Greetings, friend Entrepreneur and fellow business builder, marketing wizard Jim Ackerman here with yet another episode of Good Bad Nugly Ads. The program where you get to critique an ad and see how your critique matches up with that of yours truly the marketing wizard. You remember the marketing specimen we're going to critique in this episode? Have a look. You remember this one, don't you? The free pen offer that came in a package that looked like at least it was going to have more than one free pen. But it turned out to only be one and then of course a straight order for it. What do you think? Is this package good, bad or ugly? Let's take a close look at all the pieces. Here's what the message side of the envelope looks like and what do you think? How many pens do you think are being provided in this video? Well now here's the address side and there's six pens here. I mean how many are inside and remember the feel and the thickness of it. And then what to our wondering I should appear no miniature slay, not even more than one pen, just a plastic tray that made the outside of the package look like it be more. And when you open it up, no sales letter, no long list of features and benefits, just the one sample pen and this is the outside of the order form. Followed of course by the inside of the order form. They let the pen speak for itself. What you see is what you get. You want to buy it or not if you do order. Well, what's your verdict? Was it good, bad or ugly? I'll tell you, this one's a little bit tricky. It's probably a love it or hate it kind of a thing. It's a very simple sell and I don't think it needs the sales letter with the features and benefits or even some kind of fancy offer. Why? Because the product speaks for itself. They've given you a free sample. They've given you a gift. You're going to invoke reciprocation there. So that's all of it's good. The problem with it that I see is that they deceive you with the package and of course they did that on purpose. They make you think, hey, this isn't just the normal run of the mill pen offer. They probably send me a bunch of pens here. Only to open it up and be disappointed when you find out really it's just one pen. When you disappoint people, you lessen the chance of there being willing to buy. They don't quite feel the same sense of reciprocation. Hey, I got a free gift. They feel like, hey, you tricked me and I don't like to be tricked. So was this good, bad or ugly? The best way to tell is to contact the company and ask how it's worked or to see in the mail if it comes again, if it did, it did work. My verdict on it though is a reluctant good. I think it is a good and compelling package for what it is. I'm sorry about the deception that they threw in there. And I think it could have even pulled better and they not use that trick. Now, before we go on and show you the next specimen for you to critique over the coming few days, I want to share with you a number of criteria that you can use to evaluate any add. And from here on, we'll make sure that we address these criteria with each add critique. So you'll be able to use this as a basis for your analysis, your analysis of the head or the marketing project that you're taking a look at. Here are the key criteria you need to look at when you evaluate the effectiveness of any add. Is there a good headline? You already know that the headline accounts for up to 80% of the success of any add and you also know that every marketing effort has a headline. Even broadcast ads tell a marketing and face-to-face sales presentations. It's the first thing said verbally or in print. Is it effective in capturing attention and converting it into interest? Is the UPA in there? If the add or marketing effort fails to successfully convey the unique purchase appeal of the product servicer company, it has failed to differentiate from the competition and the audience will either feel free to buy on price and buy elsewhere or simply not feel compelled to buy it all. Number three are the benefits articulated? Does the add or marketing effort tell the prospect what's in it for me? If the initiative does not deliver on the promise of both primary, that's emotional drivers and secondary, the cognitive drivers benefits, the persuasive power of the effort will be suspect. Number four are the features articulated? The features give you the reasons to believe the benefit promises made. They justify the promises. They do it by describing the physical credibility and delivery features of the product or service. They make the benefit claims believable. Number five is the message delivered in benefit language. It's one thing to have features and benefits. It's another to deliver those in the most compelling language possible. That's benefit language. Remember, it's not just what you say, but how you say it that counts. And finally, number six does it have a compelling offer? You know, you can capture attention converted into interest, cultivate, want and desire. But if you fail to get action, you're dead. A strong offer takes advantage of conditions and appeals to make people want to take action now. All right, so with those six criterion mine, we move to the next specimen or should I say specimen's, I don't know what the plural of that L is, at any rate, this is a little different. This is the first time we're going to take a look at some radio ads. I'm in fact going to play for you three radio ads from the same client. And you're going to tell me what's good, better ugly about those ads and more importantly, which ad actually pulled best. Here they are. This is Dr. Jacob Scott Hamlin. My father is Jacob Hamlin and my great, great grandfather was Jacob Hamlin. He was a southern Utah pioneer known for his straight talk. Well, I'm a pioneer in the field of implant dentistry and would like to give you some straight talk about dental implants. If you've heard you can get your entire smile replaced in a single day, you've heard right you can replace loose dentures or hopeless teeth with beautiful secure porcelain teeth permanently anchored to the jaw with dental implants. And when it comes to something as important as your smile, don't you want your dental team to be among the most experienced in the country. I've pioneered specially designed implants. There are no incisions, no stitches and no waiting months to heal. In many cases, you can be eating at your favorite restaurant the same night. It's that easy. If you want your smile restored and you want it done right, call me Dr. Scott Hamlin. Yes, I go by Scott. It gets too confusing with all these Jacobs. Call Hamlin dental at 801 all smile. That's 801 all smile or online at my salt leg dentist calm. All right, that was the first one. What did you think? And now the second one, tell me what you think of this one. Do you have loose dentures? Are you embarrassed to smile because of missing or broken teeth? Are you sick and tired of never ending teeth problems? Hi, this is Dr. Scott Hamlin. Now you can have a drop dead gorgeous smile. You can eat the foods you want and you can say goodbye to those dentures forever. Here at Hamlin Dental, we can give you solid, secure, beautifully implanted teeth in just one day. That's right, one doctor, one office and one day. I've pioneered specially designed implants. There are no incisions, no stitches and no waiting months to heal. In many cases, you can be eating at your favorite restaurant the same night. It's that easy. And when it comes to something as important as your smile, don't you want your dental team to be among the most experienced in the nation in these new techniques? Call Hamlin dental today at 801 all smile. That's 801 all smile for free consultation worth 277 dollars. Call 801 all smile now for your free report. Nine tips for having a secure beautiful smile with dental implants. Visit Hamlin Dental online at mysaucelegdental.com. And finally the third in this series. How do you think this one measures up? Are you embarrassed or afraid to go to the dentist? Does the thought of sitting in the chair frighten you to death and is actually doing it make you sweat? It doesn't have to be that way. I've helped hundreds of people just like you. People who have put off needed dental care. This is Dr. Scott Hamlin of Hamlin dental with some facts about oral sedation with dental visits. Like sedated patients are in a very relaxed state during their dental procedure. Most don't even remember their visit and can get most of their dental challenges taken care of in just one day. That's right. One doctor, one office and one day. Not all dentists and not all dental sedation is the same. If you fear going to the dentist call Dr. Scott Hamlin at 801 all smile. That's 801 all smile. Choose between a free initial consultation and exam including x-rays worth 277 dollars. Or if you don't think you're ready for that simply call 801 all smile for a free report entitled seven keys to painless dentistry. It's free while supplies last. See Hamlin dental online at mysaucelegdental.com. So there you have it all three radio ads which ones were good bad or ugly which one do you think pulled best and why I've got the answers but I'm not going to share them with you to you share with me in the comments below which ones you thought worked best and why and I'll see you next time on the next episode with those details. Meanwhile don't forget to comment on these ads and any others that you want submit some ads yourself for me to critique and don't forget to subscribe to my channel will see you next time on good bad and ugly ads where we help you get more customers who pay more money more often the fastest easiest most cost effective ways possible. you