“This MarketingProgram Puts Eager Buying Customers In Your Retail Store At

Almost No Cost...Guaranteed!”

. I just spent $15,000 for some software to drive local customers to your local website. Hidden in the materials, I found a secret in advertising...so profitable...so amazing...that I’m putting this idea into action right away, before I attack any of my other plans for 2008. Be patient while I build the suspense. OK?

Would you like this….?

Customers who only come in your store after they hear a presentation in your voice. (so that the rapport is already strong)

At almost no cost in advertising. ( a tiny newspaper ad will do 90% of the work of a full page ad...I’m not kidding)

A system that takes almost no work. You like the no work part?

And doesn’t require a website or any “hard to use” technology.

In this issue, I’ll explain everything you need to put this program in place. Nothing will be held back. And if you missed this issue...too bad.

Do you remember me telling you that the headline is 80-90% of the ad? If you don’t remember that, I’ll repeat it here. The ads headline is 80-90% of what determines your ad’s success or failure. No the graphics, not the pretty pictures, not even the size of the ad...but the Headline.

How much room does a headline take? Not much room at all. In fact, you can put a killer headline in a newspaper for a few dollars. And 80% of your advertising job is done.

But what about the rest of the ad?

Advertising is selling. Which is more effective...to read a killer benefit packed sales presentation?...or to hear that same presentation presented with emotion & all the best voice inflection? Hearing is better.

OK, enough playing...here’s the ad.

““Dust Allergies? Pet Hair Problems? Call our Toll Free 24 hour recorded Consumer Helpline at 1-800-555-1212 to hear about the 5 features you Must Have in your next vacuum cleaner.”

That’s my first ad. A headline...and a place to call. This ad will cost me all of $28 a week (2 insertions) instead of $2,200 for a full page.

Here are the incredible advantages of this type of ad;

You are leading the reader to your media, and away from continuing to scan the newspaper.

You are doing this for a small fraction of what a larger ad would cost.

The reader will hear your voice, and will come in your store already educated and ready to buy.

You can run several ads in a newspaper...just like this...with different offers…

Read number four again.

Before we go any further, I must tell you that you HAVE TO use the language that I used.

““Call our Toll Free 24 hour recorded Consumer Help Line at 1-800-555-1212”

Of course, use your own phone number. The one I just gave you is made up.

Why do you have to use this language?

“Toll Free” has to be stated. It’s a benefit. Believe it or not, some people won’t call because it might be long distance.

“24 hour” has to go in there. Or they may wait until the next day “during normal business hours”.

“Recorded” MUST be in the language. Almost nobody will call a live person, but a recorded message? Sure. It’s completely non-threatening.

“Consumer Help Line” sure sounds a lot better than “recorded pitch to sell you something”, doesn’t it?

“...to hear the 5 features you Must Have in your next vacuum cleaner” is a “widget” that gets the reader to call. They want to know those 5 features.

“But Claude, how do I set up this message system?”. I’m glad you ask. I researched this quite a lot. There are companies that will set up several voice mail boxes ...but the one I recommend is www.voicenation.com. For $4.95 a month, you’ll get a voice mail box with a separate 1-800-phone number. You can add as many additional numbers as you like for only $4.95 more a month each.

You can leave a message (think sales presentation) for as long as you like. You can leave a 30 minute message...any length you want. You can change the message as often as you like.

I just set up my account for this idea. Next month I’ll have real results to share. I’m doing this in addition to my regular advertising.

Here are two other ads I’m running…..

“Keep Toasty Warm This Winter. The Truth About Those Zone Heaters You Keep Hearing About. Call our Toll Free 24 Hour Recorded Consumer Help Line at 1-800-555-1212 to get all the Facts.”

That ad will go in the same paper as the first ad. It will appeal to a completely different audience.

These recorded messages will give information, and of course...emphasize the model I sell. Then they will be directed to either call my store, or stop in.

These are display ads. If you run these ads in the classified section, you will kill the response. Got that?

My third ad is this;

“Lightweight Vacuum Cleaner Picks Up In One Pass! Filter the air as you vacuum your carpet. Call our Toll Free 24 hour recorded Consumer Helpline at 1-800-555-1213 to find out about this New 8 pound Lightweight vacuum.”

How do I know if the ads are working? I tell the listener (of the recorded message) to mention the ad when they come in for a free gift with purchase. Every ad has a different gift.

I’m thinking of buying blocks of these 1-800 numbers and having a service record whatever presentation you want. That way it would be done for you. But I’d charge about $50 a month (mostly because I would pay a professional announcer). You can get it done yourself for just $4.95 a month. There are also long distance charges of 7 cents a minute. But I promise that the total bill would never be up to $20 a month.

You don’t record a short commercial on these lines. You record a pretty complete sales presentation...I include the price. I want buyers coming in through the door, not curious browsers.

Think. If you have three of these message lines, and you run three different tiny ads (in the newspaper) every week, you may be spending a whopping $75 a week total. How many high end sales do you have to make every week (off of this promotion) to make this profitable? One.

Warning: If you change the “toll free” language...and your ad doesn’t produce calls, don’t complain to me. I’m telling you now how to do this. If you just put these phone numbers in your regular ads, and not in a “Headline” ad….and you get poor results...don’’t call me complaining.

You should write out a presentation on the Specific product promoted in the ad……..then practice it a few times...and then record it into the voicemail. It’’s really OK if you have a minor “flub” or two. It’s more important that it is in your voice, and is sincere.