Tuesday, April 26, 2011

Want to improve your ad response rate? Then you MUST include a strong call to action!

Too many ads simply say, “Hey, we’re a great company,” and leave it at that. Ads that never ask the prospect to do anything are weak and non-effective.

Don’t assume that readers will know what to do by simply seeing your ad. You must tell them what to do and how to respond to your offer. Never leave it up to them to figure it out. They won’t! If you want prospects to call you then you must come right out and say so by adding a call to action statement to your ad that says something like, “Pick up the phone and call me right now!” Make your call to action copy bold and easy to understand.

If you want to turn up the response rate even further, add deadlines, add rewards for quick response and describe an easy refund policy to decrease buyer resistance.

Below are some examples of strong call to action copy:

· CALL NOW! All this can be yours! You can have it immediately by picking up the phone and calling the following number!

· ACT NOW! I take all the risk. If you’re not satisfied, simply return the product and I’ll quickly refund your money. No questions asked! You win all the way! Do it NOW!

· Don’t Put It Off! As an early bird buyer, I’ll include a big bonus package, absolutely FREE! After next week, I won’t be able to include the bonus as part of this offer, so act now!

Monday, April 18, 2011

Don't get dry on marketing Ideas!

Last week I gave you the first place to get ideas from which was Junk Mail! Here is another place to get them.
From Magazine Ads! There is a multitude of great ad ideas to be gleaned from magazines of all kinds. Whenever I go to the store, or I’m at the airport, I look at magazine racks to see what’s new and different. If you do this, don’t only stick with the magazines you like, but check out others too. Find ideas in one industry that you can use in another. One idea I used a while back capitalized on the popular “Got Milk” ads. I used the idea to develop a very effected ad for an auto recycler, stating boldly on the page “Got Parts! Got Guarantee? Got Fast Delivery!” I also created an ad for a used parts provider around an idea I borrowed from a flu medicine ad I spotted in a sports magazine. The flu ad was a powerful consumer warning. In big letters at the top of the ad it said, “Flu Alert!” It had four strongly worded facts listed under the headline about the need to be ready for the approaching flu season. It concluded with some compelling reasons to use only their brand of flu medicine. My ad was similar to theirs. At the top of my ad I used the headline, “Parts Alert!” Like the flu ad, I listed four strongly worded fact below the headline about recycled parts. I concluded with a list of compelling reasons to buy from my client’s company.

Monday, April 11, 2011

Develop a Borrow File for Free Marketing Ideas

Most companies pay a lot of money for original education and ideas, but you don’t need to! You do not have to be original! There are already great examples all around you that you can legally borrow from.

Your borrow file is for ideas only, not to literally steal or plagiarize copyrighted material from. When you get dry on ideas, you can go to your borrow file to get your creative juices flowing. You can borrow the essence of an idea and custom tailor it for your own specific needs and it’s perfectly legal. Idea borrowing is done all the time and it’s not morally or ethically wrong. No one can copyright ideas. This is why you see so many imitations in music, fashion, TV shows, diets, movies, computer technology, and consumer products as well as just about anything you can think of.

Where to get ideas for your borrow file? The first is your own mail box for POSTAL JUNK MAIL! That’s right, the US Mail is a gold mine of free ideas you should capitalize on! Begin by thinking differently about junk mail. It is a great resource for free education and free ideas if you know how to glean from them! Big agencies pay millions of dollars each year on top writers and talented graphic designers who produce that mountain of junk mail that floods your mail box. Even though most of it is fluff and deserves to go into the trash, you will find the occasional nugget you can use. Keep the ones that grab your attention and make you want to buy their products. Borrow these ideas to produce your own ads. Use your own headline, your own photos, and make it into a new piece, totally yours. After you’ve done this exercise for a while, you’ll develop an eye for what’s good and what’s bad. Remember the best stuff grabs the reader’s attention, answers his biggest self interest question of “what’s in it for me?” and compels him to act. Keep in mind that there is value in bad stuff, too. Figure out why the bad ones didn’t get your attention and begged to be trashed. Rewrite the bad ones and fix them.

Monday, April 4, 2011

See your customers through their eyes!

There’s an old marketing saying, “If you are to sell to John Smith what John Smith buys, you must first see John Smith through John Smith’s eyes.” This is true! Success in sales is directly related to a salesman’s ability to see the customer as they see themselves, then to serve them accordingly.

This principle is very powerful yet so simple that many miss it. People are all basically focused on self at their most personal level; it’s an irrefutable fact of human nature. People are born this way. Babies cry because of this. They want to be changed, fed, cleaned, and cuddled. To further illustrate this point, watch a bunch of children at a party. Mom comes in with a tray of cookies and says, “Who wants some?” Immediately the children jump up and down and say, “Me, Me!” They all want to be first served. Now watch adults at a party. The host comes in with a tray of food or drinks and says, “Who wants some?” Of course adults don’t usually jump up and down and say, “Me, Me”, as children do. But they do THINK it! They still want to be first served. So how do you use this information to make sales?

First, understand that the better you get to know your customers at a personal level, the better you will learn how to serve them and the better you will know how to make sales to them. By the way, this is why the first tip I gave in the “poor boy marketing tips” series was a directive to simply phone your customers and ask them two questions, “How’s your business?” and “Do you need anything?” That powerful tip, which studies have proven to increase your business by 30% or more in a single month, works because it is all about the customer. It asks, “How is THEIR business?” and “do THEY need anything?”

So, begin to see your customers through their eyes. Discover what to put in your advertising that will speak directly to THEIR personal needs. Remember that most advertising fails simply because it does not directly and boldly address what the customer wants and needs. And understand that the best way to find that out is to come right out and boldly ask them!