Before We Advertise, Let’s Decide WHAT To Advertise

By: Bill Glazer on: August 7th, 2009 8 Comments

There are five important rules to successful advertising.

When you advertise you MUST:

1. Decide whether you have a 1-step or multi-step sale to make.

2. If multi-step, recognize your small business marketing is simply trying to generate leads (and do nothing else that takes away space, time, attention, etc. from that task)

3. Feature your free offer up top and early – don’t hide it (Example Of Headline: EXCITING FREE DVD TAKES YOU ON A FISHING EXPEDITION ON THE WORLD’S BEST AND MOST AMAZING PONTOON FISHING BOAT – AT HOME IN YOUR RECLINER!)

4. Make the free offer as exciting and valuable as possible.

5. Give multiple ways to respond, emphasizing the one that’s best for you. (Web site, phone, maybe mail-in coupon). Whether or not to try pushing most to the web site is still open to debate: good news: gets you 100% e-mail capture for lots of zero cost follow-up. Bad news: you need a separate, different web site just for this purpose, and you delay response – vs. the phone, always handy.

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    ABOUT THE AUTHOR:

    Bill Glazer is one of the most celebrated Marketing Gurus in the world. Bill and his "Outside The Box" Advertising Strategies have often been featured in the most prestigious Marketing Magazines in the world. Bill is the author of the best selling book, "Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who Are Dissatisfied with the Results They Get".

    8 Responses

    1. Rob Anspach says:

      add to the credibilty factor – insert testimonials!
      take away risk – offer a zero frustration return policy, or 200% guarantee

    2. Bill, your Legal Pad sales-letter. Can I use this idea? I am launching a book soon.

      Stage Hypnotist Simone
      King of Sway

    3. Rob Anspach says:

      … I love the legal pad sales letter… used it a couple of times…

      …one time I had a client (who was a former english teacher) – red mark all the grammatical errors and punctuation errors and made up words… and returned it to me… she said she never read such a messed up letter… funny thing was she ended using our service.

    4. I love grammar teachers. Some of them gave me F’s but I can sell. Can they?

    5. Rob Anspach says:

      proper english doesnt sell… thats why rappers make so much money… I dont understand any words they sing

    6. I’m always unpleasantly surprised how few businesses concentrate on lead capture.

      “The money is in the list!”

    7. And we ain’t done gotta talk good to sell stuff.

      Take THAT, Mrs. Johnson!

    8. Rob Anspach says:

      mo money…

      build your lists and the money will follow

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