12 Thoughts for Marketing: The Condensed Version
by WILD BILL
1. The Power of Words..
One and Two Word Headlines are real Attention
Grabbers! Remember that your HEADLINE is the most
important part of your ad.
Use Power Words - For a reference list of the some
of the best Power Words check:
What, Where, Why, Who and How - One of the quickest
ways to grab attention, is to pose a question to
your readers they can`t help but answering!
Use Facts - Although "Power" words are great eye
catchers and help the flow of your copy, nothing
beats providing facts and product details. Try
"Dramatizing" your facts or use "Human Interest"
Use Adjectives and Adverbs. If you are a writer or
have ever studied writing, I`m sure that your
instructors have burned into your mind, the fact
that you need to minimize the use of adjectives and
adverbs. Well, I`m here to tell you that they are
wrong...well at least in the copywriting arena that
Write, rewrite, rewrite, rewrite and re-write again...
Show you prospect how your product has helped
One Testimonial is Worth a Thousand Words.
3. Make it convenient to do business with you:
No Obligation Inquiries - Many consumers are wary
of being harassed by salespeople. Put their mind at
ease. Let them know that they won`t have to fight
off salesperson after salesperson.
Customer Service - Many consumers prefer the icing
to the cake. They want to be catered to, no matter
what the cost. If you can offer great service with
low cost, you may have the winner you`re looking
4. Know your target market and what they really want:
Test the product market before you pick your product.
It`s down right amazing how many companies decide
on the product they know if there is actually a market
Specific Targeting - Keep your advertising focused.
The wider your scope, the easier it gets to lose
your reader. Write copy that coincides with current
attitudes in your target group.
Use Laser-Like Alignment - The most successful
copywriters know that they must keep their
copywriting aligned with the market niche.
5. What to say....What to say:
Tell Them What You Do, not how you do it! What they
really want to know about is the end result. Your
audience doesn`t want to know how you get the job
done, they want to know what the job looks like when
it is done!
Tell Them What They Know - Another way to get your
reader interested is to state a negative fact that
your reader already knows, and offer a solution.
Find the Good in Everything - Rather than try to
hide negative sides to your product, try making
them known with a positive twist.
6. How can I get them to buy?
Use "special" benefits to make your product more
Offer Insider Information - People like to think
they are getting something Exclusive or Special.
Use "Reward" and "Introduction" techniques.
"Because you are a valued customer" or
"Introducing" a new product.
Give a good reason for your price - Whether your
price is higher or lower, explain why. Help the
reader justify the purchase.
Overcome any objections the buyer may have. You must
be able to convince even the most hardened skeptics.
7. How can I get them to buy NOW?
Use Time Frames - Whenever it is possible initiate
a time frame. One of the best motivators in ad copy
is the time frame or better put the "Time Limit".
Fear makes a great motivator. Fear of missing a
great deal or fear of what can happen without your
Motivate you reader to buy NOW. Make your product
so attractive that your reader has no choice but to
Make Your Offer Irresistible - All good copywriters
will tell you, the secret to great copy is to make
it impossible to say "No"!
8. How Can I Relate Better to the Reader?
Ad copy must relate and communicate like average
Be Personal - Address you reader in the first
person. In many situations the "human touch" is a
great benefit as well.
Be Sincere - People can spot phonies and phony copy
just as easy.
Flattery Will Get You Everywhere - Vanity will
serve its purpose, as long as you don`t overdo it.
Speak to the Reader, not at the Reader
Appeal to the reader`s emotions and instincts.
Capture and keep the reader`s interest.
Appeal to the reader`s ego and self-interest.
Make your reader believe in you.
Research - Know your product and know your
9. Prove It!
Show the facts and proof of your claims.
Showcase Your Guarantee - With the overwhelming
abundance of Internet and Mail Fraud plaguing us,
people need a guarantee. Put your prospect at ease.
Clearly emphasize guarantees, no obligation
inquiries and customer service. The bigger and
longer, the better.
10. Ok, they bought, now what?
Don`t make the mistake of relying on one product or
product line. You sales and marketing approach
should be able to easily lead into back-end offers.
11. Well, my ad has been running a while now...
If it`s not broken....Don`t Fix It! That`s not to
say that you shouldn`t test new marketing ideas,
but never drop a winner.
Emulate other successful (but not over used) ad
12. Are you Dedicated?
Work, Patience and Sacrifice. Lets face it, if it
were easy, everybody would succeed. To succeed you
must dedicate yourself to doing what needs done not
working on the clock. You must have the patience
and persistence to tough out the hard times, and oh
yes, there are hard times. Be prepared to sacrifice
your time and too often your social and personal
life in the pursuit of success. Nobody said it was
an easy road to follow, and if they did.....They
Get Things Done. Efficiency is getting the job done
right; Effectiveness is getting the right job done.
Follow Opportunity Instead of Savoring Security.
Real worth and wealth is generated from within you.
It comes from being prepared, knowing how to spot,
act upon and capitalize from opportunities.
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