Advertising and Marketing SECRETS
That Will Skyrocket Your Success and PROFITS!!!
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Copyright (c) 1999 by Carl Galletti
Issue 1 - January 1, 1999
Welcome to AdSECRETS.
Happy New Year!!! There is a special holiday gift waiting for you at the end of this letter. But first...
Let's discuss what this Newsletter/eZine is all about.
First, I plan to cover any and all subjects about advertising and marketing. That includes copywriting. That ESPECIALLY includes copywriting since that is my specialty. Copywriting is the art, science and practice of writing the words in ads that make people buy.
Along the way I give myself permission to bring up any topic that I feel might benefit you toward the goal of making you more successful at whatever it is you do. In that respect I have a wide subject area but it will always circle on back to creating the words that inspire people to act.
This is a rewarding skill to have. There is unlimited potential for anyone who masters such a skill.
Specifically, I will cover two main areas: Online and Offline advertising. Or more simplistically, Internet advertising and Non-Internet advertising -- which just about covers it all. Now, I know there are many eZines out there that specifically focus on Internet advertising only and that is fine. Somebody's got to do that. But what I will be giving you is a much broader approach.
With the skills that I will present to you through this eZine, you will be able to market just about anything to just about anybody via just about any medium. You won't be restricted to just the Internet, though we will be sure to cover that subject thoroughly and specifically.
And that leads up to...
What's that, you say?
Let me begin by saying that I read an interesting story online from someone who claimed that he took an advertising promotion that failed in the mail and brought it to the web where it flourished and is still flourishing to this day. Now, that might make the reader jump to the conclusion (which is wrong) that the Web/Internet is more responsive than regular mail.
I am here to tell you that I only wish it were so. Maybe someday it will be. But today it is not. Let me demonstrate.
I have been sending out catalogs for years. People read a newsletter, book or magazine article that recommends they call me about some hard-to-get books on the subject of advertising and marketing. So, I mail them a catalog. It's about 12 pages and costs me about a dollar to print and mail it within the US, somewhat higher outside the US. And if it goes outside the US, it takes forever to get there.
Naturally, when my web site came online, I thought: "This is great. Not only will I save the buck or so but my prospect will get the information almost instantly. And that's GOT to stimulate sales, right?"
Well, not quite. The fact is, it cut my sales in half! Why is that, I wondered? Well, after a LOT of research and head scratching, I've finally figured it out.
Giving out my web site to prospective customers has two main advantages. One is that it costs me virtually nothing. The other is that they get the information right away.
The fact that it cuts my sales in half means that there is a dubious advantage to it costing me virtually nothing. But, I really thought that the speed of getting the information to the prospective customer should have stimulated sales not cut them in half, right? It worked for Federal Express. Why not for the Internet?
Point 1: When the prospect gets my web address, whether they visit my site or not is in their hands, not mine. Whereas, if I send them a printed catalog I know it at least gets to them -- God and the Post Office willing.
Point 2: Even if the prospect gets to my website, when and how often do they return? They have to remember to bookmark it -- strike 1. Then they have to come across the bookmark -- strike 2. Then they have to have the time and desire to want to visit it again -- strike 3. Why should they visit the site again? It's got the same thing it had last time, doesn't it? Probably not.
Whereas, if I send them a physical catalog through the mail, it's sitting there somewhere constantly reminding them to either pick it up and read it and/or order from it...or throw it away. If they throw it away, chances are they weren't a good prospect for my books anyway. Online they would have just not bookmarked my site.
If they keep it around, it is a constant reminder to order something. Online the bookmark is supposed to do the same thing but it could be buried in some folder that never gets looked at. My physical catalog is laying around somewhere as a constant reminder to do something with it.
I've had people call me YEARS after they've gotten my catalog and order something. How do I know this? Because each of my catalogs and the order form within is date coded. So, I can tell by the date code on the order form just how old the catalog is. And believe me, I've gotten orders from catalogs that are over 3 years old.
Part of that is because it's a good catalog with great books in it. And people know that someday they are going to want to get some of them. So they hang on to them, eventually ordering one or more.
I think this is a big part of the reason why my physical catalog does better than my Internet site.
On the Internet/Web there is no reminder other than the bookmark. And it is very easy to bury the bookmark in a folder that you never look at. You should see my bookmark file. That's one reason why people who got my website catalog didn't order as much.
Another is the fact that people on the Internet are just not as responsive when they are there. Sure, they DO buy stuff but it is much harder to make the sale. What with everyone giving things away free, there's so much free stuff to wade through that the decision to buy is greatly lessened. That's why the copy that is put on your web site has to be exceptional to make the sale.
I believe that you can engineer a site in such a way that you can stimulate sales. But it is a very different animal than a catalog that just sits there and physically reminds people to act.
There are techniques that are exclusive to the Internet that you need to know about. But these techniques without good copy and a good product to sell are like having a high-performance sports car on a desert island without gas and no roads to travel -- you don't get very far.
In future issues we'll deal with the topics of copy and web techniques that will bring lots of buyers to your site. I'll show you exactly how it's done.
But getting back to the dilemma physical versus web catalog...
So, was the guy lying who said his web promotion did much better than his mail promotion? Actually no. The problems was that he was comparing apples to oranges. He compared his BAD, ineffective mail promotion to his GOOD web promotion. How do I know this? Because I received his mail promotion and I know exactly why it flopped. Remember, I'm an expert in these matters.
It had one very BIG flaw in it. He didn't give people enough time to respond to his offer. By the time you got his offer in the mail, you had the weekend to make your buying decision. That just isn't enough time. He lost LOTS of sales because of it.
He probably did this because he heard or read somewhere that deadlines stimulate sales. And they do. But if the deadline is too short, they do just the opposite. He never read that anywhere. But I can tell you that, as one of his prospects, I seriously considered taking him up on his offer until I encountered his unreasonable deadline. I felt too rushed to make a decision. In fact, I felt offended that I was so rushed to make my decision. So the decision I made was to NOT buy. I know a lot of other people did the same thing.
If you then take a look at his web promotion, there was no such unreasonable deadline. Plus the offer was different. In fact there were enough different things between the two that it would be pointless to make a comparison. But I can tell you this: his conclusion is wrong. I'm glad that his online promotion finally worked for him but what he doesn't know is that he's leaving a ton of sales on the table by NOT having a complementary offline marketing program.
If he knew how to structure a proper offline marketing campaign, he could triple his sales (remember, you get two sales offline for every one online).
Nobody's ever told you that one before.
The point is that if you don't capture the physical address of your web prospects,
I find a lot of people making the decision to focus doing their business on the net or not, either one or the other, not both.
I think you need to do both. If you only do one or the other, you will be losing sales. And eventually, someone (your competition?) will figure it out. If they figure it out before you, you may find yourself with a dwindling business and not know why.
I'm sure the same thing happened when radio came out. Businesses took their advertising to radio and dropped their newspaper ads. And when television came along, they dropped their radio ads and moved them to TV.
This scared the hell out of the newspapers (and later the radio stations). But each found it's niche and that's why we still have newspapers and radio stations around, even though there are many reasons which make TV a better medium than any of the others. Just as there are many reasons which make the Internet a better medium than either TV, radio, newspapers, magazines, or snail mail (as "netters" like to call it).
Some have predicted that the Internet will obsolete all these other mediums. I predict it will not. Each has it's niche. It's up to you to find out what that is and use it to the your best advantage.
Among other things, this newsletter will help you figure that out.
Most likely your best approach will be an integrated one where you use whichever medium/media works for your marketplace.
In the past a lot of businesses who refused to use a new medium went by the wayside. Either because they didn't understand it or because they were just too afraid to try something different.
But the same is true for those who jumped, helter-skelter, into the new medium and forgot about the tried and true stuff that still worked. They abandoned what they thought were obsolete media and techniques and paid the price.
The one thing that has never changed in all of advertising, regardless of the medium, is COPY -- the words that make people notice what you have to offer and respond with their dollars. That will be our main focus.
Then you need to consider the marketing methods to get your message to the right people. I believe the best approach is an integrated one. One that combines both online AND offline ways to court customers and prospects and make the sale. How to do that effectively will be our secondary focus.
You can start today. If you have not already done so, set up a system to capture the names and physical addresses, as well as email addresses, of all of your customers and prospects. In a future issue I'll show you all the ways to do that and which are better than others.
Then, build a relationship with them by staying in touch -- by email AND by mail. Your list of customers and prospects is your most valuable resource in business. Also, in a future issue I'll go into more detail and explain exactly why that is so. For now, just start collecting the info and building your database. It will stimulate your sales even if you don't exactly know why.
Send them something with substance. And do it regularly.
I have added a fulfillment company, TWI Press to deliver my book orders. You can visit their site at:
If you take a look at my web site (http://www.twipress.com), you'll notice that it is basically a transfer of my catalog to the web site. I didn't do the design and I would not have designed a web site in that way. But someone came along and offered to put my catalog up for me. He made me an offer I couldn't refuse. And having the web site up has been much better than not having one.
But it's not as good as I know how to make it -- not NEARLY as good.
So, what am I waiting for?
You, of course.
What I plan to do is take you through the development process that will show you exactly how to create a web site that brings a FLOOD of new customers to you and has them buying from you like there was no tomorrow. That will all happen in future issues of this newsletter.
Well, the holidays are over and the new year has begun. If it's not too late, I'd like to give you a couple gifts to start your new year off right.
The first is a story that was sent to me by my good friend Eva Love who received it from Robert White on Compuserve who got it from Mark Albion who had included it in a mailing to MBA candidates and their prospective employers. It's called "Inspiration: To serve and be kind." It's at the end of this newsletter.
The second gift is a copy of Obvious Adams. If you don't already have this (or even if you do :)), you can view and download it from my site at:
Just click on the FREE REPORTS section. It's the first report in the list and you must click on it to bring it up. You should then download it to your computer to save because it will only be up for a week or so. I normally sell this report for $19.95 but it will be available for free during the next week to all my subscribers (and anyone else who stumbles across it. It's a great report. As you will read, the setting is in the early 1900's but the message is as alive and fresh today as it was then. I first came across it when I subscribed to a $500 marketing newsletter. This was one of the bonuses. I'm sure you will profit from the wisdom it contains. Enjoy.
"Live your life as though every act were to become a universal law."
-- Henry David Thoreau
One of my favorite holiday stories begins Betsy Sanders' uplifting book Fabled Service. Betsy became a well-known general manager at the superstar of customer service, Nordstrom, the Seattle-based department store chain. She also was a board director of Wal*Mart. I have offered my version many times to business groups, and it always gives me pause. Take a breath, relax and read this wondrous story of what we and our world can be:
-- The Gospel According to St. Matthew
Reverend Carolyn Crawford was known throughout Southern California for her topical, powerful sermons. But speculation on what she would say was unusually high one particular week just after the holiday season.
As was customary, each Monday the topic for the Sunday sermon was posted on a sign outside the church. This week it read: "The Gospel According to Nordstrom." Members of the congregation were no strangers to upscale Nordstrom. They just couldn't conceive of what a merchandising Mecca had to do with the Gospel and its lessons.
-- Martin Luther King, Jr.
Some thought blasphemy. Others felt the unlikely theme might be stimulating. One thing was certain: This unlikely homily title had created quite a stir in town. With such interest, often the reality can't match the hype. On rare occasions, it transcends.
The church was packed that Sunday. The hushed congregation awaited Reverend Crawford's sermon. She began, as might a materialistic heathen, by evoking the bustling, luxurious atmosphere of a marbled Nordstrom store during the holiday season.
She recounted the sensory delight permeating the store: the sight of abundant decorations; the sounds of holiday music expertly performed by an elegant, tuxedoed piano player; the aromas of potpourri and expensive perfume. Flocks of charmed shoppers swarmed in and out, laden with finely wrapped gifts to bring home.
Suddenly, the shared atmosphere of revelry was shattered. A bag lady, hunched over, clad in torn clothes and filthy with stench, walked through the doors. Reverend Crawford was in the store and decided to follow her, certain that her inopportune presence would be taken care of promptly -- as unwelcome as it was incongruous. The Reverend waited to intervene with security so that she could soften the blow to the woman's dignity when asked nicely, but firmly, to leave. Yet her original interest in the interloper would soon change. Though Reverend Crawford saw the stark contrast of this woman to the gracious abundance of the store, Nordies (Nordstrom employees) must have seen something else.
No one tried to stop the bag lady as she shuffled through the store. She reached the most elegant and pricey Special Occasions Department, where she was greeted warmly, professionally by a smartly attired saleswoman. The Reverend was incredulous. What did these people see?
Reverend Crawford slipped into the fitting room to eavesdrop. She listened, astonished by what her ears saw. The salesperson's responses to the customer were solicitous, not patronizing; respectful, not pitying.
-- Johann Wolfgang von Goethe
When the customer asked to try on evening dresses, the salesperson brought over one gown after another, asking for the customer's most discriminating opinion. The customer inspected each gown, trying several on. With infinite patience as an hour slid away, the salesperson carefully evaluated which gowns she felt were the most flattering and appropriate for the customer.
The bag lady decided she was finished. She left the fitting room, thanked the salesperson, and walked out of the Special Occasions Department. This woman looked different. Her head was held high, her gait seemed smooth and there was a new light in her eye. She had just experienced Nordstrom.
-- Han Suyin
Still sitting in the fitting room, Reverend Crawford was . . . dumfounded. She got up and approached the Nordstrom saleswoman. Uncharacteristically at a loss for words, the Reverend simply asked why she had spent an hour with this bag lady, helping her try on thousand dollar gowns -- at a store which measures employee's sales per hour religiously!
The composed Nordstrom saleswoman looked Carolyn Crawford straight in the eye, answering as if the question was as simple as "What time is it?" "This is what we are here for: To serve and be kind."
-- Albert Schweitzer
The Reverend closed her sermon by asking the congregation, "Couldn't we say the same thing about ourselves as churchgoers? As human beings? That we are here to serve and be kind?"
This was far from the end of the sermon. News of the message spread beyond one Sunday morning at one church. Churchgoers retold the story to friends and associates. The New York Times highlighted the incident -- one that had been memorialized in a church reputed for its preaching. Demand for the sermon became so overwhelming that the church eventually sold audiotape copies.
-- Archbishop Desmond Tutu
Nordstrom salespeople were both humbled and challenged when they heard the story. In a culture that asked employees to give their best to customers under all circumstances, the bar had been raised. Each time this very real story is told, each time it is shared, its truth grows within . . . and without.
Happy holiday reading to you and your family. May we all have the opportunity, the grace, to serve and be kind. As the young Anne Frank said, "How wonderful it is that nobody need wait a single moment before starting to improve the world."
-- Ralph Waldo Emerson
My Very Best to You,
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