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Hey guys. Look, I've got an ad here that I'm going to critique here this month. This is
an airline ad, so probably very few of you have got airlines out there unless you're
Richard Branson, but that doesn't matter. The principles still apply. First of all,
this is not really a benefit driven headline. It's a headline Jetstar Boxing Day Sale. It's
a headline of sorts. It does grab your attention as does the price. You can see some benefit
but the benefit's not actually clearly spelled out there.
Then, down at the bottom, there's no actual call to action. Let's just have a look at
a couple of ways that Jetstar's massive budget can be improved. First of all, what you can
do is actually take away the fact it says Jetstar Boxing Day Sale and maybe change it
towards the consumer. Say, "Take on of our flights to get away for holiday for less than
$50." Now that's a benefit driven headline. Also, over and above that, if you go down
to the bottom, there's no real call to action. They'd actually be better off putting that
headline in there, putting some examples: Sydney, $35. Melbourne, $49. Or spend a little
more and go to Singapore for $256. To secure these flights, you must go online to blah
blah blah.com and book your flight by a certain time and a certain date. It needs an expiry
date. There's some lessons to be learned there for
every business. Good headline, benefit driven headline, then make sure that you've actually
got an actual clear and concise call to action. The photo in the corner is fine but they really
need a clear and concise call to action instead of relying on people to go on there and try
and find it. I know I've shopped myself. I've gone in and
tried to find actual specials. Half the time you can never find them.