 Advertising
- 2 Golden Techniques to Creating Profit Generating Ads
By Scott Voightmann of Profit Marketing Concepts - Mar/Apr 04 Which
way should I go from here? Depends on where you want to go. Does that
sentence sound familiar? It comes from the book Alice in Wonderland, by Lewis Carroll. It
often comes to mind when trying to create a marketing plan.
From the first day you got into business, you were taught knowledge
about technical issues of your profession so you could become successful. You were told
‘professionalism’ and ‘knowledge’ and ‘hard work’ will be
the keys to success.You were told people would flock to you once they hear how
‘good’ you are. You know, “Build it and they will come!”
Maybe you have experienced some semblance of the above thoughts. If you
have, you know how misleading they are. We’ve all read articles and books, maybe even
attended a seminar describing some aspect of how to take your business to the next level.
With each step of learning, your awareness becomes clearer. You have gone through a
process to realize that everything you have learned has now brought you to a crossroad.
You understand how to run a business, how to pay the bills, how to build a staff, your USP
(unique selling position) is sound, you’re on the cutting edge as far as your product
or service...BUT WHAT IS MISSING?
The single most important element to any business: clients and
customers. Knowing how to get clients and customers is the springboard to your financial
freedom! Understanding this will now let you know what your TRUE business is: marketing.
Very simple. Now it’s time to unleash the profits through effective marketing.
Try typing ‘marketing’ as a subject in your favorite search
engine. What happens? Over 62,100,000 entries about marketing, that’s what! Very
daunting to say the least. But hold on; don’t give up yet! What I’m going to do
is cut through that mess of misinformation and shed some light!
Technique 1: Quit Throwing Money into Ineffective Advertising -
Traditional ads are ineffectual, non-trackable and a blatant waste. These types of ads are
the ones you see everyday; just flip through the Yellow Pages to see what I mean. Put it
this way, would this ad do anything for you from a customer’s perspective? Would you
expect that customer to do business with you?
Joe’s Trucking, for all your Trucking
needs.
In business since 1928. Proud member of the BBB
Call XXX-XXX-XXXX.”
These types of ads say nothing, make no case and compel no one to
action. Very few businesses understand the purpose of running an ad. It should be to
stimulate a direct and immediate response. You can tell the difference between a
traditional ad and a direct-response ad very simply: a traditional ad is not trackable;
its purpose is merely to put a company name in front of the public! A direct-response ad
is trackable. It asks the reader to take action in some way.
Technique 2: Direct-Response Ads - To be honest, it could take quite a
long while to teach the art of writing great ads or sales letters. The easiest way to
share it with you would be to break it down with a formula: HBGA - Headline, Benefits,
Guarantee, Action.
•Headline: The headline needs to grab your intended market’s
attention. For example, “How to Win Friends!” “Have You Ever
Needed…” This is critical to the success of the ad.
•Benefits: Share with your potential customer the benefits by deepening
your readers’ interest. Don’t assume anything - tell them how you will cure
their pain.
•Guarantee: You’ve spent years building your business and know that
you’re the best. Now prove it. Give the customer control by offering this form of
security.
•Action: State what you want them to do clearly. Motivate them to
take action: “Call now to get your free phone.” Get them to take a step in your
direction!
This overview is a proven formula for marketing success. Adopt these
practices to suit your needs to let your marketing budget work for you instead of against
you. See you at the top!
Scott Voightmann of Profit Marketing Concepts has been a
Profit Consultant for over 5 years. Call my Free recorded message at 1-888-850-5216 for my
Free Special Report to "Unleash the Profits of YOUR Business".
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