OK, pick your winner:
Ad B, which boosted Click-Through Rates by 20% — an amount that normally wouldn’t qualify as a Win of the Week, but I think the reasons behind the win make it an interesting contest.
So the question is: “What IS Free Business Card Design”?
Does the company hire starving graphic designers off of Fiverr if you’ll agree to place a $40 order for biz cards?
Do you go to the Website and have access to free design tools to design the card yourself?
Or do you have access to free, professionally designed business card templates that you can then tweak and customized, perhaps by changing the colors to match your brand colors, or by uploading your logo, etc.
Well, it’s unclear, isn’t it?
But Ad A makes it seem like you design the card using their tools — tools which they want you to believe make designing your card “fast & easy,” such that you can finish your design “in minutes” when you “design online.”
On the other hand, Ad B makes you feel as if your merely tweaking and customizing the “Professional Designs” in order to end up with ”custom cards in minutes”
So which is the more attractive offer for the 99% of the population who are not professional designers? Ad B, right? Yup.
The other dynamic going on here is what I like to call the “What’s In It For You” (WIIFY) factor. Most copywriters understand the What’s In It for Me or WIIFM factor because it’s what every prospect asks your ad: what’s in it for me? But the What’s In It For You factor only comes into play when the deal seems too good to be true, as in, you’re going to give me the design AND the printing for free? Why? What’s in it for you?
Ad A raises the WIIFY factor, but never answers it, leaving people suspicious. Ad B never raises the specter of WIFFY, simply because it deosn’t tell prospects that they get the design AND the printing for free, so it comes across as more credible.
Kind of interesting persuasive factors, right? And that’s what makes this contest the Win of the Week.