How To Get More People To Read Your Ad Til The End

Obviously, if you're paying to advertise your business, you want people to read your whole ad, so they know what you're offering and can make an informed decision about whether to do business with you, don't you?  Here's a few ideas you can use in your advertising to keep your reader interested:-  conversational short sentences, subheadings, break up long text into short paragraphs, using bullets to speed the reader through your copy, problem-solving copy the reader identifies with, talking in "What's in it for me?" terms, educational copy, and not revealing price til the end.

Firstly, you need to be aware of the WIIFM (what's in it for me) concept.  What that means is you need to constantly tell your customer what's in your ad for them, because if they're reading your ad it's only to find out something that they want to know about.  YOUR ADS NEED TO BE THE ONES THAT REWARD THEM (while your competitors' BORE them).  This also means you should understand the difference between benefits and features.

Let's say you sell a colour TV with a 90" screen - that's the feature.  But the benefit of this is that the screen is so big that it makes your lounge room feel like a cinema!  That's the benefit, ok?  Let me now introduce you to two powerful words which will automatically suck out the benefit of any feature;

"WHICH MEANS"

In the example above, in order to put it into WIIFM terms, you could put it together like this -  "This sensational TV has a whopping 90" screen, which means you can virtually turn your lounge room into a cinema!".

Another powerful tool you can use in your copy is bullets.  Why?  Because you can package up your most exciting and riveting benefits into short little bursts.  In fact, the effect of bullet after bullet of really amazing benefits can actually cause nervous tension in your reader.  They can get so excited that they literally can't read any more and go straight to the ordering details.  That's how powerful they are!

Here are some examples of how intriguing bullets can be in your advertising (then you can just adapt them to your own business)

* Why the advertising you're probably running right now is wasting you thousands of dollars, and what you need to do to turn that loss into cash

* How to get movie and TV stars to help you sell your product or service

* How to get hundreds of prospects to seek YOU out

* The one mistake 99% of businesses make which loses them tons of credibility... and thousands of dollars in sales

* The secret about human nature which expert salespeople use to make their fortune

* 11 simple ways to make your business the "king" of your industry

In fact, each bullet point you write in your advertising should be just like mini headlines that promise something of value to the reader.  You might have 25 or 50 bullet points in a long sales letter, if each of them are like a mini headline, then you may only need one to stand out to your reader and make them say "Yes, I need to know more about this!"

And this is also where educational copy comes in.  You can't assume that people know as much about your business as you do.  You work in it every day, and possibly been doing it for years, and often you can get frustrated because you don't think your customers respect your value.  But the reality is, THEY DON'T UNDERSTAND YOUR VALUE.

So you need to educate them about the value you offer.  If you tell them something about your company, then your job is to explain why that's important for them.  Let's say you sell an expensive mountain bike, for example.  In order to get people to buy the bike you've got to justify why they should spend $2000 on your bike.  You've got to tell them the reasons why, which is what educational copy is all about.

Like that the bike has better suspension to handle rough terrain, a comfy seat that you could ride the bike for hours without getting sore, and maybe it has 50 gears for easy riding, and a GPS so you never get lost.  These are all just examples of course, but notice how it's talking mainly in benefits to the reader, how it will help them!

Draw Customers to You Through Web Events

Email delivery problems has put an urgency to the priority of changing how we communicate with customers on the internet.  At one time, you may have conducted virtually all of your marketing and customer interactions via email.  Not that long ago, there was a time when email was so dominant as a form of communication that we all depended on it almost exclusively because it was the only thing that was truly interactive about the internet.

Two developments in how the internet works has changed that scenario significantly.  From a negative point of view, email delivery has continued to grow as a bigger and bigger problem every year.  That means that more and more online merchants have struggled with how undependable email communications has become.  The problem, of course is that spam as relentlessly eroded how much anyone can depend on email except for private communications.  So to avoid having to make email delivery a second career, many online merchants and retailers are looking for new and up to date modes of communication to replace email.

The second development is more positive and it is the WEB 2.0 evolution of the internet which has changed how the internet works.  Whereas business web sites used to be nothing more than online brochures, all web sites are now migrating to the WEB 2.0 model which means web sites themselves are seats of  customer communications which takes the emphasis off of email as a sole line of communication with customers.

These developments bode well for providing an escape for online merchants with the cumbersome overhead of trying to keep up with email delivery issues from month to month.  But it doesn’t mean you will abandon email entirely.   The one aspect of email that has yet to be totally replaced is its ability to remind a customer of your products and services.  Just having a highly interactive web site is good but internet denizens are notoriously short in the memory department and they need a reason to come back to your web site from time to time.

A web event is a great way to create excitement and to make your customers want to come to your web site at a specified time to be part of the big event.  A big sale, a special speaker, a musical performance or an interview with a notable celebrity from your field of expertise is just the thing to draw people to your web site to experience something new and interesting. 

The more you can get away from using email reminders and communications, the more you get away from having to worry about deliverability issues.  This is especially true with a web event.  If you go to the effort and expense of scheduling a big event for your users, to have email deliverability problems stall or lose your reminders resulting in a failed event would be a disaster.

So to build your clientele for the big event, promote it interactively on your web site.  You can use your blog, message boards or chat rooms for promotion and to create excitement.  Then from each of those web site pages, take interested customers to a sign up page for the event and do an email verification of their sign up.  That verification can be used to encourage those customers to add a specific email address to their preferred users list.  Once that is in place, you have much more leverage to email your users about this and other events and drive your customers back to your web site for events, sales and for you to do your marketing dynamically and interactively, the WEB 2.0 way.

How To Get More People To Read Your Ad Til The End

Obviously, if you're paying to advertise your business, you want people to read your whole ad, so they know what you're offering and can make an informed decision about whether to do business with you, don't you?  Here's a few ideas you can use in your advertising to keep your reader interested:-  conversational short sentences, subheadings, break up long text into short paragraphs, using bullets to speed the reader through your copy, problem-solving copy the reader identifies with, talking in "What's in it for me?" terms, educational copy, and not revealing price til the end.

Firstly, you need to be aware of the WIIFM (what's in it for me) concept.  What that means is you need to constantly tell your customer what's in your ad for them, because if they're reading your ad it's only to find out something that they want to know about.  YOUR ADS NEED TO BE THE ONES THAT REWARD THEM (while your competitors' BORE them).  This also means you should understand the difference between benefits and features.

Let's say you sell a colour TV with a 90" screen - that's the feature.  But the benefit of this is that the screen is so big that it makes your lounge room feel like a cinema!  That's the benefit, ok?  Let me now introduce you to two powerful words which will automatically suck out the benefit of any feature;

"WHICH MEANS"

In the example above, in order to put it into WIIFM terms, you could put it together like this -  "This sensational TV has a whopping 90" screen, which means you can virtually turn your lounge room into a cinema!".

Another powerful tool you can use in your copy is bullets.  Why?  Because you can package up your most exciting and riveting benefits into short little bursts.  In fact, the effect of bullet after bullet of really amazing benefits can actually cause nervous tension in your reader.  They can get so excited that they literally can't read any more and go straight to the ordering details.  That's how powerful they are!

Here are some examples of how intriguing bullets can be in your advertising (then you can just adapt them to your own business)

* Why the advertising you're probably running right now is wasting you thousands of dollars, and what you need to do to turn that loss into cash

* How to get movie and TV stars to help you sell your product or service

* How to get hundreds of prospects to seek YOU out

* The one mistake 99% of businesses make which loses them tons of credibility... and thousands of dollars in sales

* The secret about human nature which expert salespeople use to make their fortune

* 11 simple ways to make your business the "king" of your industry

In fact, each bullet point you write in your advertising should be just like mini headlines that promise something of value to the reader.  You might have 25 or 50 bullet points in a long sales letter, if each of them are like a mini headline, then you may only need one to stand out to your reader and make them say "Yes, I need to know more about this!"

And this is also where educational copy comes in.  You can't assume that people know as much about your business as you do.  You work in it every day, and possibly been doing it for years, and often you can get frustrated because you don't think your customers respect your value.  But the reality is, THEY DON'T UNDERSTAND YOUR VALUE.

So you need to educate them about the value you offer.  If you tell them something about your company, then your job is to explain why that's important for them.  Let's say you sell an expensive mountain bike, for example.  In order to get people to buy the bike you've got to justify why they should spend $2000 on your bike.  You've got to tell them the reasons why, which is what educational copy is all about.

Like that the bike has better suspension to handle rough terrain, a comfy seat that you could ride the bike for hours without getting sore, and maybe it has 50 gears for easy riding, and a GPS so you never get lost.  These are all just examples of course, but notice how it's talking mainly in benefits to the reader, how it will help them!

How To Get People Respect The Value of Your Products and Services

Doesn't it suck when people don't respect the price you charge?  When they always want a special deal?  Well guess what?  It's probably YOUR fault!  When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they'll ring 2-3 businesses usually.  That's what everyone has been 'trained to do as consumers, and it's the ads that force them to.  How?  All the ads look the same!

Just think about when you need a service, say your lawns mowed.  So you open the yellow pages and look up lawn-mowing, and there are dozens of ads with people wanting to mow your lawn.  So who do you choose?Whoever is cheapest, right?  And why?  Because all the ads look the same, so there isn't anything that makes one business different from the next.  And if that's the case, the only difference comes down to the price!

Makes sense really, because if all the ads look the same then PRICE can be the only difference between them, right?  So if the ads for each industry are virtually all saying the same thing, can you understand that you're educating your market to base your value on price?  Then what you need to do is create a unique selling proposition that will make you STAND OUT from your competition.

Now let me explain what a unique selling proposition is and how you can get one for your business.  Every day we are subjected to about 4,000 to 5,000 advertising messages, so we all need to do work a bit harder to stand out from the crowd, and that's what the USP will do for you.  It's that CORE reason that someone should buy from you.  And here's a great tool for finding your USP in half an hour.

Grab a piece of paper, and draw a straight line down the middle.  On the top of the left-hand column I want you to write "You know how...."  And here is where you write down all the things that your competitors do badly.  Now we are just building a list, so don't be critical of what you're writing, or how you write it.

At the top of the right-hand column write "Well what we do is..."  And here you write down all the things that you do that are great, basically laying out ALL your cards.  Once you've done this, you should have a list of what your competitors do, and all the things you offer which are different from them, and this is what you base your Unique Selling Proposition around.

And if you haven't come up with anything from this exercise, then you need to create something to be different!  Once you have a USP, then turn it into a statement everywhere your advertising goes, as a reason why someone should do business with you over anyone else!

Another great way to make sure your customer is happy to pay extra for your business is what's called 'dollars for cents' copy.  We all love a bargain, right?  What this means is to throw in so much value it's not funny.  Say for example you have a $99 product for sale, and you throw in $300 worth of free bonuses, you'll make sure the customer comes out way in front in terms of value.  So they are paying you just 'cents', but getting 'dollars' back in value.

The key with this method is to make sure the bonuses you throw in are low cost to you, but high perceived value to your customer.  You could offer a free report, cd or dvd, any type of information products like this are quite inexpensive to produce, yet the information contained within could be very valuable to your customers.  This makes the buying decision so much easier when your customer is getting much more value than what they are paying for.  This is one technique you should always strive to use, and it can literally set your sales soaring!

How To Get More People To Trust What You Say

One of the biggest challenges you need to overcome in order to create more sales in your business is getting people to trust what you say.  Now you may very well have a great deal of integrity and be very trustworthy when it comes to your business (and I'm sure you are).  But do your customers know that?  And how can you make sure that they do?

'Lack of trust' is a big problem in advertising.  You probably don't realise how many customers DON'T believe what you say or claim in your advertising.  In fact, the best rule of thumb to go by, is that NO ONE BELIEVES YOU.  We often see on TV current affairs shows, people who get ripped off by businesses.  And it might only be 1 in 1000 businesses in that particular industry, but of course it's that one that will always get the headlines.

Then the general public see this and make a broad judgement on that industry to protect themselves, and then they become wary of every business. So it's not enough to just tell people that you have this fantastic, well-respected
reputation... and so therefore you're the company to choose. It just doesn't work that way anymore, you need to go much further these days.  Here are two powerful tips that will have more people trusting what you say.

1. People believe more of what other people say about you...
than what YOU say about you.

If you were to tell me that you are the best basketball player in your state, that you score more than everyone else and hand out more assists, I would have a fair bit of scepticism as I haven't heard anything about you.  But if 10 people came up to me and say stuff like, "Have you seen this guy?  He scored 40 points last week!  He was simply amazing.  Plus he handed out 12 assists, he was on fire!"  then you can see that makes it more readily believable right away.  So go to your customers and ask them for their opinion of you.  Get them to write down the wonderful experience they had dealing with you, then you can use it to show others why they should do business with you!

There is however, good and bad ways of writing a testimonial, so I'm going to tell you the best system to use.  It goes something like this - 'once I was lost, now I'm found'.  For example, if you're promoting a weight loss program, tell people how your customer 'once weighed 180kg, and just by eating this amazing fruit bar, I lost 80kg in 2 months!'  That's just an exaggeration of course, but just to illustrate the point.  Plus, you should always include the full name and suburb, and if possible a phone number.  The more information you provide the more realistic it is, and therefore more believable for your customer!

2.  Simply guarantee what you do.

You are required by law to guarantee your product or service.  If something doesn't work, or breaks, or goes wrong, 99.9!  A guarantee takes the risk off the customer and puts it on you, and if your customer knows you're prepared to take the risk then they'll feel more comfortable doing business with you.

The reason most business owners will keep their guarantee hidden is that they are worried about their customers taking advantage of them.  Let's say you're getting a very low return rate now like 1, and by offering a guarantee it goes up to 6%.  So your returns go up by 3 times, but by doing so you also triple your SALES, doesn't it then make financial sense to offer that guarantee up front?

How to Get People to Respect The Value of Your Products

Doesn't it suck when people don't respect the price you charge?  When they always want a special deal?  Well guess what?  It's probably YOUR fault!  When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they'll ring 2-3 businesses usually.  That's what everyone has been 'trained to do as consumers, and it's the ads that force them to.  How?  All the ads look the same!

Just think about when you need a service, say your lawns mowed.  So you open the yellow pages and look up lawn-mowing, and there are dozens of ads with people wanting to mow your lawn.  So who do you choose?Whoever is cheapest, right?  And why?  Because all the ads look the same, so there isn't anything that makes one business different from the next.  And if that's the case, the only difference comes down to the price!

Makes sense really, because if all the ads look the same then PRICE can be the only difference between them, right?  So if the ads for each industry are virtually all saying the same thing, can you understand that you're educating your market to base your value on price?  Then what you need to do is create a unique selling proposition that will make you STAND OUT from your competition.

Now let me explain what a unique selling proposition is and how you can get one for your business.  Every day we are subjected to about 4,000 to 5,000 advertising messages, so we all need to do work a bit harder to stand out from the crowd, and that's what the USP will do for you.  It's that CORE reason that someone should buy from you.  And here's a great tool for finding your USP in half an hour.

Grab a piece of paper, and draw a straight line down the middle.  On the top of the left-hand column I want you to write "You know how...."  And here is where you write down all the things that your competitors do badly.  Now we are just building a list, so don't be critical of what you're writing, or how you write it.

At the top of the right-hand column write "Well what we do is..."  And here you write down all the things that you do that are great, basically laying out ALL your cards.  Once you've done this, you should have a list of what your competitors do, and all the things you offer which are different from them, and this is what you base your Unique Selling Proposition around.

And if you haven't come up with anything from this exercise, then you need to create something to be different!  Once you have a USP, then turn it into a statement everywhere your advertising goes, as a reason why someone should do business with you over anyone else!

Another great way to make sure your customer is happy to pay extra for your business is what's called 'dollars for cents' copy.  We all love a bargain, right?  What this means is to throw in so much value it's not funny.  Say for example you have a $99 product for sale, and you throw in $300 worth of free bonuses, you'll make sure the customer comes out way in front in terms of value.  So they are paying you just 'cents', but getting 'dollars' back in value.

The key with this method is to make sure the bonuses you throw in are low cost to you, but high perceived value to your customer.  You could offer a free report, cd or dvd, any type of information products like this are quite inexpensive to produce, yet the information contained within could be very valuable to your customers.  This makes the buying decision so much easier when your customer is getting much more value than what they are paying for.  This is one technique you should always strive to use, and it can literally set your sales soaring!

How to Get People to Read Your Adverts Til The End

Obviously, if you're paying to advertise your business, you want people to read your whole ad, so they know what you're offering and can make an informed decision about whether to do business with you, don't you?  Here's a few ideas you can use in your advertising to keep your reader interested:-  conversational short sentences, subheadings, break up long text into short paragraphs, using bullets to speed the reader through your copy, problem-solving copy the reader identifies with, talking in "What's in it for me?" terms, educational copy, and not revealing price til the end.

Firstly, you need to be aware of the WIIFM (what's in it for me) concept.  What that means is you need to constantly tell your customer what's in your ad for them, because if they're reading your ad it's only to find out something that they want to know about.  YOUR ADS NEED TO BE THE ONES THAT REWARD THEM (while your competitors' BORE them).  This also means you should understand the difference between benefits and features.

Let's say you sell a colour TV with a 90" screen - that's the feature.  But the benefit of this is that the screen is so big that it makes your lounge room feel like a cinema!  That's the benefit, ok?  Let me now introduce you to two powerful words which will automatically suck out the benefit of any feature;

"WHICH MEANS"

In the example above, in order to put it into WIIFM terms, you could put it together like this -  "This sensational TV has a whopping 90" screen, which means you can virtually turn your lounge room into a cinema!".

Another powerful tool you can use in your copy is bullets.  Why?  Because you can package up your most exciting and riveting benefits into short little bursts.  In fact, the effect of bullet after bullet of really amazing benefits can actually cause nervous tension in your reader.  They can get so excited that they literally can't read any more and go straight to the ordering details.  That's how powerful they are!

Here are some examples of how intriguing bullets can be in your advertising (then you can just adapt them to your own business)

* Why the advertising you're probably running right now is wasting you thousands of dollars, and what you need to do to turn that loss into cash

* How to get movie and TV stars to help you sell your product or service

* How to get hundreds of prospects to seek YOU out

* The one mistake 99% of businesses make which loses them tons of credibility... and thousands of dollars in sales

* The secret about human nature which expert salespeople use to make their fortune

* 11 simple ways to make your business the "king" of your industry

In fact, each bullet point you write in your advertising should be just like mini headlines that promise something of value to the reader.  You might have 25 or 50 bullet points in a long sales letter, if each of them are like a mini headline, then you may only need one to stand out to your reader and make them say "Yes, I need to know more about this!"

And this is also where educational copy comes in.  You can't assume that people know as much about your business as you do.  You work in it every day, and possibly been doing it for years, and often you can get frustrated because you don't think your customers respect your value.  But the reality is, THEY DON'T UNDERSTAND YOUR VALUE.

So you need to educate them about the value you offer.  If you tell them something about your company, then your job is to explain why that's important for them.  Let's say you sell an expensive mountain bike, for example.  In order to get people to buy the bike you've got to justify why they should spend $2000 on your bike.  You've got to tell them the reasons why, which is what educational copy is all about.

Like that the bike has better suspension to handle rough terrain, a comfy seat that you could ride the bike for hours without getting sore, and maybe it has 50 gears for easy riding, and a GPS so you never get lost.  These are all just examples of course, but notice how it's talking mainly in benefits to the reader, how it will help them!

Susan Kenyon-Harrison

Hire me as your digital marketing consultant and I can help you add a 24/7 automated sales funnel which runs like a well-oiled machine 365 days a year.




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