Creative Print Ad: Selling reality vs. perception for QuickBooks
Intuit’s research found that people were worried about the complexity of learning a new accounting program. So, we designed a creative print ad that sold against that perception by implying QuickBooks was so easy, they could spend more time running their business. As proof, they could try the fully functional product with a dramatic introductory discount.
The ad format itself also sold against the perception that software marketing requires lots of copy and screen shots. The most prominent features are a quick-reading headline and a front-and-center coupon. Readers identify the coupon as such by the distinctive dotted-line-border that becomes the main graphic in the ad. Thus, we garnered impressive response even from readers who never got to the body copy.
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