Tags |
|
|
Links |
|
|
Add You - How You Can Create Advertising That Sells
Most of the American citizens believe in the Federal Trade Commission’s original mission, although having seen the truth and reality of the Federal Trade Commission’s ten-year delay on the changes to the franchise rule and the way they conduct themselves, do we really need the franchise rule at all? Do we even need the Federal Trade Commission involved in a business model they clearly do not understand, which is so vital to our Gross Domestic Product?Shouldn’t the Federal Trade Commission franchise division have a business library on franchising the size of any franchisor? Shouldn’t they have to in turn at a franchise company before working in that cushy job, which will most likely land them a much higher paying job in the private sector later on? Are they competent enough to do the job? Well, what say you? China has often called our government the paper tiger? What should we call the Federal Trade Commission with regard
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(
When you are submitting a medical billing claim to an insurance carrier, probably the most important item as far as the carrier is concerned, is the item being billed. When all is said and done, that item is what is going to determine whether or not that claim gets paid. Why? Because even if an item is proven to be needed by the patient, if it is prescribed by a doctor who is not authorized to dispense that item, the claim itself will still be denied. What does this have to do with inventory files? Quite a lot, actually. In this installment we'll go over some basic things you will need to know when setting up your inventory files.The main part of every inventory item is the item description. Many medical billing personnel don't realize that this field is not open to discussion. The item description MUST be the technical description as it appears in the Medicare, Medicaid, or private insurance manual. Even if one chara
Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.
Sounds like a poor way to do business, doesn’t it?
I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.
This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That’s it. What a terrible waste of money!
Unless your company grosses a billion dollars a year, you can’t afford to do institutional ads. If your company does gross over a billion dollars a year...you’re probably too smart to run institutional ads.
Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you’re careful to answer that question with a powerful offer and reasons to buy now, you’re on your way to advertising success...which results in increased sales and profits.
How can you improve your chances of increasing sales?
Let’s look at some profit-producing ideas...
SEEK PROFESSIONAL HELP
Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.
Good advertising talent always pays it’s own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.
If your resources are limited, don’t feel lost. There’s no reason why you can’t learn to write an effective ad. That’s what the rest of this article is all about...how *you* can create advertising that sells.
FOLLOW A PROVEN FORMULA
One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.
In it’s simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect’s Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.
As we expand on each of these elements individually, you’ll discover for yourself how to apply the formula to your specific situation.
ATTENTION (The Headline)
Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.
A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.
How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.
Here are some examples...
"Save 50% On Office Supplies...Send For Your Free Catalog Today !"
"How YOU Can Create Advertising That SELLS!"
"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"
"How To Design Profit-Producing Web Sites That SELL!"
APPEALING TO BUSINESS EXECUTIVES
When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:
1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow
Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.
INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)
You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.
Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don’t confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(s
Are you fed up, broke and lonely? Then switch off your computer and get a life. Ok that's my little joke. Seriously though, sitting in front of a monitor for most of the day is not likely to do much to improve any of the points above. Try communicating with the real world for a change. Call a prospect, ask if there is something you can help them with. It doesn't much matter what they reply, you always benefit from the exchange.If you are in luck, they'll say that they do need a product or service. But should the answer be, 'Not at the moment', that's ok too. Because now you have introduced yourself and (I hope) supplied a phone number or mailed information so that when a requirement does arise, they can easily contact you.Next time you make an attempt, you won't be an absolute stranger, your prospect might want something now and you are demonstrating that you are keen to help. Don't do it so often that you become a pest
How can you improve your chances of increasing sales?
Let’s look at some profit-producing ideas...
SEEK PROFESSIONAL HELP
Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.
Good advertising talent always pays it’s own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.
If your resources are limited, don’t feel lost. There’s no reason why you can’t learn to write an effective ad. That’s what the rest of this article is all about...how *you* can create advertising that sells.
FOLLOW A PROVEN FORMULA
One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.
In it’s simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect’s Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.
As we expand on each of these elements individually, you’ll discover for yourself how to apply the formula to your specific situation.
ATTENTION (The Headline)
Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.
A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.
How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.
Here are some examples...
"Save 50% On Office Supplies...Send For Your Free Catalog Today !"
"How YOU Can Create Advertising That SELLS!"
"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"
"How To Design Profit-Producing Web Sites That SELL!"
APPEALING TO BUSINESS EXECUTIVES
When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:
1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow
Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.
INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)
You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.
Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don’t confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(
High Definition Update - Paul Wheeler InterviewIn July 2005, I wrote an E-Zine with the headline “High Definition – When?” At the time we saw little demand for HDCAM equipment aside from some clients in the U.S. Seven months later, the situation has changed dramatically. We added two Sony HDW-F900 HDCAM camcorders (Sony’s top of the line HDCAM camera for television and/or cinema) to our stock in January 2006 because of growing demand and see this as the beginning of a trend. And we have just taken a booking for a multi-camera shoot in March with six HDW-F900s.Interview With Paul Wheeler – Soon Available on DVDWith this increase in demand, we recently hired Paul Wheeler BSC, a highly experienced film and digital cinematographer who wrote the book, “High Definition & 24P Cinematography”, to run some workshops for us. While he was here, I interviewed him. We are going to make available DVDs with an edit of the inter
In it’s simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect’s Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.
As we expand on each of these elements individually, you’ll discover for yourself how to apply the formula to your specific situation.
ATTENTION (The Headline)
Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.
A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.
How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.
Here are some examples...
"Save 50% On Office Supplies...Send For Your Free Catalog Today !"
"How YOU Can Create Advertising That SELLS!"
"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"
"How To Design Profit-Producing Web Sites That SELL!"
APPEALING TO BUSINESS EXECUTIVES
When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:
1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow
Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.
INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)
You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.
Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don’t confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(
As a business owner, it only makes sense to protect your personal assets from company debts and liabilities. The question is: what’s the best way to do that? If you’re going back and forth between the limited liability corporation (LLC) and the S Corporation (standard corporation), you’re certainly not alone!LLC vs Corporation – The SimilaritiesSo what benefits do these two business entities share? Owners of an S Corp or LLC both enjoy limited personal liability, they both avoid "double taxation," and they both pay income taxes on a flow-through basis like sole proprietors and partners.In the past, business owners who wanted to protect their personal assets but also wanted to report income and losses on a personal tax return had to create an S Corporation. Today, that can also be accomplished with an LLC. And for many small businesses, the flexibility of the LLC makes it a pretty popular option. In fact, in the L
Here are some examples...
"Save 50% On Office Supplies...Send For Your Free Catalog Today !"
"How YOU Can Create Advertising That SELLS!"
"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"
"How To Design Profit-Producing Web Sites That SELL!"
APPEALING TO BUSINESS EXECUTIVES
When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:
1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow
Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.
INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)
You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.
Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don’t confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(
Blueprints are a critical part of any construction job, whether the job is big or small. In all cases, the ubiquitous blueprint is always in danger of being torn, damage, stained, or just worn out.Contractors typically carry blueprints as rolled documents which are referenced repeated times during a work day at the construction site. The potential dangers for blueprints include general wear and tear, weather, coffee spills, burns from cigarette ashes, and dirt and grime. The contractor often travels from site to site with the rolled blueprints tossed causally in the truck. If you have ever been to a construction site, you know that they are a chaotic and dirty place; this makes protecting blueprints at a construction site a full-time job. Thus, the life of a blueprint at the construction is short.Luckily new options now exist in the form of storing blueprints in plastic covers. These covers are proving to be a good meth
Tip #3: Long copy sells...as long as it’s good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can’t get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).
ACTION(Ask For The Order)
Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what the customer is going to lose if he doesn’t order now.
If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."
INVEST IN FUTURE PROFITS
So there you have it. A primer on good advertising. If I’ve piqued your interest to learn more, then check out the other articles available at this resource.
Remember, bad advertising...no matter what the media...is an unproductive expense.
Good advertising is an investment in future profits!
Good advertising and good management go together. You can’t have a successful business on-line or off-line---without both.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.addyou.info/article/7202/addyou-How-You-Can-Create-Advertising-That-Sells.html">How You Can Create Advertising That Sells</a>
BB link (for phorums):
[url=http://www.addyou.info/article/7202/addyou-How-You-Can-Create-Advertising-That-Sells.html]How You Can Create Advertising That Sells[/url]
Related Articles:
Preparing Your Business for Sale
Compare The Cash Back Deals Before You Go Shopping
Closing A Business- When Is The Time Right?
Bookmark it:
|