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Would you like a $600.00 business for free? I am looking
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After testing, monitoring and analysing thousands and thousands of ads, headlines, copy, layout, selling methods and marketing campaigns, these seventeen advertising laws were discovered.
Apply them. Use them in your business and watch your business grow.
1: The more you tell, the more you sell.
This basically means that the more information you give to your customers to help them make a buying decision the more sales you will make.
You've got to tell them everything. Tell them what they will get out of your product. Tell them why they should buy from you. Tell them everything you can about why they should spend money with you.
Give them the full story.
You must make sure you tell the full story every time your ad runs. Because people don't read ads like they read a book. People are not going to wait for the next instalment of your ad, they don't read ads in series.
Once you've got the readers' attention you must give them all your reasons to buy your product or service - now. Because the people reading your ad now may not see your ad again for months and months.
After all, you wouldn't send your best salesman to a prospect and tell him to "Keep it brief, say our business name, our nifty slogan and our phone number, then leave." would you? No you wouldn't. You'd want him to lay it all out - give every possible reason to buy from you.
And that's exactly what you should do with your advertising, lay it all out. Because your ads are your sales team.
All of your ads must be salesmanship in print or whatever form of media you market in.
2: Use headlines to attract your target customer.
You will increase the readership of your ads by as much as nineteen times by using the right headline.
A headline is an ad for your ad. It attracts the readers' attention and draws them into the ad. In fact, 80% of the success of your ad depends on your headline.
People decide what they are going to read by scanning the headlines in the newspaper. Research shows that five time as many people read the headline than read the body copy (text). So you must grab your target customer with your headline.
Try different headlines until you find out which ones give you the best results. These are the headlines that your customers respond to. Then use them to target your customers.
Have a look at these two example headlines for a camera.
Glenn Swan water-skis on the edge. We're about to push him off!
How To Take Sharp Clear Photos Quickly and Easily Every Time!
Obviously the top headline is not going to attract the attention of anyone interested in photography and yet that is the exact word for word headline one camera ad had.
Use headlines in your ads. You'll get better results.
3: Sell benefits not features.
A feature is something your product has or does. A benefit is something your product's feature does for the customer.
E.g. The feature of a car might be independent coil suspension. The benefit is a smooth comfortable relaxing ride.
Now that you know the difference you must strive to advertise only the benefits of your products, not the features.
If you do feel compelled to advertise the features, make sure they 'follow' the benefit.
E.g. "And you'll get a smooth comfortable relaxing ride thanks to the independent coil suspension."
You should advertise the benefit first - then the feature. Because all people are interested in themselves first. They want to know "What's In It For Me." They couldn't give a stuff about you or your 'story' unless it means something good for them first.
I received a flyer in the mail yesterday and the first four paragraphs told me all about this particular person who just happened to own this particular business. "Who cares?" Certainly not me. At that point most people will throw the thing away. They won't read down to paragraph five to find out what all this bragging by the owner can do for them.
Just remember . . .
benefits sell - features don't.
And if you're wondering how to come up with benefits, it's easy. Just write a list of features then for each feature ask yourself "What does this do for me, what do I get out of it, how does that help me?"
Just answer the question, "what's in it for me?" Your answer will be the benefit.
Then simply put all these benefits into your ads or letters
4: Sell a cure not prevention.
It's true, people will do absolutely nothing to prevent a problem, but they will do everything they possibly can to cure a problem.
Would you have plenty of rest and vitamins or go and see a doctor of you weren't sick?
No you wouldn't. But if you got really sick, man you'd run to the doctor as fast as you could, wouldn't you?
When people don't have any problems they won't do anything to stop one coming along. But as soon as it gets to them they want it fixed straight away.
And that's what your marketing has got to do. Your marketing has got to . . .
fix your customers' problems.
E.g. Don't sell pool cleaning; sell more free time and a more hygienic swimming environment for the kids. Don't sell carpet cleaning; sell an allergy free environment with reduced flea infestation, a more beautiful looking house, less stress on the owner because you do all the work, and more free time.
I'm sure you get the idea. You must try and cure your customers' problems. And it doesn't matter whether they are worried about these problems or not, your advertising should cure their problems. This will make your customers aware of the problem they have and that there is a solution available to cure their problem.
5: Give real numbers not generalities.
To say something "will last longer" or "is used by over 900 people" or "over 500 to choose from" or "great service" or "nearly 500,000 sold" or "cleans better" makes absolutely NO impression on your customers. Because your customers don't believe you.
To say things like that is being general. And your customers don't want general, they want actual numbers and figures. They figure if it's general it's not real - but if it's specific it's real.
Give your customers real figures and results and they will believe your advertising more and as a result you'll sell more.
Instead of generalities give specifics. Say "We have a choice of 1392 colours" or, "We have 613 styles to choose from" or, "It performs 32.6% better than product X" or, "It last 27.3% longer" or, "4875 have been sold" or, "after 68 washes still no fading."
When you give specific results people will believe you. They will think that you actually counted the number of colours or, that you actually made comparison tests to find out how much longer it would last.
And if you do give comparison results make sure you mention what it was you compared it to. Because to say it cleans 46% better makes me ask "Better than what? Better than not using any product at all."
Give actual facts and figures instead of 'pie in the sky' superlative claims - your ads will be more believable and you'll make more sales.
6: Advertise positively not negatively.
Never never never advertise the negative side of your product, if it has one. Always always always advertise the positive side.
Show your customers the positive results of using your product or service. Just like car ads.
They show happy family outings, the kids all safe and secure and snug in the back seat, the couple in the front are really happy, and basically - owning that car is a real joy.
They never show you being without your car all day while it's getting serviced, or the high cost of parts, or tell you about high fuel consumption, or show you the frustration of being in a traffic jam.
All people basically want is to be more popular, beautiful, healthy, wealthy, and safe. Show them how to get what they want through your product or service.
Picture the good and not the bad.
Picture beauty and elegance, not hand washing and tedious ironing, when selling delicate clothes. Picture a nice toned body, not sweat and pain, when selling exercise equipment. Picture a lovely green manicured lawn, not hard work and hours in the sun, when selling lawn mowing equipment.
Do you get the idea? Good!
Always advertise the positive never the negative!
7: Coupons & 1800 numbers increase response.
Tests show that when you use coupons in your ads your response goes up.
This is because people postpone acting on your offer until later. But they forget later and you never see them. But they cut out coupons and carry them around. When they see it again later they are reminded to take action. And so they do.
Also, by using coupons you are monitoring the response from that ad.
By having your offer available only with the presentation of the coupon, you can accurately measure how many sales that ad got you by counting the number of coupons that were handed in.
1800 numbers encourage people to call because it's a free call.
8: Use normal type size 8, 10 or 12 point.
Most of our reading is from newspapers and books, and they print in 8, 10 or 12 point type size. You should too.
If you increase the size of your type you just increase the cost of your ad. Having large size type doesn't make more people read it.
Give people the type size they are used to. If they are going to read it, they will read it because it is interesting not because the printing is big.
If you have any doubts, test your ad with normal type size and larger type size. You will find . . .
larger type doesn't increase sales, just the cost of the ad.
9: Avoid using capital letters.
Most of our normal reading is done in upper and lower case type. It's what we see and read everyday, and it's what we are used to.
TYPING SOMETHING ALL IN CAPITAL LETTERS MAKES IT HARDER TO READ as this little example shows you.
If you type in capital letters you won't have as many people read your ad or promotion and that means fewer sales.
Go with the flow and follow the norm. Give people what they are used to and that is upper and lower case letters combined.
10: Avoid typing white on black.
Whilst you and your customers can still read white typing on a black background it is more difficult to read.
If you type white on black you will lose readers because your words will be harder to read.
Your readers are used to reading black type on white paper so give it to them.
Remember, you've got to make things easy for your customers so, type white on black, avoid all capital letters and use normal size type.
Because if you make it difficult for your customers to read your ads, letters and other promotions, they won't. And if they don't read your ads, letters and promotions then there's no chance of you making a sale.
And if you can't make a sale you're out of business.
11: Pictures may not help increase sales.
Depending on your product, you may be better off without a picture.
Because in most cases the extra cost of having a larger ad to accommodate a picture, as well as the cost of putting a picture into an ad, will not increase the sales enough to pay for itself.
In some cases a picture may work better. But then again it may not.
The only way to know for sure whether your product works better with a picture or without is to test.
Test your ad with a picture and test your ad without, then work out the cost of each. You'll immediately discover which way is better for your product.
12: Give something away for FREE!
Sometimes it can be a real hard slog trying to sell your product, especially in print.
Because, no-body wants to fork out money to buy something then find out it's not quite what they wanted or quite what they thought it was.
If you want to become really successful in your business you must let prospective customers sample your products or services without cost to them. This lets them hold and feel the product and gets them involved. It lets them see for themselves what it is like to own it.
If you have low cost products such as food and drinks or products that get high repeat sales, then give your customers a FREE sample.
If you have a higher cost product or a product that has a low repeat sale rate, then give your customers a FREE trial period or inspection period.
Giving away this FREE sampling will build your business the quickest and the cheapest way and, will get you the highest results from your advertising.
13: Never under-deliver - instead over-deliver.
Under-delivering means your product or servi
