Sam, My Border Collies Internet Marketing Advice! No 24
| Category: Marketing | Date: 2001-10-03 |
Sam (that's my 12 year old Border Collie) and I were walking again through the Bush (Australian countryside). Sam as usual was ranging out from me checking for the Eucalyptus trees that needed his marketing skills.
When we reached our usual rock beside the fallen log, Trudi and Sam were sitting looking at me expectantly because I promised to tell them a story.
Ok. You two, I'll tell you about this old aunt of mine.
I first met Aida way back in the late 1970's to 80's. In those days I was working as an advertising rep for a newspaper.
Aunt Aida was my favourite aunt. She always had marvellous gifts of wisdom for me each time I visited her. In those days I visited her often. Sometimes several times a day.
Her influence on me never ceased to amaze me and every time that I left her house I returned to my job and worked up some of the best advertising copy you've ever seen.
My job paid me by commission for the amount of column centimetres of advertisements that my clients placed in the newspaper.
If the Ads didn't pull in sales for my clients they wouldn't continue placing their ads through me and I didn't get paid. It was that simple.
It took me a while to fully realise exactly how clever aunt Aida really was. She taught me to associate her name with all the essentials of writing an Ad.
Needless to say, I enjoyed visiting her immensely. Partly because now I could really help my clients sell their product and partly because I also benefited from an increase in income.
Let me explain exactly how Aida contributed all those years ago to my ability to be of help to my clients today.
Aunt Aida showed me how simple it was to remember all the essential parts of producing an Ad that produces results.
As an Internet marketer you can have the greatest products in the world. You won't be able to help anyone get the benefits of your products unless you:
A. Stop prospects dead in their tracks so that they will read your Ad. In other words you MUST get their ATTENTION!
I. You must present the very best benefits of your product so that your reader will find your product of great INTEREST to them.
D. Your prospect must be shown what the benefits will do for them. It is only when you do this that they will DESIRE the benefits your program will provide for them.
A. Finally, you must ask your prospect to take ACTION to benefit from your product NOW!
Aunt Aida's wisdom should be a constant reminder to you of the essential components of ANY Ad.
Leave any one of the essentials out of an Ad and the results will be disastrous to you and the benefits of your product will not reach your prospect.
Right! Can you see how my Aunt Aida can benefit you? As an Internet marketer the very first thing you need to do is to promote your product.
One of the quickest ways to do this is to advertise your product. You can have the best products in the world but if nobody knows what you have, you are up the creek without a paddle.
So let's take the principles of Aida and expand a little on each of the areas that need to be addressed. While Aida also applies to any sales material we'll discuss only Ads.
ATTENTION: If you are going to write an Ad that will pull in the prospects, there are several things that you need to do.
Firstly, the Ad is about YOUR product. So you must have a really sound knowledge of all the features of your product.
You must be able to answer any question about your product and have all that information at the very tip of your tongue.
Now this is IMPORTANT, you need to take all that knowledge about the features of your product and convert all those features into BENEFITS.
Benefits are the things that your product will do to address the needs of your prospect. Prospective customers absolutely need to know what your product will do for them ( when they look at your Ad).
There's an old saying in advertising:
Tell me quick and tell me true,
Tell me now or nuts to you,
LESS how the product came to be,
MORE what the product does for ME.
eg. a feature may be, "The program is duplicable" a benefit is "This product will multiply your profits"
To quickly get a list of your benefits, make a list of all the features of your product and then convert these features into the benefits your customer will receive if they buy your product.
Choose the very best benefits and use them for your headline when you advertise. You may need to use a few different headlines so that you can STOP more of the potential customers that could benefit from your product.
INTEREST: You can then use another benefit or two in the body of your Ad to hold the interest of your customer long enough for them to think about all that the product will do for them. eg. "Get your profit building Web-site working for you TODAY!"
DESIRE: Refine your benefits so that your prospect simply can't live without your product. Use clear concise statements that clearly prove the advantage of the benefits to your prospect.
ACTION: Ask the reader of your Ad to look in to this wonderful opportunity and get more information from your Web-site or autoresponder. You can even offer an extra benefit to your prospect if they LOOK TODAY!
This is what you aim for in every single ad!
A Reader skimming ads at a fast rate of knots:
Whoops! Hold on you've got my (Attention)!
Hey! That looks (Interesting)!
I've gotta have that (Desire)!
Show me more NOW (Action)!
Just for fun (and profit) write out 20 ads that follow the advice of Aunt Aida to promote your favourite product. This is WORK that PAYS OFF every time!
Refine them again and again until you can't get the benefits to shine any better. Then lay them aside for a while.
You can then go back and polish them at least once more so that your new sparkling benefit laden ads are ready for testing in the Internet marketplace.
'Not bad' said Trudi, 'you know how to write Ads almost as well as I do.' "Come on," said Sam, "lets go and get a bit of lunch." Sam always has to have the last word.
About the Author
©2000 Gordon Brownlie
Gordon is an Internet Marketeer based in Australia. He specialises in helping newcomers to the Internet earn an Income from a position of integrity. You can learn more about his training course at:
empowerism.com/e/12025
:To contact see details below.
gbrownlie@turboweb.net.au
http://www.empowerism.com/e/12025
When we reached our usual rock beside the fallen log, Trudi and Sam were sitting looking at me expectantly because I promised to tell them a story.
Ok. You two, I'll tell you about this old aunt of mine.
I first met Aida way back in the late 1970's to 80's. In those days I was working as an advertising rep for a newspaper.
Aunt Aida was my favourite aunt. She always had marvellous gifts of wisdom for me each time I visited her. In those days I visited her often. Sometimes several times a day.
Her influence on me never ceased to amaze me and every time that I left her house I returned to my job and worked up some of the best advertising copy you've ever seen.
My job paid me by commission for the amount of column centimetres of advertisements that my clients placed in the newspaper.
If the Ads didn't pull in sales for my clients they wouldn't continue placing their ads through me and I didn't get paid. It was that simple.
It took me a while to fully realise exactly how clever aunt Aida really was. She taught me to associate her name with all the essentials of writing an Ad.
Needless to say, I enjoyed visiting her immensely. Partly because now I could really help my clients sell their product and partly because I also benefited from an increase in income.
Let me explain exactly how Aida contributed all those years ago to my ability to be of help to my clients today.
Aunt Aida showed me how simple it was to remember all the essential parts of producing an Ad that produces results.
As an Internet marketer you can have the greatest products in the world. You won't be able to help anyone get the benefits of your products unless you:
A. Stop prospects dead in their tracks so that they will read your Ad. In other words you MUST get their ATTENTION!
I. You must present the very best benefits of your product so that your reader will find your product of great INTEREST to them.
D. Your prospect must be shown what the benefits will do for them. It is only when you do this that they will DESIRE the benefits your program will provide for them.
A. Finally, you must ask your prospect to take ACTION to benefit from your product NOW!
Aunt Aida's wisdom should be a constant reminder to you of the essential components of ANY Ad.
Leave any one of the essentials out of an Ad and the results will be disastrous to you and the benefits of your product will not reach your prospect.
Right! Can you see how my Aunt Aida can benefit you? As an Internet marketer the very first thing you need to do is to promote your product.
One of the quickest ways to do this is to advertise your product. You can have the best products in the world but if nobody knows what you have, you are up the creek without a paddle.
So let's take the principles of Aida and expand a little on each of the areas that need to be addressed. While Aida also applies to any sales material we'll discuss only Ads.
ATTENTION: If you are going to write an Ad that will pull in the prospects, there are several things that you need to do.
Firstly, the Ad is about YOUR product. So you must have a really sound knowledge of all the features of your product.
You must be able to answer any question about your product and have all that information at the very tip of your tongue.
Now this is IMPORTANT, you need to take all that knowledge about the features of your product and convert all those features into BENEFITS.
Benefits are the things that your product will do to address the needs of your prospect. Prospective customers absolutely need to know what your product will do for them ( when they look at your Ad).
There's an old saying in advertising:
Tell me quick and tell me true,
Tell me now or nuts to you,
LESS how the product came to be,
MORE what the product does for ME.
eg. a feature may be, "The program is duplicable" a benefit is "This product will multiply your profits"
To quickly get a list of your benefits, make a list of all the features of your product and then convert these features into the benefits your customer will receive if they buy your product.
Choose the very best benefits and use them for your headline when you advertise. You may need to use a few different headlines so that you can STOP more of the potential customers that could benefit from your product.
INTEREST: You can then use another benefit or two in the body of your Ad to hold the interest of your customer long enough for them to think about all that the product will do for them. eg. "Get your profit building Web-site working for you TODAY!"
DESIRE: Refine your benefits so that your prospect simply can't live without your product. Use clear concise statements that clearly prove the advantage of the benefits to your prospect.
ACTION: Ask the reader of your Ad to look in to this wonderful opportunity and get more information from your Web-site or autoresponder. You can even offer an extra benefit to your prospect if they LOOK TODAY!
This is what you aim for in every single ad!
A Reader skimming ads at a fast rate of knots:
Whoops! Hold on you've got my (Attention)!
Hey! That looks (Interesting)!
I've gotta have that (Desire)!
Show me more NOW (Action)!
Just for fun (and profit) write out 20 ads that follow the advice of Aunt Aida to promote your favourite product. This is WORK that PAYS OFF every time!
Refine them again and again until you can't get the benefits to shine any better. Then lay them aside for a while.
You can then go back and polish them at least once more so that your new sparkling benefit laden ads are ready for testing in the Internet marketplace.
'Not bad' said Trudi, 'you know how to write Ads almost as well as I do.' "Come on," said Sam, "lets go and get a bit of lunch." Sam always has to have the last word.
About the Author
©2000 Gordon Brownlie
Gordon is an Internet Marketeer based in Australia. He specialises in helping newcomers to the Internet earn an Income from a position of integrity. You can learn more about his training course at:
empowerism.com/e/12025
:To contact see details below.
gbrownlie@turboweb.net.au
http://www.empowerism.com/e/12025
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