Documente Academic
Documente Profesional
Documente Cultură
MONEYMAKING
NEWSPAPER
By David Fowler
TABLE OF CONTENTS
Preface
Introduction
Section 1
Be ready to grow your business before you advertise
Step 1: Know what ads WORK in newspapers
16
19
24
32
Step 6: Use a database to sell your customers more stuff, more often
36
40
42
Section 2
How to create ultimate moneymaking ads
Step 1: Target the ideal prospect
46
51
57
61
Step 5: Write a headline that compells prospects to read it...OR ELSE THEY WON'T!
67
76
82
Step 8: Give readers the "proof" they need to respondand more will
86
91
96
102
112
114
Summing it up
118
PREFACE
In case you haven't noticed, there's a lot of negative press about newspaper advertising floating around.
The rumor is it doesn't work anymore.
I agree. Most of the so-called "advertising" you see in newspapers across the country, doesn't work. By that
I mean, most ads lack the essential strategies needed to generate a significant number of leads and sales. And
when ads don't drive enough quality leads and sales, naturally advertisers look for other ways to invest their
marketing dollars.
Also when their ads don't work, rather than look at their own methods, a lot of people blame the newspaper
instead.
But do ads fail because newspapers really don't work? No. Newspapers capture millions of readers every
single day. Newspaper readers do read the articles. They do read the editorials. And they do read, (or at least
glance at), the ads.
The problem with newspaper advertising lies with the people who create them. Because most of them don't
have a clue what they're doing.
I wrote this book to show businesses and newspapers exactly how to create effective newspaper ads.
And when I say "effective", I'm talking about the kind of results that have the power to blow the lid off
response rates and sales.
So when the skeptics, (the people who don't know the principles for creating effective ads), say newspapers
are past their prime, or that they don't work, I say, look at the response rates generated by the people who do
know how to create moneymaking newspaper ads. Then decide if newspaper ads work or not.
Here are some real numbers given to me by some of the people whose ads I showcase in this book:
Jon Spoelstra's newspaper ads routinely generate between $7 and $14 for every $1 spent on an average
placement.
Steve Wexler's newspaper ads routinely generate up to $10 for every $1 spent on an average placement.
Bill Fryer's newspaper ads routinely generate between $7 and $11 for every $1 spent on an average
placement.
I recently created a small space ad that brought my client 10,000 leads and $500,000 in sales in 3 days; a full
page ad that brought my client $960,000 in new business within 6 months; another full page ad in small markets
that brings my client $80,000 in revenues per weekeach time the ad runs.
--David Fowler
Cardiff by the Sea, California
INTRODUCTION
guessing...and start
using the proven strategies for creating
newspaper ads that bring you 200%, 300%,
500% or more return on your money.
I have to assume you're reading a book about newspaper advertising because your ads don't work.
Or they barely workjust eking out a few calls or leads.
In any case, your ads are costing you money, leads, and frustration.
There's a reason your ads are failing. And it's not because the newspaper doesn't work anymoreit
does. The reason your ads don't work is because MOST of what you think is right about newspaper
advertising is wrong.
In fact, most of what newspapers themselves know, most of what ad agencies know, and most of what
your competitors know about newspaper advertising is wrong too.
I only know your approach is wrong because I learned (from failing a lot more times than you have)
which strategies do work.
This book prescribes a radically different way to write and design newspaper ads than you're probably used to.
In fact, the ideas in this book are so different from the traditional ideas found in most ads that even
if you decide to use them you'll lay yourself wide open to criticism.. .probably lots of it. You may be
laughed at. You may get ridiculed by other businesses or business associates. Heck, even your own family members and friends may criticize you. And you'll certainly be disliked and bad-mouthed by competitors.
But take that as a good sign. It means you're on the right track.
I think the biggest challenge you'll face as you adopt the ideas in this book will be standing up to
social pressure and ridicule.
I know this is true from experience. In several cases, I've created ads for businesses that quickly
brought a ridiculous downpour of new leads and sales, and the owners of those businesses turned around
and dropped the ad campaigns because they couldn't handle the family and social pressure caused by the
"image" and content of their new ads.
If you're serious about growing your business quickly, be prepared to have your self-esteem tested...
maybe a lot.
And if financial success and security is of paramount importance to you, find the guts to use the ideas
I'm about to present in these steps. I'm betting the money you'll make will help you resist the strong
social tendency to move with the crowd whose own marketing efforts produce lukewarm results at best.
Remember the best fruit is out on the limb!
You know, for years I've heard many of the so-called brightest marketing and advertising "experts"
proclaim newspaper advertising doesn't work anymore. They claim the audience has moved online and
that newspapers are past their prime.
That's a silly argument. Hundreds of millions of people have read a newspaper today.
When you question the people who insist newspaper ads don't work, you'll find in reality these
people are talking about their ads.. .THEIR newspaper ads don't work.
I have overwhelming proof that newspaper ads not only work; they work like gangbusters. In fact, I
recently created an ad for a client who attended one of my ad workshops that resulted in 233 leads to his
business in 3 days.
I'm not saying this to brag but to tell you the newspaper as a sales medium for growing your business
is extremely effective.. .IF you learn the strategies and techniques in this book.
In this book you'll see a lot of actual examples of highly successful newspaper ads which illustrate
the points being made. And the examples are from ads that I've written or were written by other top
copywriters. The point is this: each example was selected to dramatically prove how the right newspaper
ad strategies will increase your leads and sales.
In the ad workshops I conduct, there's always someone who voices what I suspect most of the others
in the audience are thinking: "If newspaper advertising is so effective, why am I getting fewer and fewer
results from my ads?"
And when I see their ads, I realize I've seen these same problems a thousand times
over. The repeat issues are:
0 The ad isn't targeted to get the attention of the right prospect.
^ There's no compelling or irresistible offer in the headline.
^ There's little or no "proof" to substantiate the offer.
Q There's too much emphasis on the look or image of the ad and too
little emphasis on sales.
0 There's no compelling reason for prospects to respond NOW.
4
When you apply the principles in this book, you won't make these mistakes anymore.
And just in case you're wondering, this book you won't teach you anything about IMAGE ads
the ones with pretty pictures and few words. And there won't be anything about writing CLEVER or
WITTY headlines or copy, and absolutely nothing about designing GRAPHICALLY BALANCED
ads those delicate pieces of fine art that make designers go "Ahhhhh."
In some cases, I even opt for graphically UNBALANCED ads because they're more effective.
This book is about generating massive amounts of leads and sales to your business...and using "direct response" newspaper ads to do it.
Direct response ads are the only ads I know that are fully accountable for sales. They're accountable because their response rate is "measurable." Response is measured by tracking mechanisms like
coupons, dedicated phone numbers, or some prescribed action that measures response so that sales and
revenue can be tracked back to the ad itself.
Done correctly, direct response ads don't even look like adsthey look more like editorial content
of the paper or an urgent message.
True, these ads usually have more text than most ads.
And no, they're not very pretty...unless you think increased sales are pretty.
Like I do.
Okay, so let me give you some advice for reading this book: Drop your assumptions about what
you think makes a good ad. (Remember, you're reading this book because YOUR IDEAS DON'T
WORK.)
And don't skip steps. This book gives you a logical sequence for building successful ads. The methodology is proven, and if you follow the steps your ads will improve your bottom line.
Finally, apply what you're learning to your adsas you read. Also test each new applied idea as
you go, and you will see a BIG difference in the number of leads you attract and the money you make.
I also want you to read and devour everything written by Ted Nicholas, Dan Kennedy, Jon Spoelstra, Jay Abrahams and Gary Bencivengawho make up the greatest brain trust of direct-marketing
know-how on the planet. I'm constantly learning something new and valuable from each of them. You
will too.
This book signals the end of newspaper advertising as we know it. Embrace the new strategies and
you will skyrocket your ad's response rate.
Warning:
If you create one more newspaper ad
without first reading and applying
every sales proven, response-generating,
moneymaking idea in this book,
don't complain when your ads DON'T work.
BE PREPARED
TO GROW BEFORE
YOU ADVERTISE
In this section you'll learn:
Exactly what kind of ads work in the newspaper and
HOW they work.
The one and ONLY objective your ad has
The purpose your ad serves in growing your business
How to create a niche that attracts the right prospects
How to set goals for your ads
How to track and measure your ads response
How to beat your REAL competitors
STEP 1
Know what ads WORK in the newspaper
OVERVIEW:
There is only ONE kind of ad that works successfully in the newspaper, and this step tells you exactly
what kind of ad it is. This step also tells you why this particular ad works best. Pay attention because
it's critical you learn and apply the information here to get maximum profit from this book.
Let's get right to the heart of it. The only kind of ads that work successfully in the newspaper to pull massive leads and sales are DIRECT RESPONSE ADS.
And the reason direct response ads work so well in the newspaper,
(and pay close attention to this insight), is because
THE NEWSPAPER IS
A PERFECT DIRECTRESPONSE MEDIUM.
So there are two things you need to know. One: Exactly what is a direct response ad? And Two: What
makes the newspaper a perfect direct response medium?
Before I explain what a direct response ad is, let me show you what a typical ad looks like. The following ad was
written by an excellent direct response copywriter, Bill Fryer. Bill lives in the U.K., but writes for the U.S. market too.
As its name implies, a direct response ad compels the target audience to respond directly to the offer made
in the advertising.
You're probably thinking that's why you run ads already. Right? Well, the difference between your ads and
these is a direct response ad uses a specific strategy to compel response. Another difference is the leads and
sales they generate are measurable and can be tracked back to the ad itself.
By contrast, most of the ads running in today's newspaper are "branding" or "awareness" ads. Or they
could be image ads, sale ads, informational ads, business card style ads, or ads that spotlight products, product
lines, sales staff or customers.
Most of the ads in the newspaper are not trackable, so real results cannot be defined. I personally think a lot
of ad designers and creators prefer it that way.
And if you use any of these ads, you already know...they DON'T WORK. They do not have the "response
triggers" necessary to drive massive amounts of leads or sales to your business.
Here are the basic elements that comprise a direct response ad:
And they scan until... (and this is what's really important to advertisers) they find a REWARD that
interests them. The reward may be a unique, interesting, or curiosity enticing picture. Or it may be an
engaging or enraging headline. Or it may be an ad.
What best describes the newspaper reader's frame of mind while reading the paper is this: They're on
the look out for a REWARD and they want the reward to gratify them instantly.
Granted, a juicy reward may be to get the latest on a devastating train wreck. Or to see if Brad is really going back to Jennifer. Or to cash in on some year-end tax tips or to read what a Wall Street executive has to say about an emerging market.
The point is, newspaper readers want a payoff for reading. They want to be rewarded. And they want
news that rewards them NOW.
Direct response ads weld the two desires together. The newspaper reader gets rewarded with urgent
or juicy news and information. The direct response ads sell desirable rewardsin a form that looks like
"news."
The newspaper reader and a good direct response ad are a perfect match.
NEWSPAPER READERS believe the "news" comes formatted in columns and is written in easyto-read serif typefaces like Times New Roman and Garamond.
DIRECT RESPONSE ADS WORK because they MIMIC the editorial look and style of a newspaper article. They also use serif typefaces that look like those used in the newspaper. And the most effective direct
response ads do not use a company logowhich would minimize its effect by tipping off the reader that
it's really "just an ad."
Of course the newspaper will not let you (in most cases) use their typefaces in your ads, and they'll
require you to put the word "Advertisement" at the top of the ad. But this is a small price to pay for dramatically improving the readership and response to your ad.
Gary Halbert, one of the greatest direct response newspaper ad copywriters of all time, once said his
research proved that ads which appeared to look "editorial" in nature got a whopping 5 times more response than ads that "look" like ads.
Here's the psychological reason direct response ads work. By not appearing to be an ad or sales pitch,
the reader's guard is down and their internal "spam" filter is turned off. Therefore, they're not resistant to
the information. And because the ad looks like news, it filters through to the reader unblocked.
The beautiful twist is the news article they're reading also gets them to open their wallets and buy something.
If you have a choice of newspapers in your area, make sure your target audience reads the paper
you're considering.
In addition, choose a paper the readers feel passionate about. By passionate I mean:
They
They
They
They
They
LOVE
LOVE
LOVE
LOVE
LOVE
the
the
the
the
the
paper's
paper's
paper's
paper's
paper's
When you find an audience passionate about the paper they're reading, you've found an audience
that's fully ENGAGED in the paper's message. And when people are engaged, interested ,and excited
about what they're reading, that same excitement transfers over to your advertising messageespecially
if your message relates to the niche or editorial point of view of the paper.
I know of businesses that advertise niche products and services in niche publications and get 15, 20,
or even 30 times their investment back.
Put a good niche ad in a good niche publication in front of an audience predisposed to your niche, and
they'll DEVOUR it like a fresh slab of meat thrown to a wolf.
If you have a "Christian" business, run ads in a Christian newspaper.
If you sell "crystals" or "mystical books" run ads in a new age paper.
If you sell horse trailers, run ads in The Horse Gazette or Briddle & Bit newspapers. (Yes, they really
are "newspapers").
You get the idea...
On the flip side of the coin, if the audience isn't really engaged with the paper's niche and content,
you're job of influencing them to care about your offer will be much more difficult.
I see a lot of business owners putting a good message in front of the wrong audience. That's a big and
costly mistake. To avoid this mistake...
Study the niche of the paper and be sure your business niche and image harmonizes with theirs
A study of the paper's audience and the newspaper's editorial point of view will keep you from making a costly mistake.
13
Remember, the difference between newspapers is the difference in the mindset of their readership.
The Bargain Shopper reader may also read the large city metro Times, but when they're reading the
Bargain Shopper, they're looking for bargainsthey're in the bargain mindset!
Readers of The Wall Street Journal or The Financial Times are in a "money" mindset. These readers
are looking for smarter ways to invest or save their money.
And no, your ad CAN'T CHANGE the mindset of people reading a particular publication to fit in
with your ad's point-of-view. So don't try.
Different newspapers exist for different reasons. Do your homework and find out the purpose of the
paper. Is the newspaper's focus...
A specific philosophical or religious point-of-view?
A counter-cultural or alternative point-of-view?
A political point-of-view?
A nationalistic or cultural point-of-view?
An international focus?
A national or statewide focus?
A specific category focus like finance or entertainment?
A regional or local focus?
A local community or hometown focus?
A specific industry category focus?
A regional or local "bargain hunter" advertising focus?
Or combinations of the above?
If you're not sure of the specific readership demographics, lifestyle, and the point of view of the majority of readers, call the newspaper and ask them. They can tell you who reads their paper and why.
14
Stopping and starting is a poor practice for growing your business. It destroys your momentum forward. It also kills the enthusiasm of the people working around you.
Advertising requires trial and error to learn what really works. And while this book shows you specifically how to create successful ads, it's not a free ticket to successful advertising. You still have to apply
the principles to your specific business and learn.
Be relentless about your promotion. Promote every day. It's the only way to grow your business and succeed.
15
STEP 2
The real reason businesses don't use BRIBES in their advertising is because owners are uncomfortable with the
implications it poses.
They're at odds with the idea they have to "buy" a prospect. They think they're lowering their standards (as a
human being) by giving away gifts, services, or other valuables to influence the prospect's behavior. And they're
uncomfortable even if the results bring a lot more prospects (and money) into their business!
16
No...bribes don't cheapen your business image. No, they don't make you look desperate. And no, you're not a
"sleazy" sales huckster because you use them.
Sure, I understand your internal conflict. But here's my advice...
17
The marketing you currently dowhether it's traditional ads, store front signs, brochures, flyers, or whatever
is a form of bribery. It's just a lot more expensive than the bribery I'm asking you to commit to.
I'm asking you to get over your resistance to overtly "bribing" prospects and to do it anyway. The choice to
do so is a choice to make money and grow your business. The choice not to do so is a choice to waste money on
advertising and not to grow your business.
The formula for getting past any resistance is to practice in private first. Here's what you do:
1. Take a couple of hours "off" work away from your office.
2. Bring a pad of paper and something to write with.
3. Put yourself in your customer's shoes while you work...
4. Make a list of at least 5 totally outrageous bribes you could make in your ads that WILL, without fail, bring
qualified leads to your business.
5. Choose the one that's the most outrageous and attractive.
6. Write the "bribe" down on another piece of paper and put it in your pocket.
7. Pull it out and read it to yourself once every half hour throughout the day.
8. As you read it each time, ask yourself, "Would my prospects respond to it immediately?"
9. If they would, ask yourself, "How would this change my business?" "How would this change my life?"
F r e e d i n n e r for 2
F r e e V W B e e t l e with p u r c h a s e o f C o n d o
2 nights in L a s V e g a s a n d m e a l s on us
Free S p a day
F r e e H a i r c u t ( $ 5 5 v a l u e ) with c o l o r
F r e e s e t o f G l o b a l K n i v e s with p u r c h a s e ( a $ 6 2 5 v a l u e )
F r e e g e n u i n e A F L g a m e ball ( w o r t h $ 7 5 )
18
OVERVIEW:
This step explains the one and only purpose your ad serves. It also illustrates the 2 types of direct
response ads that can achieve the ad's purpose. Apply the concepts here and prosper!
Digging in and understanding this concept is important because it's the formula for success. Buying a
customer as inexpensively as possible is the purpose of the ad. It's the first step to working smarter in your
business, not harder.
Did you know the typical bricks-and-mortar business in this country spends about $450 to acquire a
customer? This is according to marketing guru, Dan Kennedy. This figure includes the costs of marketing
materials, ads, media, staff, and other costs of the sale divided by the number of new customers per month.
$450 to buy a customer is a ridiculously high number. So, in the approach I'm outlining here, you'll be able
to...
20
3. spend the majority of your time and marketing budget keeping exising
customers satisfiedthey represent more money, more often
I know successful businesses that spend 70% to 80% of their time and marketing budget devoted to keeping
their existing customers happy.
This makes sense since existing customers are your most PROFITABLE customers.
Research shows that for every month you DON'T communicate with your existing customers, you lose 10%
of your influence with them.
At that rate, it won't take long for your neglected, unappreciated customers to defect to your competitors.
And as you're probably aware, it's 5 times easier (and far less expensive) to keep your existing customers
than to sell something to a new customer.
Long story short, your existing customers are your most profitable customers because they:
Buy more from you.
Buy from you more often.
Refer friends who become customers (assets) too.
Focus most of your time, efforts, and resources on better serving your current clients. To keep your existing
clients, consider:
- Creating a loyalty program that extends preferential treatment.
- Giving them special discounts.
- Giving them "free" gifts -just because they're "special customers".
- Giving them special services.
- Sending them "Thank You" letters.
-
Calling them on the phone periodically to "thank" them for being your customer.
Without being "touched" or made to feel special, customer's will leave you.
Remember, it's much easier to keep good customers happy than to spend more money replacing them.
The 2 types of ads that WORK in the newspapers to lower your customer
acquisition cost
21
There are 2 types of ads that will help you lower your customer acquisition cost. They are:
1. The "Buy Now" ad.
2. The "Lead Generator" ad.
1.
The "Buy Now" ad. Typical "Buy Now" ads work best for selling season tickets, tickets to a
concert, play, or recital, or seats to a real estate seminar featuring Donald Trump. "Buy Now" ads sell
minted coins, alarm clocks, vacuum cleaners, Valentine Teddy Bears, cigars, fruit baskets, etc.
Here's a great example of a "Buy Now" ad created by Jon Spoelstra. Jon says this ad sold $47,850 worth
of tickets the first three days it ran.
1.
2.
3.
4.
5.
22
1. The "Lead Generator" ad. As its name implies, a lead generator ad generates leads to your
business to build your database. Among other things, the ad directs prospects to:
Call your business to set an appointment to meet for a free consultation.
Call a special 800# to win a free trip to Maui for 2.
Call a special 800# to receive a free 3 month trial offer.
Call a special 800# to reserve space at a free seminar or workshop.
Email you to receive a free report or free catalog.
Visit your business to receive a free sample or gift.
Visit your website to receive a free booklet or DVD, or to download a coupon redeemable at
your place of business.
Bring a coupon to your business to redeem for gifts or samples.
This small 2 column ad below generated 180 leads in two days for a country club. The leads produced four
golf club memberships totaling $14,500 in revenues after expenses of $1,625.
1.
2.
23
STEP 4
Create a niche that attracts ideal prospects
OVERVIEW:
Your niche is the ESSENTIAL strategy for attracting customers, being different from other
competing businesses, and making money. This step shows you how to find your niche and use it
to make your advertising effective and memorable.
It's much easier to create an effective ad for a company that has a niche that magnetically attracts customers and
stands apart from the "herd."
Conversely, it's difficultif not impossibleto create an effective ad for a business with lukewarm or unappealing niches.
A used car dealership that lets customers "test drive" their cars for 30 days and offers a money-back
guarantee if they don't love it.
A plumber that services broken or leaky toilets in one hour or less, 24/7, and guarantees perfect results.
A kitchen remodeling company that removes the old kitchen and installs a beautiful new one in 3 days.
A tax preparation company that gives customers their refunds in one dayguaranteed.
24
The truly amazing thing about a good niche is how they level the playing field for the small business owner.
Each of the businesses above is classified as a "small" business. Yet these businesses can enter a market, make a
powerful impact, and even dominate over their competitors. And all without big investment dollars, high-profile
connections, or even experience by the owner in their business category.
A profitable niche identifies and feeds a "hungry market" with specialized products and services. The niche
itself is the essence of the ad's offer.
Here's an example of a profitable niche revealed in the ad's offer...
3. The cORE competitive strategythis is the one thing that really STANDS OUT to
reward your customers and make your business DIFFERENT from all other businesses competing
for your customers' attention.
4. A cORE imagethis is the way your business looks, sounds, and feels at every "customer
contact point" to validate your products and competitive strategy. The image ASSURES your
customers that the results your business promises meets their wants and aspirations.
K^
Now if you really want an educationand I highly recommend you do this ask your customers to locate
you and your competitors on the map.
26
If the Niche Map shows that you're surrounded by competitors, each of you courting the same
customers with similar offers...
You need to separate yourself from the herd if you're going to have a chance at attracting more
customers and making more money.
28
1.
The headline here does 2 things:
1) solves a "nasty" problem, and
2) presents a clear unique niche
that's desirableespecially when
your toilet's broken!
2.
This niche ad may not seem
emotional at first glance. But when
your toilet leaks or breaks, the ad
soothes an emotional "pain". Plus the
Toilet Doctor isn't as expensive as
a plumber either. Doesn't that make
you feel better?
3.
4.
Pick a new core competitive strategy, or improve the one you've got.
If you offer a product or service that gives your core customer an "advantage," you
have a powerful way to further differentiate yourself from competitors. What kind
of advantage? Kinko's core product is "copies," but their competitive strategy is
"Open 24 hours." That gives customers an advantage not found elsewhere.
I know a realtor whose core product is "listings," and his competitive strategy is
29
"Your home sold in 30 days, guaranteed." Now that's a huge advantage for customers.
I also know a fly fishing store whose core product is "fly fishing rods," and their
competitive strategy is "every rod guaranteed for life." That's an advantage for
customers.
What advantage could you offer to make your customer's life better, easier, less
stressed, more successful, or happier? Maybe an outrageous guarantee. Or 2 products
for the price of 1. Or a unique delivery and pick up service. Or an experience that
relieves stress.
Find a way to make your customer's life better. And do it in a way your competitors
aren't doing, can't do, or won't do.
5.
Pick a core image, or change your image to fit your niche strategy. The
image of your business is critical to your success. It's the first thing customers see. It
tells customers you're for real. And that's why your company's image can make or
break you in an instant.
Customers are gathering "evidence" about your business when they see your logo,
your signs, your business cards and stationary, your store or office front, your website,
your brochures, your trucks, your staff uniformseven your price tags give customers
visual "clues" that validate the promise of your being niche...or not...
Your company image should reveal what your competitive strategy implies or means
by projecting concrete pictures.
For example, if your competitive strategy is "on time delivery always," the picture
you want to portray about your company is that you're "FAST" and "RELIABLE".
So you choose images, colors, typefaces, taglines, slogans, etc. that convey "FAST"
and "RELIABLE". You may or may not be able to combine these two images, so pick
the image that best conveys your niche strength. Images that come to mind are "Road
Runners", Speeding bullets", or "Supersonic Jets".
And if your company's competitive strategy is "fast and reliable" you want to project
this image at each and every customer contact point.
How fast should you answer your phone? One or two rings.
How fast should a delivery arrive? When you promise or before.
Make sure your image reinforces your niche strategy..
30
Bear in mind the more outrageous your niche, the more "memory space"
customers give you
People are more apt to remember you if your business CONTRASTS sharply with the businesses around it.
What's different gets noticed...
Contrasting your business to all others has a more important psychological reason behind it.
By being unique enough to appeal to your core customer, you stand a greater chance of moving from SHORT
TERM MEMORY which holds words, digits, and ideas in the mind anywhere from 12 to 20 secondsinto
LONG TERM MEMORY, which can hold an image or an idea anywhere from a few days to a few decades.
If your niche can cause customers to recall you in an instantrecall that they need your products and
services oftenyour niche is doing its job!
31
STEP 5
Set goals for your ads
OVERVIEW:
A little used "secret" to generating significantly more leads and sales is to set intentional goals for
your ads. This step will help make your ads accountable for results.
32
If you're concerned about HOW your ads are going to reach your lead goals, just relax. Remember, this book
will teach you the ad strategies you'll need to reach your goals.
All you need to do now is calculate exactly how many leads your ad needs to generate so you can look at
hard, accurate numbers.
The Ratio is how Jon gets feedback on his ad's performance. Ads that generate at least $4 for each $1 spent,
he keeps running. Ads that fall below the ratio get the ax and are replaced.
Whether you choose to set "lead generation" goals or use Jon's 4:1 ratio goal is up to you. The point is to set
goals and make each ad accountable for specific results.
More effective ads are the result of expanding your comfort zone
Right now your ads are achieving the precise targets you're shooting for, giving you the results you want. Or
put another way, your ads are giving you familiar results you're comfortable receiving.
I believe that expanded ad and sales results can only come from expanding your comfort zone beyond where
you feel secure and confident. It's at the shaky "edge" of comfort that our best and least familiar ideas come.
Let me give you an example. The new marketing director of a local casino near San Diego asked how he
could improve his ad's results. In short, I asked him to set goals for his ad. Then I asked him to stretch beyond
his comfort zone and create an outrageous offer and use a tracking device. He did all three things.
Here's the ad he created....
Here's the result: this ad generated 10,000 leads to the casino in 3 dayshe more than tripled his
lead goals. The casino made an average of $50 per customer (after expenses)...$500,000...all because the
marketing director chose to set goals and objectives outside his comfort zone for his ad.
There was one slight problem though. The marketing director had to pull the ad on the third day because
the Food & Beverage manager wasn't prepared for the traffic the ad generated. There weren't enough
servers, cooks, or dishwashers at the casino to handle the influx of traffic.
The moral of the story: as you step outside your comfort zone to create new ad strategies, look at all the
areas of your business that will be impacted by growth, and have plans to handle it.
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T. Harv Eker, the author of The Secrets of the Millionaire Mind, writes that our comfort zone equals our
money zone. How true this is!
Don't just
set goals.
Set goals
you can feel.
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OVERVIEW:
If you don't have a database or if you don't actively use your customer database to grow
your back end sales, stop everything and do it now. This step will show you how to use your
database to make a LOT of money.
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The Swiss Watch Gallery database is comprised of very simple fields. Liz says the information they gather
from new customers consists of:
Name
Address
Phone
Email
Birthday
Anniversary
Name of significant other
Matt Brennan, marketing director for South Sun Products, one of the largest beading stores in the world, is
another person who gets it. He relies heavily on his customer database to grow their business. Matt says they
send primarily emails to their customer base. Each weekly email includes a coupon. He also says their retention
advertising brings the company nearly 80% of their total yearly sales. It's the easiest, cheapest sale they make.
(Hope you're paying attention to this!)
And in case you're wondering, Matt also says he uses QuickBooks Point of Sale because it tracks all sales at
the cash register by scanning barcodes, and it tracks the number of sales and types of items sold and categorizes
those items. It handles all inventory activity and runs on Windows. It also manages customer information and
issues customer rewards.
Both these companies estimate they spend less than $50 per customer per year to retain and grow their
existing customer base. They pay peanuts for gold!
1% die
3% move away
5% follow a friend or relative's advice and switch to their recommended supplier
9% switch due to a better price or better product
14% switch due to product or service dissatisfaction
If you did a quick calculation, you found the total of these percentages only adds up to 32%. So the question
then is why do the remaining 68% of all customers leave a business?
The biggest percentage leaves because of INDIFFERENCE.
YOUR customers will leave and spend their money with your competitors if they don't feel valued,
appreciated, or important to you. They'll leave you if they feel they are merely taken for granted.
You get the idea. You need a database and a customer contact system to let your customers know they're
valued, appreciated, and wanted. And you also need a database to leverage your relationship with them so you
can make a lot more money.
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My company will custom-design your database if you need help. We can also help you create a customer
contact plan as well as write and design personalized letters, newsletters, post cards, etc. We will even custom
create your email blasts. And if you need them printed and mailed on schedule, we do that too. Log on to:
www.ultimateemailads.com
Or you can buy a database program and manage it yourself. If you go that route, I recommend any of the
following:
FileMaker Pro
Lotus Approach
Microsoft Office Access
QuickBooks Point of Sale
TrackVia
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STEP 7
Track your leads and measure your results
OVERVIEW:
The only accurate way to gage your ad's effectiveness is to track its performance and
measure or compare results to goals. In this important step, you'll learn a simple way to do
just that.
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OVERVIEW:
Your ad faces BIG competitors, but they aren't "out there" lurking in the marketplace. They're
closer and more dangerous than you think. This step will show you exactly what competitors
your ads face and how to overcome them.
The REAL competitors you should fear are not external forces in the
marketplace
You have competitors in town.
You have competitors in your region.
You have competitors on the internet.
But these are the competitors you can see. And in Step 4, I explained how to create a unique niche that
attracts customers and repels the "outside" competitors like the ones mentioned above.
Over the years, I've identified 5 ad-killing, competitive forces. They're the most entrenched competitors
you'll ever face. These competitors are the invisible social and psychological "biases" that govern whether
or not your prospects will respond to your ads or not.
The most powerful of these biases are part of our survival program. Others are built into our DNA
they're instinctual. And still others are the more complex forces of the social conditioning that governs our
behavior in groups.
The point is, our responses to incoming messages are almost automatic and unquestioned. These
powerful forces comprise the FILTER your ad must pass through to reach your prospect and cause a
response.
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Here's the list of competitors and some basic strategies to overcome them.
To overcome resistance:
Target your ad to a specific
readernot to everyone.
Identify the prospect's wants or
aspirations prominently in the
headline.
Make headlines 4 to 5 times
bigger than body copy.
To overcome resistance:
Make the offer in the headline more
rewarding than the reader's "relaxed"
state or to "painful'1' to consider not
responding.
Use a commanding voice in the Call
to Action phrase that tells prospect's
h o w to respond.
Give readers a ""gift" or ""reward" for
responding; more people will.
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OVERVIEW:
The first step in creating an effective ad is targeting those prospects perfectly suited to your
offering. This step will show you how to identify the ideal prospects so you can target your
ad message more effectively.
The secret to getting a greater response to your ads is to target your message to a specific individual
who best represents your ideal "core" customer.
Narrowing your target to an "individual" may seem restrictive. You might think you're limiting your
potential sales opportunities.
Actually the opposite is true.
If you target a specific individual with a specific problem or a specific desire, you'll attract more of
those ideal customers. And just as importantly, attracting the ideal customer helps you limit the number of
responses from people who aren't your ideal customers...those people who will (guaranteed) waste your
time and the money it takes to find out they're wasting your time.
Here's how you define your best customers:
1. They want and need your specific products and services.
2. They're willing to pay for your products and services.
3. They have the authority to buy your products and services.
4. They purchase your products and services more frequently than anyone else.
5. They spend more money re-purchasing your products and services than anyone else.
Attracting ideal customers is how you're going to make more money.
Because once you have them, it costs you very little to market to them repeatedly. Plus, your ideal core
customers are more likely to refer you to their friends, who are for the most part just like them.
By thoroughly identifying the specific individual who represents your ideal prospect, you can create
advertising messages that speak directly to your customers' real wants, concerns, and problems. And
highly targeted messages to the right target audience will give your ads greater sales impact.
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By "strategic" I mean they not only bring you more money more often, they also do so in a way
you prefer them to. Like they pay "cash," pay "50% up front," or "pre-pay." And just as importantly,
"strategic" customers should have the values, behaviors, and personal characteristics YOU want to attract.
Attracting the ideal customers makes your business more fun because you're attracting the kind of
customers you really like doing business with.
Don't make the mistake of failing to identify your core strategic customer.
And don't make the common mistake of assuming "everyone" is your customer. Because "everyone"
is not your customer. If you think they are, you'll be forever trying to please everybody...which pleases
nobody.
But you won't make that critical mistake. Will you? So let's move on.
If you're a bricks and mortal business, your first step is to identify the "geographic" range of customers.
Geographies
(Segmentation of the market based on where people live)
Are your customers city, urban, suburban, or rural dwellers? Percentage of each?
In the next step, you have to get further inside your customer's head to understand how they think,
reason, and rationalize. Then you can more accurately target your message to join the conversation going
on in their head.
There's no way around it. You've got to spend time with customers to find the answers.
Or you can do what one large car dealership here in Southern California did. You can by-pass this
important learning and assume you know what motivates your customers. The dealership bought a very
expensive full page ad in the newspaper and used the following headline: "Help us reach our sales goals!"
Yes, it is a dumb, self-absorbed headline. And no, it didn't work.
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Nobody's motivated by helping you reach your sales goals. Your prospects are motivated by what they
want, not by what you want them to want. And their buying decisions are motivated by a complex combination
of conscious and unconscious emotions.
Which you need to understand.
So spend face-to-face time with your customers. Find out their real "hot buttons." Learn how they
rationalize making a buying decision. Figure out what psychological obstacles you face inside your prospect's
head.
But whatever you do, DON'T substitute your own assumptions about what you think customer's think for
what customers actually think.
Don't be lazy about this. Get the answers to the following questions...
Psychographics
(The psychological and attitudinal characteristics that identify the prospect's personality)
Hidden Desires
(The powerful, sometimes irrational, and unconscious forces that influence behavior)
How would your prospects react and feel if they achieved their most sought after desire?
By looking for the meaning behind the facts, you'll discover things about customers you probably
didn't knowfacts that will help you create ad messages that relate specifically to your target customer.
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AD STEP 2
Know what prospects are really buying
OVERVIEW:
What are your customers really buying when they buy your products and services? No,
they're not buying the products or services just for themselves. It's more than that. This step
will help you understand the psychological benefits your customers are buying and why they
want them.
What really attracts customers to your products and services are the "benefits" they receive.
No one really buys concert tickets, motorcycles, or swimming pools for the "things" themselves.
They're buying an evening with friends they'll always remember; they're buying freedom and
independence on an open road; they're buying years of family togetherness and fond memories with
friends.
If you stand in your customers' shoes and ask, "What benefits are they really buying?" you'll learn
what you're really selling.
And when you learn what you're really selling, you'll be able to sell a LOT more of it.
For example:
You are not selling pre-owned luxury cars. You are selling affordable status and admiration of others.
You are not selling whiter teeth. You are selling happier smiles and greater self-confidence.
You are not selling flowers. You are selling beauty, inspiration, and romance.
One of my favorite quotes on this topic is from Charles Revlon, the lipstick and nail polish king, who
said, "In the factory we make cosmetics. In the store we sell hope."
This great ad below by Steve Wexler hits a lot of psychological hot buttons and sells a lot of product.
So what does this ad sell women? Can you spell "S-E-X"...as in "sex appeal"?
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If you know your prospects "psychological triggers" you can create the emotion you want your prospects
to "pre-experience" in the ad itself. In other words, if you want prospects to feel "aroused", "bothered", "on
edge" or "sweety"so they'll immediately respond to your ad, you need to infuse these emotions into the
ad. Like Steve Wexler does in another of his "emotionally charged" ads...
So that you can learn to identify the "hot button" response triggers in your prospects, I'd like you to
make 2 lists. On the first list write the direct product or service benefits you sell. On the second list write the
psychological and emotional benefits you offer.
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For example, if you have a store that sells Big Screen TVs, the first list of direct product benefits
would most likely include:
Let's continue with the Big Screen TV store. If your target customer is a man, you would probably
rank his psychological benefits in the following order:
Escape
Distraction
Entertainment/amusement
Admiration
Approval
Status
Influence
Prestige
Power
Be aware that psychological and emotional benefits have a ranking. And it goes like this. Those
psychological or emotional benefits with the most emotional "charge" for your target audience rank
closest to the top, and those with the least emotional "charge" are at the bottom.
Of course you can't know which benefit has the most charge until you test your ad on prospects.
In fact, testing psychological and emotional benefits for "charge" is so important, I recommend you
create several ads and pre-test them before you place the ads in the paper to see the winner.
I've found that the psychological benefits outsell direct benefits because they tap the prospect's
deeper desire. But direct benefits are important motivators as well.
Let's switch gears. Suppose you sell a solution to "back pain" which millions of Americans suffer
The following ad by Bill Fryer demonstrates his ability to tap into the suffer's painful problem and
solve it: "Blissful relief in 12 minutes!" No wonder this ad averaged better than $8: $1.
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The following list can help you identify some of the most common psychological and emotional
benefits we humans desire.
Love
Health
Energy
Romance
Sex
Desirability
Attraction
Admiration
Approval
Security
Safety
Confidence
Freedom
Knowledge
Information
Protection
Power
Achievement
One-upmanship: owning something others don't have
Advancement
Recognition
Independence
Importance
Status
Influence
Happiness
Wealth
Money
Peace
Comfort
Self-Esteem
Hope
Just remember, emotions are the fire of human motivation. By linking psychological and emotional
benefits with the most "charge" to your offer, your prospects will become hyper in response to your ad.
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One dating coach in Manhattan offers a "bootcamp" that teaches men how to get a date from hot women.
It applies to ads. Here's the short course that teaches what's involved in getting a date:
Make eye contact
Smile
Have a non-threatening approach
Have good opening lines that interest and intrigue woman
Be natural and authentic
Be cocky and funny to get a woman to laugh and feel at ease
Be interesting and know what to say
Be a tease
Induce sexual tension
And the biggest key to getting the date? The guy cannot apply pressure to the outcome; he must be so
appealing that when he does ask, she can't help but say "Yes!"
According to the dating coach, the most successful men do not SELL the woman on the date...she does
that herself!
The "slam-bam" man, on the other hand, starts off being needy. And it goes downhill from there.
He approaches a woman with the motivation of "closing the sale." He comes on strong. He pushes hard.
He insists. And throughout the whole painful ordeal he doesn't realize his intentions make the woman feel
trapped like a rabid dog backed into a corner. Her back against the wall the inevitable happens he gets
rejected.
Getting a woman to say "Yes!" to a date and getting your prospects to say "Yes!" to your ads are nearly
identical.
Drawing from the dating analogy, here's how your ad can go from "zero" to "Yes!" in no time:
1) Your ad must make "eye contact" with the right target audience.
2) Your ad must have a "smile;" it should be positive, warm, and inviting.
3) Your ad should have a good opening line, like "Free Laser Hair Removal" or "Have dinner for 2 on us
tonight!"
4) Your ad must be non-threateningthere's no pressure because you're not selling anything!
5) Your ad should have something interesting to say which the prospect wants to hear... Again, the word
"free" is very interesting.
6) Your ad should be honest and straightforward...no hidden agendas.
7) Your ad can be cocky and funny; in fact "friendly" works just fine.
8) Your ad says how to take advantage of the offer.
9) Your ad is definitely a "teaser;" it intrigues the hell out of your prospect.
10) Your ad induces "tension" because your prospect wants it before it becomes unavailable.
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Speaking of removing the "pressure" off this prospect in order to romance an easy "YES!" this powerful
small space ad does it. Created by Steve Wexler, there's a lot of romancing the prospect and very little to
say no to. It offers a"Pain-Free Bracelet", a "Free 30 day Trial", and a "FREE Bonus pouch" A lot of good
romance here....
Clyde Hopkins, one of the founders of modern advertising, was one of the first to truly understand
the problem that advertiser's face. He said, "Any effort to sell creates corresponding resistance."
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That's true, isn't it? Pick up today's newspaper. You'll find ads with headlines like the ones I found,
that seem like a man desperately seeking a date...
"Lose 50 lbs in 2 months!"
"Make $1,000 a day on the internet!"
"We'll beat anybody's carpet cleaning prices!"
"Best deli sandwiches in town"
Yikes. Let me hit the "Reject Button."
So the question is how do you remove the obvious SELLING copy from your ads and still sell your
products and services?
You have to make the "first sale" first. And the first sale is to sell your prospects on giving you their
time and attention.
If you don't want the prospect to push the auto reject button and blast you to kingdom come...then
don't try to sell your products or services in the ad.
In the next step, I'll show you how to get to first base with your prospects by making them easy-toaccept, non-threatening offers...
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AD STEP 4
Make your offer REALLY irresistible
OVERVIEW:
Very few ads are truly irresistible. Not that promoting an irresistible offer is hard. It's not. But
few advertisers know what bait to use to attract large volumes of response. This step will show
you how to make offers that compel prospects to respond.
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Below are the 3 types of offers prospects find most exciting, interesting, and appealing. There is the "free"
offer, followed by the "self-liquidating leads" offer, followed by the "discount and premium" offer. Each
includes some samples so you can see how you might apply them to your ads.
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If you've got a problem with the word "FREE" (and yes, some businesses do) then use any of the
following alternatives:
Complimentary dinner
Complimentary e-book
Complimentary 1-hour consultation
Complimentary survey results
Complimentary
Complimentary seminar
Complimentary DVD Report sent overnight to you
Dinner is on us
I'll pay for dinner
Let me pay for dinner
Let us pay for dinner
Be our guest for...
You're invited to be our guest and r e c e i v e .
No cost to you
You pay nothing
Your cost? Absolutely n o t h i n g .
Pay nothing as our guest
I invite you to sample
at no cost to you
The following "self-liquadating lead was created by Steve Wexler. LIke a "Trojan Horse" the prospect
receives a "free" video of a great sales presentation!
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Use my technique for writing headlines and you'll find it works more
times than not
After years of writing headlines and teaching others to write headlines, I discovered a secret that improves
one's ability to write good headlines instantly.
Here's the secret: Do N-O-T try to write a headline.
Take the pressure off yourself.
Instead of writing a headline, just write down your offer in plain and simple words. Like this offer: "Free
1-hour back massage with this coupon."
Just plain, simple, straightforward English.
And you know what? 64 people responded to the "Free 1-hour back massage" offer headline. Written by a
copywriter? No. Written by a massage therapist who knew next to nothing about writing ads.
The beauty of my method is you don't have to be clever. You don't have to be witty. You don't have to
feel the pressure of writing a headline.
But you do have to create a good offer. OR ELSE you'll find yourself struggling to BE an innovative,
ingenious copywriter to compensate for the lack of a good offer!
STEP 1: Target the offer in your headline to your prospect
By now you've identified your target audience and their hot buttons. So the first step is to think like them.
As you write, put yourself in their shoes. Feel their situation or circumstances. Feel their pain. Feel their
aspirations.
Consider using words that identify your target audience. This has the same effect as calling out someone's
name...they respond faster. Identifier words in your headline pull in the right readers. So use words like:
Seniors
Snowboarders
In Debt
Home owners
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Nurses
Owe the IRS
Men in their 40s
Single women
Renters
SUV owners
CEOs
Back pain sufferers
Vegetarians
Here are some samples of how identifier words can be used in your headline. "Back pain suffers: get relief
in 30 minutes..." "Avoid foreclosure now even if proceedings have started..." Or, "Warning Seniors: Avoid
these 5 common phone scams to steal your money... "
Step 2: Present your offer in the headline
There are 2 basic headline offers that work well in newspapers. They are:
1. The direct offer headline.
2. The implied offer headline.
A direct offer headline can be a "Free offer," like:
"Free Chicken Sandwich"
Or it can be a "self-liquidating offer," like:
"Make $300 a day on the internet doing next to nothing - Special 75 Page Report only $4...a $20
value"
Or it can be a "Discount and Free Premium offer," like:
"2 Custom Made Italian Suits for the Price of 1 and Choose Any 5 Silk Ties FREE"
As I said earlier, you don't need to embellish a good offer. You just need to have one. Then your headline
will practically write itself.
Now onto the implied offer. These can be very effective at getting the reader to move from your headline
into the main body of the ad, where you then promote things like a Special Report, a Free DVD, an E-Course,
or Seminar.
With these headlines, the most important factor is to arouse the reader's "curiosity" and build that factor
into the headline. And if you can hit the reader's "pain point" or "aspirations" that's a big plus too. Like these
do:
"Why women yell at their husbands"
"How to ignite your sex life even if you're partner isn't interested in sex anymore..."
"WARNING: If you have not filed your taxes read this now"
Step 3: Choose the right tone and attitude for your headline
Two things motivate people. One is greed. The other is fear.
The "positive" headline approach focuses on feeding greedgiving your prospect something they want
and need. It gives them what they aspire to have, to be, or to own.
Obviously the more intense the greed factor, the more motivating your offer will be.
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Step 4: Make sure the "scanning" reader understands your headline at a glance
The average reader spends approximately 3-seconds scanning the page of a newspaper. They will scan your
ad even faster!
The key to getting your headline read in a scanning environment like the paper is to use simple words your
target audience uses in daily conversation.
Don't try to dazzle your reader. With news headlines and other ad headlines surrounding yours, stand out
by being simple and easy to read. Like:
"Your jewelry bought today for more than it's worth"
"Free Breakfast TuesdayAll-You-Can-Eat"
"Roundtrip to Hawaii $299, includes Free Luggage Bag"
Use the simple, everyday words your target audience uses and they'll more easily identify with your
headline.
step 5: Catch your reader in the first 5 words
Newspaper readers scan quickly looking for words that stop and interest them.
And if your headline doesn't stop your reader in the first 5 words, they'll move on to something else and
you've lost them.
As I said early, the most important words are those that identify the target audience. The following list
is from Clayton Makepeace, one of the world's best copywriters and a savvy businessman. I use these in
headlines, subheads, and body copy and so should you. These words stop and intrigue readers:
New
Free
Introducing
If
Sex
Secret
How to...
What
Discover
Money
Improve
Exciting
Strange
Unique
Start
Begin
Why
Amazing
Rich
Simple
Stupid
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Reveals
Powerful
Amazing
Astonishing
Astounding
Announcing
At Last
Bargain
Bonus
Breakthrough
Comfortable
Discount
Discovery
Easy
Effortless
Exclusive
Fearless
First Time Ever
Forever
Gift
Guaranteed
How I ...
Hurry
Immediate
Improved
Inevitable
Instantly
Intense
Introducing
It's here
Just Arrived
Last Chance
Limited
Locked-In
Miracle
Money
Never Before
Nothing To Lose
New
Now
Opportunity
Painless
Premium
Prestigious
Priority
Promise
Proven
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Prestigious
Priority
Promise
Proven
Quick
Revolutionary
Right Away
Rush
Sale
Save
Savings
Scandalous
Announcing...and of course the most powerful word...
YOU
First Headline:
"If I can't sell your home in 30 days for top dollar, I'll buy it from you
myselfguaranteed"
Headline After Ruthless Editing:
"Your home sold in 30 days for top dollarguaranteed"
The Key: eliminate unnecessary words until you get to the essencethe heart and soul of your offer.
Step 8: Begin sentences with benefits if possible
Readers read headlines for the benefits. They want to know, "What's in it for me?" So tell them, and your
headlines will attract more readers.
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AD STEP 6
Write a call to action phrase that prompts immediate
response
OVERVIEW:
Next to the headline, your Call to Action phrase is the most important selling element in your
ad. Because if your Call to Action doesn't motivate your prospect to call, order, visit, or set an
appointment, you lose the lead, the sale, or both. This step shows you how to create Call to
Action phrases that motivate prospects to respond to your ads.
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For example:
"Call now to reserve your place at tonight's seminar and receive 2 free Dodger tickets for this
weekend's game... "
"Come to the store today and claim your voucher for 4 free passes to Sea World"
Yes it's "bribery." And yes, it works.
Next to creating an irresistible offer, create an irresistible Call to Action phrase that compels response,
regardless of what else is on the prospect's "to-do" list.
Here's an example of one powerful Call to Action phrase by John Spoelstra. It's a long summary of
"bribes". What NY baseball fan can resist?
Pinstripe Plan.
Here's what you get in my backyard with each Pinstripe
Plan:
All you can eat. At each game, you get all the freshly
grilled hot dogs,
hamburgers, chicken sandwiches, soda and water you
want. All this
food comes with the ticket.
Seven of our very best home games, including soldout weekend
games. (We have three different Pinstripe Plans Check
out each plan
on siyanks.com/pinstripe.)
Free replica of Yankee Stadium and a S.I. Yankees
cap.
Free ticket to a Yankees Old-Timers game in Staten
Island.
Free ticket to a Yankees game in the Bronx.
Highly affordable. Just $15 per game; $105 for each
7-game Pinstripe Plan.
Exchange games. Can't go to a game on your
schedule? Don't worry.
Exchange the ticket for a game you can go to.
Check out the different Pinstripe Plans on our website.
Go to:
siyanks.com/pinstripe.
Staten Island Yankees
75 Richmond Terrace
Staten Island, NY 10301
Phone: (718) 720-9265
Fax: (718) 273-5763
www.siyanks.com
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TIP 3: Start the copy with the word "Yes!" It's a positive and powerful word that draws people to it.
TIP 4: Use color for headlines and sub-headlines (red, blue, purple, etc.). Keep the main text in black. Black on
white is easier to read than any other combination except black on yellow.
TIP 5: Capture as much contact information as possible. Name, address, city, zip, phone, email, even birthday
and anniversary dates if you can.
TIP 6: Dramatize any gifts or free bonuses you may include within the offer. Photos, strong titles, and
descriptions really improve response.
TIP 7: Restate a powerful money-back guarantee. The longer and more prominent, the better. 30 days pulls
better than 10 days, 60 days pulls better than 30, and so on. A lifetime guarantee is the most powerful of any
time period. Always include the signature and title of the most senior person at the company at the end of the
guarantee.
TIP 8: Add the words "Please Print" on the coupon.
TIP 9: Don't forget to include all your company's contact information. You'd be surprised how often even the
largest marketers make this basic error.
The Business Address
"Visit our store at 55 North Broadway and 2nd Avenue before Saturday, May 3rd and enter to Win the Brand New
Harley Davidson Motorcycle on display. No purchase necessary. Drawing held May 5th and the winner will be
contacted that day. Good luck!"
Or this...
"Bring this ad with you to the dealership before February 10th; take a quick test drive in any of our new BMWs
and instantly receive a free $100 gas card. And if you purchase a car this weekend, we'll send you and a friend
to Cabo San Lucas for a 3 Day, all expenses paid holiday...as a special Thank You! (We'll even drive you to the
airport and pick you up on return.)"
AD STEP 7
Determine if you need "short" or "long" copy
OVERVIEW:
There's a raging debate among advertising people over the length of copy that works in an
ad. Does longer copy outsell short copy? The answer depends on one thing... How much
information does your prospect need in order to respond? In this step you'll find out how much
copy your ad needs.
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CAUTION: Be absolutely sure the person writing your ads knows what
sales points ARE NEEDED to close sales.
In many cases what should be a "long copy" ad is shortenedand
leads and sales are lostsimply because the copywriter doesn't know the
"pitch sequence" or because the copywriter chooses to shorten the copy for
"personal" or "graphic" reasons because they are not the customer.
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AD STEP 8
Give readers the "proof" they need to respondand
more will
OVERVIEW:
Making bigeven "irresistible"offers and claims in your ad without substantiating them kills
reader response. You need "proof elements" to support what you claim is true. This step will
show you the most important proof elements to boost credibility and increase your response
rate.
People are by nature skeptical.
They're especially skeptical of the claims made in ads.
Your ad needs to establish credibility with the reader to make your claims believable. And by backing up
what you say with "proof," you overcome the toughest enemy your ad facesthe reader's skepticism.
If you want to side-step the reader's built in skepticism and make your ad copy flow with believability, I
suggest making the following proof elements a tangible and visible presence in your ads...
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But you can use vivid word images together with facts to get the prospect to imagine an outcome or result,
and they're more likely to believe it.
Daniel Lewis, a brilliant marketing consultant and copywriter, said, "If you want to convince somebody of
something, make them experience the reality of that something in their imagination first. Backing it up with raw
facts and figures is important, but secondary."
Let me take each proof element one by one and give some examples of how to use them in your ads to
produce better results.
Rather than 50% Off New Stereo Equipment...see how a "reason why" gives
credibility...
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AD STEP 9
Use pictures that support your offer
OVERVIEW:
Powerful visual images can bring more eyeballs to your ads. But you want to bring the RIGHT
eyeballsnot just anyone. This step will show you how to use pictures, illustrations, and
graphics to target prospects, support the offer in the headline, and attract more response.
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The 5 typefaces with "serifs" are primarily used for the main body text, while the 5 "sans
serif" typefaces are primarily used for headlines and subheads.
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AD STEP 11
Design an effective layout
OVERVIEW:
You can do everything I've taught you to do and still blow it if your layout doesn't make it easy
to comprehend the offer. This critical step will show you how to create effective layouts every
time. Ignore the advice in this step and your ads will failguaranteed.
Here's a sobering fact: your prospects will do very little, if any, WORK to understand your ad's message. In
fact, when readers see your ad, they make snap decisions to either read it or move on.
Why do readers make these "read" or "no read" decisions so quickly?
In a nutshell, readers are lazy. And they're in a hurry.
Readers prefer ad layouts that not only look easy to read but ARE easy to read and comprehend. If they
think your ad looks difficult to understand, they'll leave.. .fast.
The first goal of your layout is to enable readers to "get" the ad's primary offer by glancing at the headline
and subheads.
The next goal of the layout is to cause readers to begin reading your ad before they realize they are
reading!
When you study effective advertising, you begin to notice how simple looking great ads are.
Effective ads are effective for a reason: they do a lot of the heavy lifting work for the reader, so the reader
doesn't feel they have to do much work to understand the offer.
Presenting your offer on a "silver platter" so it appears effortless to read takes some doing. It requires a
good deal of visual deception to make reading and comprehending seem easy.
So...I'm going to show you some effective "mind tricks"...some effective eye-fooling "devices"...that
cause readers to WANT to read your ad because they feel it's easier to do so than not.
Remember, if your ad looks like "work," you're dead. People reading the newspaper want to relax.
"Work" isn't on the agenda. So make reading easy...effortless...and possibly entertaining.
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Summing it up
This book was designed to inspire and teach you to create newspaper ads that generate LOTS of money for you
and your business.
I haven't done my job if you are still contemplating using the ideas this book presents.
Success in advertising calls for actionnot prolonged contemplation. There are some radical steps prescribed in
this book, all written with one idea in mind: to cause you to take action and implement them.
So if you're still sitting on the fence.. .get off.
Every hour you wait, you're losing business...business that should be yours.
Print advertising is a powerful competitive tool. Over the years I've seen well-planned print advertising triple a
small store's revenues. I have seen small ads cause traffic jams. In each case, the owners were willing to take risks
to be different from their competition. And each owner constantly strived to find new ways to delight and surprise
customers.
Granted, being new and different from your competitors is a challenge.
But if you weren't up for the challenge, you wouldn't own a small business. To succeed in today's competitive
environment, you must strive to be a different business tomorrow than you are today.
It's a battle to attract customers and keep them supremely happy. Inspiration for new business and advertising
ideas comes from pushing through boundaries.
The first challenge in presenting an innovative advertising message is really a marketing challenge: you have to
actually become a different kind of business. You have to have a niche that attracts new customers.
The secondary challenge is to communicate your difference through advertising.
Advertising doesn't stand on its own; it cannot be a smokescreen for a business that doesn't constantly reinvent
itself and take exceptional care of customers. If your advertising isn't as effective as you want, it may be because
your niche concept is not fully developed. Or it means you need a new one.
The point is this: determine how you can give customers an "advantage" they can't get anywhere else. Then let
your strategy determine your ad message. Own a niche that gives customers exactly what they want every time
they buy from you, and do it in a way that undermines the competitors' strategies.
If you're already using the ideas in this book, great...keep going. You've joined a league of other business
owners who are making a lot of money. Come up with your own outrageous ideas to attract leads and sales. You
will be rewarded...and you'll have a lot of fun enjoying your success.
One last thing: send me samples of your winning ads and the specific results you got...I may use them for my
next book. You can contact me directly through my website: www.davidfowlerads.com
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