What is the golden rule of internet advertising? Give, so you may
receive. It is as simple as that.
You're flipping through this publication as you wait for your
latte, when suddenly you decide to stop and read an ad. What made
you stop? I'll bet it was an attention grabbing headline.
1. Give your customers a discount when they spend over a certain
dollar amount for ad space.
If you haven't made many sales or perhaps none at all, don't be
discouraged. Use this 10-point checklist to breathe new life into
your advertising campaigns and improve your response rate.
If you want to sell more ad spaces, you must read and use the
secrets I am revealing here:1. Give your customers a discount
when they spend over a certain dollar amount for ad space.
What many may consider the most important part of advertising is
writing an effective ad. The information provided in a classified
ad may be the deciding factor if it is successful or a, "bomb".
Most small businesses do not have a high powered advertising
agency to produce award-winning radio commercials for them. Most
award-winning radio commercials win for the wrong reasons anyway.
Many people in business lay-out (design) their own ads. That old
adage "If It Is To Be It Is Up To Me" prevails.
When, some little time ago now, I first descended upon the
advertising scene, we were a good deal more concerned than most
people seem to be today about the nature of the business we found
ourselves in. We were always holding debates - in the saloon bar
of the Coach & Horses in New Bond Street, to be tiresomely
precise - about the meaning of advertising, the significance of
advertising, and the past, present and future of advertising.
Over the 32 years I've been involved in sales, marketing and
management, I've discovered that there are two fatal marketing
mistakes made by business owners. They are?· Lack of
focus· Lack of implementation. There's certainly no shortage
of ideas and information - the world is full of it - but what are
you doing with it all? Let's do a quick reality check here and
now:· How frequently do you get in touch with your
customers?· How far up your hierarchy of buyers do you
go?· What actions are you taking to make next week, next
month or next year better? Pick one thing you've always meant to
do and do it tomorrow to start marketing your business more
The title of this article also happens to be one of the "20
Greatest Headlines Ever Written. "Did you know, just changing the
headline has been known to dramatically improve the effectiveness
of an ad or sales letter by up to 1700 percent? Yes, headlines
are that powerful--and that important! However, over the last few
years, I've noticed a proliferation of badly written--or just
plain weak headlines--both online and off! Particularly disturbing
is the copycat syndrome.
A correspondent to Ad Briefing, my monthly newsletter, has posed a
very sticky question. How, she asks, can you tell whether a
headline you have written is a good one? or not? What she means by
this, I imagine, is whether the headline will actually help to
make sales, rather than just act as a passing amusement to its
Back in the 1760s, the great Dr Samuel Johnson delivered himself
of the dictum that 'promise, large promise is the soul of
advertising'. It's a good thought, a great thought; and I contend
that what was true then is equally true today.
If you've been searching around for business cards that will best
represent the image you want to portray for your business, then
you've no doubt encountered many options. The Big Two, as I like
to think of them, are "Raised Letter" and "Full Color.
Every year thousands of online businesses fail. None of them
begin with the idea they'll fail, in fact they have high hopes of
success, but they fail all the same.
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