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Advertising
Paid and UnpaidOffline and Online
Target Market? Who in market is most likely customer? How many are there? Competitors, their prices and services Price comparison Trade industry magazine or Google alerts
Market Research
Elicit a “I need help response” Identify the problem Shine a light on the problem Validate with third party data Twist the knife (the problem is even bigger than
you thought) Tell your story
Your product or service is the light at the end of the tunnel (call to action)
Copywriting
New to the market, never been seen before Money back guarantee Secret that no one else knows or have what
others do not Expert, evidence FREE You (talking directly to customer) Limited time only (scarcity) POWER (what power will it give)
Power Words
These are stages that people must pass
through before they buy anything. Attention Interest Desire Action
Roadmap to Buying
that you have to appeal to work into your messages
fear –what are they afraid of? You will have to turn that into a positive
power – when they are impressed with you they feel you
are in power but not lording over them. Freedom – freedom from working for a wage- freedom
have more free time Free to have what you want
3 temperaments
you can attract far more buyers by offering to
teach something of value to them or by entertaining them than you will ever attract by trying to sell them something
You are the Authority
Prolonged Exposure
Email marketing tracking Asking your customers how they heard of you Tracking how your customers travel the
internet
Tracking
What has gotten your attention recently
It’s not the money you spend
BE really really good Give aways
Word of Mouth
National pickle week Celebrity visits (Mickey Mouse) Free mugs and tee shirts (fans when it’s hot) Scavenger hunts Parties Build a bear workshops
Weird & Wonderful
Highly targeted ads towards tight small groups Start with a question Great Picture with text? Make Promise Call to action
Contact owners and offer
Signs
Handwritten Colored envelopes Short and sweet Make them call For every 100 you might get 10 Get owners name
When they call, “I think I can really help you but want to make sure I am right. Is it a good time to ask a couple of quick questions?
Direct Mail
Flyers
Hyper targeted for direct mail Or newsletters Or groups Or blogs
Buy or borrow lists
I didn’t say you were stupid
Email Marketing
Community Charities Schools Speaking engagements
Local Events
Pop ups Youtube Podcasts Directories Blogging Advertising on other blogs Press releases Give aways Vouchers
Internet Advertising
Highlight what your company offers. Offer an incentive for recipients taken a specified action. Use the associated web address for the incentive, if it’s also on
your site. Give better visual positioning to the promotion rather than
contact info. Play with eye-catching fonts and colors. Use less than 64 characters/line so that words don’t wrap to a
new line. Write a “signature” for different categories of recipients. Change your signature copy frequently. Never miss a chance to get your product or company noticed.
Email Signatures
Gumtree Craigslist Directories (niche)
Classified Ads
Newspapers Magazines
Printed Copy