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Last updated: Tuesday, September 11, 2007

I visit many forums, and it saddens me as a direct response marketer  to see so many comments that say:

Either “print advertising doesnt work” , or ” yellow pages is a waste of time” or “dont waste your time on flyers”
It is true! Most advertising small business do does not work. But that is not because advertising doesnt work.
It is because nobody teaches businesses how to do it, least of all advertising agencies and newspapers.

Most advertising looks like this.

A typical failing ad

SUPERSIZE LOGO
NAME OF COMPANY

Boring features and more boring features

SUPERSIZE TELEPHONE NUMBER

And it fails! Why?
First because it is all about the advertiser, it doesnt talk to the customer.
Second, because it fails to say “whats in it for me” to read it.
And finally, how does that boring ad set you apart from competition.

Structure of a successful ad

A successful ad must do this.
- First GRAB ATTENTION - the whole thing is a waste if nobody looks at it
(for example use a great headline)
- FORCE THE READER TO READ TO THE END - which is all about engaging and exciting the reader
- SHOW WHY YOU ARE DIFFERENT - and use a list of benefits to the customer
- PROVE THE VALUE OF WHAT YOU OFFER - that is so big the price seems small
- GET PEOPLE TO WANT TO RESPOND - by making an irresistible offer
- THEN USE SCARCITY, TIME LIMITS - a reason to respond NOW

Which draws your attention the most

Imagine a set of yellow pages ads

Fred bloggs - garden maintenance
Lawn cutting
established 1975
call zzzzzzz for the lowest price

Joe green - lawn cutting
family company
since 2003
ring zzzzzz for a free estimate

(WHO CARES is all I can say!)

And then your ad that says:
THE FIRST CUT IS FREE - TRY US FIRST and SEE WE ARE BEST

And three MORE compelling reasons, to get your lawn done by US
- If we are ever late 15 minutes, we will do the work but not charge!
- If you EVER arent totally satisfied when we leave, we give a 200% refund
- We include weed and feed in our regular treatment
No additions, extra charges, just a flat rate a week.
Call XXXXXXX for a free report on eliminating MOSS
and book in for your trial run!!!

So whoo are you going to ring first? And notice it isnt about price!

Increasing response even more

In addition you need to know the rules of advertising
A Simple change that often makes 400% difference.
How headline testing can make 100% difference

Advertising works!

It isnt advertising that doesnt work: like everything else you need to know how!
Flyers? Yellow pages? Direct response letters? You have to know the rules
Contact me for a free audit of your advert!

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