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A lunchtime lesson on print advertising
I promise you’ll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good. Because I have some startling news for you.
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What Great Online Advertising Really Is!
Copyright 2005 Daniel Levis
Many business people have a distorted view about the distinction between sales & marketing. The common view looks something like this. "Market by advertising to get your name out there, so that people will be familiar with you. When they need what we’re selling, they’ll know who to call".
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about their brand will stick in people’s minds. Never knowing if it does, or if it doesn’t. Or whether their marketing dollars are paying them back in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, & persuade.
Great Advertising is Nothing Less Than “Salesmanship in Print”!
Think of it as a sales presentation that’s geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospects name & address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are
sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment in real time, and start experimenting to see what kind of desirable actions you can get your visitors to take right away when they read your sales message. You get instant feedback, and changes are no cost. The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find something that works, you can replicate it in other more costly forms of media.
And remember, it doesn’t matter if you're selling printed circuit boards, herbal remedies, or anything in between, the same principles apply.
About the author:
Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author “Million Dollar Online Advertising Strategies – From The Greatest Letter Writer Of The 20th Century!”, a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters!
http://www.Advertising-Online-Strategies.com/ad-strategies.html
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