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How to Crush Your Competition by Making Your Ads Irresistible
by Scott Bywater
Published on this site: August 8th, 2006 - See more
articles from this month
Next time you're flicking through your local newspaper, take a good hard
look at the ads. And notice how many of them give you a compelling reason
to pick up the phone and get in touch with them now. You'll need to look
closely because...
Finding an ad with a powerful, knock-em dead offer is locking for a neddle
in a Haystack
But why is a powerful offer so important?
Listen: People will only give your ad a few seconds. If you're
lucky enough to catch them with a strong headline... then they'll read
your ad... but if they get to the end of it and there's not a dynamite
offer to knock their socks off, they'll turn over to the next page...
and your opportunity is gone..forever
You need to apply offers differently based on the type of business you
operate...
- A service business with a high value product (solicitor, accountant,
real estate agent, consultant, copywriter) could offer a free report
of some sort.
Here's some examples:
Free report Reveals how to Make Your Assets as Secure as Fort Knox
and Deter Any Scumbag from taking everything You've got (solicitor)
Free report Reveals how to sell Your home faster and for a higher Price
(real estate agent - for generating listings)
Free report reveals how to Write Ads and Sales letters That Practically
Make People Line Up And Beg You to take their Money (copywriter)
Get the idea?
- A business which has products customers keep buying over and over
again (e.g. ice cream shop, grocer, restaurant, hairdresser etc) would
approach things a little differently.
Here's some examples:
Anyone who says there's no such thing as a Free Lunch hasn't read
this letter.
Free Ice cream... simply present this offer in our store before (date)
to collect yours.
Free haircut to introduce you to our new salon.
Now you may well wonder... How can I make any money by giving everything
away for free?
And my answer to you is, in the majority of businesses, you'll make
it on subsequent sales. For instance...
- How many haircuts do people have a year? Plenty, right? And how
much does it cost to give away a haircut (pretty much nothing, if
you're not already flat out. True?
- How many reports can you afford to give away (at an average cost
of a few bucks if you're earning an average commission per sale of
$4,000 per property?
Are you starting to see the power in this? It certainly beats running
'me too' ads in your local newspaper which are unlikely to get an inquiry,
doesn't it?
What could you give away for free?
Scott Bywater is well known for getting results as a professional
direct mail copywriter. And also the author of Cashflow advertising. To
get access to his highly prized complimentary copy of '7 Ways to Boost
Your Turnover... No matter What The Economy' (valued at $29.95) and a
free subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales letters don't
work (And how to make yours different) scamper over to his web site at
http://www.copywritingthatsells.com.au
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