Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

Claude, Your Ads Are Productive, But They Seem Kind Of “Hypey”. Can’t I Just Say What They Get & How Much?” PDF Print E-mail

Claude, Your Ads Are Productive, But They Seem Kind Of “Hypey”. Can’t I Just Say What They Get & How Much?”

 

(That was a real question I got ...not from a Gold Member)

 

Sure, you can. That’s what most advertisers do. Why do I want to list everything they get, and create a “Buy Now” environment?

 

Because I want to appeal to their emotions. And Greed is an emotion. I hate to say this, but you really can’t go wrong by appealing to the “Seven Deadly Sins”...Greed, Envy, Lust, Sloth, (I forget the rest).

 

Of course, there are positive emotions too; Love of children, the safety of your family, the desire to serve the less fortunate, or serve your country...these are all positive things.

 

But you want to get the buyer on an emotional level. Why?

 

Emotions cause action. Action is what advertising is all about. You want the buyer to get off their couch and come into your store. Logic won’t do that. A picture of your product, and a price...won’t do that. Logic justifies what we want. But it won’t get anyone off the couch.

 

Get a J.Peterman Catalog (if you can find one) The copy is descriptive.

 

Let me give it a shot here;

“These genuine leather shoes are hand crafted for perfect fit. When you first open the box, smell the leather. Feel the quality. The spring loaded heels make walking effortless...putting extra spring in each step. Clients tell us that it’s like someone is lifting you up by

the belt...ever so gently. You’ll notice the extra energy, and so will everyone else”.

 

Does that sound better than “Black Oxford. Leather. $59.” ?
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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