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INDEPENDENTS ADVISORS MARKETING HELPS
 

BUSINESS CARD FORMAT

 

The cleaner a business card format the better.  Less is more in this case for the face of the business card.  The top center of the card should have the name of your company centered.  The next line will have the company ‘Slogan or Motto’.  Your name and title may be in smaller size fonts in bold type below the slogan or motto.  The following line should have your titles) in a smaller font that your name.  In the bottom left corner of the card put your street address followed by the city, state and zip on the next line.  In the bottom right corner put the work phone number, your fax line number, and web address. 

 

Some helpful advice: Use Suite instead of PO Box, get a Voice Mail System, and think of getting a domain name.

 

·        Name of personal business follow with Assoc.; Ent.; Mkg; or Comm.

·        Title “Business Consultant” - Vice President

·        For business checks - start with #5000; first check payable to self for $10,000.00.

·        Get Tax Write Off Information For Business - 1 (800) TAX-FORM #334

 

Never take ‘No’ for an answer, find out what they want, and give them what they want, to make it a ‘Yes’!  Ask the customer, “What do I need to do to make that a ‘Yes’!” 

 

Customer Service is your biggest Ally!

DIRECT MAIL ADVERTISING

 

Direct mail advertising may be used in conjunction with a referral list from a customer or your own personal family and friends to begin with.  Do not mail people that have not been referred to you by a direct connection.  This is a very expensive way to make residential sales.

 

In order to be successful the following format for direct mail advertising has been developed over years of testing.  Just follow directions and you will be successful.  “Obedience has its own rewards! “- Reverend Lucille P. Deal.

 

Goal Setting - Mailing is fundamental.  The rules are that you set a goal and stick to it.  Do not procrastinate, do it now!

 

The envelopes are to be hand addressed.  Use a sharp felt tip pen.  Purple is the color of Royalty; the first impression is key.  No one wants to open ‘junk mail’.

 

For the return address use only the street number and name followed by the city, state and zip on the second line.

 

The ideal is to mail three times.  The first two mailings should be the same letter followed by a third letter that is different. 

 

The best day for a response from a customer to opening a letter is Tuesday so do your mailings on Saturday.

 

OK, if your goal is to reach one hundred people on your list and it takes (2) two minutes to process on piece of mail completely, it means that it will take three hours (with breaks) to process your mailing list. 

 

Schedules - Time is a commodity so don’t waste it working all day.  Decide how many hours a day you are going to work.  After you come to a decision set up a time and follow a routine.  This is the key to being a wise time manager.  Give yourself to the ‘business’ 200% for a limited time.  We need to be ‘heart’ smart and learn to shut it down and be a person.

 

 

 ADVERTISING - HEADLINES, AD COPY, AND PROSPECTING LETTERS

 

‘HEADLINES’ ARE 90% OF THE HOOK.  There are over one-hundred headlines that may be used in this section. 

 

‘Headlines First’, everything is sales and presentation is everything. It also closes the sale.

 

Sales is giving the people and helping people get what they want.  What do you want?  Ask them!  Then shut up and listen.

 

Sales occur when people can justify the purchase.  Justifying the purchase is based on the value and benefits for the features.  The benefit must make their life easier and more enjoyable to close the deal.  The ‘hook’ is to ‘aim at their heart’.  Do if for the family!  The service and deal should give them more money and time with their loved ones. 

 

Every correspondence needs to be ‘action’ verb oriented.  Use ‘Action Advertising’, CTA, means ‘CALL TO ACTION’; ‘Call Me?’, Or, ‘Write Me!’

 

The most effective ‘sound bite’ is seven to thirty seconds.  This translates into roughly 18 - 75 words in the copy.  You want to entice the prospective client to move into action.  Give them the benefits up front: money or time savings, low cost, etc..

 

The copy should make the prospect ‘hungry’.  The text (font by size and style) should instill a desire and motivate the potential customer.

 

If your face (front) of the ad copy is congested then the likely hood of it being discarded is relatively high. The back of the ad copy should inform the client of the details of the offering. 

 

Always give your contact number, two places are better than one, and ask for an appointment.

 

The ‘Ad Copy’ should convey the features, benefits, and proof.  The customer MUST SEE the value: “What’s In It For Me!” - W.I.I.F.M.

 

‘Customer Service’ is giving more than you are expected to - 150%.

HOW TO WRITE PROFITABLE CLASSIFIED ADS

          Everybody wants to make more money...  In fact, most people would like to hit upon something that makes them fabulously rich!  And seemingly, one of the easiest roads to the fulfillment of these dreams of wealth is mail order or within the professional circles of the business, direct mail selling...

          The only thing is, hardly anyone gives much real thought to the basic ingredient of selling by mail - the writing of profitable classified ads.  If your mail order business is to succeed, then you must acquire the expertise of writing classified ads that sell your product or services!

          So what makes a classified ad good or bad?  First of all, it must appeal to the reader, and as such, it must say exactly what you want it to say.  Secondly, it has to say what it says in the least possible number of words in order to keep your operating costs within your budget.  And thirdly, it has to produce the desired results whether inquiries or sales.

           Grabbing the reader's attention is your first objective.  You must assume the reader is "scanning" the page on which your ad appears in the company of two or three hundred classified ads.  Therefore, there has to be something about your ad that causes him to stop scanning and look at yours!  So, the first two or three words of your ad are of the utmost importance and deserve your careful consideration.  Most surveys show that words or phrases that quickly involve the reader, tend to be the best attention-grabbers.  Such words as:  FREE...  WIN...  MAKE BIG MONEY...

           Whatever words you use as attention-grabbers, to start your ads, you should bear in mind that they'll be competing with similar attention-grabbers of the other ads on the same page.  Therefore, in addition to your lead words, your ad must quickly go on to promise or state further benefits to the reader.  In other words, your ad might read something like this:  MAKE BIG MONEY!  Easy  Simple.  We show you how!

           In the language of professional copywriters, you've grabbed the attention of your prospect, and interested him with something that even he can do.  The next rule of good classified copywriting has to do with the arousal of the reader's desire to get in on your offer.  In a great many instances, this rule is by-passed, and it appears, this is the real reason that an ad doesn't pull according to the expectations of the advertiser.

           Think about it - you've got your reader's attention; you've told him it's easy and simple; and you're about to ask him to do something.  Unless you take the time to further "want your offer," your ad is going to only half turn him on.  He'll compare your ad with the others that have grabbed his attention and finally decide upon the one that interests him the most.

           What I'm saying is that here is the place for you to insert that magic word "guaranteed" or some other such word or phrase.  So now, we've got an ad that reads:  MAKE BIG MONEY!  Easy  Simple.  Guaranteed!

           Now the reader is turned on, and in his mind, he can't lose.  You're ready to ask for his money.  This is the "demand for action" part of your ad.  This is the part where you want to use such words as:  Limited offer - Act now! Write today!  Only and/or just...

           Putting it all together, then your ad might read something like this:  MAKE BIG MONEY!  Easy  Simple.  Guaranteed!  Limited  offer.  Send $l to:

           These are the ingredients of any good classified ad - Attention - Interest - Desire - Action...  Without these four ingredients skillfully integrated into your ad, chances are your ad will just "lie there" and not do anything but cost you money.  What we've just shown you is a basic classified ad.  Although such an ad could be placed in any leading publication and would pull a good response, it's known as a "blind ad" and would pull inquiries and responses from a whole spectrum of people reading the publication in which it appeared.  In other words, from as many "time-wasters" as from bona fide Buyers.

          So let's try to give you an example of the kind of classified ad you might want to use, say to sell a report such as this one...  Using all the rules of basic advertising copywriting, and stating exactly what our product is, our ad reads thusly:

          
MONEY-MAKER'S SECRETS!  How To Write winning classified ads.  Simple & easy to learn -should double or triple your responses.  Rush $1 to BC Sales, 10 Main Anytown, TX 75001.
 

           The point we're making is that:  l) You've got to grab the reader's attention...  2) You've got to "interest him" with something that appeals to him...  3) You've got to "further stimulate" him with something (catch-phrase) that makes him "desire" the product or service...  4) Demand that he act immediately...
 

           There's no point in being tricky or clever.  Just adhere to the basics and your profits will increase accordingly.  One of the best ways of learning to write good classified ads is to study the classifieds - try to figure out exactly what they're attempting to sell - and then practice rewriting them according to the rules we've just given you.  Whenever you sit down to write a classified, always write it all out - write down everything you want to say - and then go back over it, crossing out words, and refining your phraseology.

           The final ingredient of your classified ad is of course, your name, address to which the reader is to respond - where he's to send his money or write for further information.  Generally speaking, readers respond more often to ads that include a name than to those showing just initials or an address only.  However, because advertising costs are based upon the number of words, or the amount of space your ad uses, the use of some names in classified ads could become quite expensive.  If we were to ask our ad respondents to write to or send their money to The Research Writers &  Publishers Association, or to Book Business Mart, or even to Money Maker's Opportunity Digest, our advertising costs would be prohibitive.  Thus we shorten our name Researchers or Money-Makers.  The point here is to think relative to the placement costs of your ad, and to shorten excessively long names.

           The same holds true when listing your website address.  Shorten it to an ID number or in the case of a email, add a hyperlink to your site.

           The important thing is to know the rules of profitable classified ad writing, and to follow them.  Hold your costs in line.

           Now you know the basics... the rest is up to you.
 

I hope to here from you soon,
 

David M. Sherman

 

Examples Being Re-Written For:  The IFGC Team

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