Recession Busting Secret #6
Only Run “Offer Based” Advertising.
I just cannot comprehend the point of advertising without an offer to respond to.
I know why advertising agencies do it, the last thing they want is an immediate clear measure of the effectiveness of their work.
Hey, look if you are really happy (most people are) with spending a lot of money on ads with no accountability, give me a call and I will tell you how to make out the cheque. I will gratefully accept the money if you do not care about it. I would find a good use for it without much trouble at all.
In fact, in crafting any ad or sales letter, contrary to many famous advertising or copywriting gurus who maintain the headline is the first thing you write…
The FIRST THING I CREATE IS MY OFFER.
That way, it makes the rest of my job a whole lot easier. And we like it being easy.
The reason the offer is so important is it breaks down that major barrier to business, which is lack of trust and scepticism.
Here are the major reasons why people don’t buy from you when you think they should:
1. They simply don’t WANT what you are selling.
2. They CAN’T AFFORD to buy what you are selling.
3. They do not believe you are telling them the truth about the product, and they are very SCEPTICAL about you delivering on your promises.
The first two reasons for not buying you can understand. The third reason of course is not acceptable, and that’s where almost all lost sales are in fact lost.
I mean, pick up any newspaper or magazine and see how whimpy the ads are when it comes to the offer. So the purpose of an outrageous offer is to convince the most SCEPTICAL of prospects to buy.
In difficult times, you cannot afford to be boring, instead make even more outrageous offers, add greater value, use testimonials, bold guarantees and give your client a strong and compelling call to action.
These days the world around us virtually changes at the speed of light, I read that “Information” (knowledge) doubles every two years and it won?t be long before it’s one year…
YET most business owners change with the speed and agility of a giant ore carrying ship and are destined to meet a similar fate as the Titanic.
Don’t give your clients and prospects a reasonNOT to buy… Give them as many reasons as possible to buy from you – be a tiger in your jungle.
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
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