Tip #1 – The MOST Important DecisionNow, before I tell you this one, I want you to know that if you don’t remember anything else from these tips, remember this one (of course, if you really like this one, keep reading and combine it with the rest for best results)!The single most important decision in your advertising and quite possibly your business is How you position your product.I’ll say that again.The single most important decision in your advertising and quite possibly your business is How you position your product.For example, if I were in business to sell toothpaste, would I want to position it to sell as a product that gets teeth really clean or a product that is good for people with sensitive teeth?Or another example, if I were selling smartphones, would I want to position to sell to the everyday person or to the tech savvy person?While these are just examples to get you thinking, it is extremely important of you to know that the decision of how you position your product is a decision you must make before any advertising. Doing so will put you at a significant advantageIf nothing else, at least give this one a try and see for yourself.Think about how you want to position yourself and make that decision.Tip #2 – A Large PromiseNext up is also a very powerful tip and exponentially more powerful when paired with the previous tip of how important it is to make the decision of how to position your product.This is actually the second most important decision you must make in your advertising.That is, what does your product promise to the customer?Now, before you start thinking, let me tell you what a promise is NOT.A promise is NOT a claim.A promise is NOT a slogan.A promise is NOT a theme.A promise is a benefit for the consumer.Additionally, if your benefit to the consumer is unique and competitive that will be even better for your advertising.Now, when you make a promise of a benefit, you must deliver or even over-deliver on your promises.Your product MUST deliver on the promises of benefits that you advertise.If you are able to both make and deliver on a promise in your advertising, you will be far ahead of others who are in your marketplace.Tip #3 – Branding and ImagesThink of some successful big companies that you know of and that are widely known.Now think of their logo and branding image.Chances are, the ones you’ve picked you’re able to immediately identify the business from the logo/branding.That is the power of having good branding images and logos.However, when it comes to advertising, many people tend to make up branding images and logos as they go and never really take the time to create a branding image that they can come to be known by.Over 95% of all advertisement image is created this way.Many companies fail to use a consistent image that they can be known by. By doing this, they will always lose marketplace position to the business that keeps a consistent image that it can be known by and keep its identity.With that in mind, it makes sense for you to make a brand image that your business can be known by so you can take a more dominant position in your marketplace over competitors.Tip #4 – Big IdeasRemember when you were a kid and someone probably told you to dream big?Well, in business and advertising it is very important for you to have a BIG Idea.I mean, you could have a small idea, but who would want to take action or be moved to buy off of a small idea?Exactly.Probably nobody.Unless your advertising is built on a BIG idea, it will simply fail.I could go into telling you why, but I’m pretty sure you understand that small ideas won’t work.One thing to clarify before I go further on this is that a BIG idea does not mean a complicated idea. In fact, some of the most valuable (but hard to come by) ideas are the ones that make a big problem much simpler.It takes a BIG idea in order to get your customers to take action on what you’ve got.For example, what if I said, “Hey, you should read my report and you might get a couple of sales.”You probably wouldn’t even click on the report for one, and two, if you did read it with that in mind at the beginning you probably wouldn’t get the massive value that this report is really worth!On the other hand, what if I said, “Would it light a fire under you to read this entire report if I told you that the tips in it have lead to millions of dollars in sales for many people and I’m giving them to you for free?!?”Now, while I’m sure that it does light a fire under you to read this report, I want you to know that your advertising must be built on a BIG idea in order to make a BIG impact in sales.With that said, lets move on to the next tip before any of those people that have made millions start trying to wring my neck for giving you these tips for free!Tip #5 – First Class QualityIn the previous tip you read about how important it is to base your advertising on a BIG idea.Another important thing to do is to present a first class kind of quality about your product.Let me ask you this, “Would you rather eat at a restaurant that takes pride in keeping the place clean or a restaurant that has a cockroach infestation?”Now, if you’re a normal human being and not a cockroach enthusiast, I’m sure that the one you pick would be the one that is kept clean.It’s the same way with advertising.People will be more likely to buy from an advertisement that shows quality.With your advertising, you want to make it have a first class look and image that you’re proud to present.People don’t like to buy when the advertisement is ugly.In fact, if your advertisement is ugly then people will perceive your business that way and it will negatively affect your sales!In other words, an ugly advertisement leads people to think your product is of lower quality and one they don’t want to buy.With that said, let the images that people see of your product be one that is of quality (and make sure you deliver on that quality!)Tip #6 – Go the DistanceOne of the common mistakes of many advertising campaigns is that they end up being far more complicated than they need to be.In some cases, I understand that it may not yet be you that is making the decisions in how the advertising campaigns go.However, I will tell you that one of the main reasons that advertising campaigns for many companies become more complicated than necessary is because they are reflecting too many divergent views of too many executives.Not only this, but companies as a whole have too long of a list of objectives they want to accomplish with their advertising.The problem with this is that it causes the company to never have a single simple promise that they can go the distance with and really create some massive wealth.Remember from Tip #2 about having a big promise?It will pay you much better to take a single promise the full distance rather than trying to take a bunch of little ones only a little ways.Of course, you may be thinking, “didn’t you say that you know that some of us don’t have a say in the advertising?”I did say that and to that I say this, “It will pay you much better to take a single promise the full distance rather than trying to take a bunch of little ones only a little ways.”The reason I say it again is because for one it is important in advertising, but even also for you while you work for someone.Even while you work for someone, what is your promise or benefit that you provide to the company?Go the distance with that promise so you can be given a better promise.Of course, if you are already in charge of or part of the decision making, then this is an idea you cannot afford NOT to share with your company.Tip #7 – Don’t Be a Bore!If you’re still reading this at this point, then hopefully I haven’t been boring you into reading this.In fact, if you’re still reading this, I sincerely hope that you have gotten massive value out of this report and will start using these tips so you can build massive wealth in your business and take a more dominant position in your marketplace.Of course, I hope you haven’t skimmed and/or just skipped to this tip as the other tips before this one are even better than this one!That said, applying this tip will most definitely make your customers appreciate you more!All of these tips have been put together in order to provide you with massive values and to get your mind moving in the right directions when it comes to creating your advertising pieces.If you have massive value in what you’re writing, then people will be interested in reading or hearing what you have to say.Not only that, but they’ll share it with other people!Anyhow, this final tip for today is that you do not want to bore your customers.Have you ever been bored into buying?I would think not, but how about this:Have you ever bored anyone into buying?I certainly hope not, but I know that I’ve seen some advertisements that seemed monotonous, cold, detached, plain, and impersonal.Hopefully that wasn’t yours…Anyhow, it is important to speak like a human being rather than your high school history teacher that read the text book in such a monotonous voice that it seemed like the clock was put to sleep!Captivate your audience.Be charming.Make them hungry for what you’ve got.If you are able to keep your audience captivated and interested in what you’ve got, then you will have done better than many advertisements. In fact, at this point in this report I’m at almost 1900 words!Point is, people will read it if it is interesting and valuable to them.I certainly hope that you have gotten something valuable out of this report. Remember, that even one of these tips can put you far ahead of your competition. If you were to begin using many or all of these tips, can you imagine the difference it could make?(P.S. If you can imagine what difference it would make then you are already well on your way!)Yours Truly,Yong Kang
When advertising your products and services, you have to write as if you are talking 1-to-1 with your prospect. You only have a few seconds to convince your passing reader that your message is for them, so you will want to make it worthwhile. Never produce advertising that is boring. Your goal should be to create advertising that works and that is it.Could you imagine if you were advertising on TV and you only had a few moments to get your sales message across? Well guess what, you face the same pressure when you advertising online, in newspapers, and in magazines. It’s the job of your ad to convince a busy prospect that your ad is worth paying attention to – and this is not an easy thing to do.You should know that the money that you invest in advertising could easily cost you a fortune. So you should try your best to make your advertising effective and work for you. Do yourself a favor and take a look at your ads, your headlines, your website, and even your direct mail pieces – does it look and sound like a lot of the other ads that you see?Are you advertising your accolades instead of what’s in it for the prospect? Is your ads making the same promises as everyone else? If you answered “yes” to all of these questions, then you should revamp and re-evaluate your advertising pieces. Just because you see a lot of other business advertising their brand and company name, that doesn’t make it the best way of marketing your business.A lot of businesses online and offline lose a lot of money simply because they advertise via traditional means. You don’t have to do the same and experience the same fate of these businesses. When you implement traditional ways of advertising, you set yourself up to lose tons of customers because of it. If you can find a way to try something different, then you will be one of the many people who can prosper in this economy.If you do what you’ve always done when it comes to advertising, you will get the same results. It’s time to try something newer and better and that is more effective for your bottom line. This solution is direct response advertising. With direct response, your results are measurable and can be tracked. You’ll have an accountable measurement of how many sales you are getting and will be able to see how well your ads are performing.With a predictable way of tracking your results you can lose. In all of your advertising, your goal should be to generate some sort of response. Don’t advertise just to get your name out there because this is an ineffective way of going about things. Instead, lead a prospect to your website or to a 1-800 number where they can call for more information.With this way of advertising, you’ll know whether or not your advertising is working for you and if you need to change anything. Always use a testable and predictable means of advertising as it’s the best way to market your business. Good luck.
As small business owners we need to market our business to get new customers, keep current customers happy and bring back past customers. We are not just owners of a business that concentrates in one field of interest whether it is technical, retail, consumer-oriented or business-to-business, we are the chief marketers of that business. Without marketing we shrivel up and die so it is imperative that we do it right! Here are seven mistakes commonly made by business owners (entrepreneurs) when conducting their marketing and how they can be avoided.1. Being an advertising victim It’s really easy to be an advertising victim. Some advertising sales rep or agency comes by and tells you that you need to advertise…because you need to advertise. And they want to sell you “institutional” advertising instead of “direct response” advertising. The difference is obvious. In fact, it’s right in the name. Institutional advertising is advertising like Coca-Cola, McDonald’s, IBM, and Nike. This is advertising where results are not measured, there is no control over who sees it and you get nothing directly from it. This is also known as “branding”. It is an attempt to make their name so ingrained in your mind that when you need their product or service, you will automatically call them or walk into one of their stores. If you fall victim to this – YOU’LL GO BROKE! These companies spend – and have – millions of dollars to spend on this kind of advertising – YOU DON’T!How to avoid: What you want to do and ONLY do is emotional direct response advertising. That’s advertising you plan to get more back from what you send and where every dollar is measurable and accountable.2. No system for Customer data collection If you don’t know who your customers are, you can’t communicate with them, you can’t create a referral program and you can’t get testimonials. You also don’t know how many times they buy from you, when they buy or what they buy. The biggest VALUE in any business if the customer base. It is 10 times easier and cheaper to get existing customers to buy from you again than get a brand new customer. Plus, returning customer will spend twice as much per visit as new customers. If all this is true why don’t businesses collect customer contact information?How to avoid: Set up a collection system within your business that collects contact information. It could be as simple as having them fill out a form by hand or as complex as putting an email capture form on your website. HOW you collect it is not as important as getting the information somehow. Make it part of the process and soon it will be automatic.3. No diversification in your marketing There are a vast number of advertising media available to you yet you probably use just one or two. This does not mean that if you are not using the Yellow Pages you are wrong. The Yellow Pages may or may not be a media you should use. Do you use email? Do you use direct mail postcards; sales letters? Newsletters? Voice broadcast? FAX? “Lumpy” mailing? If you don’t, one or more of these media’s can change the effectiveness of your marketing overnight. Do you say that “this can’t work for my industry” yet it could be effective if you just tried? Diversify your marketing and the delivery methods you use to find the ones that work best for you.How to avoid: Learn about the various advertising media available and determine whether or not it may be appropriate for your business. Determine the costs, technology, effectiveness, etc. Then try one or more and observe the results. After that tweak, try others and go with your best ones.4. No referral program The second easiest customer to sell is a referral, right (the first being a former customer)? Yet how many people have a system for creating referrals. If you are like most businesses, referrals just happen, and that is not good for your bottom line.How to avoid: Explore ways to ask for referrals on a regular basis without being “pushy” or “cheesy”. Make it systematic so you can count on having referrals on a regular basis. A “Customer Rewards Referral System” gives your customers an incentive to give you referrals. It can be done in many different ways, but if you don’t have one, it won’t work.5. Thinking you are your customerThis is a really BIG MISTAKE. Many business owners say that their customers are too sophisticated for this type of marketing or that type of advertising. That is just putting your beliefs and prejudices onto them. How do you know that one type of ad will not work – because you tried it and it failed, or because you “know” it won’t work on your customers. I’ve had a number of business owners say that “X type of marketing doesn’t work in this industry” when others like them use it to full effect in other parts of the country.How to avoid: Chances are that just because you might not respond to a particular method, doesn’t mean that your customers won’t. Test it and find out for sure. If it works in other industries, it will work for yours, and in many cases it works in your industry just fine – you just haven’t yet experienced it.6. Working ‘IN’ your business rather than ‘ON’ your business You started your business because you were good at being a plumber, electrician, chiropractor, financial planner, etc. Most trade schools and college courses don’t teach you how to market your business so you have to learn it on your own or find someone who does know marketing to help you. The excuse of “I’m TOO BUSY to worry about marketing” is the worst excuse ever used. As the owner of a business one of your most important jobs is marketing that business. This is in addition to working in it as a professional. If you completely outsource, or worse still, ignore marketing, your business will stagnate and die. The real money is in the marketing of your business not in the product or service it provides.How to avoid: Set aside time to work on marketing your business and take the time to learn proper marketing techniques and you’ll be in a position to achieve financial freedom.7. Infrequent Contact With Current Customers The easiest customer to sell to is a former customer. To do that you need to know who they are (see #2 above) and you need to communicate with them. Many people are afraid to send information to their customers because they don’t want to “bother” them. Study after study shows that customers do not mind hearing from you AS LONG AS YOU HAVE SOMETHING IMPORTANT TO SAY. They don’t want to hear about your latest vacation or where you had dinner last week, but they want information that can help them. In fact, DIRECT magazine reported that the proper frequency to contact your customers is every 20 days. In fact, for every month that you do not contact your customers you lose about 10% of your relationship with them, so after 10 months, you might as well be mailing to a cold list.How to avoid: Create a newsletter, send emails, reach out with tips and advice. Your customers and prospects willHow many of these mistakes do you make? Would you like more information on the most proven, tested and successful systems assembled to GROW your business. If so, go to http://www.statement-marketing.com and look through the blog, make comments and sign up for our newsletter.