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10 Little-Known Formulas for Successful Advertising - by Dean Rieck

What is your formula for creating effective sales messages? If you’re like most people, you’ll say, “AIDA,” an acronym for Attention, Interest, Desire, Action. It’s a classic, perhaps the most quoted formula in advertising and marketing.

However, just as a skilled craftsman expands his or her creative abilities by collecting and mastering a variety of tools, a savvy marketer can expand his or her creative abilities by collecting and mastering a variety of formulas. Here are some less famous but highly inspirational formulas to add to your collection:

• ACCA. Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but “Comprehension” stresses the importance of clarity, which is vital for any persuasive message. And “Conviction” is much stronger than “Desire.” It suggests certainty.

• Attention-Interest-Description-Persuasion-Proof-Close. This is another AIDA variation by Robert Collier. Intended for sales letters, it outlines what he thought was the correct sales sequence.

• AAPPA. The eminent Victor O. Schwab suggested this commonsense, clear formula. Get Attention. Show people an Advantage. Prove it. Persuade people to grasp this advantage. Ask for action.

• AIU. This is my own formula for envelopes. It stands for Attention, Interest, Urgency. Something about an envelope must get your attention, whether it’s teaser copy, graphics, or just blank paper. This should lead to an interest in the contents and an urgency to open the envelope immediately.

• PPPP. This is a formula by Henry Hoke, Sr. It stands for Picture, Promise, Prove, Push. In many ways, it’s easier to implement than AIDA because it shows you four basic tasks you must perform to make a sale. Picture: Get attention early and create a desire. Promise: Make a meaningful promise and describe what the item will do. Prove: Demonstrate the value and support your promise with testimonials. Push: Ask for the order.

• Star-Chain-Hook. This is Frank Dignan’s charming and surprisingly fresh way to approach an advertising message. Hitch your wagon to a Star with an attention-getting opening that is positive and upbeat. Create a Chain of convincing facts, benefits, and reasons to transform attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.

• ABC Checklist. William Steinhardt’s formula is more detailed than most and very practical: Attain attention, Bang out benefits, Create verbal pictures, Describe success incidents, Endorse with testimonials, Feature special details, Gild with values, Honor claims with guarantees, Inject action in reader, Jell with postscript.

• The String of Pearls. This is a particular method of writing copy. The idea is that you assemble details and string them together in a long line, one after another. Each “pearl” is complete in some way, but when you string all the pearls together, their persuasive power becomes overwhelming.

• The Cluster of Diamonds. Similar to the String of Pearls, this formula suggests assembling a group of details under an umbrella concept. For example, an ad might have the headline “7 Reasons Why You’ll Save Money With XYZ.” The copy would then list these seven reasons. Each detail is a “diamond” in a particular setting.

• The Fan Dancer. The analogy here is perfect, though a bit racy. The idea is to tantalize with specific details that do not actually convey information. For example, let’s say you’re selling a book on reducing taxes. Part of your copy might read: “The one secret way to pay zero taxes and get away with it (page 32). How the IRS uses your mailing label against you (page 122). Three clever ways to turn a vacation into a business tax deduction even if you don’t own a business (page 158).” As with the forgotten art of fan dancing, you reveal little and leave your audience wanting more.

Copyright © 2003 Dean Rieck. All Rights Reserved.
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Dean Rieck is a top-ranked freelance direct mail and direct marketing copywriter. He has been called “the best direct response strategist and copywriter” in America. Dean offers complete copywriting and design services for direct mail, B2B, print, sales lead generation, sales letters, e-mail and online marketing, and radio advertising. For more tips on improving your direct response advertising results, subscribe to Dean’s free direct marketing newsletter at www.DirectCreative.com.

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I found something for you that you’re gonna love…

How would you like to have an empty Inbox and a full bank account?

The Internet Marketing Cure

I came across this killer report earlier today that was written by this guy who is well known for publishing highly controversial reports on internet marketing.

Well, he’s done it again and this one is totally off the charts…

He talks about all kinds of crazy stuff from ebola viruses, to gold rush miners, to a new breed of “silent assasin” he calls “DuRus”.

He also gives some of the best advice I’ve ever read on gaining true focus and clarity, and talks about
a no-nonsense plan for taking any business to the same income levels as the “real” big boys are doing.

The stuff just makes sense.

Gotta give him credit…he tells it like it is, and you certainly won’t hear anybody else saying this kind of stuff.

Best part is though, he’s giving it all away for nothing!

Go grab your copy now…not sure how long it will be available.

The Internet Marketing Cure

Let me know what you think!

Network Marketing

Network marketing is simply another name for multi level marketing. People prefer this term though as it is an accurate reflection of the way it works. You network with other people and get them to purchase products from you. At the same time you work to encourage the people in the network to sign up to sell them as well. This is going to result in you earning money for each sell they make. Many types of network marketing also allow you to earn from the people they get to sign up, so your earning potential continues to web out in multiple directions.

Most network marketing companies require you to pay to get a membership. This is a standard practice, but in most cases the fees are very minimal. Since you will be considered an independent business consultant and not an employee of the company, you need to keep very good track of such expenses. Keep your canceled checks and receipts so that you can deduct these expenses on your tax return. Make sure you keep a good record of your income too. The majority of IRS audits are done on company’s that are independently owned.

Not all network marketing companies are legitimate, and each year people get ripped off from the membership fees they send in. It is in your best interest to contact the Better Business Bureau and make sure you are working with a legitimate company. Network marketing can work for you but it is vital that you start out with a company known of longevity, quality products, and fairness. If it sounds too good to be true, then it likely is.

If you feel you have fallen for a scam involving a network marketing company, make sure you report it immediately. While there is little that can be done about it in most cases, the information can go on record and you can prevent others from suffering the same fate. If you come across a network marketing company with little information, you should view it as a red flag. It could be a scam that has just started to contact people. It can also be one that continues to change their name frequently to stay under the radar.

We would love to hear some comments about your experience with network marketing - bring on the good, the bad and the ugly…

Updae from Strategic Profits Live

Check out this "short" but revealing clip from today’s presentation from Rich Schefren. He reveals in all of its simplicity the two most important factors for becoming a maven. Don’t be fooled by it’s simplicity and succinct message…

http://www.strategicprofits.com/blog/day-2

If you are ready for the message, this video will really open your eyes, so take a look right now. Enjoy!

You too can achieve great success by applying sales and marketing techniques of strippers. Here are the 10 sales and marketing techniques I have learned from strippers:

Sales Technique #1 - Give them something for nothing
One of the first things a stripper will do is come up to you and flirt with you. She will likely sit on your lap or do something to raise your excitement level. For this, you have to do nothing. But you do get a sample of the service and if it is a good one, your chances of buying the service increases. This also applies to the dances they do on the stage.

Sales Technique #2 - Understand your customers
Strippers get to know their customers by asking questions. This allows them to develop a rapport and tailor the sales pitch…

Sales Technique #3 - Tailor the Sales Pitch
Strippers will try different sales pitches to different people based on what she thinks they like. “I like to get dirty” or “Have you seen my great ass?” or “My tits are real”. Each pitch may be the one thing that converts the potential customer into a buyer. (Pointing out a tight ass works well for me). And she revises her pitch based on experience.

Sales Technique #4 - Make sure you are selling a great product/service
She knows she has to have a great product. If she put on 30 pounds or hadn’t showered for the past 4 days, she would likely not get as many customers. Regardless of how great of a Continue reading →

Got a tight budget but want to promote the hell out of your new business online?

When popular diet blogger Hungry Girl declared her obsession with Jeff Wilkinson’s low-fat coffee products, she inadvertently launched thousands of voices clamoring for his creamers. The problem: His products were only available in Arizonaand California.

“The biggest problem I had was that, if you’re not national, large media outlets aren’t interested in covering you,” says Wilkinson, 45, founder of Simply Sublime Foods, a specialty food manufacturer in Gold River, California. “I’ve been struggling [because] my biggest competitor is Nestlé Foods’ Coffee-Mate, which has millions per year in advertising.”

In the weeks following the August 2006 plug, Wilkinson suddenly had meetings with megagrocers such as Kroger, Ingles, Publix, Whole Foods Market and others. He says Hungry Girl opened doors that had previously been closed tight.

Welcome to the power of online publicity, where bloggers are becoming semicelebs, virtually anyone can host his or her own podcast and consumers are constantly checking out information about products and services. With the explosion of blogs, podcasts, zines and high-readership websites, a whole new world of opportunities has opened up for businesses interested in getting the word out to targeted markets. Businesses need to know how to navigate this electronic terrain to work effectively with newer media.

The main focuses of promoting yourself online for free are:

- Pitching bloggers
- Using content syndication
- Optimizing press releases
- Getting in on the online broadcast game

Entrepreneur

Advocacy advertising doesn’t fly on U.S. TV stations and networks.

And, despite what you might think, ad materials for Michael Moore’s “Sicko,” his new documentary on the medical business, don’t come off that way.

At $9 million to produce, the movie doesn’t have the biggest advertising budget.

But, hey — does it really need it? Film producer/distributor Harvey Weinstein, the master of spin for any movie, spun “Sicko” nicely to some big, controversial noise. Even then you don’t need much help here, not with Moore’s name attached.

Where did those selective ads run? News programming, including CNN, was the perfectly targeted place. News viewers, who perhaps feel they are smarter than the rest, are always looking to be engaged or enraged. And even bigger than the official advertising effort, news viewers were treated to scores of news stories about Moore’s attack on the medical business and his default target — the U.S. government. Continue reading →

There is a little known technique combines both marketing and public relations in such a way as to greatly increase the visibility and branding of a company while also creating demand for product and increasing sales. This technique is known as ‘Marketing Articles’.

The invention of the Marketing Article is a fairly recent creation. The motivation for creating this kind
of article is primarily due to the incredible popularity of the Google search engine. Google has had phenomenal success with their domination of the Internet.

‘Some experts have estimated that over 60% of all searches are done using Google-, said Julie Taing a spokesperson for Caracom. ‘Yahoo is generally ranked 2nd, and MSN 3rd, but Google is the real target when we’re talking about making an impact on the Internet. Continue reading →

In business, sometimes things may get done back to front. But in FabTek’s case, this was deliberate. John McCrone hears about one way to solve a marketing problem.

Sometimes you just have to rip up the carpet to force yourself to get on with the tiling, reasons business owner Bevan Templeton, tilting back in his chair.

He runs FabTek, a Christchurch metal bender, turning sheetmetal into mounting brackets, cashboxes, trailer frames and other things. He can also do the design and product trouble-shooting for a client.

But anyway, he is at that tricky stage where his two-man business has been ticking along nicely for three years and it is time for a big step-up.

FabTek has been turning over $500,000 a year without sweat. However, it has a classic small business problem. Just two of its customers – one a government department, the other a multinational security firm – provide 70 per cent of its income. Continue reading →

Trying to juggle a full-time job and a business can be done. Consider these tips for smooth sailing.

1) BE UPWARDLY MOBILE: If you are still holding down a day job you will find that handheld wireless units provide privacy as well as constant e-mail contact with your clients. It’s best to check on your side business at lunch or during breaks. My favorite gadget is the T-Mobile Sidekick, mainly because it is so easy to use. Other options would be the Blackberry or Treo.

2) USE BETTER BUSINESS CARDS: If you must give a business card out at work or to people associated with your job, it won’t scream “I have my own business,” if you use a card with your name, personal e-mail and phone number. Don’t include the name of your business if you want to remain anonymous.

3) AVOID TIME WASTERS: Write form letters that can be reused and store them on your computer or handheld wireless device. Simply change the details for each business transaction for fast and easy communication. This cuts down on response time during business hours.

4) CELL FORMULA: Create an outgoing message that lets callers know how to get the quickest response from you. Add a tag line, “I check my voicemail regularly however, for a faster response please e-mail me at (fill in your e-mail address)

5) FAUX FAX: There are options if you don’t want to miss receiving a fax during work hours. Use one of the free electronic e-mail services; it is a convenient option you can access from a computer. Otherwise let the person faxing know that they need to call first so you can stand at the fax machine because you are at work.

6) ARE YOUR LIPS SEALED: Some employees don’t mind if you have a side-business yet others would prefer you keep what ever it is that you are doing a SECRET! Be careful not to flaunt what you are doing because it may cause friction or jealousy amongst your co-workers.

7) TIMING IS EVERYTHING: It is best to handle things for your side-business when you are NOT at your day job even if you have lots of free time. Run your business evenings and weekends and set boundaries for your clients by letting them know the hours you are available to them.

Entrepreneur