It happens to all of us. Either you write a great
advertisement or sales letter that kicks butt for a
while... then goes lame. Or, you write (what you think) is
a great ad or letter – and it completely BOMBS.
Either way, you have to go into emergency mode.
Why?
Because your time and money is fully vested in the project!
You can't be wasting either.
>>>> If it performed strong then died out:
• Did anything change in the media (magazines, papers,
trade newsletters)? If something happens to your media and
readership changes or drops – it can affect your ad. Start
looking around for any significant changes – then find
places to replace them with
• Ads do tire out if the readership remains stagnant and
they keep seeing the same old ad from you every month –
test a new headline and lead. Try a new offer or close or
price (they will not remember how much you charged in the
last ad, trust me)
• Have you tested other media forms with your message?
It's like calling yourself an "internet marketer" only.
Severely limiting your potential profits. The internet is
just another form of media. Your sales letter that kicks
butt online may do even BETTER in print. Or on a postcard.
Or on a teleseminar. How would you know if you don't test
it? Try the exact same sales message in other formats – and
see how it performs there.
• Test new headlines, offers, guarantees, subheads, prices,
etc... things change... and your ad may need a change.
>>>> If it was a bomb right from the start (which everyone
writes – I know I still get them – every copywriter does –
no matter what line of bull they try and feed you):
• Take a serious look at why it went wrong. This is tough
if you wrote it yourself... you need to step back and look
at it from someone else's eyes. Your customers' eyes! If
the headline targeted at them? Is it compelling? Does it
promise specifics rather than generalities?
• Do the pictures support your approach in the ad – or do
they take away from it? The photos must work with the
story, hook, or angle you are presenting. They must prove
credibility... and they must help move the prospect through
the piece to the end.
• Is the ad following all sound direct marketing
principles? Consider it like a "greased" slide. When they
jump on the slide at the top (your headline) -- it should
take them on a fast ride to the end (the order). No bumps
along the way – or any reason to stop sliding. A fun, fast
ride that gets them to the bottom.
• Have you read it out loud? does it flow? no stumbling?
Try changing those things... and you may find the small
differences that mean the success or failure of your
marketing campaign.
----------------------------------------------------
Troy White, The Marketing Results Mentor and Expert
Copywriter helps clients achieve HUGE growth surges in
their business in very short periods of time. He is a very
sought after marketer and advertising specialist who has
helped launch some of the world's most profitable marketing
systems. For more info visit White's site at
http://www.SmallBusinessCopywriter.com or sign up for his
Free Cash Flow Surge Newsletter at
http://www.CashFlowSurges.com
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