Final Key Elements to Advertising Effectiveness

8 03 2011

In the past few weeks we have been discussing the 7 Key Elements to Expand your Advertising Effectiveness.  We discussed 5 of the 7 key elements:  providing the main idea; admitting to your limitations; expand on the key idea and make it exclusive; show your track record and prove your credentials; and explain your motivation for making this special and exclusive offer.

This week we are going to conclude the discussion of the 7 Key Elements to Expand your Advertising Effectiveness with the last two elements:  address your competitors claims and to present your specific offer.

It is critical to be sure you are aware of the claims your competitors are making regarding their similar products or services.  Take time to discover specifically what their sales arguments are and how they present their arguments.  You may want to research their claims and identify any errors in logic they may have “glossed over”.  Be careful though, not to openly criticize or ridicule them.  Be sure that any counter-claim you use or identify can be backed with proof.  You also do not want to make your criticism of your competitor’s product seem to be criticism.  You want to present the appearance of objectivity, as if you were a customer weighing the differences between your products and services and those of your competition.

You want to be able to demonstrate how your approach to solving your customer’s problems is superior to all others.  Be sure to prove to your perspective customer that with their specific business situation, yours is the best alternative (again without obviously attacking your competition – customers will be nervous if you conduct an obvious tirade or attack against your competition).  Compare and contrast the benefits you can provide with your competition.  With that you will be helping your customers to develop a list of questions that they can then go and ask the competition.  Odds are that your competitors will not be prepared or willing to answer those questions, which will further strengthen your position with the customer.

Lastly, you want to clearly present your offer.  Outline in detail the steps that your customer needs to take in order to obtain this limited offer.  It is here that you will summarize all of the positive benefits if they opt for your solution.  You may also want to briefly re-iterate the worst case scenarios if they do not go for your offer.

Hopefully you will find these 7 Key Elements to Expanding your Advertising Effectiveness useful for your business.  If you are able to utilize even some of these elements effectively, you may find that your small business will grow faster than anticipated.

If you are looking for a second income to supplement what you are currently doing, please feel free to explore our website.  We offer several home based business opportunities and are more than willing to discuss in detail any opportunity you are considering.  We offer Pre-Paid Legal Services, Stem Cell Nutrition and can assist you in starting up your own waterless detailing business.  You only have to ask.

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3 More Key Elements to Expanding your Advertising Effectiveness

22 02 2011

Last week we started a new discussion on 7 Key Elements to Expand your Advertising Effectiveness.  We discussed the first two elements, providing the main idea and admitting to your limitations.  This week we are going to continue with three more key elements to expand your advertising effectiveness.

You will find, as you work with your customers, that as they trust that you have their best interests at heart, they will spend more with you over time than they would have if you required them to make a large, one-time purchase.  Each time you offer a step-up program, you are allowing them to test what you say to be true and you are providing them with a level of security, knowing that they can back out if you do not provide what you promised.

Once you have your customers starting to make larger and larger purchases through your company, the third key element to expanding your advertising effectiveness is to make your big idea (the first key element) exclusive.  Identify your unique competitive advantage and let your customer know that if they take advantage of what you have to offer, then there is a good chance they will have a leg up on their competition.   Let your potential customers know that this offer is not provided to anyone, but only to a select few, who really see the benefit with your offerings.

Are your customers the savvy business people you expect them to be?  Have they tried to overcome their particular challenge and failed in the past?  Keep your customer focused on what they gain if they are successful in utilizing what you are offering.  Be sure to keep them aware of what may befall their business if they do not continue on the planned route.  Are their competitors nipping at their heels and they can’t seem to get ahead?  Reiterate what your solution can do for them, and your solution may not be available to their competition.  Also be sure to emphasize that you would only wish to work with them if you can show positive results.  You are in this business together; you need them to want to win as much as you wish to win.

Now that you have your prospect’s attention, the fourth key element is to demonstrate that you have the credentials to back up the claims you have made thus far.  Provide solid reasons for why you are qualified and back those reasons up with testimonials from others that you have helped.  This is where it is important to be factual, and provide solid, verifiable numbers that prove you can do what you claim you can do.

Remind your prospective customer of the years of management experience or industry experience you are offering to them.  Point out the number of very satisfied and exclusive customers.  If you have any specific case studies, or examples, this is where you would include that information, again, being careful to not divulge too much specific information on your current, active customers.

The fifth key element to expanding your advertising effectiveness is to identify your motivations for making such an incredible offer.  By now your customers are wondering why you are offering such a good deal.  They will want to be sure you are going to provide real value for their money and time spent.  Your customers will also need to be reminded why your offer is better and will help them more than any other offers made by your competitors.

You should reassert that your offer is exclusive, and only certain customers will qualify for your product or services.  You want them to know that this is more of a partnership, and not just a one-time business deal.  If you help them to explosive growth, you both will win.  The key is to be sure your potential customer knows that this is either a limited-time offer or that this offer is only open to the very few qualified customers.  By reminding your prospects of the exclusivity of the offer, you re ultimately reassuring them that your services will not be available to virtually everyone on the planet.

Next week we will finish this series on the 7 Key Elements to Expand your Advertising Effectiveness.

If you are looking for a second income to supplement what you are currently doing, please feel free to explore our website.  We offer several home based business opportunities and are more than willing to discuss in detail any opportunity you are considering.  We offer Pre-Paid Legal Services, Stem Cell Nutrition and can assist you in starting up your own waterless detailing business.  You only have to ask.





2 Key Elements to Expand your Advertising Effectiveness

15 02 2011

This week we are starting a brief series on 7 Key Elements to expand your Advertising Effectiveness.  In prior posts we have discussed methods to advertise your business, and how to reach customers.  In this series we are going to review some of the basic advertising tenants and expand upon them so that you can improve your advertising effectiveness.

At some point in time, all successful businesses must ask, how do I reach out to customers?  How do I inspire customers to purchase my products or obtain my services?  Advertising has been the method to reach customers that may never have been exposed to your offering in the past.  Even if these potential customers have seen your products, effective advertising is what will draw the customers to you instead of you going to them.

The most effective advertising will be that which will cause the potential customers to come to you with their questions and/or problems.  If you try to aggressively advertise to the customer base, odds are, you will scare off far more customers than you would entice to try your products.  The key it to identify a strong advertising campaign that will increase your sales without frightening potential buyers away.  It is more effective to disguise your advertising campaign in ways that do not look like a “pitch” to the customers.

A full attack on new customers may sound good at first pass, but it will cause more people to turn away than turn towards your product offering.  The key is to offer a potential solution to potential problem your customer may have, without telling your potential customer that your product is what they need.   Tell the customers what you “know” they need and you will most likely lose them in a heartbeat.  Beat around the bush too much about everything else except your offering and you will lose your new customers just as fast.

The first key element you should include to expand your advertising effectiveness is to provide the grand idea to your prospective client base.  You need to introduce a large, compelling concept that will help solve the most common problem the majority of your customers have.  Based on the market niche you are in, there is most definitely a common problem that all customers in that niche grapple with on a daily basis.  Your grand idea should be encapsulated in the first line of your marketing promotion.

Very briefly introduce your company, and be sure to identify your company as the most effective solution to the client’s most pressing problem.   Quickly and specifically explain what you have that will assist your customer in solving their most pressing problem.

The second key element to expanding your advertising effectiveness is to be sure to admit to your limitations.  You may have the best thing for solving that problem, but be sure to note that you are not the “be-all – end-all” solution.  You cannot promise that your products or services will work for them, every time.  Be sure to be honest about what you can an cannot do.  It is very important to under-promise and over-deliver.  Clearly explain that your option will solve specific problems that you outlined originally, but be sure to let your customers know that this is not the solution that will solve world hunger and strife.

You want your new customers to know, trust and like you.  In keeping with that expectation, be sure to be honest with your customers.  You are not selling snake oil, you are offering them a great solution to a big problem of theirs.  Provide your offer in increments.  If they like the first portion of your products, then, logically, they will want to invest in the next step up of your services.  This way, your customers can feel comfortable about testing your product out before making a very large, one-time purchase.

You will find, as you work with your customers, that as they trust that you have their best interests at heart, they will spend more with you over time than they would have if you required them to make a large, one-time purchase.  Each time you offer a step-up program, you are allowing them to test what you say to be true and you are providing them with a level of security, knowing that they can back out if you do not provide what you promised.

Once you have your customers starting to make larger and larger purchases through your company, the third key element to expanding your advertising effectiveness is to make your big idea (the first key element) exclusive.  Identify your unique competitive advantage and let your customer know that if they take advantage of what you have to offer, then there is a good chance they will have a leg up on their competition.   Let your potential customers know that this offer is not provided to anyone, but only to a select few, who really see the benefit with your offerings.

Are your customers the savvy business people you expect them to be?  Have they tried to overcome their particular challenge and failed in the past?  Keep your customer focused on what they gain if they are successful in utilizing what you are offering.  Be sure to keep them aware of what may befall their business if they do not continue on the planned route.  Are their competitors nipping at their heels and they can’t seem to get ahead?  Reiterate what your solution can do for them, that may not be available to their competition.

If you are looking for a second income to supplement what you are currently doing, please feel free to explore our website.  We offer several home based business opportunities and are more than willing to discuss in detail any opportunity you are considering.  We offer Pre-Paid Legal Services, Stem Cell Nutrition and can assist you in starting up your own waterless detailing business.  You only have to ask.





3 More Marketing Tips for Growing Your Business

10 11 2010

Two weeks ago we covered 3 basic marketing tips to help grow your small business.  This week we are going to review 3 more marketing tips for growing your business.  Advertising is important to continue to grow your business, but there is more to advertising than just putting an advertisement in the local paper.  You need to tell your prospective customers not only that you are in business, but you need to let them know that you are uniquely available to fulfill their needs.  That is where marketing comes into play.  Just saying you have what your customers want is not an effective way to reach your target audience.  You need to market to their needs and give them good reason to visit either your store or your website.

When you are writing a marketing piece to be included in an advertisement for your business, try to avoid directly copying other marketing headlines that you have seen before.  If you sound too much like another successful ad campaign, then odds are your target audience will mistake your ad for the one you copied.  If your marketing line is not original, people will not take the time for a second look at what you are offering.  Looking at other marketing pieces is a great idea, but copying the headline and substituting your product will probably not inspire prospective customers to visit you.

A good way to check that your marketing does not sound like all the other ads out there is to spend quality time writing your advertisement, then, before you submit it anywhere, put the ad away for a few days.  After several days, then go back and re-read what you have written and see if it still inspires you to look more closely at what your company has to offer.  Does your ad meet your prospect at the point of their need?  What is your most compelling topic?  Is there a way you can make a compelling point in your first line, so that your customer will find it almost impossible to stop reading your ad?  Incorporating some of these points into your ad, will possibly drive more business your way and help you to continue to grow your small business.

Another marketing tip is to be sure to make your marketing point right up front in your advertisement.  You do not want to force your prospective customer to read through paragraphs of your ad before they find the point of your advertisement.  The key here is to make a compelling argument in the first line of your ad that will answer SOME of your market’s questions and inspire them to WANT to read the rest of your ad.  You want to pique their interest, knowing that you already may have something that will meet their needs.  They will then continue reading to see if you will have more items that continue to meet their needs.  Get to the point, do not make your customers search for the point of your ad.  Give them enough, but not too much information.  Make them curious, don’t over-burden them with superfluous information.

Lastly, don’t leave your target market out of the conversation of your ad.  This goes back to not giving your market too much information.  You may have all the latest technical specifications or information on your product, but do not include that in your advertisement.  You do not want to sound like a textbook.  If your customers are interested in all the nitty-gritty details, point them to where that can be found, do not include it in your initial marketing piece.  If you include ALL of the details in your ad, you will most likely lose more customers than you will gain.  They may use your marketing piece as a tool to go to sleep instead of sending them to you.  Don’t discuss statistics, talk as if you are talking directly to one person, the person reading your ad.  Make them feel like you are in the room with them explaining why you will meet their needs.   This will help you build a rapport with your target market and will most likely help drive more customers to your small business.

You now have 3 more marketing tips for growing your business.  Hopefully you will be able to use some or all of these marketing tips in your next sales copy to help drive more customers to your business.  If you have any questions or suggestions, please feel free to contact us.

If you are looking for a second income or a home based business opportunity, perhaps we have something that would interest you.  We have several business opportunities ranging from Stem Cell nutrition, to Pre-Paid Legal Services, nutritional juice drinks to, to waterless vehicle detailing.  Please feel free to ask us about some of our business opportunities, we may have something that would work well for you.

Until next week…





3 Marketing Tips to help grow your business

26 10 2010

This week we are going to cover 3 marketing tips to help grow your business.  If you are like many small and home based businesses, you have most likely struggled with getting your product, services or ideas out to the general public.  There are many, many different marketing techniques to get your business advertised, but for many, money is the determining factor.  This week we are beginning a brief series on some marketing tips to help grow your business and not break your bank.

1 – To begin with, you need to have the right marketing message and present it at the right time for your customers.  You do not want to advertise the latest big cars when the gas prices are going through the roof.  The key is to be sure your business offers a solution or solutions to the problems consumers are facing today, not what they faced yesterday.  Don’t spend your hard-earned money on trying to build your image…yet.  You can build your image more effectively by word of as your business grows instead of hiring an advertising agency to promote you.

2 Test the market by trying some direct response marketing pieces.  Keep the cost of printing to a minimum, offer free reports, a free consultation, or some type of coupon to draw people to your business opportunity.  Try a few different direct response offers, and most importantly, keep track of which offers you made and how you sent them out.  Once you receive responses back, track which ones were your most successful and then work to improve upon those.  Do not spend time on ineffective direct response ideas.  If you didn’t get any response, toss that idea and move on to one that did generate interest.

3 – Once you receive responses from your marketing pieces, it is critical that you follow-up with your leads often and quickly.  Ask how they would prefer you to stay in touch with them.  Some may prefer a monthly newsletter, others may prefer a weekly e-mail or a phone call.   Tally the results with what your customers ultimately purchase.

Lastly, ask your customers how they found out about your business.  Was it through a friend, an ad they had seen in a local paper, or some other means of advertising that you have employed?  Do not jump from one advertising piece to another unless you have carefully documented the success and failures of what you have completed.  Very important – do not do major changes to your marketing pieces.  Do little changes and measure the results.  You will be amazed at how one small change can lead to large results.  If you change too many things at one time, you will have no idea which specific change generated the improved business.

Next week we will continue with additional marketing tips to help grow your business.

If you are looking for a second income or a home based business opportunity, perhaps we have something that would interest you.  We have several business opportunities ranging from Stem Cell nutrition, to Pre-Paid Legal Services, nutritional juice drinks to, to waterless vehicle detailing.  Please feel free to ask us about some of our business opportunities, we may have something that would work well for you.

Until next week…





Part 4 – How to Present Your Business Opportunity

16 01 2010

This is the last part of a 4 part series on presenting your business opportunity in a booth format at various local shows.  Last week we reviewed important aspects of presenting your business opportunity, even if that opportunity didn’t have tangible product for the people to take (Pre-Paid Legal for instance).  This last segment wraps up the basics of a booth presentation for business opportunities that also have products to pick up and purchase.

If you are marketing a business opportunity that has product that can be purchased retail, be sure to have the products on the table for the customers to look at.  Depending on the business, it may be wise to have products for sale on the table, so the customer can try the products before getting involved in the business opportunity.  If you offer a nutritional product, again, you may want to have some retail product on the table, otherwise, have the full line of products (preferably empty bottles) on the table so the customer can get an idea of what is offered.

When you are setting up the display on a booth, it is important to stand in front of your display and look at it as a customer would look at it.  You do not want a lot of clutter on the table, but you want to have enough items on the table to cause a potential customer to come over and look at what you are offering.  We have found the use of color to be helpful.  If your products are basically black and white, place something on the table that is of a bright color.  At some events, when displaying the waterless vehicle wash, we have a model car or a model motorcycle on the table with the products.  It is important that whatever you have on the table relates in some way to the opportunity or products that you are promoting. 

It is important to create an interesting and eye-catching display without being too “showy”.  You want enough on the table that the customer can see what is being offered, but you do not want to put EVERYTHING on the table.  You want the potential customer to become interested and begin asking questions.  Your display needs to be enough to draw people over to take a look, but not too much where they won’t ask questions about what you are offering.  This is a delicate balance you have to work, and it will change from show to show, depending on the demographics you are working to attract.

Once you get the customer to your table, your display must be interesting enough to engage them, and then inspire them to want to talk with you.  We have also found that when answering customer questions, they respond better if you are standing to talk with them, instead of you sitting in a lawn chair answering questions.  If their questions are very detailed, you may want to have a section in your booth to take a customer back, sit them down and review the business opportunity in detail.  An ideal addition to your booth could be either a DVD player or laptop so that you can have an opportunity presentation running.  This is not necessary, especially as you are just beginning, but if you attend some larger events, you may not have the time to repeat the opportunity to many people for hours on end.  Let the DVD do the work for you, have it set on a repeat loop so that the basic opportunity information is presented.  Then, if the customer is serious, you can then get personally involved.  If the customer is interested but does not have the time right now, be sure again to have a guest book or sign in sheet so that the customer can note their interest and you can contact them at a more opportune time. 

If you choose to market your business opportunity to people at various events, you will find that you will develop your own style for setting up your booth.  As you get used to setting up a booth, you will also discover that your display will change as the environment and demographics change.  You will find your style will be refined and as you refine your booth, you will discover more people coming over to see what you are offering.  If you have specific questions on setting up a booth, please feel free to contact us at hawgwash1@yahoo.com

If you are interested in getting involved in a business opportunity, please visit our website for ideas and opportunities.  We are always willing to help guide you to the opportunity that will best meet your needs.





Part 3 – How to Present Your Business Opportunity

9 01 2010

Last week we talked about some important components of what should be included in a booth presenting your business opportunity along with deciding on the type of show (demographics) that the booth should be set up.  We reviewed that a nice table cover of a complimentary color should be chosen.  We also briefly touched on having paperwork for the customer to review and to take home and to have business cards available for the customers to take.  Today we are going to continue reviewing important items for a booth. 

You should have some type of banner promoting your business opportunity for either putting along the bottom of your table (a table skirt) or along the back of your display.  You are competing with many others for your potential customer’s attention.  People walking through a show will not usually just stop by a table to read what is on it unless there is something there that piques their curiosity.  You do not need to spend a lot of money on a banner, but have something that will inspire people to stop by and see what you are offering.  Something bright and easy to read will help draw people to your booth.

If your business opportunity is of a non-tangible nature (for instance Pre-Paid Legal), be sure to have something for your customers to pick up and take home.  Also, you may want to have a sign-up sheet or guest book on the table so that you can follow-up with the customer a few days after the event took place.  If you are offering something like the Pre-Paid Legal opportunity, there are many marketing materials that they have, you really should have several types of marketing material on your table so that your display would be effective for customers.  You should include some magazines covering the business opportunity and also have CD’s talking about the opportunity.  In your discussions with the customer, find out if they are more comfortable reading a magazine or watching a CD before you hand them the marketing material.  Some people are more responsive listening to a CD rather than reading a magazine. 

Be sure to have enough marketing materials to hand out.  Do not be stingy with the materials, customers will remember that you were not entirely willing to part with the information.  On every piece of paper that you hand out, it is critical that you have your contact information prominently displayed.  You want the customer to easily find your information when they are done reviewing the materials.   You do not want to hand out some of your magazines to everyone, just the people who are genuinely interested, but at the same time, you should not pre-judge the people you are talking to.  Someone who you think would not be interested in your business opportunity may be the best person for the opportunity.  That is why it is still very important to talk to people before shoving paper in their hands.  It is critical to make sure the potential business associate knows what you are doing and the marketing materials you are using are easily duplicatable.  You do not want to make them feel like it is very difficult to present a business opportunity at a show.

By building a rapport or relationship with them before they leave your booth, they will remember you more clearly when reviewing the materials your provided.  Also, by talking with the potential customer before handing them paperwork or CD’s you are able to better determine which item would be more effective for them. 

Next week we will finish the discussion regarding presenting your Business Opportunity in a booth at shows.