Tuesday, December 28, 2010

Double Your Ad's Response By Appealing to Both Types of Buyers

Most advertisers are losing half their buyers immediately by being guilty of one of the most common advertising sins committed by the majority of marketers today. If you will fix this one common blunder in your own advertising projects you will certainly double your ad's response!

There are two types of buyers: Analytical and Impulsive. Studies have shown that consumers are evenly split between these two types; therefore you must prepare your ads and sales letters to appeal to BOTH these consumer types if you want to reach everybody.

Let’s look at these two types of buyers:

ANALYTICAL BUYER: The analytical buyer will only buy after being presented with lots of information. He must have all the details in order to make a buying decision. To reach this kind of buyer YOU MUST GIVE HIM LOTS OF COPY TO READ!

IMPULSIVE BUYER: The impulsive buyer will read only the headlines, subheads and bullets. He’s in a hurry and is not willing to read all the “boring details.” He gets excited easily and wants to get quickly to the bottom line. You must make your advertisment a fast easy read for him. To reach his type, make sure your offer is understood quickly and completely by simply reading the BULLETS, HEADLINES AND SUBHEADS.

Tuesday, December 21, 2010


A few weeks ago I told you that the biggest mistake made by most self-advertisers is when they place the name of their company or logo at the top of their ad, rather than to use that valuable space for a powerful, eye-popping, response-pulling, headline. Here are 17 things you can do:

1. Target the right prospect. Attention: Collision Shop Owners on a tight budget”

2. Make a big promise. “We Will Guarantee Your Installations Costs!!”

3. Offer a big benefit. “Save 50% or more off list”

4. Solve a problem. “Losing money because your bids are too high? We have the perfect solution!”

7. Use the word “FREE”. “Free delivery”, “Free Technical Support”, “Free Mug”.

8. Use Passion. “We won’t be undersold!!”, “I Guarantee it!”, “You have my word!”.

9. Push emotional buttons. Fear, Greed, Lust, Hate, Love, Compassion, Revenge.

10. Compel the reader to read the rest of the story. “Bill Whitson saved $46,597.00 on used parts last year, here’s how.”

10. Stop the prospect and make them act now.

“2 Free Packers Tickets to The first 50 who call”

11. Ask a question. “Got Milk?”

12. Use the power of curiosity. “Why are these people smiling?”

13. Offer a reward. “$50 Finder Fee paid for wrecked cars.”

14. Use attention-getting words. “Secrets”, “Easy”, “How to”, “Warning”, Public Notice”.

15. Make a shocking statement. “If the parts are late, they’re free!”

16. News like quality: “Innovative auto parts recycler announces new revolutionary parts delivery system”

17. Use Apples to Oranges comparisons:

“Like a Rock”

Tuesday, December 14, 2010


Have you ever noticed how many times the number seven shows up in advertising? Well, it’s not by accident. Studies have shown that the number seven has a powerful pulling power with people. If you were to ask an audience to pick a number between one and ten, odds are good that a large number in the group would choose the number seven.

You can use the number seven advantage in your company and create helpful lists to include in your ads. An ad for the yellow pages might read, “7 Things you MUST know before buying used parts.” Or, you could print helpful installation tips to give with certain purchases such as, “7 Tips on Installing Your New Engine.”

Always be thinking of ways to provide information to your customers and prospects. It’s an easy way to increase their perceived value of your company, products and services.

A few weeks ago I told you that the biggest mistake made by most self-advertisers is when they place the name of their company or logo at the top of their ad, rather than to use that valuable space for a powerful, eye-popping, response-pulling, headline. Next tip, I’ll tell you 17 easy things you can do to create “headline magic.”

Tuesday, December 7, 2010


At right is an idea for co-op advertising. I got the inspiration for it from a display ad I saw in an airline magazine while returning from a recycler’s conference.

The headline at the top of the original ad said,“The Greatest Steakhouses of North America.” Below the headline was a list of steakhouses along with their addresses. At the bottom of the ad was a smaller headline that said, “The last of the great independents! The owner/operators, who not only give fine beef, but their hearts as well.” At the bottom was a seal with a blurb “The independent cattleman’s association.”

The steakhouse ad looked like an independent recommendation, but actually it’s nothing more than a clever co-op ad, each participant pays a share (sharing with others can save you a bundle!). This is an implied endorsement ad. This idea could work for any industry and could even work for automotive recycler’s across the county or for co-ops within the same state or district. Or, it could even work for different types of businesses who want to work together. The possibilities are endless. To use this idea for parts recyclers, see the mock-up using the same concept at top right. The headline is now changed to: “Superior Used Auto Parts Providers of North America”. Members are listed below the headline, and the smaller headline at the bottom is changed to read, “The Great Independents: Top auto & truck parts providers who give the best quality, service & value. “ The association's name and seal are at the bottom. All the basic ad dynamics used in the original steakhouses ad have been used to create an entirely new ad for automotive recyclers.

Have you ever noticed that certain numbers show up repeatedly in advertising? Well, it’s not by accident. Next tip, I’ll tell you how to use one such number to add powerful pulling power to any advertising campaign.