Lasik vision correction is one of the most competitive businesses you could ever hope to get into. It usually comes down to a price war. When the Omaha Eye & Laser Institute asked us if we could raise response rates by 15% we guaranteed it. Then we went on to explain that when a customer's decision is based on price, there are only two groups: The guy that will sell for the lowest price-and the losers.

Instead of just playing the game, we changed the rules.

A 1,200 word newspaper ad ran that was informative, unbiased and demolished the idea that a person should select surgery based on price. Respondents received this "Guide to Lasik Vision Correction" that allowed them to make an informed decision about how to select a surgeon and even whether they would be a good candidate for Lasik.

By the way, response rates went up by over 1000% in the first week. Good copy sells.