Your AdSECRETS Ezine/Newsletter has arrived:

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Advertising and Marketing SECRETS

That Will Skyrocket Your Success and PROFITS!!!

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Copyright (c) 1999 by Carl Galletti


Issue 5


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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.

In this issue:

Where to Put Your Most Persuasive Statement

A Great NEW (?) Way to Get People to Your Website


Where to Put Your Most Persuasive Statement

I've taught a lot of people how to write copy, so I'm familiar with the most common mistakes. What I often find is that the best thing the writer can say is often hidden somewhere in their copy.

I can often go through an ad and pick up something that is very powerful -- the most powerful thing being said in the ad -- and it is buried halfway or three-quarters of the way through. Why is this?

In my opinion many writers try to build a logical sequence in their ad. They describe the logical progression that leads up to them being able to say "the most important point." I say forget about progression and sequence.

Move the most important, most persuasive, most powerful thing you can say to the beginning of your ad. If you can, put it in your headline. If you can't do that, put it as close to the beginning as possible. Why is this?

Because your job is to interest the reader as quickly as possible. If your most important point is at the end of your ad, your reader may never get there. In fact, most readers won't. But put that most important item in the beginning and it's like giving the reader enough fuel to get through those less exciting parts and finally get to your order blank.

I don't know anybody who's ever tested it but I'm willing to bet that response to most ads can be increased significantly by just finding the hottest thing being said in the ad and moving up to the front.

There is a similar technique used in the entertainment field. It's called a flashback. Remember the movie Titanic (the latest one)? It started in a present day time frame with the search for the jewel. Where was it? Was it still on board? Quite a mystery. Mystery builds interest. In essence that movie was a mystery movie. Only, rather than a "who done it?" it was a "where is it?" or maybe a "who has it?" Sure, it's not your typical murder mystery but it is a mystery none the less. Mystery builds interest. And interest keeps the reader/listener/audience paying attention until the mystery is solved. In the movie it is not solved until the very end. And that gave the writer plenty of time (fuel) to take the audience on a trip they will never forget.

Your ad doesn't have to have a mystery at the beginning, just like a movie doesn't have to open with a mystery -- there are other types of movies. But you ad should have the most powerful thing you can say at the beginning.

Let me use another movie example. My favorite movie is "It's a Wonderful Life," directed by Frank Capra. Capra also directed a movie called Lost Horizon -- about an inaccessible Tibetan lamasery called Shangri-La where people live to incredible ages, including a 200 year old High Lama.

A lot was riding on the film. It cost 2 million dollars to make, which was a lot in those days - equivalent to 20 other pictures Columbia made that year. If the movie was a bust, the top management of the studio would get fired and Capra's reputation ruined.

When the movie was reviewed by the studio they "knew" they had a winner. But in those days they tested the movie by previewing it in some out of the way movie theater. The audience didn't know the name of the movie nor the studio in advance. And they didn't have to pay to get in. So, they had nothing to lose. They could walk out at any time, if they didn't like it. And they did. One man at the drinking fountain commented to Capra (not knowing who he was) "Did you ever see such a goddam Fu Manchu thing in your life?" The preview was a disaster.

After three sleepless days Capra held another preview, taking out the first two reels (20 minutes) of the film. This time the audience loved it. It went on to get several academy award nominations and won an academy award for editing. Why the big difference? The first two reels gave the background to the plot. It wasn't until the third reel that the real story (the most powerful part) began. That difference put Columbia Studios on the map. From then on, Capra would say "When something goes haywire with a film, try burning the first two reels."

When coaching writers I often find that the "real" beginning of their ad starts about 2-3 paragraphs down. For some reason they need those first few paragraphs to warm up before getting into the real meat of their ad. By that time they've lost most of their readers.

So, follow Capra's advice. If the ad isn't working, consider burning the first two reels/paragraphs.


A Great NEW (?) Way to Get People to Your Website


 I got an interesting email from an old friend and one of my subscribers, Diane Propsner. She directed me to the site of a company that was giving away 100,000 shares of it's stock to 10 people. Each gets 10,000 shares. The ten winners would be drawn from all entries. To enter you had to give your email address and the email address of the person who referred you. The person who referred you would get an extra entry in the giveaway. Technically, this type of drawing is considered a "sweepstakes" because you don't pay anything to enter.

The company has reached their goal of entries and are therefore not taking any more. I would like to congratulate the company on coming up with a potentially effective promotion. But I'll have to pass any awards because of how they botched up the potential.

They made a big deal about how you were not going to get any email from them other than a notification of the opening of their site. I think this was a big mistake. I would have been willing to get some email from them in exchange for the chance to win 10,000 pre-public shares. I think any reasonable person would have. They didn't offer. What were they afraid of? Getting fewer entries? I think they missed the boat on this one, even though their basic idea was good. So, instead of getting thousands of people who have agreed to get promotional email from them, they only get one chance to announce their opening. By that time most everyone will have forgotten who they are.

Another thing they did wrong -- why limit the number of entries? Afraid of getting too many potential customers? I don't get it.

Anyway, the basic idea was good. So, I thought "how can I use this idea?" and more importantly for you "how can you use this idea?"

Here is what I came up with. See what you think.

I will hold a sweepstakes. There is no entry fee, of course. All you need to do to enter is send, phone, or email your name, address, phone, email address and -- oh, one more thing -- your prize selection.

There will be 3 prizes. Here they are:

1. The Marketing Made-Easy Workshop (Value $297)

2. Peter Sun's How To Increase Your Profits in Any Economic Climate (Value $297)

3. Bob Serling's New Business Power Marketing Program (Value $600)

Why the prize selection? Well, first they will have to read about each one to make a selection. That will create a lot of interest amongst potential buyers. Second, I will get a pretty good indication as to which one is the hottest product.

So, how is such a sweepstakes profitable? Geez, ain't you got no vision?

After the winner is drawn, I notify all entrants of who the winner is, thank them for entering and then offer them a consolation prize - they can have any one or more of the prizes at only $150 each. In other words, everybody wins!

I'm going to stop here. I think that you guys (and gals) are smart enough to figure out how you can use this technique to generate a whole pile of cash. In fact, I can guarantee that before I get a chance to even think about sending such a sweepstakes offer to my customer list, my friend Paul Hartunian (who is reading this for the first time now) will have a mailing out to his customer list and will be reporting how many thousands of dollars he's made off of this idea.

I'll keep you posted.

In case you're going to say "But I don't have products like that to sell," in the next issue I'll show you how you can run the exact same promotion.

 How About Some Feedback?

 I would like to know what you need to know about writing advertising copy, advertising in general, marketing, publishing, the internet...whatever. Send me email and let me know what questions you have so I can be sure to address the issues that are most important to you.


See you next issue with some new surprises!!!


My Very Best to You,

Carl Galletti



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Carl Galletti
PO Box 3934
Sedona, AZ 86340
(928) 649-2407
FAX: (928) 204-0613
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