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Almost all of the advertising reps out there will hate this but it’s true. Most of them have no clue on what makes advertising effective – ask them – you’ll see.

They will say things like exposure, repeatability, memorable – etc.

That is what they were taught in their training classes – taught by others who have no clue about effective marketing.

All they are concerned with is getting you to buy an ad – and the bigger the ad the better.

They will say your ad needs to run 7 times to get a sale.

Bull.

They will say that running your ad for 12 months will double your brand recognition.

Partially bull – it may increase your recognition but will do nothing to help sales.

Your advertising must pay for itself (break even can be a good thing initially) on the FIRST time the ad is run.

If it doesn’t – test a new one.

If it makes money the first time, it will the second, and the third time.
*****> If it loses money the first time, it’ll lose money the second time and the third time as well. Your advertising must make money the first time – and the only way to tell is through the tracking you do. <*****

Action Plan:

(1) Make sure you learn how to write effective advertisements and marketing pieces. Study good direct response marketing courses (one of one is my own Marketing ESP course)

(2) Write (or re-write) yours to use solid direct response marketing techniques (headlines, sub-heads, talking with them feel (not at them), strong close, irresistible offer, time limited, and ask for action).

(3) Put some form of tracking device in the ad (if they are calling you - have them ask for dept 4 - so you know that they are calling from Ad#B). If they are writing in - have the order form use a tracking number (department FH-6 for example)

(4) Run the ad and measure the response. If you do not break even initially then the ad will probably be a flop in the long run. If the ad works and makes money - KEEP RUNNING IT. It will make money each time you run it until you see the decline to below break even point.

[Remember: the reason you can break even on first run advertisements is that you should have other products and services to sell to this person after the initial sale. The bulk of your profits will come from sales after the first.]

Write hard! And test lots.

To your success,

Troy White

The greatest example of the power of money making words can be found in the National Enquirer!

You know - the “trash magazine” that supposedly no one ever buys.

The one you see at every supermarket till in North America So, how is it that the Enquirer is the most widely read publication out there? [The National Enquirer sells more copies in a week than the TOP 3 business magazines and newspapers COMBINED - Proof that that approach works ]

The headlines on the front - that’s how. The people that write these headlines - “Bat Boy Explodes” - “Use Your Dreams to Win the Lotto”

Those writers make a substantial income writing those words - because they sell a TON of newspapers for the publishers.

Top headline writers get paid upwards of one million dollars a year to write those!

So pay attention to the words they use - they make many people a boatload of money.

Think about all the different areas you use words in your business.

Phone calls

Sales Calls

Emails Sent

Letters Sent

Faxes Sent

Advertisements

Conversations

Arguments

Purchasing Something

Negotiating

Bartering

Writing

Reading

Researching

Upgrading

Pleading

Entertaining

Disciplining

All of these areas are critical to your job or your business, yet how much time do you actually put into the words you use? Most of us, it’s very little time invested.

For a few of us, lots of time is spent testing variations of words to increase their effectiveness.

No matter what your experience with the mastery of using effective words - you can always find ways to improve your skills and learn how to better apply the techniques.

Why bother?

Sales

Influence

Control

Money

Happiness

The list really does go on, but the important thing to remember is that your words can become more powerful. That is what we are there to discuss - how you can master the use of words to influence others to see things from your point of view.

For when you have this one skill honed and improved, you have the most important skill of all at your disposal.

Next time you are at the grocery store - have a look at those headlines (better yet - pick up a copy - millions of other people do on a weekly basis).

Write down those headlines and see how you can modify them to suit your business… or your newest promotion… or your newest product launch.

It works!

One client had a database of 100,000 opting emails that we tested ads on.  The best responses we got (based on click rates and sales) were the ones with “tabloidish” headlines.

The one that worked the best…

Cat Attacks Man Woman and Child (selling an electronic mouse)

To your success,

Troy

8 years ago I blindly quit the corporate sales world and went back to my entrepreneurial roots.  I had 1-year old twin daughters at home, and my very understanding wife let us become a zero income family so I could follow my dreams.

Fortunately for us, I had some decent commissions owed to me from the last job I ever had.

Unfortunately for us, I had no clue what to do - or where to start.

Not a great way to start a business.

But we persisted, and have loved every minute of the ride.

Yet, there is one thing that has nagged me for the past 8 years…

…the fact that I never found an all-inclusive business building program.

I bought lots of ebooks, took seminars, invested in software, had coaches.

All said and done, I have invested a VERY healthy six figures in my education.  More than my University education!  And 10 times as effective for small business growth.

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When a good friend of mine, Lars Gustafsson, of The Body Mind Institute, approached me with this idea, I was all over it.
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Lars has been in business for many years as well. He has invested a substantial amount in his education and business growth.

But he was just as frustrated as I was with the tools out there.

So he became a master at producing quality online training programs and videos for the fitness business.

Now he wanted me to produce THE business building program we had both been looking for.

…one that covered all areas of business growth… not just the fad of the week

…that that entrepreneurs could use to grow rapidly

…while building a solid foundation for sustainable success (rather than getting caught by Google Slaps and ridiculous claims that were far more hype than reality)

…and one that we could both be proud of when people from around
the world heard about it.

In partnership with The Body Mind Institute (an accredited college), I am very excited to bring to you

The Business Mastery Course
http://www.theBusinessMasteryCourse.com

Incredible amounts of hours have gone into the production of this video/audio online education program.

And I have given you the tools and techniques that have made my clients millions in the past few years alone.

Like Chris, who is now averaging over $2,500 per DAY profit.

What would that do to your lifestyle?

Did I mention Chris is not even 30 years old yet?

Chris took a small part of what is in The Business Mastery Course and built a highly profitable empire with some hard work and persistence.

What do you think?

If I could deliver you THE course that pulls it all together for you…

…one that covers the basics of business growth right alongside the advanced techniques

…one that is guaranteed to deliver results

…one that shows you step-by-step what you need to do

…one that includes access and information from the worlds leading experts on areas I personally know little about

Would that be worth a few minutes of your time to review my video here http://www.theBusinessMasteryCourse.com and let me know your honest thoughts?

This is the one I always have wanted to produce.

Please let me know your thoughts on the video.

To your success in 2010 and beyond!

Troy White

PS:  Watch the video, have a look through everything, and take close note of the bonuses… just one of the bonuses is what took Chris from $0 to $2,500 a DAY in profits.

Worth a look: http://www.theBusinessMasteryCourse.com

The words you use in your marketing…WILL make or break the success you see.  It really is no different than a live sales call - except this time it’s in print - or on their computer screen.

Copywriting is really “salesmanship in print” and here are some basic techniques to make your marketing and sales materials do what they are supposed to - sell more products and services.

1.      Have your offer in the headline – or near the top of you advertisement. Possibly have a Johnson’s box (box that highlights areas of importance) with the offer near the top or on the right hand side after your initial 3 paragraphs.  This will weed out tire kicker immediately as they realize it is not free – they have to pay.  That and many people are ready to read the whole thing – but are interested (possibly) in what your offer is.

2.      Refer to specific pages within the copy, or in the bullet points. Talk about a major benefit of your product then “and on page 14 you will see exactly how to use this to accomplish ….”  The way you write this can lead in to chapters or sections within a chapter – “and on page 27 you will learn the gap between reading and acting on your offer.”

3.      Design a 2 step advertisement. Web based or not – 2 step advertising can pull in exponentially more inquiries – and build your database very quickly.  Instead of asking for an order from your web page – offer them a free report for giving you their physical address. No pressure for “another” ezine that won’t get read anyhow.  With all the spam and filtering problems – you seriously need to start building an offline database.  Ask yourself this – if the internet “shut down” or your backups of your client’s emails disappeared – would you still be in business?

4.      Make your free report more enticing! Offer them information that they will not find anywhere else…or would have to look for a long time anyhow to find.  For example – “Five simple ways to write a PS and especially a PPS that will triple your sale this year.”  Typical free reports have minimal content and more sales letter than anything – so make sure you are delivering on your promise in the report before selling them.

5.      If you are having people call an 800 # for a recorded message – make sure they know no one will answer, that no one will be phoning them back, and that they will not be hassled – unless they ask for someone to call.  This leaves no pressure on them and their resistance to calling will be dramatically lowered.  With their guard down, the likelihood (if your recorded message is good) that they will leave a number is much higher.

6.      Make a fantastic headline as part of your order process. Add in a hidden benefit that you have kept quiet and bring it out right before the inquiry form or order form.  People love pleasant surprises so give them some.  If they have read all your copy right to the end – they are obviously interested.  Throw in one or two more significant benefits and they will be yours.

7.      If you are marketing more locally – make sure your local numbers, addresses, etc are displayed prominently in your copy, and at the end of your copy.  Weave in a great story about your local business and show them you really are local – and your responses will be dramatically higher.  Make sure your phone number (especially in local newspaper or magazine ads) is very prominent and positioned well.

To your success,

Troy

Creating a USP can be a daunting task for many.

Keep it simple and start writing down ideas… and you will be far ahead of your competitors who are still scared of starting.

The more you write - the more ideas that will come to you.

Here are some simple ways to get going.

1) Ideas to start your own USP.

Fill in the blanks -

I legally help people to….
I (legally) teach people how to…
I (legally) show people how to…
I set people up to…
In one hour…
I save you…

[Note: by adding in "legally" you add a touch of human interest... and keep them intrigued. Who doesn't want to learn something that seems to break all the rules - but is above board and very legal?]

Here’s another: You know how most companies ______? Well what we do is ____________, which is much more powerful because it helps you__________

It must say what it does for them - not how great of a company you are. They could care less. All they care about is- what can you do for me?

2) Does it answer “why should I do business with you, above any and all other companies out there, including doing nothing, or doing what I do now?

3) Does it touch on emotions? It should.

Here is a great one I heard - “I give people a money personality profile that shows them how they are blowing thousands of dollars per year - and how to get it back”

4) Can you plug your competitors names into your USP? Does it fit them like you? Then your USP needs work.

Mine is “I Turn Your Words Into Wealth” - which is not perfect - but - it does the most important thing a USP must do - it makes people ask me - “how do you do that?” If you can get people to ask you how you do that - then you have a winner.

I also tested a Double Your Profit or Free Guarantee to great results - everyone wants to do that - and I take the risk with a very bold guarantee.

5) What is the BIGGEST benefit you provide to your clients? What can you do that no one else in your industry does? What would make you buy from you?  What is the ultimate gift you would like to leave with your clients when they deal with you?

Answer a few of those and you are well on your way to creating a USP that makes you a fortune in your business.  Less than 5% of companies have a real USP - when you figure yours out… you will immediately be in the top 5% of your industry.

Be bold

Be daring

Push the envelope

Get people out of their comfort zone

*** Make them say - “what did you just say?” or “how do you do THAT?”

Find a way to incorporate some of those ideas and you will stand far above the crowd.