I guess it was professional curiosity, but I actually clicked one of those facelift-in-a-bottle ads while visiting some blog.Â And hell if I wasnât intrigued by the landing page’s sleaze-bag persuasive techniques.
Take a look at the screen shot I took of the landing page.Â What do you think most caught my eye?Â Hereâs a hint: think layout and bolding.
Straight out of The Ogilvy Playbook
Here are two relevant quotes taken from pages 73 and 90 of Ogilvy on Advertising:
âThere is no law which says that advertisements have to look like advertisements.Â If you make them look like editorial pages, you will attract more readers.â
Notice how much the landing page has been formatted to look like a blog (the editorial pages of the Web), complete with the âAbout Meâ section at the top of the right-hand column.Â And have you noticed that Pensacola, FL has been bolded twice, both in the “About Me” section AND the first sentence of body copy?
Other blog-like touches include a âtemporarily closedâ comments section and a very chatty / best-friend-name-dropping authorial voice.Â But it was the bolded hometown that stood out most.
Now, as a copywriter, I only bold key persuasive points, so that visitorsâ eyes will still pick out the important parts of my messaging during a quick scan of the page. Obviously, someone really wanted me to know that this girl was from Pensacola.
And oddly enough, Iâm from Pensacola.Â What a weird crazy happenstance, huh?
Jenny Has A Lot of Hometowns
So I asked Bryan Eisenberg to go to the same site.Â Hereâs what he saw:
So, yes, some, uh, creature decided that a hometown girl would be more persuasive than a stranger, and then had absolutely no problem blatantly lying about it.Â Makes you proud to be associated with Internet Marketing, doesnât it?
Still, itâd be a cunning technique, if only it could be de-sleazed first.
Any thoughts on how you might (more ethically) apply this same technique?Â If youâre a semi-local supplier, could you get a bunch of enthusiastic customers to ârepresentâ for their hometowns on a templated landing page and then present the testimonial-esque copy based on visitor IP addresses?
What do you think?Â And (Michele and Holly, this one’s to you) do you think women are more likely than men to be swayed by a hometown spokesperson?