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Do you want ads that make your phone ring with new orders? "Why Ad Agencies Don't Tell Their Clients About These Response Boosting Techniques?" (You've been ripped off, taken advantage of, bedazzled with "brand image advertising", lured into repeating a "losing ad"...look at your sales from your ad to see the ugly truth...But now a lone wolf, "a voice in wilderness" like David Ogilvy, decides to stop the insanity...and show you what is wrong with most space ads and how to correct it by revealing...) The Three Most Common Mistakes Made By Advertisers In Black Belt Magazine (And How To Outsell Your Competitors, Increase The Readership Of And Sales From Your Magazine Ads By Avoiding These Advertising Mistakes) From Swans Paul Owner, Instant Results Advertising
Dear Frustrated Advertiser: If you advertise in magazines, you're going to be shocked by and delighted with the advertising secrets you're about to uncover . You'll be shocked to know that your magazine ad publisher and your ad agency never told you one thing about these secrets that can dramatically boost your response. You'll be delighted too because from now on, you'll be able to run ads that make you more money, ads that make your phone ring with paying customers. You'll Uncover More Helpful Advertising Secrets On This Page Than You'd Get From Your Ad Rep or Your Ad Agency-I'll Prove It To You In A Moment Ad agencies mislead you with "brand awareness advertising" because they don't know how to sell your product on paper, and they lie when they tell you ads can't be measured. Yes, they lie to you about measuring ads because with a coupon you can measure the response each ad gets. But starting today, this is all going to change. On your
behalf, I have delved into the subject of advertising that sells. I have written ads online and offline.
This ad generated 418 sales and beat the French company's best ad .So you see: my research has paid off.
My research into the field of writing advertising that sells and my actual ads in the real world have enabled me to grasp a rule or two about advertising that sells. Among the secrets I've learned, I am going to reveal to you, for free, three of the most common advertising mistakes made by advertisers in Black Belt magazine (or by any other magazine or newspaper advertiser for that matter). Why do I want to reveal these advertising mistakes to you? The reason is simple: I believe you're fed up with ads that don't make you money, and I am fed up with seeing "pretend ad writers" waste your money. More importantly, I suppose you have a great product. A product that people need and that people want to buy. Now if your ad doesn't speak to the people who need your product, your ad has failed. And the people will never know about your product. And you will never see any profits. It irritates me more because while you have a great product, these "marketing experts" are hiding it behind poor ads. It's because of these "marketing experts" that advertisers like you don't get the sales results their products deserve. It's because of these "marketing experts" that the business of advertising looks like gambling in Las Vegas. And today, I will do my part to straighten out certain things, by sharing with you right here three major mistakes you need to avoid in your magazine ads. If you avoid these mistakes, more people will read your ad, and your chances of making the sale will soar. If you ignore these revelations, then ad agencies and publishers will be happy that you chose to stay in the dark, ignoring factors that can boost your ad response, repeating a losing ad over and over, and making the publisher richer and richer. What I am going to tell you goes against what certain "marketing gurus" might be telling you. I am certain that ad agencies will be pissed off, too. Black Belt's Advertisers' Mistake #1 ( It Discourages Reader Yet It Is Easier To Avoid Than To Fall For) This one is laughable. After years of readership research, it baffles me to see that ad agencies keep making this silly mistake. Anybody who does a little bit of reading on advertising will know how to avoid it. Actually, it's way easier to avoid than to fall for. I am talking about REVERSE TYPE. As I am writing this I am holding the August 2006 edition of Black Belt Magazine. Here are the page numbers where you'll find ads in reverse:9, 13,14, 15, 17, 18, 20, 21, 23, 24, 26, 27, 33, 34, 37, 38, 39, 43, 46, 49, 50, 51, 53, 57, 58, 59, 62, 63, 66, 71, 79, 81, 92, 93, 99, 106, 119, 131, 133, 135, 136, 137, 138, 139, 141, 143, 145, 146, 147,... I am tired. 49 ads make this same mistake. A mistake that is costing every single advertiser thousands of dollars in LOST readership. And you know that if your ad is not read thoroughly, then there will no action, no leads, no sales. Anybody who's done a minimum of research knows very well that reverse : (white type on black background, or black type on colored background) kills readership. Reverse discourages readers. Reverse tires the eyes. Reverse asks the reader to make an effort to read your message. And the reader is NOT going to fight through your "difficult-to-read" ad. If reverse is the right way to showcase your ad, here's a frank question for your "marketing expert". How many books have YOU read that were written in REVERSE (white letters on black background). None. If reverse is the right way to showcase your ad, here's something else to consider. Look at the articles in Black Belt Magazine: how many of these articles are printed in reverse? None. Don't you think that Black Belt wants more people to read their stuff, and if reverse could increase readership they would have the whole magazine set in reverse. It's time to wake up. Don't set your ad in reverse if you want people to read your ad. Reverse is only a marketing trick that ad agencies use to hide the emptiness of the ads they create. It's a trick to fool you into thinking your money is well spent. Beautiful ads, but no sales. Let's look at the second mistake. Black Belt Advertiser's Mistake # 2 ( When A Picture in NOT worth A Thousand Words... unless the words would mean bla bla bla to your prospects) As I thumb through the same ads, this other silly mistake jumps out at me, begging me to point it out to you. Pictures that mean nothing. Pictures that only make the ad beautiful And these pictures are a waste of money for the people who use them. Here's one question you must ask yourself before using a picture in your ad. Whom does this picture attract? Are the people attracted by this picture logical prospects? If the answer is no: forget about the picture, use another picture or put a consumer-benefit headline in bold letters. Let me illustrate the misconception behind the "catchy picture" myth. The other day, I had a talk with a visual communications specialist. He handed me a flyer. On one side of the flyer, there were pictures of a girl scantily clad ( the old myth: sex sells). At first I thought he promoting sex-related products or a club or what not. But on the other side of the flyer, there was a listing of his services as a photographer. I questioned him about this "technique". He told me:" Well, I put the picture of the girl one side to attract attention. Then when somebody is attracted by the picture of the girl, he will turn the flyer and see my services. And one day in the future when he needs his pictures taken, he will remember me." After his explanation, I almost laughed. I knew right away that he didn't do any research on Advertising. Let's get this thing down. There are two kinds of ATTENTION: attention of everybody or attention of prospects. The picture of girls scantily clad will attract young men (but who are the people most likely to be doing baptisms, first communions....not young men, you bet. ) By trying to attract everybody with inappropriate "sex appeal", his message catches the attention of people who don't need his service. And here's the greater tragedy. When you buy space in a magazine for thousands of dollars, you need the attention of people who WILL BUY from you. Not the attention of curiosity-seekers. Keep simple. Use appropriate pictures that attract your audience or no picture at all. The Third and Most Fatal Mistake (Empty Headlines That Don't Encourage Reading or No Headline at All) Anybody who's done an iota of research knows that an advertisement is as good as its headline. If the headline fails to attract the right prospect, then the right prospect will never know about your offerings. If there is no headline at all, then nobody will care to read you further. Remember: no one has all the time to read every single thing, we must choose quickly what we'll read and a headline's job is to tell the reader: "Hey, come this way, here's something for you". In this issue of Black Belt, many ads fail the "headline test". Some headlines fail to tell the reader of any benefit. Other ads show no headlines. But we, serious students of advertising, know that people decide to read an article by starting with its headline. We know that if the headline doesn't make a believable promise to the reader, there will be no reading of the announcement. We know that human nature is driven by self-interest. For example, you've read so far because this article promised to reveal to you advertising mistakes that are costing you thousands of dollars in lost readership and lost sales. So not having a good headline in an ad is childish, amateur, and suicidal to your bottom line. Not having a good headline is like burning your ad dollars because magazine readers are too busy with their own desires to spend time digging for info buried in your ad. Obviously, I could list another 5 to 10 major flaws that reduce readership and sales in magazines. At least, by reading this article, you've just learned how to avoid and correct three common mistakes made by over 90% of the advertisers in the August issue of Black Belt magazine. If you are interested in running magazine ads that will bring you the maximum number of sales, ads that avoid silly advertising mistakes most ad agencies fall for, ads that return $1.5, $2 or even $10 for every dollar you invested in buying magazine space, here's a challenge for you. If You're Using "Brand Image Ads," I Guarantee That My New Ads Will Boost Your Sales By 20% or Your Money Back Here's the deal. I don't care if you're running a full page ad or half-page ad. I don't care if you're a small business or a huge corporation. I only want companies that can put their ego aside and stop clamoring for "self-gratification" ads (ads that get praises). I only care for companies that want to use the white space to generate leads and sales. I only care for companies that have a great product and are willing to go the extra mile to establish their difference. I only care for companies that will be frank and answer my tough questions about their products. If that's you, here's what I am offering. Tell me how much you've paid for the space and I'll guarantee to make you enough sales to break-even on the insertion cost within 30 days. If I don't break even within thirty days, I'll do either one of these two things: Give you a full refund of my creative fees or rewrite the ad over and over until it works---and the rewrites are free. But I'll be selective and only if I think I can help you will I accept to take you on. If I don't understand your product's benefits, if I don't see how it can ACTUALLY benefit the prospective buyer, I won't help you promote it. I wouldn't trick my girlfriend into buying a defective, cheap product...so I am not going to lie to somebody else's girlfriend. Fair warning: Space Is Limited Writing an ad my way requires research. A lot of research. Research on your product. Research of your competitors' claims. It's time consuming. Therefore, there are so many projects I can fit into my schedule. So if you're planning to run an ad in any widely read magazine such as Black Belt, Parenting, make sure you reserve your spot on my schedule. The minimum I charge to start working on your ad is only $1500, this is way less than what you'd pay for the blank space in a magazine, yet you know that the space alone doesn't bring you sales. You know that a good, easily read, simply written ad is the key to maximum sales. (and remember: I'll either refund all of your money or rewrite the ad 20 times if necessary) Send No Money: Instead, Send Right Now For Your "Free Magazine Ad Evaluation" Don't send any money. Instead, please click here to fill out the Send For Free Ad Evaluation Questionnaire . You'll receive a questionnaire that will help you see your product from a different perspective. Answer the questions as fully as possible. Submit them to me later on. If I think I can help you, I'll tell you so and I'll show you how to make your deposit. If I don't think I can help you, I'll tell you so and give you some free suggestions. At any rate, answering these questions will be profitable to you. Also, your answering these questions prove to me that you're serious about your business and increasing your sales. If you are in a rush and need the ad done in one week, I can help you still but you'll have to double any fee. Any fee you pay me is backed up by my solid "your ad breaks even or your money back guarantee". So you have absolutely nothing to lose. Call me now if you need an ad in a rush. 508-468-1617. Swans Paul Thanks for reading. I hope you've learned a thing or two about this business of advertising. I hope next time you'll fire any ad agency that gives you ads in reverse. Yours For Space Ads That Make The Phone Ring With Orders Swans G Paul: Owner/Instant Results Advertising 83 Hanson Farm Rd, Lincoln, NH 03251 Brockton, MA 02301 USA 508-468-1617 |