Sexy Advertising or Advertising That Pays? Pick One

Claude Hopkins, would love this coffee bag "ad" that came in the Sunday paper.

Sure, a free sample like this is the opposite of sexy or clever.

But it's going to bring Millstone a flood of customers this week at break-even or a slight loss.

And, if their coffee is any good -- it is, by the way, I've tasted it -- Millstone will recoup their advertising costs many times over by converting a percentage of new buyers into long-time customers. Cha-ching.

And who is Claude Hopkins, you ask?

Hopkins was an advertising giant in the early 20th century. For his copywriting skills, he earned a salary of $185,000 in 1907 (more than $4.1 million in today's dollars).

In addition to writing Scientific Advertising in 1923, which systematically codified advertising for the first time, Hopkins was a pioneer of free trial offers and coupons -- both exemplified in the coffee bag at left (which I will be filling up with beans later this week, than you very much).

According to Wikipedia:

Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling.

To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend.

Hopkins' methods, more than 80 years old, would put him head-and-shoulders above most copywriters today.

Tip: If you're a small business owner who has to write the ads that pay your bills, pick up a copy of Scientific Advertising. It's one of the 10 best books ever written on copywriting. Because the copyright has lapsed, it's available free for downloading; just Google it. Or grab a print copy on Amazon.

And if you're able to pay for direct-response advertising copy, hire no copywriter who has never studied Claude Hopkins.

(Kevin M. Donlin is author of the Free Special Report, Guaranteed Marketing for Small Business Professionals.)

How to Write the Perfect Advertisement

This quote from Harry Browne got me thinking: "The secret of success is: Find out what people want and help them get it."

When you know what people want, you can give it to them. And that's especially true of your customers. Because if you aren't giving people what they want, you won't have a business for long.

But ... do you really know what your customers want?

You may think, "Of course I know why people buy!"

But how well do you know, really?

Do you have a file of emails or letters telling you exactly why people bought from you? This is the only way to know for sure.

Action Step: Start -- TODAY -- asking your customers why they bought from you.

A simple email form or question by phone is enough: "What caused you to purchase from us?"

The answers will surprise you. Plus, customers will tell you in their words. Words you cannot possibly anticipate. Words you can use to improve your ads.

Think of it: If your ads spoke to prospects in the language of people who have already given you their money, how powerful would that be?

Best part: When you keep asking people why they bought, you keep improving your ads, your telephone sales scripts -- everything you write and say from a marketing standpoint.

So, the way to write the perfect advertisement is to let your customers write it for you.

You will connect faster with prospects and on a more visceral level. People will let down their guard and trust you more -- because you are speaking their language.

And your sales will always go up, never down, as a result.

This is one of the keys to what I call, "inside marketing" -- growing your business from the inside. Start by using the words of current customers to get new customers.

Try it!

(Kevin M. Donlin is author of Guaranteed Marketing for Small Business Professionals.)

New Marketing Strategies for Small Business Professionals

I've just released the 2010 edition of "Guaranteed Marketing for Small Business Professionals," an updated version of the Special Report I first wrote to rave reviews in 1998.

It's free, to answer your next question.

In it, you'll find 10 ways to double your profits by working smarter, not harder.

Here's an excerpt ...

How to Create Referral Systems That Turn Your Customers into a 24-hour Sales Force

Fact: customers who are referred to you will spend more and are easier to sell than any other group. Yet, how many small businesses have a system in place to generate referrals automatically?

Almost none.

A steady stream of referrals is the lifeblood of any successful small business. Because when you can depend on 20%, 40%, 50% -- or more -- of your business coming in through referrals, your business becomes self-sustaining. Which lets you enjoy life a lot more.

Referrals are the best form of advertising. Why? They’re credible, valuable and cost-effective.

Referrals are credible because when one friend tells another about a business he or she loves, that recommendation carries as much weight as a celebrity endorsement. You won’t have to work as hard to gain the prospect’s trust.

With traditional advertising, however, credibility takes time to build. A prospect may have to see your ad five, six or seven times before feeling comfortable enough to call you.

Referrals are valuable. When customers are referred to your business by friends, they usually spend more than people who have never heard of you before. My own experience has proven this. Yours, too, I’ll bet.

Finally, referrals are cost-effective. In most cases, it literally costs you nothing to get them.

Now, here are 5 simple, proven ways to get more referrals ...

1) Welcome complaints

Studies show that complaining customers are actually more interested in staying with your business than people who say nothing. So, bend over backwards to satisfy complainers. Recognize that every customer service problem is a chance for you to save the day. When you do, your happy customers will tell their friends.

2) Listen for referral signals

In all your conversations with clients (and non-clients), listen for phrases like: "I have a friend who's looking for something like this." When you hear such signals, ask for permission to contact those people.
   
3) Swap clients during busy times

Call a competitor some distance away, who isn't a threat to your market. Offer to take on extra work for them when they're super busy. Of course, offer to send your surplus business to them, too. I did this with another resume writer in nearby St. Paul, MN (and I got 10% of every sale he made).
   
4) Observe the 80/20 Rule

If 80% of your referrals come from 20% of your clients (and they will), focus on this group of very important persons. Cater to them, pamper them, make them feel special. They'll return the favor with continued referrals.

In my business, all clients who referred three or more people get a magazine subscription in addition to the $10 I sent them for each new client. This way, they were reminded of my business every month for a year, which produced more referrals.
   
5) Observe the Rule of Three

Give away not one or two, but three business cards to every client. Instead of just letting them sit in a file drawer, your clients are more likely to give these extra cards to friends.

To sum up, referrals are like found money. And they're essential, too, because a certain percentage of your clients will always move away or switch to another business, no matter what you do.

To get referrals, all it takes is a little effort on your part to encourage the process. The results can boost your profits by 20%, 30%, 50% -- or more -- year after year.

To get your free copy of "Guaranteed Marketing for Small Business Professionals," click here

What Does Ikea Know About Marketing That You Don't?

Who's up for remodeling the kitchen?

Wait -- it won't be that bad.

See? It only takes 4 steps.

It says so right here on the sign I saw in Ikea, at left.

What about your business?

Do you promise customers an easy, step-by-step solution to their problems? If so, congratulations. More people will buy.

Because, given the choice, people always want things that are simple, not complex; easy, not difficult; and fast, not slow.

If Ikea can make kitchen remodeling seem attractive, you can surely do the same in describing whatever it is you do for customers.


Not sure how to offer your customers an easy option? Just post your questions in the comments section below. I'll reply with a simple answer to get your creative juices flowing ...

(Kevin M. Donlin is author of Guaranteed Marketing for Small Business Professionals.)

Marketing Baked In -- How Can You Do This?

In a world of ordinary candies competing for "mouthshare," XYLISH -- a stylish mint -- goes first for the eyes, then the tongue. And wins.

The photo doesn't do justice to this gorgeous box -- the metallic sheen has enough luster to attract a silversmith from across a crowded room.

Where can you buy XYLISH? Not at the corner store, probably. It's sold only in Japan, as far as I know. (My wife's friend brought it from Tokyo last week.)

You could say this product comes with the marketing "baked in."

Question: What one change can you make to your packaging this week?

How could you mail an envelope that sells your company before it's even opened?

What one change could you make to your shipping materials? Business cards? Storefront?

Oh, the mints? More please!

The Most Interesting Ads in The World

I love analyzing the advertising classics ...

... like this ad below, part of a popular campaign from Ogilvy & Mather that put Schweppes on the map in the 1950s and '60s.

Does that interesting man look familiar?

He should ...

If you're a student of advertising, like me, you know that the best ads push emotional hot buttons.

They bypass our logical mind and go straight for emotions -- our "lizard brain," as Seth Godin refers to it.

If you cause an emotional reaction to your ad, you get the attention of your buyer. Then, it's a simple matter of creating interest, stoking desire, and asking people to take action -- give you their money.

That's the classic AIDA formula: Attention, Interest, Desire, Action.

Attention comes first because it's most important.

If you can't get your prospects' attention, you can't get the sale.

The Schweppes ad above, featuring an exotic bearded foreigner, got attention back in the '50s and '60s.

Just like the ads for Dos Equis get attention today.

What you do after you get attention is up to you.

Hint: If good advertising is salesmanship multiplied -- and it is -- then study good salesmanship to create better ads.

Bio: Kevin Donlin can help you grow your business and enjoy the breakthrough results your hard work deserves. If you're interested in boosting your revenues and profits, please click here.

Copywriting Secret: Get Your Letter Opened

Your sales letter can't sell if nobody reads it.

And before anyone can read it, they have to open the envelope.

That means your first goal when sending direct mail is this: Get it opened.

Just think about all the sales letters you toss unopened into the trash each day, and you'll see what I mean.

Staples does it right (at left), with a "tube letter" that's impossible to ignore. Just to be extra obvious, the label says, "Surprise! FREE gifts inside."

You can't NOT open this.

And there are gifts: a free pen and sticky notes, along with 3 coupons. The sales letter is almost incidental, telling me where to use the coupons.

I'll bet this letter accomplishes its mission: to acquire new customers at break-even or at a small loss, so the new store can sell to them several times a year over their buying lifetimes.

Now. Two burning questions ...

1) How much should you spend on "buying" new customers with a marketing piece like this?

That depends on how much your customers buy from you for as long as they buy from you. Once you know this lifetime customer value (LCV), you can decide how much to spend on acquiring customers.

To find your LCV, add up the average annual purchases of the average customer and multiply them by the number of years customers stay with you. Obviously, the higher your LCV, the more you can out-spend your competitors to get new customers.

2) How remarkable was your last sales letter or promotional email?

My guess is, not as remarkable as this "tube letter" and goodies.

So: Search your mailbox this week for just one idea you can borrow to improve your mailings next week.

Bio: Kevin Donlin can help you grow your business and enjoy the breakthrough results your hard work deserves. If you're interested in boosting your revenues and profits, please click here.