Advertising
The Words that Sell To Women
May 10, 2009
Next time you’re writing sales copy, consider this when you’re marketing to women or men, specifically …
As a marketing professional you obviously know your product well, so you’ll know that the needs of your men clients are different to those of your women clients. And salespeople, you’ll know that when you’re selling in a face-to-face situation you’ll highlight certain features to women and other features of the product to men – that goes with the territory.
You’ll probably know too that the same goes when you write sales copy … Read the rest of this entry »
Posted in 12 ways to Spice Up Your Yellow Pages ™ Advertising
April 7, 2009
1. Inject your personality into everything you write including your Yellow Pages ™ ad.
You’ll be amazed at the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off. But – if your copywriting is engaging to read, your reader will read it, even if it is on the wordy side.
2. A friendly copywriting style builds a warm and lasting relationship with your prospect.
People like dealing with people they like and won’t deal with people they don’t like so make them like you.
3. Write as you speak
When writing your Yellow Pages ™copy, tell your reader what’s in it for them. Your readers are selfish. They really don’t care who you are. They just want to know how you will improve their lifestyle. So …
4. Describe the features of what you’re selling as benefits.
Some benefits could be that they’ll save money, they’ll save time, they’ll be envied by their friends… the list goes on.
In your copywriting, paint a picture of how your product or service will transform their lives. Spell it out.
How to Dramatically Improve Your Yellow Pages ™ Advertising Results
April 6, 2009
Each year businesses spend a small fortune on Yellow Pages advertising. It’s perhaps one of the largest single investments you’ll make in advertising all year so it makes sense to ensure your ad packs the biggest punch — and gives you the very best return on your advertising dollar.
Doing this is simple if you know the right formula. I’ll share this formula with you inside this article.
Unlike with press advertising, people looking in the Yellow Pages are ready to buy right now. While on the surface of things that’s great news, the challenge is that you need to ensure that your prospect sees your ad first and acts upon it … amongst the sea of competitor’s ads.
How To Write a Powerful Headline
April 6, 2009
There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of the most important elements is the headline.
The headline of your piece will either makes your reader so excited they’ll want to read the rest of your ad, letter etc. or it will make them switch off completely.
Here are some tips to help you do that.
The Anatomy of a Hot Google AdWord Ad
March 12, 2009
A Google AdWords Ad has four lines:
Line 1: Keyword-rich benefit headline
Before we talk about how to write a great Google Ad, let’s just go back to basics and get inside the head of someone who is using the Google Search Engine.
Picture this … your website visitor is interested in finding something on the Internet so they type some keywords into the search engine. Up comes a search engine results page with a list of websites that matched their search terms.
The EASY Factor And How it Drives Up Your Sales
February 1, 2009
The easier you make it for the reader to respond, the more responses you will get to your ads, your sales letters and all your marketing material – it’s as simple as that.
If you make the reader jump through hoops before they even hand over their cash, chances are they’ll be thinking to themselves, ‘If it’s this hard to deal with them before I become a customer what will it be like afterwards?’
Give people a number of options and more people will respond. Why? Simply because some people don’t like replying by telephone. Others like to order by phone only and the remainder like to deal person-to-person.
What’s Your Business Attraction Quotient?
February 1, 2009
At a seminar I ran on Customer Attraction Secrets we talked about the fact that the more attractive your business is, the more customers you’ll attract via word of mouth. We also talked about the Attraction Quotient being a key to that.
Let me explain…
Imagine owning a business that is SO attractive … that you have queues of people lining up out the front waiting to do business with you.
Marketing and the Universal Law of Attraction
February 1, 2009
By now, most people have seen the movie, “The Secret”. If you haven’t heard it, I’ll fill you in quickly. It focuses on the Universal Law of Attraction.
In simple terms, “like attracts like”. In other words, what you think about manifests. At a basic level, think great thoughts and watch great things happen in your life. Think insecure, unconfident thoughts and watch your results suffer.
The Law of Attraction comes into play a lot in marketing too.
Most people can remember times like these when you desperately needed to bring in more sales and for the life of you, you couldn’t manage to close a deal. And then there were other times when you went into sales presentations not really caring whether it came off or not, and it was like you had the Midas touch. Everyone wanted to buy.
The Key To Awesome Advertising Results From a TRUE Legend
February 1, 2009
Claude Hopkins is clearly a legend in advertising circles. He was the author of Scientific Advertising and also the creator of the famous Schlitz Beer campaign that sent their sales through the roof and illustrated the importance of thorough research.
Here is just one of the pearls of wisdom that Hopkins shared over the years.
“Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.”
“Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.”
“Whenever possible we introduce a personality into our ads. By making a man famous we make his product famous.”
How Does Your Yellow Pages Ad Perform in The “Turn the Page” Test?
February 1, 2009
1. Does your business name appear in your headline?
If it does, your ad stands a good chance of not getting noticed because you’re not offering a benefit to your reader.
2. Does your photo appear in your Yellow Pages ad?
If it doesn’t your reader can’t really relate to your business
3. Does your ad tell your reader why they should ring you and not your competition?
Standing out from your competition is vital if you want your Yellow Pages ad to work and work famously.
