Behold! He with the light cometh!
He shall light thy darkest night, illuminate thy muddled confusion, and he shall uncover all that hides from thou. He who holds the knowledge of the ancients comes quickly to you. Be not afraid, for he brings hope. Tremble not, for he will calm you. You shall see as a blind man cured. Riding close behind comes with him the mysteries of wealth, knowledge, and power.
OK, so do I have your attention? I called you to read the ad and take action didn't I? I made you "want" to read more, to "see" this light so to speak. Don't feel duped?J You have not been. What I present here is a simple psychology behind the reason someone responds to an advertisement. The "Lost Secrets" I refer to are right in front of you.
When you write a headline you must grab the readers attention within 2 seconds. That's it! You get no more time. Do not stop, do not pass go, and certainly do not collect your $200. Certainly do not believe anyone who will tell you differently. To get your prospect to your offer your ad must be enticing, yet present a certain "hope" to the reader that what lies on the other side of the text is a solution.
But, it should not be just any solution. This solution must solve a specific problem. There is no other reason to entice your prospects. You can think of tons of needs and wants but the simple, cut and dry, black and white of it is that your customer "needs" a "solution" to a "problem".
This problem could be anything as simple as a new computer chair to the much more powerful and complicated ink pen. Every pun intended?J The pen offers you the ability to write, and what you write will be ads. Not just any ads mind you. But prospect pulling, customer converting, sales exploding ads.
Using the power of the pen, and the written word has caused wars and saved lives. It has placed a value upon every real and conceivable thing on the planet. When you see the written word it pulls you into it's meaning. Too often today we are bombarded with advertisements that SCREAM at you to Buy, Buy, Buy Now! Get Rich Quick! Make Tons Of Cash Sitting On Your Duff! Either the guys that write these type ads are desperate or they are idiots.
Get real people. It doesn't work as good as well written, enticing, hope giving, problem solving, ads. Simple as that. Who else would try to sell you a SPAM blocker in an email you never asked for in the first place. They would argue that it's clever, or that the sheer number of ads will pull in the money, and make it worth it. They play the numbers game. Are you?
Are you simply throwing as many ads out there as you possibly can hoping someone will find you and your product? I tell you now that doing that is like throwing mud against a wall while standing next to it. Some will stick but most will come back and slap you in the face.
On the flip side of this advertising coin are the people who really don't care. They are after, and only want one thing. Your money. They couldn't care less whether they were providing a service to someone, or solving someone's problem with a "win-win" solution. This causes the real solution provider much grief and increases the distrust between the consumer and the salesperson/advertiser. Ultimately it makes the job of the "real" business owner that much more difficult.
Two of the oldest business ideals around are Quality and Quantity. Which one do you use in your business? Which one do you believe in? If you are of the latter group, than please stop reading this article right now. The internet would be a better place without these types of advertisers. Unless of course you are ready to change your world weary ways.
People are tired of reading ads that SCREAM at them. A few examples are:
· ALL CAPS!
· Excessive Punctuation!!!!!!
· Make 10 Million Dollars By This Time Tomorrow Night!
· Incorect Speeling!
Nothing turns a potential prospect off more than these types of ads. Yet we see them day in day out. Everyone has their own idea about marketing. Some work, some don't. Some just simply play the numbers knowing they can always get about 1% conversion and don't really care about writing good ads, fulfilling articles, or most importantly, solving the consumers problem.
You must be credible. Your prospects will know if you are not.
You must be trustworthy. Your prospects will know if you are not.
You must be straightforward. Your prospects will know if you are not.
You must offer hope of a solution. Your prospects will know if you are not.
You must be believable. Your prospects will know if you are not.
You must realize? Your prospects are not stupid!
I started to explain the solution principle to you when I described the chair. You don't normally purchase a chair because it's pretty, or it because it matches the drapes. You don't purchase a chair because it was on sale or even because you save money. In fact, you don't buy the chair at all. You invest in the solution it provides. Remember this and your sales will show positive results.
Invest in your customer first and he or she will invest in you and your product or service. Show credibility and trust, and your prospects will be more likely to purchase from you rather than your competitor. Be ethical, honest and straightforward in your ads and your bottom line will increase exponentially.
The old adage, "The customer is always right." Is only part of it. The customer is always looking for a solution. Provide it to them and they will thank you for it with their order.
By: Eric Wichman
Founder: Pdtimes.com
ã Copyright 2005 Eric Wichman. All rights reserved.
Eric Wichman is founder of PD Times at http://www.pdtimes.com, a public domain resources site specializing in free resources for web content and references for webmasters, researchers, marketers, and businesses alike. You are welcome to reprint and publish this article on your site as long as it includes this Bio.
"Make money for taking surveys"," Cash for your opinion", "Make... Read More
The REAL key to successful marketing of any product is... Read More
The secret to increasing sales doesn't lie in choosing just... Read More
An important part of planning your business is to know... Read More
If you are not using flyers in your business you... Read More
"Goals are dreams with deadlines." -Diana Scharf HuntWhen clients come... Read More
Too many loan officer websites look like congested intersections, information... Read More
"My clients can't afford higher rates."When more than 330 business... Read More
If you are considering entering a new target market, with... Read More
Lost & Found for the 21st CenturyHere in the 21st... Read More
Multi-level marketing is the biggest growth industry in the 1980's.... Read More
Mortgage marketing to Realtors involves having a crystal clear position... Read More
How many times has someone you've called said, "Why don't... Read More
Every professional or consultant knows that clients typically hire people... Read More
There are many Web sites I visit every day and... Read More
When a shopper picks up a product in a store,... Read More
Buying your promotional products and corporate apparel online provides five... Read More
Cause marketing is a relationship between a for-profit and a... Read More
So you've made a sale. Great!Now what? You're not just... Read More
Brochures are one of the oldest marketing weapons in the... Read More
Everything you've ever learned about marketing and advertising is WRONG.... Read More
We live in an unprecedented era of communication. Because of... Read More
Powerful Marketing has become elusive to many companies seeking strong... Read More
The phone rings. Good news... it's a potential client. You... Read More
Your business success depends on your ability to promote your... Read More
I often talk with business owners who tell me how... Read More
What is Upselling?It means pre-selling any additional features of your... Read More
Whether it's a downloadable report available from your website, a... Read More
It's crucial to know your prospects if you want to... Read More
Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More
December is a month in which many organizations make plans... Read More
Do you own a business and need ideas on how... Read More
We live in a world of noise ? not just... Read More
It seems nowadays every marketing guru and their brother-in-law has... Read More
A customer relationship system (CRM) system uses technologically-driven strategies to... Read More
You probably spend a great deal of your time looking... Read More
The phone rings. Good news... it's a potential client. You... Read More
One of the most common mistakes in marketing is making... Read More
This really and truly is the easiest (and most profitable)... Read More
It is well known that Thomas Edison was an inventor,... Read More
Online Communities are all over the Internet and attract lots... Read More
John's a freelance photographer in Ohio who called to tell... Read More
35 Ideas to Spark Your Creativity:There are 3 ways to... Read More
Businesses rely on brochures as their front line in communicating... Read More
None of us have enough time in the day to... Read More
Telemarketers... ooohhh... I'll bet we've all got a nice story... Read More
A while back a small business owner paid me a... Read More
For most of the small business owners I work with,... Read More
'Word of Mouth' is still one of the most effectivemarketing... Read More
Looking for a great way to drive traffic to your... Read More
How many leads have come into your business since the... Read More
Brochures are a great way to get your message across.... Read More
Some of the simplest marketing tactics often produce the most... Read More
"My clients can't afford higher rates."When more than 330 business... Read More
Which sale is the most important one you will ever... Read More
Are you getting referrals from you customers? If not, you... Read More
Direct marketing is built on four things. The other way... Read More
Multicultural marketing mirrors the changed face of America and is... Read More
When it comes to your marketing message, the little things... Read More
Too many loan officer websites look like congested intersections, information... Read More
Do you own a small business? Do you wish to... Read More
I don't know about you, but I am still waiting... Read More
Have you ever been among a group of people exchanging... Read More
Have you ever put on a jacket you haven't worn... Read More
To read the beginning of this special report, you can... Read More
Unless you've been in a dimly lit cavern for the... Read More
Marketing |