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Dear ,
Last week I asked if you if you wanted to know the ideal marketing formula --
It would help you with any promotion you're doing.
I asked you to reply with YES! if you were interested to learn it, remember?
Although I received an impressive number of responses, not everyone replied. (I'll let you slide this one time! :)
Even if you didn't reply, I'll assume you're also interested in learning this important advertising lesson.
Let's assume you sell an all-natural supplement to help people who suffer from depression. (By the way, it's said that St. John's Wort is such a supplement.)
Let's say you name the supplements Sunny Day Supplements.
There are two ways of selling Sunny Day Supplements:
1. Using Lead Generation (2-steps) -- Lead generation advertising is simply running a promotion to get your prospect to raise their hand -- let you know they want more information about Sunny Day. It's called getting a lead. You don't actually try to sell them in a lead generation ad, you just want them to basically say they're interested. After they request more information, that's when you try to sell
them.
2. Sell Directly From the Ad (1-step) -- The other way to sell is to make your offer to the buyer directly from the ad, postcard, sales letter, video, etc. This one-step marketing approach, obviously, saves you a step... but... it's inherently more difficult to sell directly from an ad because you're limited by space or time or budget: Usually, your prospect has more questions than you're able to answer in your marketing
piece.
So, how do you determine which method to use? Typically, the more expensive and more complex the item or service, the more likely you will need to use lead generation (2-steps).
What Do You Include In Each?
.
1. Lead Generation -- The ad is almost always very short (like a classified ad in a newspaper), includes a headline, BIG PROMISE (or major benefit), a few words about who you don't want to respond and a contact tel. number of website address. That's it. Remember, you simply want your audience to tell you they're interested and contact you for further info. Once they reply, you follow up with a phone call or detailed
letter or website trying to make the sale.
2. Sell Directly From the Ad -- This is a much longer, more detailed promotion, which includes a headline, a BIG PROMISE, features, benefits (or claims), proof to back up what you're claiming, a great offer and a CTA (call to action). It also helps a lot if you include any testimonials that reinforce your product. Of course, you must also have a mechanism (merchant account, Stripe, PayPal, etc.) to process payments (this goes for
both method 1 and 2).
I can teach a long course on each one of these methods of marketing -- there are so many little details and nuances. But at least now you know the basics.
Now, ask yourself... what are you selling and which approach better suits your needs? Have you tried either? Let me know how you've done with them.
Until next time...
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com.
