It’s hard for those of us attached to long copy to admit it’s not always the answer.
One of the greatest direct response hits in years is a product created out of thin air.
It rarely gets more than a line or two of copy, yet sales of over a billion dollars a year speak volumes for this brand. (Case study coming soon.)
This ad to the left and backstory were forwarded to me by my friend and colleague, Bill O., who’s one of the top high ticket salesmen in the States.
“Attached is an ad that has run non-stop for the past 18 months or so for a small Italian beef stand. I know the ad is super successful for two reasons:
1. Every time I go in there, [the place] is packed with people.
2. The same ad runs over, and over and over in the local paper and coupon mailers.
Their simple, little direct response ad works like gangbusters. I don’t know how much money they are making, but every time I go in there I ask, “how’s business?” and always get the same answer: “really, really good.” The Mercedes and Porsche parked next to the back door are telling, too.
Any small business could offer some type of widget and create some type of irresistible offer, but almost none do.”
Great example Lawrence and always great to see a business doing well. I note as well the very simple menu that probably helps the economics.
As you say, great that they have stuck to a simple, yet highly effective strategy. A tweak that might help would be to more clearly state their USP (I assume it’s “Italian Beef” whatever that might be…).
Also, I wonder if they have a customer list? With an offer like this, I suggest they would want to do something to look after their regular customers. Something simple like a “loyalty card” would probably be enough.
Thanks again for this great little case study!
Hey Lawrence,
A bit late but hope 2013 is going grand.
A great ad for the swipe file thank you.
Whats your opinion on the colours please and size?
Also pricing for running an ad like this.
Being here in Australia would lke to know if these can translate
over here.
IE size of the universe availabe(st Charles?)
What would be the cost af an Ad like that?
How would they track it(cut out coupon)
Cheers
Alan Kike
Great post! Like Gary Halbert used to say, “it’s better to be redundant than remiss.” Although in this case the redundancy serves to strengthen the offer.
Almost makes me wish I was back in the restaurant biz — almost. 🙂
Hi Lawrence, I’ve added this little ad to my swipe file. Thank you. What I like about it is, is makes a simple, straight forward offer. there is no veering off course with a myriad of confusing and conflicting offers. And it reads kind of like a menu for Five Guys Burgers. They both do one main thing and they do it well.
That’s not short copy… It’s long copy expressed differently.
One picture is as good as 1000 words, enough to qualify as relatively long.
Same with menu and map. It’s “as long as it needs to be, and no longer.”
Only six options: Beef (3 variants), cheesburger (1 choice), hot dogs (2 choices), salads (only 1), sides (only 1), and drinks (7 choices). Nothing to get confused over.
It says everything you need to know, and no more. Killer offer to drag in the bargain shoppers, and enough detail to get your mouth watering. Much better and says more than a lot of TV 30-second commercials.
I went to a wedding dinner at the Cheesecake Factory (I think that’s the name) in Denver. Nice place, but the menu would choke a horse. The number of choices could choke one’s brain, and almost choked mine. They could cut their menu 50% and still have plenty of options.
Simplicity works, even in very long copy where you have usually no more than two or three purchase options in the offer. This one passes the test on all fronts: usable, readable, uncluttered, yet very informative.
There’s a lot of info packed in there, using visual images to replace text. But make sure the copywriter’s really smart about this stuff, and thoroughly involved in the design and content.
@Kevin Francis How have you been mate!?
Agreed that USP consideration would tune up this offer: something simple like “Based on Grandma’s Recipe from the Old Country.” I’d doubt this place keeps a customer file, seems only the franchises do these days in the States but I’m all for referral rewards, like you.
Spot on Clarke. Choice is demotivating.
‘Experiments, which were conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates or to
undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices.’
When Choice is Demotivating: Can One Desire Too Much of a Good Thing?http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf
Worth a quick look.
@Alan Kirke 2013 off with a bang, thanks… how’s it going with you!?
Can such an ad work in Oz?
I’m working in your backyard now and then, and like here, it depends on the newspaper. Is it DR responsive or not?
As for St. Charles, it is a suburb of Chicago with a pop. under 100,000. But the newspaper — The Daily Herald — is HIGHLY direct responsive and advertisers from all the country advertise there.
I’d only be guessing about the colors/design as far as response goes but I’m certain if the ad were above the fold, there’d be higher response.
@Clarke Echols Thanks for the dissection of this little, yet effective ad! The Cheesecake Factory is now all over the States and I share your sentiment about the menu size. But that’s par for the course there. They seem to have a high enough margin *and* do enough volume to pull it off.
Hi Lawrence
All well and some big changes in prospect. I’m departing the fair land of OZ to return to the UK shortly. Your blog will remain one of my “must reads”, however, and thanks for the great material you publish!
@Lawrence Bernstein:
Thanks for this link, Martin!
Nostalgia for Merry Olde England… I understand. Well, have a great move, Kevin, and catch up with you later!