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How to Write Killer
Advertising that By Terry Dean
Stop a moment some day
and look at the kind of advertising you see in your mailbox, on your
computer, on the radio, etc. Look at it and think, "Would I buy this or
not?" If you say "No," then ask yourself why. If you say "Yes," then ask
yourself why. What is it that makes this ad attractive or what is it that
this person’s offer unattractive. Do this regularly and you will start
surprising yourself with what you will notice about advertising. Most advertising you
see today is written extremely poorly. It confuses the prospect, doesn’t
paint a desired picture in their mind, doesn’t give a reason to order now,
and focuses on features, not the benefits. Most failed businesses can be
tracked back to poor advertising, although there are many other reasons
for failure.
If you want to stay in
business, you must learn how to advertise effectively and how to produce
orders NOW! This is what we will be working on in this manual, so be
prepared to change your advertising and to fill your mailbox with orders! There is a creative
money making genius on the inside of you. You just need to learn how to
let it out. What we will cover in this short report is the purpose of
advertising and the 12 Advertising Secrets you will need to know to become
an effective advertiser.
No matter what
business you do whether it be a small retail store, a consulting service,
a house cleaning service, or a mail order business, you must learn to
create advertising that gets results. If you don’t, your business will be
painful and short-lived.
First of all, let us
look at the two major (And different) reasons for advertising. Number one
is for exposure. Most television commercials and many newspaper ads and
magazine ads are made for this purpose.
The Advertiser wants
their name exposed to the public and for the viewer to think of them next
time they are ready to make a purchase. Major corporations are the ones
who will do this kind of advertising. They have the budget to constantly
expose their name to the public and wait for their orders to come as
people become more used to them and their advertising. The type of
advertising you and I are interested in is completely different. It is
called direct response advertising. In other words, we are advertising and
are motivating our Classifieds are of a
little different nature, but they work on the same premise. You don’t ask
for a sale right from the classified (Which would be a large mistake
because there just isn’t enough room in a classified to make sales). Even
asking for one dollar in a classified ad reduces your response greatly.
You will have them call your 800 number voicemail or your fax-on-demand in
which they will receive an offer and a chance to order NOW! In all
advertising, you must ask for the order NOW or get out of business! Many people have
contacted me and said, "I know that I have a wonderful product, but I just
can’t figure out why I am not getting any orders." You may be the same
way. Let me tell you a simple truth, It does not matter how awesome your
product line is if your advertising doesn’t cause people to see themselves
using it and how it will benefit them. Your advertising, not your product
in many cases, will determine the success or failure of your business.
Yes, Your product needs to be awesome (Or you will experience a large
number of refund requests and a short-lived business), but your
advertising will make or break your business. Before we spend too
much time detailing why you should create awesome ads, let us just
simplify the whole deal. You want your business to make money? Then, write
money-grabbing ads! Now, Let us reveal 12
of the major advertising secrets you will need to know and begin using in
every ad you create: 1) Testing,
Testing, Testing In all advertising and
mail order, the biggest key of long-term success is Testing everything.
Test your ads. Test your sales letters. Test you products. Test the
publications. Test everything. You will never be done. Learn to key all of
your order forms and phone numbers to make sure you know which ad and
publication is doing what. Don’t ever leave anything to chance. Test
everything. Great Advertisers and Mail Order Millionaires are people who
have tested everything and have found what works. Your testing period will
NEVER end!
2) Strong Headlines The number two key to
success is your headlines. You must understand that the wording of your
headline is more than 70% of the effectiveness of your advertising. That
means it is a BIG DEAL what your headline says. A note that needs to be
added. In mail order, it has been our experience that Negative headlines
often Out pull positive headlines. For example, one of the most popular
and effective headlines in network marketing has been "Dead Downlines
Don’t Lie!"
Negative headlines
force your prospect to identify with them saying, "That sounds like me.
The main purpose of the headline is to GRAB their attention, so your
headline must be attention grabbing and prospect focused. What are their
needs? What are their Desires? What are their Fears? Pay attention. The
upcoming secrets must be used when writing your headline also, not just
your body. HEADLINES WILL MAKE OR BREAK YOUR ADVERTISING CAREER! 3) Short Words,
Short Sentences, Short Paragraphs
Forget what your
grammar teacher taught you in high school. When writing ads, you must make
your ads simple: Simple to Understand & Simple to Order. Keep the level of
writing 8th grade or lower. Use Short Words, short sentences, and short
paragraphs. I know your literature teacher told you to not write
paragraphs with only two sentences in them, but how much money did he/she
ever make in advertising? The moment you confuse your prospect, their
attention and the sale disappears!
4) Be Specific, Not
General Be specific in all of
your advertising. Don’t Say "Fill Your Mailbox with Cash." Say "Receive Up
to $355 a day in your Mailbox Daily." Don’t Say "Secrets to Making Money."
Say "63 Year Old Man Tells You His Dirty Secrets to Making $578 a day!" Being specific makes
your advertising more believable. Being general makes your prospects say
"He is just making this up." Being specific makes them say, "He must have
counted it. I want to make that much."
Don’t say "Fill your
Downline with Distributors." Say "Add Up to 15 New Distributors a month to
your downline." You get the idea now, don’t you. Don’t ignore the fact
that Being Specific will beat being general every time. Go over your
advertising copy and edit it to become specific. 5) Use Your
Background & Be Unique, Not A Me-Too Ad So many ads out there
today are for just me-too products and me-too advertising. When I say
"Me-Too Advertising," I mean that these ads or products have been so
overused that they just don’t pull anymore. People are tired of them. For
example, People are tired of hearing how much more your network marketing
company pays than the one on the other page. They are tired of hearing
about how your products are the best in the industry. They have heard that
story before.
You need to become
Unique in your approach. Are you elderly? Are you Young? Are you Deaf? Are
you bald? Did you flunk out of school? Do you only have an 8th grade
education? Put something of yourself into the ad. A bald man could write
an ad saying, "57 Year Old Bald Man Grows Dollar Bills Faster than Men
Half His Age Grow Hair!" Be unique. Find something about yourself that is
unique and put it into your advertising. Let people know who you are, then
they will begin to trust you, and Trust spells orders. 6) Use Pronouns (I,
You, He, She) Again, we are going to
make the literature teachers angry at us, but Using "I" "You" "He" "She"
throughout your advertising copy will produce more cash orders. People
will begin to identify with you. They will begin to say, "Yes, I can do
that." They will be drawn into the picture you are painting of them
enjoying or succeeding with your product or service. Creating a picture of
them and their needs being met by your company spells creating an order. 7) Focus on
Benefits, Not Features This is a lesson mail
order & direct mail professionals have been trying to get over to us for
years. You must focus on the benefits of your product, not its features.
Although it may sound like these two things are one in the same, they most
definitely are not. Which way you lead your presentation which will make a
big difference between the success and failure of your advertising
campaign.
Your product’s
features are things such as pay plan, product ingredients, what it is made
of, etc. Benefits are what your product will do for them. Features are
product centered. Benefits are prospect centered. Benefits are things such
as "How much will your prospect make? How much weight can they lose? How
much hair will they grow?" You have to make your advertising copy prospect
centered instead of product centered.
8) Use Lots of
Adjectives & Adverbs You will notice in
mail order, there is not the "information packed manual." There is a "huge
62 page information packed manual with step-by-step instructions." When
writing your ads, take your descriptions to the limit. Then, you can cut
it down some as you go over it. Describe the product. Paint a picture in
your prospect’s mind of them using your products or services. If you are
selling Home Business information, paint a picture of the prospect
succeeding in business, making money daily, having more free time, etc. As a general rule,
people do not buy because of logic. Too much failed advertising is logic
oriented. Too many people say, "It is only logical for them to buy my
product." If that is your idea, it won’t sell. People buy because of
emotion. Create practical logical products. Then, write advertising that
uses emotion to make sales. Paint the picture of your prospect both with
and without your product. Make them need your product. Make your product
have an emotional appeal to them. Then, you will make sales 9) Testimonials Testimonials are a
powerful selling tool and should be used at every opportunity. Include
testimonials in all of your ads if possible. Many Great Selling Ads are
made up of 1/3 to 1/2 testimonials of the company’s products or services.
Getting testimonials is easier than many of us think also. Make up a
testimonial form (With signature required) and hand it out to all of your
clients. Let them know you care what they think about your products and
services. Make it easy for your clients to give you testimonials. Then,
use them in all of your advertising if possible. 10) Free Bonuses
For a Limited Time Something Free is
always a drawing factor in advertising. "Free" is probably the most
powerful advertising word in existence. Anything that you sell that has a
price of more than $20 should always have Free Bonuses attached, and most
products under $20 should have Free Bonuses also if possible. Then, You
should always make your Free Bonuses for a Limited Time Only to Bring in
Orders Now. This has the Effect of "Sale" on a prospect’s mind and moves
them to order now. All advertising must be geared for the prospect to
Order Now! And Free Bonuses don’t have to cost you very much either.
Include something that you can reproduce cheaply, but has a high value to
your prospects. 11) Strong
Guarantee The best way to gain
trust in your prospect’s mind for you is to include a solid guarantee on
your products. The postal service requires a 30 Day Money Back Guarantee
on All Products sold by mail order unless your guarantee is mentioned. You
should always include this guarantee if not more. "30 Day No Questions
Asked Money Back Guarantee! I refuse to Let Anyone Be Unhappy With Our
Product!" Add guarantees to everything that you sell. This is a strong
motivator to people and can overcome most fears and objections they have
in their minds toward ordering from you. 12) Easy To Order Make it easy for
people to order from you. This almost goes without saying, but there are a
lot of ads out there which have broken this rule. Tell people clearly how
to order. For example, "Pick Up Your telephone and Call 1-800-000-0000 Now
And Have your Credit Card Ready!" Or "Fill Out this Order Form and Make
Your checks payable to Business Systems 2000 and then fax your order to
1-000-000-0000 or mail them to Business Systems 2000, Box 128, Richmond,
IN 47375!" Make it clear to your customers what you want them to do to
order now.
Another thing that
should be mentioned is that you will increase your orders 50% - 100% just
by accepting credit cards. They produce more trust and more orders for any
small or home business. Order a copy of our "How to Increase Business By
At Least 50% Just By Accepting Credit Cards" for information about
merchant accounts and how 99% of home businesses (Even brand new startups)
are able to obtain a merchant account for a very low cost. BASICS OF
ADVERTISING Those are the twelve
basics to advertising. Remember them. Go over them. Use them. It will make
a difference in your business. Remember this report as your Twelve Step
Program to Advertising Success: TESTING, TESTING
TESTING STRONG HEADLINES SHORT WORDS, SHORT
SENTENCES, SHORT PARAGRAPHS BE SPECIFIC, NOT
GENERAL USE YOUR BACKGROUND
AND BE UNIQUE USE PRONOUNS FOCUS ON BENEFITS, NOT
FEATURES USE LOTS OF ADJECTIVES
& ADVERBS TESTIMONIALS FREE BONUSES FOR A
LIMITED TIME ONLY STRONG GUARANTEE EASY TO ORDER Create your
advertising materials and then go over them again and again to refine
them, but always remember they are NEVER finished. Testing is the name of
the game in advertising and then winner in the end will always be the one
who has tested their advertising the most. Terry Dean, a 5 year
veteran of Internet marketing, will Take You By The Hand and Show You
Exact Results of All the Internet Marketing Techniques he tests and Uses
Every Single Month" Click here to Find Out More: |
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