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Posts Tagged ‘direct response marketing’

In my direct response print and Yellow Page ad design business, I offer a FREE 60 point ad audit at my website www.InstantYellowPageProfits.com. Of all of the hundreds of ads I audit each year, most include the same 3 profit killing mistakes.

The first profit killing mistake I see in small business advertising is having a weak headline. The weakest headline you can usually have is the business name which normally contains no benefit for the consumer. Imagine you are a consumer with a leaking pipe and you go to the Yellow Pages under “Plumbers” to find someone to fix your leak.

You review ads under the heading, and the first 2 have the following headlines. Let’s say ad example #1 has “Joe’s Plumbing” and ad example #2 has, “Get Your Leak Fixed In 60 Minutes or Less!”?” Which ad would you read and reply to? It is obvious that the only thing you learn in the “Joe’s Plumbing” headline is that Joe has a big ego. That fails to be a benefit to your prospects. Your prospect will be attracted to the headline benefit of getting their leak fixed in just 60 minutes.

So when you are writing your headlines, ask yourself, “What is the greatest benefit I can offer my prospects, and what is their greatest desire when they are viewing my ad?” If you take those most sought after benefits and include them in your headline you will dramatically increase response to ALL your advertising.

The second profit killing mistake is to have no offer. If you want to increase your response to any advertising, I recommend you add a compelling offer. You kill your advertising response and profits when you fail to include an offer.

So what is the best type of offer to include in your advertising? Including a offer for your new customers is what I recommend. A “dollars off” offer or an additional bonus on thier first service is a good welcome offer for new clients. Most ads do not include an offer, so you can make your ad stand out and outperform your competition with a well crafted offer.

The third profit killing mistake is to not include a guarantee. A guarantee is something all small businesses need to include in their advertising. Small business advertisers find that adding by a 100% Moneyback Guarantee they increase ad response by removing the risk of a new client trying your business. I know what you’re thinking, “If I offer a 100% Moneyback Guarantee like Larry says, everyone will ask for their Moneyback and rip me off!”

I know how you feel, because I felt the same way before I included a 100% Moneyback Guarantee in my advertising. My concern was that my prospects would rip me off, but when I tested the guarantee I saw positive results. My guarantee more than DOUBLED response to my advertising. I was shocked that in 7 years of having a Moneyback Guarantee, there were only 2 clients that requested a refund. In both cases, things did not go according to plan and these clients deserved and got their moneyback. If I had not given them their Moneyback, I would have had 2 lawsuits that would have exceeded the price of my refund. This moneyback guarantee did double duty by increasing my advertising response and profits while simultaneously removing legal liability when unusual things happened.

Businesses that can not have a 100% money back guarantee, can guarantee a portion or part of the first purchase even if this means limiting what services you provide on their first purchase. The best guarantees reduce or remove the new client’s risk of trying your product or service.

So you can see that having doubled my business from the same size ad and having only 2 (deserved) refunds in 7 years and over 1500 jobs is a tremendous financial gain.

So upgrade your print and Yellow Page advertising by having a great headline, a money back guarantee and a new client offer. This gives you a long-term competitive advantage because when you get 200% response, you are getting new clients at only 50% of what your competition has to pay.

Larry Conn’s personal experience in advertsing and direct response marketing has been built over the last 34 years. He is celebrated world-wide as a top direct response marketing expert, copywriter, speaker and author. Top direct response marketing experts recommend Larry in their books and products for creating profitable marketing strategies, and writing copy for high ROI print and Yellow Page ad design. At his website www.InstantYellowPageProfits.com  Larry offers a FREE 60 point Advertising Audit worth $150.00.

Do you use many types of marketing and are never exactly sure if anything has worked for you?  Spending on different advertising streams without having some means to determine the sales they produce is like pouring cash down the drain and is one of the big differences between successful firms and the also-rans.  And that means you can’t understand what’s working for you and what’s not.  For example, if you choose a radio campaign that costs you ,000 concurrently with a leaflet drop for ,000 and in total make ,000 return, you need to know which has worked the best in order to know where to spend another time.

Working with somebody from Cambridgeshire business coach will bring the facts about your marketing to the surface.The secret to marketing success is to keep track of your results.

That’s why you must take the time to figure this out, and you’ll soon realise that advertising that works brings in more money than it costs.  Great advertising is the same as putting £100 in the bank and getting £200 back, since it’s basically a license to print money.  Understanding which campaigns and tactics generate the most sales gives you the edge against your rivals – an edge that most companies simply don’t understand even though you can do it for free.

Instructions For Testing & Measuring

How you measure your results depends very much upon the strategies used. Use the ideas below to inspire you in other creative ways to test and assess your marketing efforts.Use a simple tally chart, with a line for each advertising promotion; then simply place a mark when a customer comes in from each source.Use different telephone lines for each lead source, so that when you get a call from TV adverts, the radio and the local paper a different phone rings; count the calls per line and you’ve got a great measure for enquiries.  A voucher is one more method of calibrating the effectiveness of your campaigns – you just need to add the number of coupons returned in a given period and you’ll know the number of leads it generated for you.

Another very neat method for measuring enquiries is to get your customers to ask for anybody by name.  One business sent out leaflets advertising home repairs and told people to call and ask for David.  They added 1 to the score  each time anybody mentioned David and found it worked exceptionally well.

If you’ve got a website, you can ask the customer where they heard of you.  Another great way to track customer sources is to use statistical analysis on your website, often called analytics, to monitor what keywords people have used to find you, or what sites they’ve come from.

With a bit of luck this has given you some inspiration and enthusiasm to get cracking and create your own monitoring program of some kind for your marketing. 

And of course, if you need some help to get going, you can always consider business coaching uk.