Recession Busting Secret #4
If You Want Your Phone To Ring, Your Advertising Must Get People’s Attention, Arouse Emotions and Only Use “Reasons Why” Advertising.
The book by the same name is an old classic everyone ought to read. If I had a dollar for every ad run that provides no compelling reason, either to choose the advertiser Vs competitors or to respond, let alone respond now, I would be richer than Bill Gates and Warren Buffet put together.
And if you did nothing but take a blood oath, never to spend a cent on anything but “Reason Why Type” advertising you would end up with an unrivalled unfair advantage over almost every other critter in your jungle.
Bottom line is, if you cannot make a compelling case to choose you over other options, you have no damned business spending a cent on advertising, then blaming the advertising or advertising medium for poor results.
Truth is, there’s no such thing as a bad medium (media), only poorly targeted and strategized marketing.
Just as there is no such thing as a bad hammer, just one that is poorly wield.
Here’s a 5 step advertising TEST you should put all your marketing and advertising through NOW.
1. Get Attention!
2. Arouse interest and emotion.
3. Tell an interesting story in a believable way.
4. Offer an incentive to take action, NOW.
5. Ask for action, and make it easy for people to do it.
The first, and most important, step is to get attention. Your advertising will not stimulate responses unless it gets read.
It will not be read if it is not noticed. And, it will not be noticed unless it Gets People’s Attention!
In fact, 80 – 90% of the success of any ad is the direct result of how well the headline gets attention!! If you don’t believe me, go look at “People Magazine”, “Redbook”, “New Idea”, “Woman’s Day” and so on…
In fact, here are the headlines from a recent Redbook magazine which I subscribe to from the US:
- “Attention Multi-Taskers, Are You Addicted To Stress?”
- “Sex, Have More Fun In Bed! 19 Moves To Try Tonight”
- “Health Mistakes, You Can Fix Them Right Now”
- “68 Ways To Look And Feel Your Very Best”
- “Will He Cheat? 7 Tell Tale Signs, Plus What Keeps Couples Close”
Warning – what you’re about to read may shock you! Whether or not you read, like, or even approve of any of the publications we just discussed, you’d have to be blind to get past a magazine rack or grocery checkout line without at least noticing these covers and attention-grabbing headlines.
Can you say the same about your advertising? Are your advertising messages exciting or boring? What do your business cards, marketing letters and brochures look like? Are you really saying or doing anything different from anybody else???
Every month, the editors of all these magazines and newspapers do everything they can possibly think of TO GRAB YOUR ATTENTION!
While you may not agree with the pictures or underlying messages, millions of these magazines are sold each week because emotions stir up more sales than logic ever will!
The biggest mistake you can make in marketing is to use a straightforward, “professional” approach that attempts to appeal to people’s sensibilities.
Yet, over 95% of all businesses and sales people make it over and over! Logical advertising is dead advertising. Emotions are what motivate people to take notice and respond. If your advertising is boring, it won’t make money!
Now stop for a moment and think. Think about your advertising. Think about your company’s advertising. Think about the brochures you give to people. Are people beating down your doors and ringing your phone off the hook to get to you because of what you do, the titles you hold, or the colorful brochures?
Typical “business card style” advertisements that many businesses use to get their name and phone number in front of the public. If you want to get people’s attention, you have to be saying things that will actually get their attention!
If you want your phone to ring, your advertising must get peoples’ attention, arouse emotions and only use “Reasons Why” Advertising.
Now if this is what you’re doing, stick with it and don’t forget to experiment and “test” your marketing message!
And if you’re not, fix it!!
Next week I’ll be revealing how to “make appropriate adjustments in products, services, payment options etc, to be attractive to your customers in a soft or down economy…
All the Best,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. I’ve revealed many more secrets to getting your phone to ring and examples of ways you can make your message more appealing to your marketplace in my NEW book! Yes, it has finally been released in bookstores…
However, if you’d like to order directly from my website, you can get an extra special bonus Audio MP3 of a presentation I made recently at my exclusive member-only Platinum Intensive Session entitled “Recession Proof Your Business and Income Mega Pack”, absolutely FR.EE
This bonus disc is not available in bookstores, but we will send out to you at no extra cost (just add $10 for P&H) if you order my new book online at www.recessionproofbusiness.com.au
