Sales Letters and Advertisements
Firstly, this is not about trying to convince you to advertise… it’s not! However advertising, when done correctly, can generate a massive return on investment and one that you should not overlook once you have the more fundamental aspects of your marketing campaign together. This is about making you more money for less effort!
It never ceases to amaze me that so many companies will invest large amounts of capital in their advertising, without researching what actually works – the strategies that have been proven to work over hundreds of years. Think about it. If you’re investing a substantial amount of dollars into advertising, why wouldn’t you take the time to get it right.
Yet thousands don’t. If you’d like an example of this, just pick up any yellow pages book, and you’ll find thousands of ads that look exactly like the last one. Why? Because everybody copies what’s not working. That’s why!
Let me explain ….
By far THE best way to lock people on to your ad like a kid on a mars bar, is to:
USE A HEAD LINE that stops them in the street.
And I'm talking about a headline that does more than tell people your business name. And one that does more than yell "JOHN’S CAR YARD!"
I'm talking about a headline which virtually slaps your potential customer in the face (in the nicest possible way of course), grabs them by the shirt and says, "Hey buddy, if you do just one thing today, make sure you spend just 60 seconds listening to what I've got to tell you!"
Here’s an example:
If you’re looking for a new property, don’t do
anything until you read this:
Now that’s a kick butt headline – right. It grabbed your attention, evoked curiosity and gave you the desire to learn more. And that’s all a headline is meant to do.
Here’s a few more “STOP NOW AND READ THIS OR ELSE” headlines that have actually worked gangbusters. Not in theory – but in results...
The Secret of Making People Like You
How To Win Friends and Influence People
Do You Make These Mistakes in English
Everyone’s Raving About This Amazing New Shampoo
Do You Pay Too Much Tax
Hands That Look Lovelier in 24 Hours or your money back
Why some people almost always make money in the stock market
How I improved my memory in one evening
Your car will sparkle like new and be worth $000’s more with the TLC touch.
You see, what the headline does is advertises your ad. Now if you don’t believe it will work, just pick up any newspaper in whatever part of the world you live in, and notice what all of the articles have – headlines. Why? Because they work. Your eye looks out for them.
Grab a copy of any Reader’s Digest. One of the most successful magazines ever. Look at the way it’s written. Notice the headlines.
Now there’s one thing you MUST understand, (and you won’t learn this from any wanky advertising agency either) – your prospect doesn’t care who you are until you show them how you can benefit them. People ONLY buy benefits!
What does that mean … it means NO company names or logos should appear at the top of the ad. No reference to how long you’ve been in business (leave that for later – after you’ve got their interest), no pretty pictures.
Commit that to memory.
Now spend 80% of your time on getting the headline right, because it will make all the
(By the way, the unconventional methods I'm suggesting here may cause you to become a bit uncomfortable. That's okay. If you want the same results as everyone else, just copy theirs. From memory, statistics show 80% of businesses fail within the first 5 years. NO WAY …that’s not for you or me.
So do you want results . or do you want pretty pictures? Results are what my methods are based on – and why you’re reading this report, aren't you? Something else: This "unconventional" approach is also WHY ad agencies and many marketing "gurus" don't particularly like Leader Global Consulting. It’s the sort of stuff they won’t teach you at any University Course on marketing. My strategies don't fit their mould for beautiful, sexy, award-winning creations. I don't give a stuff. To me, the only ad that's worth anything is one that sells your product/services -and MAKES YOU MONEY. Find me an ad agency who actually delivers results that can be measured, and then I'll give them some respect.)
Here’s what else you need to remember
The key to success lies in perpetual testing of all the variables.
What you say is more important than how you say it.
The most effective headlines appeal to the readers self interest or provide news.
Long headlines with a MESSAGE are more effective than short headlines that say nothing.
Specifics are more believable than generalities.
Long copy sells more than short copy.
Here’s what Phil Benson, the owner of a carpet cleaning business, Alberta Cleaning Co, says about our marketing consulting and a yellow pages ad I wrote for him recently:
The Yellow Pages ad you help me design has worked masterfully! This time of the year, it’s usually hopeless. I am averaging 2 calls a day now, whereas from the old ad I would be lucky to get two a week - which makes it a 500% increase. My only regret is that I didn’t find you as my marketing consultant earlier. I believe that conservatively, business has doubled in my domestic jobs. We are attracting a better class of clientele, in the 45 and over age group – the ones that don’t quibble over the price and just want a good job done. It’s not attracting the price shoppers. My conversion rate has also increased and I am getting a lot less price resistance. Considering I spend $20,000.00 a year on yellow pages…. It is important I got it right!
Phil Benson, Owner
Alberta Cleaning Co.