Your AdSECRETS Ezine/Newsletter has arrived:
Advertising and Marketing SECRETS
That Will Skyrocket Your Success and PROFITS!!!
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Copyright (c) 1999 by Carl Galletti
Issue 4 - January 22, 1999
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Welcome to AdSECRETS.
A special welcome to new subscribers. Thanks for joining us. For a limited time you can get the previous issues on my website at:
in the FREE REPORTS section. I will be taking them down sometime soon, so if you are a new subscriber and want to check them out, please do it now or in the near future.
I apologize for the lateness of this issue. You should see this issue (#4) and the next (#5) closer together than usual. I'll work on keeping future issues on schedule.
In this issue:
The Ultimate Secret to Attracting Buyers to Your Website
The 3 Most Important Things EVERY Web Page Should Have
My Secret Formula for Writing "Killer" Headlines
A "Killer" headline is one that does its job extremely well. In other words, it grabs the reader's attention and convinces them (IF they are qualified prospects for your product) to read the rest of the ad. And it does this in droves (meaning sufficient numbers of qualified prospects to make your project VERY profitable).
Now, some people try to get the headline to do more than that.
Some people put the name of the company/product in the headline. David Ogilvy was famous for doing this. He reasoned, if five times as many people read the headlines as read the body copy, and you don't put your brand name in the headline, 80% of the readers (the ones who don't read the body copy) will not know what product you are advertising. Who could argue with that?
The main job of your headline is to attract the reader and get them to read the rest of the copy. That's because it's the rest of the copy that "sells" them on taking action. Sometimes that action is buying your product and sometimes it is just requesting more information. If the headline alone could do the job, you wouldn't need the rest of the copy. If that were so, you would find salespeople who could walk into an office, recite a headline-type statement and walk out with the order.
That never happens in real life. We know by many years of experience in both the direct response advertising field and the sales field that getting the order requires more. It requires explaining the FULL STORY. And we'll get into just what that means in future issues. For now, all I want to emphasize is that the headline doesn't do the entire job, even though it's been called the most important part of the ad.
So, where do you start when coming up with a headline? You start at the end, of course. You begin by creating the offer first. This is somewhat like a professional fiction writer who decides first how the story will end and then begins writing (a common technique in fiction writing).
In advertising copy the offer is the "what you get when you give me the money" statement. It's the "I'll give you these beads if you give me Manhattan" type statement -- but hopefully more equitable.
To use a real-life example, when I sell the book called "How To Make Maximum Money in Minimum Time" the offer might be:
"This book, How To Make Maximum Money in Minimum Time, is composed of the best back issues of Gary Halbert's $195.00 a year newsletter. Normally, these back issues sell for $25.00 each and you get 16 back issues in all. That's $400.00 worth. But you won't have to pay that for these because if you order while the supplies last, you can have the entire book of 16 back issues for only $49.95."
That's the offer. Now, the offer could have been "Buy this book for $49.95." That's still an offer. It's just not a very good one because it doesn't show the value of the product. We'll get into how you craft a good offer in future issues -- we could easily devote a few issues to this subject. For now, let's just leave it at this and get back to how that affects the headline.
So, what do you do with the offer once you have it? You stick it right in front of you and it sets the direction of your writing. And the first thing you write is the headline. Now, it may end up that nothing in the offer gets put in your headline. That's OK. In fact that is often the case. But not in this one. In this instance the title of the book becomes the headline. That's because the title of the book is the most powerful statement you can make to convince the reader to read the rest of the copy. And that's what you want in your headline...
One of the techniques I use to brainstorm headlines is to have a collection of good ones sitting in front of me. I use several sources for good headlines. I wrote two short booklets on headlines. One is called "The 100 Greatest Headlines and What You Can Learn From Them." The other is "How To Write Cash-Generating Headlines, Titles and Bullets." Both are part of my "Marketing Made-Easy Workshop." I use them when writing headlines.
I also use Julian Watkins' "The 100 Greatest Advertisements" and Richard Hodgson's "The Greatest Direct Mail Sales Letters of All Time." But by far my favorite is "2001 Greatest Headlines." All of these are available from TWI Press in Indiana (812-232-0753 or their website at http://www.twipress.com ).
There are other books with good headlines. Look on your book shelf. And by all means, start your own collection. Whenever you come across a really powerful headline, cut out the entire ad/sales letter and file it away for your headline writing sessions.
In the last newsletter I covered what you do with these headlines. You take each of these headlines and write a variation that applies to what you are advertising. As an exercise, you can also write the same headline for a variety of different products.
The trick here is to write enough of them to break through the "noise barrier" and into the "killer" headline category. Sometimes you may have to write a few hundred headlines to get to the "killer" headline. But, if the headline is really good, it can increase the response of your ad by up to 19 1/2 times.
At least that's what John Caples said in his book "Tested Advertising Methods," the best book ever written on headlines. And I tend to believe him because he did more split run testing of ads and headlines than anyone in the history of advertising.
I could spend a few issues just documenting the background on my answer. I could explain the how's and why's very thoroughly. And perhaps I should. But I won't. I'm just going to give you the bottom line here and leave it at "I've spent a LOT of time and study to come to this conclusion."
Some of you may already know this, others will take it on faith and profit by it. Everyone else will have to wait for the more detailed explanations in either a future issue or product. Or, they could spend up to hundreds of dollars buying a product that comes to the same conclusion -- or worse, the wrong one.
Here, you'll get it unsugar-coated. Here it is:
If you want to attract buyers to your website...
Buyers are skeptical (big surprise). Fortune magazine has said that it costs advertisers 4-5 times more to sell a new customer than it does to sell an existing one. Many people have astutely listened to this and spent most of their time and money going after existing customers. A wise choice. This is called selling the "back end" by professionals. (The "front end" being new customers).
But a business cannot survive forever without a constant supply of new customers. That's because customers move away, die, become dissatisfied with your service (even if it is good), change their preferences, the moon changes, whatever. The point is: some attrition is likely in EVERY business. So, you always need to replace lost customers with new ones. And hopefully, a lot more than you are losing.
For new businesses it is even more critical because they have no existing customers.
And on the web it is probably 2-10 times harder. That's because there is so much stuff for FREE that people are less likely to pay for anything they get from, on, or through the net -- unless you are VERY convincing.
It all comes down to trust. Didn't your parents tell you not to talk to strangers? Haven't you been warned about buying through the mail? On the net? All these warnings are meant to protect you from those unscrupulous people who want to take unfair advantage of you in some way.
Unfortunately, they also prevent you from seriously considering buying something that could benefit you. How do you tell the difference? You first build a relationship with the advertiser. You get to know them. Do they really know what they are talking about? Can they be trusted? Etc.
Now, from your point of view -- being the advertiser -- the advice is the same. We call it "relationship marketing." It's the latest buzz word (phrase?) but it's really as old as the hills. It just means establishing trust with your customer before asking them to buy. This requires multiple exposures. That's why you often hear that most people buy on or after the 7th contact... or 5th contact... or whatever. Sometimes the source quotes some vague and doubtful survey but they never explain why. Now you know why. It's trust.
Anyway, back to the Internet.
You have several ways of getting people to visit your website. I've got a list of about 29 of them. But for this discussion I am going to deal with just two, Search Engines and FREE Email Newsletters/eZines.
Why? Because these represent the two major methods. The buzz words for them are: push and pull technology. Pull technology just means that you depend on the person contacting you. Push technology means you contact the person.
Using search engines is pull technology. It depends on the person finding you in a maze of millions of websites. This is made easier by using certain keywords in meta tags and other such techniques. There are some things you need to know about what to do to your site to make it "search engine friendly." But, if you try to get your site in the top ten, you are going to be fighting a never ending battle. The search engines are constantly changing the rules on how you get placed, unless you are willing to cross their palms with silver in which case why bother with meta tags?
Anyway, let's say that for whatever reason you get lots of people to show up at your website. Now what? These people are strangers. You have a better chance of selling the delivery boy. At best they are going to bookmark your site to return later, right? Yeah, sure. If I had a nickel for every bookmarked site I DIDN'T revisit...
Look, it just isn't going to happen. At least not often enough for you to survive and prosper the way you'd like.
Now let's take a look at "push technology." Not all push technology is great. Take those pop-up windows you get at sites that are hosted for free. Talk about annoying. But it's push technology because it contacts you rather than wait for you to contact it.
So, when is push technology good? When the person requests it. These are considered "opt-in" -- a new jargon word that means the person consciously and on purpose requested to be included.
Lists of people willing to receive certain types of advertising are considered "opt-in." Ezines/newsletters are another.
But sending an ad to lists of people willing to receive advertising is NOT building a relationship with them. Sending an ezine once a week to subscribers is.
Ezines are great because periodically you have an opportunity to communicate with your list. That gives you a chance to build a relationship. They get to know who you are. You get to know who they are (hopefully). If they don't like what you have to say, they can easily unsubscribe. So, you really know that the people who are subscribing like what you have to say...or at least consider it valuable enough to continue their subscription.
Even though they are not paying for the subscription they are spending their valuable time -- time that they could be doing something else. Therefore, you have to give them something that makes it worth their while to continue reading what you have to say.
If you have something valuable to tell them, they get in the habit of knowing that what you have to say is valuable. And when they buy something from you, it's not such a big surprise that it has value.
OK. I'm assuming a lot. But, if you're reading this newsletter, you probably have something on the ball and are going to be able to say something of value to your subscribers. In the future we'll deal with how to put value in your ezine/newsletter.
Having an ezine/newsletter has one other big advantage. When you have to advertise yourself or your product, you come off being too pushy. That's because you are asking for a buying decision from people with whom you do not have a proper relationship established. True, sometimes you get the order anyway. And there are ways to maximize this. But they are never as good as establishing a trusting relationship with your reader and THEN asking for the order.
It's a lot easier to ask a stranger to subscribe to a FREE ezine than it is to ask that same stranger to part with money for your widget or widget service.
So, whatever you have to offer the world, first consider coming up with an ezine that is targeted to attract the kind of people you want to have as customers. I want you to think about that right now. Who are your ideal customers? What information do they need? What are they reading now? Who do they presently consider to be their gurus or experts? What are they currently buying? Where can you find them? Etc.
Make up a list of these types of questions and get the answer to them. If you don't know right away, research it. Ask friends, colleagues, competitors, anyone who will stand still and listen to you. And remember your local reference librarian.
What's that? Every library has someone appointed to research things for the public. Many libraries have a full time person who does nothing but that. These people are there to help you. You pay for them with your tax dollars. It's about time you put them to use. If you are going to be in business, you should know all the resources available to you. This is one.
Find the rest. If you need help, you can always start with your reference librarian.
The Internet should also be a big help. If you don't know how to find things on the net, get yourself a book or a friend or a coach who knows how and learn. This is an investment in yourself. And in business you are your most important asset.
The most successful people are those who invest a meaningful portion of their money in themselves. The failures never do.
How much can you expect to make from your FREE ezine/newsletter? My research shows that if you do it correctly you should be able to generate about $10 per subscriber per year. This is a conservative figure. Some make more. But $10 is not beyond any well thought out program.
That means, if you have 10,000 subscribers, you can figure to make about $100,000.00 a year. That should be enough of an incentive to get you started on your own ezine/newsletter. In future issues we'll get into some step-by-step procedures that will make this figure very real.
So now the game becomes "how do I get 10,000 FREE ezine subscribers." Isn't this a lot easier than "how do I sell $100,000 worth of my widgets?"
The first and MOST IMPORTANT thing to put on your website is an order form for your FREE ezine/newsletter. The information I am getting is that it is the primary mechanism for making a successful business on the net. If you can, put some sort of subscription request on EACH and EVERY page. This will dramatically increase your number of subscribers by about 300%.
The second most important thing to put on your website is VALUABLE AND CHANGING CONTENT. This consists of information or resource directories that are critically important to the type of people you want to attract. For example, if you are selling a marketing course on "How To Succeed and Prosper in the Candle Manufacturing Business," you would want a site that has a directory of all the web (and non-web) based resources for candle manufacturers. This would include wholesale sources for wax, molds, wicks, etc.
Your site should also include free articles about making candles, establishing a new business, how to incorporate, where to get a list of candle buyers, how to write a sales letter, how to create a marketing plan, how to get financing...you get the idea, don't you?
Why do this? So visitors have a reason to keep coming back.
The third most important thing to include is proper contact information. You have no idea how many sites I've visited that don't have their contact information plainly and clearly visible. It's not enough to put it on just one page. You need to put it on EVERY page. You need to include the NAME of a real person visitors can contact, the name of the business, the address, phone number, fax number, and email address. If your company has more than a few people, you may want an entire directory of names, phone numbers, fax numbers and email addresses. You don't have to put the entire directory on each page but at least put a button that can be clicked on to bring up the directory.
And the fourth most important thing...yes, I know I only promised three -- this is my way of delivering more than I promised and you've really got to have this one: a HOME button at the bottom of EVERY PAGE.
I often find myself referred to a page that is not the home page and doesn't have any contact information like the address and phone number of the company/person. Now, most of the time I'm smart enough to figure out how to get to the home page. I'm betting there are a good percentage of visitors who either don't know or don't care to find out where your home page is when it gets this difficult.
It's hard enough selling them something once they get there. Don't throw them away because you didn't have a simple HOME button at the bottom of the page.
Then there are the sites that -- once you get to their home page -- don't have contact information. GEEZ!!! Don't you be one of them.
Now I know that some of you are going to check out my website and notice that I am not in full accordance with the above. Hey, don't do as I do...do as I say!!! (Just kidding :) -- as you may recall from an earlier issue that my site was not designed by me and that I was going to redesign my entire site right here in this here newsletter right before your very eyes. Well, this is the start. I've put some of the above in place and will be implementing the rest shortly. But don't wait for me. Begin doing your own site right now.
See you next week (actually less) with some new surprises!!!
My Very Best to You,
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