w/c 996
WHY?
Not for fun.
Not for entertainment.
Not because they are bored.
They are seeking information. They want to know something.
They are definitely not looking to buy anything.
It’s the same when surfing the net. Very few surfers are looking to purchase a product.
When they are looking for a product it is generally to compare prices with similar products for sale on the high streets. They are looking for information (Prices.)
How often do you glance down the pages of small ad’s in your local newspaper? Were you looking for something in particular? I
very much doubt it. Did something catch your eye? It would have been a headline referring to something of definite interest to you.
Your local newspaper will have a circulation of many thousands.
How many would have been captured by that particular advert?
Answer: Only those who, like you, are interested in that particular subject. Just stop and think for a moment, It was not the advert that stopped you and invited you to read, it was the headline.
Which brings me to my point. If the headline doesn’t catch you, you’ll not read the advert. The most cleverly written advert will not sell for you if the headline doesn’t do its job. It must make you stop and take a closer look.
I won’t go into what makes a good headline. There are dozens of books written on the subject. Written by people who are experts in that field.
Everyone wants to get a better return for their advertising costs.
The first law of advertising. “A better advert with a better headline will get better results”. We all know that. It’s pretty obvious. What else? “The more people who read it, the more sales you will make”. That’s obvious too.
So. We have a brilliant advert with a fantastic headline but we are still not getting the R.O.O. ‘The Return On Outlay’. In other words, we feel that we should be getting a better return for the money we are spending on our advertising. What can we do about it?
The first thing that I would look at is the advertising venue. The place where I am displaying the ads. My preference is for ezine adverts. Have I chosen the right ezines. There are ezines with hundreds of thousands of readers. There are lots of others with just a few hundred readers. Where will I get the best response?
The ones with the most readers will charge me a lot more per advert than those with just a few readers. The cost per thousand readers of the big ezines may be slightly less than the smaller ones but I have to look at some percentages.
What percent of the readers of the big ezines are interested in my product? If the ezine is one of general readership, probably about five percent. Five percent of one hundred thousand is five thousand potential readers. Of which about six percent my click through to take a look at what is on offer. That is three hundred who may take a look. Out of that three hundred, two percent may make a purchase. I have a potential of six sales from a readership of 100,000 I can expect six sales at $19.99. A return of $119.94. The advert cost me $100.00. Leaving a profit of $19.94. I didn’t lose but was it worth the time and trouble?
What if I had chosen to advertise in ezines with a much smaller readership? I am still prepared to spend $100.00 on advertising. That means that I can spread it amongst several venues. I do a search on Google for ezines with up to 5,000 readers. There are thousands of them. I then search for those with an interest in my book’s subject. That cuts the list down to under one hundred. The average cost to advertise in these smaller mag’s is between $20 and $25 00. I
can afford to advertise in
four of them.
I spend the next two hours sorting through the list looking for the most suitable ones to invest my money in. I pick my four. Three at $25.00 and one at $20.00. $95.00 in total. The four mag’s between them have a readership of only $18,000. but they all have a close affinity with the subject of the book that I am selling.
In other words, the vast majority of those 18,000 readers have an interest in what I am selling. I can expect a click through rate of at least 15%. I expect about 2,500 readers to be interested enough to click to take a closer look at my offering. If the same 2%, as above, take up my offer that will mean 50 sales for the same outlay giving a return of almost $1,000, less the $100 for the adverts leaves me with £900.00 to go into my bank account.
When we compare the two scenarios, something comes to mind that my old grandma used to say, “Don’t put all your eggs in one basket.”
P,S. You may think that the figures that I have used are a bit ‘Over the top’. You could be excused for thinking that way, except that is exactly what happened to me two years ago. I was pouring advertising money down the drain until a very good friend put me straight. You will find, as I did, that the smaller mag’s readership is more closely focused on one particular subject. It’s up to you to do your research and find the ones most interested in your product. You will find that the time taken researching for the right magazines to place your ads will be time well spent.
R J Farey
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Profile.
Bob has been working on the internet in various capacities since 2000. He uses ezines to market his products simply because, if you do it right, it works.
You will find his latest venture at: http://www.rjf08.com "It’s a no brainer."
Showing posts with label advert. Show all posts
Showing posts with label advert. Show all posts
Wednesday, 28 May 2008
Tuesday, 27 May 2008
PERSUASION
w/c 515
Why do you buy?
Is it because you like it?
Is it because you need it?
Is it because you want it?
Any two of the above three reasons will make a sale.
You must appeal to the prospects emotions.
If you can get them to like it and they also need it, You have a god chance of a sale.
If you can get them to like it and make them want it, There is an even better chance of making a sale.
The next is obvious. If they need it and they also want it they will buy it.
If all three of the above reasons come into play at the same time they will be banging on your door to get it.
If someone tries to persuade me to buy something I am immediately turned off.. I like to decide where and when I spend my money. The decision must be mine.
If I am shown an advert for something that will be of benefit to me, my family or my business and it is something that I can afford, I will want it. As soon as I want it my subconscious will think up dozens of reasons as to why I should buy it. It will not matter if I really need it. I will convince myself that I do. I probably have something already that will do a similar job. Once my subconscious gets the idea that I want it, reason will go out of the window.
It’s called “Playing To The Emotions.”
If you can make someone want it, Half the battle is over.
They will convince themselves that they need it.
Once you make them want something,
They will do the rest of the selling for you.
It sounds easy. Did I say it was easy? No, this is where the skill in advertising comes in.
How do you make them want it in the first place?
You plug the benefits. It’s as simple as that.
1/ How much extra money they will make.
2/ How much extra free time they will have.
3/ Holidays in far more exotic places.
4/ A better motor car.
5/ The esteem of their friends and relations.
I could list another fifty benefits but I am sure you get the idea.
Those are the top five. These are the main ones that will spur someone to make that extra effort or to purchase the latest gizmo for their home or business.
They are not interested in you as a person. You are just a means to an end. Convince them that you have something that they really want and if they can’t get it from you they will get it from somewhere else. As soon as you have convinced your prospect, Ask them to buy. Ask them for the money. Make it easy for them to pay. Have a prominent button for them to press to take them to your checkout. Thousands of sales are lost every year by people who are too shy to ask for the money.
R J Farey.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
BOB’S PROFILE
Bob has been working on the internet in various capacities since 2000. He uses ezines and articles to market his products simply because, done the right way, it works.
You will find his latest venture at: http://www.rjf08.com "It’s a no brainer."
Why do you buy?
Is it because you like it?
Is it because you need it?
Is it because you want it?
Any two of the above three reasons will make a sale.
You must appeal to the prospects emotions.
If you can get them to like it and they also need it, You have a god chance of a sale.
If you can get them to like it and make them want it, There is an even better chance of making a sale.
The next is obvious. If they need it and they also want it they will buy it.
If all three of the above reasons come into play at the same time they will be banging on your door to get it.
If someone tries to persuade me to buy something I am immediately turned off.. I like to decide where and when I spend my money. The decision must be mine.
If I am shown an advert for something that will be of benefit to me, my family or my business and it is something that I can afford, I will want it. As soon as I want it my subconscious will think up dozens of reasons as to why I should buy it. It will not matter if I really need it. I will convince myself that I do. I probably have something already that will do a similar job. Once my subconscious gets the idea that I want it, reason will go out of the window.
It’s called “Playing To The Emotions.”
If you can make someone want it, Half the battle is over.
They will convince themselves that they need it.
Once you make them want something,
They will do the rest of the selling for you.
It sounds easy. Did I say it was easy? No, this is where the skill in advertising comes in.
How do you make them want it in the first place?
You plug the benefits. It’s as simple as that.
1/ How much extra money they will make.
2/ How much extra free time they will have.
3/ Holidays in far more exotic places.
4/ A better motor car.
5/ The esteem of their friends and relations.
I could list another fifty benefits but I am sure you get the idea.
Those are the top five. These are the main ones that will spur someone to make that extra effort or to purchase the latest gizmo for their home or business.
They are not interested in you as a person. You are just a means to an end. Convince them that you have something that they really want and if they can’t get it from you they will get it from somewhere else. As soon as you have convinced your prospect, Ask them to buy. Ask them for the money. Make it easy for them to pay. Have a prominent button for them to press to take them to your checkout. Thousands of sales are lost every year by people who are too shy to ask for the money.
R J Farey.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
BOB’S PROFILE
Bob has been working on the internet in various capacities since 2000. He uses ezines and articles to market his products simply because, done the right way, it works.
You will find his latest venture at: http://www.rjf08.com "It’s a no brainer."
WHAT'S IN A HEADLINE?
W/C 495
HEADLINES
The trouble with advertising via the internet is that there is no body language involved. When you are talking to someone face to face your body language tells your prospect a lot about you as a person. A good salesman will sell himself before he starts to sell a product.
Where does that leave the internet salesperson? He/She cannot see the prospect. To the prospect you are just a stranger who wants to take up some of his/her valuable time to talk about something that they are probably not interested in. How are you going to attract their attention? You can’t go up to the prospect and introduce yourself. (You are invisible.) You must use your headline. Your advert must have a compelling headline. Something that will stop him in his tracks. Something that will make him take a closer look.
What makes a good headline, either on an email or on any other written advert? As a rule it is something that is of interest to that particular person. Something that gives a hint that it will be worth their while to inquire further..
Just suppose that you were advertising a website dealing with container gardening. You would most likely publish it in a gardening e-magazine with perhaps a readership of 10,000. We will assume that 5,000 never read the adverts anyway.
Leaving us with only 5,000 who will scan the ads out of curiosity. Amongst those 5,000, who we assume are interested in gardening. How many of them are interested in ‘container gardening’? These are the ones that we must attract. Our headline must be aimed directly at this minor proportion of the subscribers to the magazine. We are in what we call a ‘niche’ market’. The headline must be aimed directly at this niche. It must contain words that attract the attention of those ‘Container gardeners’
What I am attempting to show is that just because you publish your advert in a magazine with 10,000 subscribers. If your business is a niche within a much broader subject, Such as Container Gardening within the broader subject of Gardening in general. Your headline must be capable of attracting the attention of the smaller group of people that your advert is aimed at.
A better idea is to find ezines that deal exclusively with the niche that you want to promote. It is what we call ‘Targeted Marketing’. If you can do that, you can be sure that you have a very responsive audience who will be sure to at least read your advert. The more people who read it, the more chances you have of making sales.
It is a proven fact that an ad with a compelling headline with indifferent subject matter will perform better than one with an indifferent headline but superb text and graphics. The moral of the story is to practice writing headlines. For every advert write at least ten different headlines and pick the very best one for publication.
Robert J Farey
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
BOB’S PROFILE
Bob has been working on the internet in various capacities since 2000. He uses ezines and articles to market his products simply because, done the right way, it works.
You will find his latest venture at: http://www.rjf08.com "It’s a no brainer."
R J Farey.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
HEADLINES
The trouble with advertising via the internet is that there is no body language involved. When you are talking to someone face to face your body language tells your prospect a lot about you as a person. A good salesman will sell himself before he starts to sell a product.
Where does that leave the internet salesperson? He/She cannot see the prospect. To the prospect you are just a stranger who wants to take up some of his/her valuable time to talk about something that they are probably not interested in. How are you going to attract their attention? You can’t go up to the prospect and introduce yourself. (You are invisible.) You must use your headline. Your advert must have a compelling headline. Something that will stop him in his tracks. Something that will make him take a closer look.
What makes a good headline, either on an email or on any other written advert? As a rule it is something that is of interest to that particular person. Something that gives a hint that it will be worth their while to inquire further..
Just suppose that you were advertising a website dealing with container gardening. You would most likely publish it in a gardening e-magazine with perhaps a readership of 10,000. We will assume that 5,000 never read the adverts anyway.
Leaving us with only 5,000 who will scan the ads out of curiosity. Amongst those 5,000, who we assume are interested in gardening. How many of them are interested in ‘container gardening’? These are the ones that we must attract. Our headline must be aimed directly at this minor proportion of the subscribers to the magazine. We are in what we call a ‘niche’ market’. The headline must be aimed directly at this niche. It must contain words that attract the attention of those ‘Container gardeners’
What I am attempting to show is that just because you publish your advert in a magazine with 10,000 subscribers. If your business is a niche within a much broader subject, Such as Container Gardening within the broader subject of Gardening in general. Your headline must be capable of attracting the attention of the smaller group of people that your advert is aimed at.
A better idea is to find ezines that deal exclusively with the niche that you want to promote. It is what we call ‘Targeted Marketing’. If you can do that, you can be sure that you have a very responsive audience who will be sure to at least read your advert. The more people who read it, the more chances you have of making sales.
It is a proven fact that an ad with a compelling headline with indifferent subject matter will perform better than one with an indifferent headline but superb text and graphics. The moral of the story is to practice writing headlines. For every advert write at least ten different headlines and pick the very best one for publication.
Robert J Farey
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
BOB’S PROFILE
Bob has been working on the internet in various capacities since 2000. He uses ezines and articles to market his products simply because, done the right way, it works.
You will find his latest venture at: http://www.rjf08.com "It’s a no brainer."
R J Farey.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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