A Great Example of Hyper-Focused Marketing

I came across this simple little newspaper ad recently and it immediately caught my eye because it does an excellent job of doing something most business owner’s marketing doesn’t do.  It has a hyper-focused marketing message.

empty nesters ad small

Unfortunately, most business-owner marketing is generic and doesn’t speak to a specific target audience and address their specific pains or needs.

This is why so many business owners have such poor results, not because their offer, product or service isn’t good, but because the person it was designed to attract missed it.

Most business owners take a “shotgun approach” and try to create marketing and offers that focuses on everybody, and the sad fact is that such marketing typically attracts nobody.


A better approach, as shown in this ad, is to focus your marketing to a specific type of person with a hyper-focused marketing message.


I doubt you can come up with a better headline designed to get the attention of a very specific target reader – the “empty nester.”  Heck, it’s even right in the headline.

But the smart copywriting and marketing strategy doesn’t end there.

It then goes on to offer an information-based “lead magnet” and personalizes it to my hometown.

Very smart!

This ad contains other smart strategies including:

  • An advertorial format
  • Emotionally-charged copy (check out the second paragraph for examples of what I mean)
  • The opportunity to get the free report via an old-school recorded message

Not sure why the ad doesn’t offer a website download option, but my guess is the person who created it feels empty nesters feel more comfortable calling.  I think this is a mistake and typically more ways to response INCREASES response.

The other mistake to point out, in my opinion, is the complete lack of copy cosmetics.  The entire ad looks the same (except for a few capitalized words).  A little bit of boldfacing, underlining and maybe even a CopyDoodle or two could make this ad POP and attract more eyeballs.

I’m sure you’ve heard the famous quote from Robert Collier (from his book The Robert Collier Letter Book) who said, “Always enter the conversation already taking place in the customer’s mind.”

This ad does exactly that.  Collier’s strategy is an important reminder for all of us.  Through proper research and homework, we uncover the specifics of a problem our target market needs solving.

The you offer the solution.

You enter the conversation they’re having in their head regarding the problem and if you’ve done everything else right, the next logical step is the intended recipient’s response or purchase.

I hope you found this hyper-focused marketing ad example worthy of your swipe file.  You can click on the image above and download a high-rez version.


  1. Andrew Mazer on May 23, 2017 at 11:16 am

    Mike, don’t you think the addition of copy cosmetics would make it look more like an ad than an article? After all, that’s the point of an advertorial…looks like part of the news or editorial.

  2. Mike Capuzzi on May 23, 2017 at 12:06 pm

    Valid observation Andrew, but I have seen plenty of “articles” with various forms of copy cosmetics. This ad is not fooling anybody and the ADVERTISEMENT banner is a sure give-away. If it were my design, I would have some cosmetic enhancements.

  3. Susan M Sparks on May 25, 2017 at 8:45 am

    Great reminder to enter the conversation that’s already going on. Thanks for posting!