Spring 2005:
I had a good redneck opening line for a radio commercial, to rent tractors.
In one of the classes taught by the Wizard of Ads, I told him my good redneck opening line, plus my idea for a guarantee in the commercial.
But I was having trouble putting it all together into something that works.
He looked at me, a bit discontented, that I hadn't already figured it out.
His 60 second response to my pleading for power follows:
"Josh...
You never saw a horse stuck in the mud,
But tractors, it seems like they get stuck all the time.
So we decided that we're only going to rent tractors out that are at least as smart as horses.
Now it took us a long time to find these tractors,
Because not all tractors know how to keep from getting stuck in the mud.
But if you rent a tractor from...
what was the name of the company?
Josh: Conroe Tool
Roy: But if you rent a tractor from Conroe Tool, we guarantee it won't get stuck in the mud.
And if it does we'll come out personally and help you get it unstuck.
Now even if you get it stuck on purpose, just to see if you can,
We'll still come out and help you get it unstuck.
We may be talking about you for a few weeks, but we do what we say.
What's the name of the company again?
Josh: Conroe Tool
Roy:
Conroe Tool...
'Smarter Equipment for Smarter People' *
Ads need to
- begin with uncommon insight
- need a bold offer (that's backed up)
- need to be message clear about the action we want the reader/listener/viewer to take.
All that was learned in 60 seconds at the Wizard Academy...
You should go there too, and prepare to be amazed...
*the commercial and its copy are propietary Wizard of Ads materials.
 Read About Joshua A. Stevens
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