Tuesday, November 30, 2010


With all the new competition coming into the used parts arena, I have gotten calls from clients concerned about how to keep up with the competition’s coupon offers. If you’re concerned about this, you can do what most major grocery stores, electronic stores, and a few other shrewd business owners are doing, and that is to accept the competitors’ coupons. This puts all their advertising to work for you. And if you are really gutsy, and can afford to do it, DOUBLE the value of competitors’ coupons that you redeem! This will stop them dead in their tracks.

Next tip, I will tell you how to create an “Implied Endorsement” ad. This little secret can save you a bundle

Tuesday, November 23, 2010


Probably the biggest mistake made by do-it-yourself advertisers is that they use the name of their company as a big headline. The truth of the matter is, unless you’ve already spent tons of money on brand recognition (like Coca Cola did), your company name sells nothing. The best ads use a great big customer benefit as the main headline. It should always answer the question, “what’s in it for me” from the customer standpoint.

Here are some examples of small ads I’ve seen recently using a great headline instead of a big company name. The company name was at the bottom of each ad along with important contact information: “Headsets Half Price!” - “Business Class Lowest Fares on the Planet!” - “Windshields At Your Home Or Work, $125 Cash Back” - “Lowest Hotel Rates!” and “Managers/Professionals $30,000 to $300,000.”

Next tip, I will tell you how to turn your competitor’s coupon campaign around to become your own strategic advantage -- it will drive them crazy!

Tuesday, November 16, 2010


Another ad making formula you see used often is called “Before and After Comparison.” There are lots of examples of ads using this formula. You see this type of advertising used often by the weight loss industry. In most cases the “after” picture looks dramatically better than the “before” picture. It’s interesting that the people rarely smile in the “before” pictures. It’s part of the “make-them-look-better-in-the-after-picture” plan.

This type of advertising is very powerful and can be used effectively in many different types of industries. It can even be used to sell used parts. A parts provider might use this formula by showing a car repaired with one of his front clips. The pictures on the ad could show the wrecked car on the left and the repaired car on the right. The headline with the ad might say: This car was repaired with recycled original factory parts from E & Z’s Used Auto Parts! Can you spot the difference? The difference is only in the price paid for parts!

Next tip, I will tell you what is probably the biggest mistake made by do-it-yourself advertisers. You must avoid this killer mistake.

Tuesday, November 9, 2010


The last few marketing tips have been on the subject of using the above tried and proven marketing formula to design advertising for your company. Here is how an auto parts provider might use this formula to create an ad.

Let’s say a common problem for your customers (I’m making this up) might be that they can’t get repair jobs turned around fast enough because of slow parts delivery, and this is causing them to lose business daily. Furthermore, let’s say that they are facing continuous down times while waiting for their replacement parts to arrive. These constant down times are causing them to pay employees for standing around waiting for parts.

So, simply put, the big problem: Slow parts delivery is causing big problems, much pain and worry. Next, you create an ad to point out the problem, agitate the problem and then solve it using your products and services. Here’s how:

You create an ad (could be a direct mail piece) showing a man with a worried look on his face and a big headline above him that boldly proclaims the problem: ARE YOU LOSING MONEY & CUSTOMERS BECAUSE YOU CAN’T GET PARTS DELIVERED TO YOU FAST?

Then you agitate the problem: You could be in great danger of going out of business if you can’t get replacement parts IMMEDIATELY when you need them! You could go broke paying your employees for standing around waiting for the parts you need!

Then you give the solution (which is your products and services): Stop losing customers and hard earned profits! ANNOUNCING!! In Stock Parts Delivered to Your Door in 30 Minutes or Less, or They’re FREE! No more down time! No more lost customers! Call for parts, NOW! (555) 555-5555

Next week, I’ll explain another ad making formula you see used often by marketing gurus. You can use it to, and should!

Tuesday, November 2, 2010



Now, here’s how you can use this formula in designing your own ads. The first step is to identify a common problem your customers are very concerned (even worried sick) about. Don’t guess about this; actually go to the trouble to find out. How do you do this? Ask them! You want to find out what keeps them awake at night with their eyes wide open, staring up at the ceiling in a cold sweat. Next, discover (or create) a way for your products and services to solve their big problem. Remember the big selling secret: you are selling solutions to problems.

Next marketing tip I’ll give an example of this formula being used to sell auto parts.