠 + ❤️ // JO