Branding Your Business to Bankruptcy

Branding Your Business to Bankruptcy
There are effectively two types of advertising ' direct
response advertising and brand advertising.

One of the great lies of advertising is "Get your name out
there and run some ads." This lie was the key reason for
the big DOT.COM crash in 2000.

Here is a top secret tip. The ad agencies and newspaper
reps don't know how to advertise! I'm serious, ad reps and
ad agencies haven't got a clue how to advertise
effectively. Sure they'll create great looking ads, with
nice images and cute headlines but guess what?

Ads that win awards rarely generate sales and ads that sell
rarely win awards.

The only type of advertising you should use is direct
response advertising. The only purpose of direct response
advertising is to produce a clear measurable response.

If you want to save yourself a fortune in business then
remember this - All advertising MUST do one of two things:

Generate Sales......... or......... Generate Sales Leads

By doing this you can instantly tell if this ad, newspaper,
banner, campaign is working!

Your 'branding' and 'image building' is a secondary benefit
of direct response advertising.

Here are the 3 fundamental reasons why most corporate
advertising doesn't work:

1. No attention grabbing headline (Business name, location
doesn't work)

2. No reason(s) or USP (Unique selling point) to choose you
over other ads

3. No compelling offer or call to action

The trick is to get people to send you their contact
details in exchange for a free offer, report, guide or DVD.
If you have a larger business, you may even want to set up
a separate phone line with a number that only appears in
your ad.

If you're directing people to a website, you may want to
set up a special web page that also only appears in your
ad. This will ensure that you can clearly identify who, if
anyone is responding to your advertising.

Another cheaper system to track offline advertising is to
list a different contact name in each offline publication
which will be relevant to each advertising campaign. So
'Call Steve', Mary, John etc will be the contact listed on
each ad campaign and this first question your sales staff
should ask for and take note.

Tell this to your ad agency or newspaper rep and watch them
get angry, go red in the face and start stamping their feet.

Then you'll know you're on the right track.

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Jimmy Krangol is becoming quite a buzz in the marketing
world. You can sign up to Jimmy's Free 7 day marketing
course "How You Can Make £4,297 Per Day Sitting at
Your Computer In Your Underwear" at
http://www.topsecretmarketing.com/courses