The lesson
A displacement ad should offer a diagnostic against the incumbent, not a demo, and give the reader a polite way to say no.
The move
Define the audience by the tool they use today, send it as a named seller, offer to benchmark their current spend on that tool, and make “Not a priority right now” the second button.
Why it works
- Our readA benchmark is useful even if the reader never switches, so it's an easier yes than a demo.
- Our readThe polite no gives a reader who isn't ready a one-click answer, which is more courteous than silence and still tells the seller where things stand.
What not to copy
Their claims, figures and product names. Keep: incumbent-defined audience, a diagnostic offer, a graceful exit.
