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Advertising Articles
1.
Here's how spiritual marketing
works for display ads
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Get clear about the purpose of
your ad. Do you want your ad to generate: (a) leads; (b) mail order or phone
sales; (c) store or website visits?
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Using the Law of Attraction,
select your target audience (what you see in your mind as your “perfect
clients”). See ideas on the other side of this Newsletter.
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Craft a soul-stirring headline
that makes your targeted prospects want to read further. You have about 2
seconds to catch their interest.
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Focus your ad’s message on just
one of your prospects’ needs or wants and show how you can help.
Multiple choice in an ad is confusing.
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Write simply and from the heart.
Let readers feel your energy.
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Include testimonials to make
prospects feel safe about contacting you.
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Indicate clearly how you wish
readers to respond: (a) call for free report, more information or to make an
appointment; (b) visit your store or website, (c) send check with order.
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An attractive ad feels good when
you look at it. Design is important.
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Give readers an incentive to
respond: (a) free gift; (b) free information; (c) free sample; (d) money
back guarantee.
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Before mailing your ad, meditate
with it, projecting into it your energy and your intent that it succeed in
its purpose. The Law of Attraction handles the rest.
2.
Attracting More Clients:
Seven Ways to Increase Response Rate to your Display Ads
Have you ever thought that your display ads should be pulling in more clients or selling more products? If you're less than satisfied with the results of your current advertising program, here are some pointers that might be of help:
1. If you own a small or home-based business, consider appealing to a niche audience to improve the cost-effectiveness of your marketing. To find out if a niche is right for you, read the free Special Report "How a Niche can Boost Your Business Income" -- online at
www.newradiance.com.
2. Visualize your "ideal" client and research the publications he or she reads most frequently. You could survey your current clients to help you acquire this information. Your library's reference desk can also steer you to directories of magazines and newspapers. Then test your ads in these publications to see which bring the best response.
3. Know the mission of your ad.
Is it meant to: (a) sell products directly, (b) generate sales leads, (c) build brand (product) awareness or (d) build your company's image?
(a) If you are trying to sell something in your ad, you'll need great writing, lots of space and many ways in which your prospects can order from you. Your ad needs to do a complete selling job in order to result in a purchase.
(b) If you are attempting to acquire sales leads -- responses from prospective buyers who wish more information -- your ad needs to tantalize buyers to contact you for more complete details, which you can give in person, by phone, by mail, or through your website.
(c) If you want prospects to become more aware of a particular product or service you offer, you'll need to create an impression that "sticks in their minds." What "position" do you want your product or service to claim in the marketplace? Is your product the first, fastest, cheapest, most luxurious, most accurate, biggest, most unusual? Is your service the most expert, most sympathetic, most cutting edge, most believable in your field? What category do you want to own? You'll want to get this message across in your ad.
Remember what happened to "The Real Thing" when it tried to become "The New Thing." For generations, Coca Cola's ads succeeded in establishing its position in the marketplace. Coke must have forgotten that it already owned the concept "the original real Cola" in the minds of its customers. This was so entrenched that people could not accept the newer, modern version, even though it won many taste tests over the "real" version.
What ONE thing do you want people to remember YOU for?
(d) A corporate ad works to build your company's image. If you have a new business, or if you are trying to re-position your business, you might try an informational ad about your company or practice. Just be aware that unless you word your ad to generate a response, your ad will simply "sit there" on the page.
4. Make sure your headline gets the attention of the right people by:
-- appealing to your prospects' self-interest
-- announcing news they will be interested in
-- piquing their curiosity
-- offering a quick, easy solution to their problem
-- offering free information
-- identifying your target market in the headline
-- using proven headline grabbers such as: "introducing, announcing, new, now, special offer, free, how to."
5. Emphasize the positive more than the negative. Talk about the healing, rather than the pain; about the improvement rather than the problem. Show the positive benefit to be gained by using your product or service.
6. Use photos or illustrations that add sales value to your ads. Make sure people know what you're offering. If it's yourself and your professional services, a professionally made head and shoulders photo works very well. If you don't have a really good product photo or illustration, you're better off trying to sell with well-chosen words.
7. To make it easier for people to respond to your ads, offer a number of different ways they can reach you. Use a combination of: phone number, mailing address, e-mail address, website URL and clip-out order form. The more options you provide, the more credible your business looks. Also...some people prefer to write rather than phone for information, so make sure to include your mailing addresses when you can (postal and e-mail).
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