Advertising Friend Not Foe

Writen by Josh Nowell

They say advertising is excessive: it interrupts TV series, preceding movie shows and dominating music award ceremonies. Some even lament that advertising not only occupies the media, but is also present everywhere else; the latest music editor softwares could be seen at bus shelters, and online VoIP products pictured in public telephone booths. It is irrelevant and disruptive.

If you agree with my last sentence above, continue reading. You might decide to change your mind.

First of all, I don't think advertisers occupy the media. As a matter of fact, it is the media that courts companies, maybe except for over-popular shows. TV stations need funds to run your favorite programs, and radio broadcasts have to pay for the Music on Demand. It boils down to us consumers: we demand, and the media provides, at a price of course.

Ah, you might now argue that it is the advertisers who flock to the media and pay for available ad space. True! But how many time slots are so coveted over? Shows like the Super Bowl Football are rare. Other less endowed channels, in fact, have some hard time securing long-term ad contracts to be financially sufficient. It is thus fair to conclude that advertisers and the media, and us, are in a multilateral relationship.

Besides its commercial relevance, there is more to this misunderstood industry that we often miss out on, like how advertisements might effect cultural understanding, especially in this globalizing world of business. HSBC features newspaper ads of cultural differences across countries. FedEx has their TV ads filmed in Japan, showing the way Japanese people live and work. And I actually learned from a MasterCard ad that in India, people release white doves for luck. Interesting, isn't it?

In addition, informative ads feed useful information to our preoccupied minds. Public service messages could be conveyed effectively through ad-works on air. And people get to know the latest products available on market during review hours. I mean, it would be a pity if we work so hard to produce all these commodities just to, in the end, know nothing of them. And because we work so hard, we could hardly afford to find out about what's going on ourselves. Informative ads keep our society functioning as it is meant to.

But most of all, advertisers are creative (e-mails are not advertisements; they are spam). The appealing advertisements that crack you up or hook your eyes for the hundredth time take much more than the 30 seconds of airtime. Creativity, and the resulted attention, increases sales, and the advertising environment is so competitive nowadays it truly stimulates the human edge of creativity and nurtures it to flourish. Advertising signifies the human drive to succeed.

To me, what makes modern advertising desirable, besides bridging cultural gap, informing the populace or generating new ideas, is that it empowers every individual possible. It no longer takes an established firm to put up an ad. Any one anywhere can promote their ideas, products and even themselves through the thriving medium of the internet. 15-year-olds can now economically design and effect ads to promote their companies (yes, don't look down on these young entrepreneurs). Any one could adopt different voices using voice changer softwares, and edit audio as well as video ads with the many music editor softwares and video editor softwares available. Because advertising could so omnipotently enable far-reaching creativity of expressions, it is relevant to our human society that values progressing thoughts and selective reception of ideas.

The staunchest critics of advertising might ask, what would be the future of advertising, now when people are able to get rid of the commercials. MythTV offers a plug-in that automatically filters out commercials during recording, whereas video editor softwares allow you to freely cut out unwanted ads from pre-recorded clips. Yes, people are actually paying to be free of advertisements.

But hey, think again! Advertising is not that inconsiderate. Have you ever listened to radio broadcasts so excessively loaded with audio commercials it's impossible to follow? And advertising might be excessive and disruptive, but I suppose only to a minority few. In fact, like I have said, informative ads are actually desirable. Don't you or your children feel excluded if you are not aware of the new iPod, or the latest music editor gadgets?

Trust the media. They are doing their work. Isn't Google putting into place keyword-related ads to better suit your preference? Trust the authority, too. They approve all circulating ads, or at least those we often see. And most of all, trust the advertisers. We are mutually dependent; we need them for our TV shows, and they need our money votes.

Josh Nowell is a Media Morpher writer keen on advertising trends. He could be contacted at media@audio4fun.com

The Power Of The Freebie

Writen by John O'Callaghan

J. W. Wrigley, the chewing gum king is reported to have said: "Half the money I spend on advertising is wasted. The problem is

I don't know which half."

You too could be wasting half the money you spend on advertising if you don't do these three things:

1.Switch from brand name or prestige advertising to direct response. 2.Code all your advertisements. 3.Ask every telephone inquirer where they saw your advertisement.

Here's an example of a direct response advertisement Mr. Wrigley could have used: ______________________________________________________________

"Spearmint or Juicy Fruit?"

Which Wrigley's Chewing Gum Flavor Do You Prefer? Get a Free Sample Pack Containing Both Flavors!

All you have to do is fill in your name and address on this coupon. Mail today and receive a Free Sample Pack and a Discount Coupon for 10% off your next purchase.

Your Name............................................... ………………………….M/F

Address..................................................................................................... ................................................................................................................. Mail to: J. W. Wrigley Co. Dept, NE/7/6. Address...................................... _________________________________________________________________

Note: Dept. NE/7/6 is a simple code meaning the advertisement appeared in the National Enquirer.July 2006

Here's another example:

A friend owns a big real estate office. He had a full page advertisement in the "Yellow Pages" that cost him nearly $1,500 a month. The name of his agency was in big type at the top, followed by a photo of his office building and a bulleted list of services.

"Does the ad pay for itself?" I asked.

"No," he replied. "It brought us just one new client last year. The only reason we are in there is because all our competitors are."

"Here's how to cut that advertising bill by 90% every month, "I said, "and get a list of hot prospects. Simply cut your ad to a 2.5" x 2 column display box. Use a bold headline to advertise a freebie." Example: ________________________________________

Free Report Reveals Secrets of How to Sell Your Home in 30 Days or Less for Top Dollar!

Call 000-000-0000 Today. Ext 1.

24-Hour Automatic Phone Recording Service. Phone any time. Speak slowly. Leave your name and address and we will mail your free report. Limited supply. Call now: 000-000-0000 Ext 1.

Real Estate Company Name, address and phone. _______________________________________

Note: It's best to advertise a 24-hour phone recording service because some people are not ready to listen to a sales pitch.

Note: "Extension 1" is simply the advertisement source code.

Note: White space is money wasted.. The media sales person may tell you a good advertisement should have at least 25% of white space. But the rep has a monetary interest in selling you big spaces. The truth is that white space never sold anything to anybody. If the prospect is interested, he or she will read the ad, even if it is tightly crammed with smallest print.

You can use this kind of direct response ad for virtually any type of service business. Use a bold headline to say something like:

"Free Report Reveals 10 Tips on How to__________________"

Not only will you soon discover the best media to advertise in; you'll also get the names and addresses of hot prospects to follow up. The freebie can consist of one or two pages of bulleted tips and information. You never give the farm away. Suggest they contact you for additional information—and be sure to give them

two or three good reasons why they should do so immediately. Try it. It works!

Subscribe to John's free newsletter, "Success, Money and Power," and get more advertising and marketing tips for free. Send a blank e-mail. Subject "subscribe." Mail to:" johnoc29@aol.com

How To Write Resultsoriented Web Pages Sales Letters Ads And Flyers

Writen by Joel Sussman

First, the bad news: There are dozens of ways you can go wrong in writing and designing (what you hope will be) an effective sales letter, web sales page, promotional flyer or ad.

Now the good news: The learning curve for getting it right is relatively short. Here are some key guidelines and pointers for getting noticed, generating interest, and persuading people to respond to your offer.

Create Visual Appeal

In a matter of seconds, your prospects will make a snap decision on whether or not they want to read your marketing message. If they have to strain or struggle in any way, they're going to skip it. Avoid a cluttered, hard-to-read appearance by making generous use of white space, headlines, subheads, and text bullets. Use italics and ALL CAPS sparingly because, when used in excess, they can be hard on the eyes. For web pages and flyers, avoid too much large print (it looks amateurish), and be careful with your use of colored or textured backgrounds. If the background competes with the text or lacks contrast, the message will be too hard to read. And if you use 10 point text or smaller…well, let's just hope you're not targeting us aging baby boomers!

Writing Style Tips

After you've written the first draft, you can improve it by eliminating unnecessary or redundant words, breaking up long sentences, checking for spelling and grammar errors, adding impact with a few carefully chosen adjectives, and making sure each idea flows logically into the next. A conversational tone is usually much more appealing than a formal, stilted approach; and you should always gear the message to the intended audience. One of the big advantages of targeting your marketing to specific groups is that you can 'talk their language' and relate the message directly to their emotional and practical needs and wants.

Devices to Capture Attention and Arouse Interest

An effective sales message, whether it's on a web page or 24-lb stationery, usually contains the following elements: a compelling headline, attention-catching sub-headlines, a bulleted list of features and benefits (with proof, whenever possible), a few intriguing questions, a deadline or incentive for responding promptly, a guarantee of satisfaction, a testimonial or endorsement, and a call for action (tell them exactly what and how you want them to respond: call, stop by, visit your website, or mail their order.) Words such as 'no obligation', 'free trial', and 'convenient payment plans' can also increase response levels. By the way, a 'P.S.' is a great place to put a reminder, a special offer, or an added incentive. People read them.

A Vital, Sometimes Overlooked Ingredient

One of the cornerstones of any effective marketing strategy is identifying and clearly communicating your Unique Selling Proposition or distinctive selling advantages. Make it clear why you're better and offer more than the competition. Emphasize your competitive strengths as a business, an individual, or as the provider of high quality services or products. In today's competitive marketplace, it's essential to exceed customer expectations, find ways to lower sales resistance, and have a value-added approach to doing business.

Copyright 2006 Joel Sussman

Joel Sussman, a business writer and Internet publisher, has created a small business resource called "Marketing Survival Kit." Visit http://www.MarketingSurvivalKit.com for proven sales letter templates, marketing proposal software, public relations tools, newsletter kits, and informative articles.

Seven Inexpensive Not Cheap Advertising Tactics

Writen by Mary Eule

Most small businesses have limited marketing communication, aka advertising, budgets making it even more crucial to research thoroughly; select the best medium(s) and target prospects carefully.

The following list contains seven suggestions for achieving "champagne" results on a "beer" budget!

1. Develop one or several, robust customer referral programs

Although most business owners acknowledge that customer referrals generate a great deal of their new business, very few have implemented a "formal" referral incentive program, even though this is one of the most effective, least risky way to acquire valuable customers… particularly if you're a service professional!

Example: Offer current customers who refer a friend a free month/hour of service; instant "bottom of the bill" credit; or free merchandise AND a "spiff" for the "referee"! The details are up to you… I go into much greater detail of types of referral programs in my book, "Marketing, The Art and Science of Getting and Keeping Profitable Customers" if you'd like to learn more.

2. Dance with the Guy Who Brought You

There is absolutely no reason to ditch old marketing collateral (marketing lingo for brochures; direct mail letters; signs; point-of-sale displays; ad copy; promotions, etc.) if they still work! It's okay to use the very same creative, send it to the very same prospects and/or run it in the very same publications over and over again, as long as it generates the desired results. However, it's always a great idea to continually conduct small, statically valid tests of new looks, offers and messages.

3. Don't overdo the quality and quantity of your advertising pieces or media mix

Smart marketers know when to "put on the dog" and when it's a waste of money. Falling in love with fancy four-colored brochures; glitzy magazine ads; primetime TV spots; or silver-embossed letterhead is a huge mistake.

The sales vehicles, look and feel, and quality of all of your marketing communications must be appropriate for your product or service and most importantly, have a measurable impact on its effectiveness.

For example, variables like paper quality and graphics on a direct mail letter are far less important than the offer, so you could potentially save thousands of dollars by cutting back on the frills. The opposite is true when you're developing a professional brochure meant to represent your company to the outside world.

Bottom line: Don't do fancy for fancy's sake… it's a waste of money; unproductive and may even be totally inappropriate for your target audience.

4. Use studies, reports and articles to assist in educating potential customers about your products or services

This is a wonderful, low-cost way to add clout! Can you imagine including a New York Times article on obesity with your nutritional services direct mail piece? What an impact! Or perhaps the same nutritionist would enclose a reprint of a medical report that linked certain childhood diseases with poor eating habits?

5.Use Boiler-Plated Literature Templates

What a simple, but powerful, tip! A very perplexing, and often expensive problem is how to develop market-appropriate material for diverse audiences without going broke.

The solution is simple. For instance, you can develop various sales letters using a "boiler plated" template; identical layout and content that are suitable for any audience. However, several predetermined sections are left blank for personalization. This is often called "modular literature"

6. Don't change your own car oil

How do you think I know this? You've probably had similar experiences… You know the ones… trying to save a few bucks by doing it yourself? So off you go… drive to the store; wait in line; ask questions; look at the merchandise; select the oil, pan, funnel; wait in line to check-out; pay the cashier $24.97; drive back home; try to jack up the car so you can get underneath it to put the pan in place; undo the screw; get some oil in the pan; get most of the oil on you; get the funnel and fill it with the new oil; close everything down; throw your oil-laden shirt in the trash; and take a shower.

Cost? $24.97 in stuff; $1.32 in gas; $25.00 ruined shirt; 3.25 hours of your time; $1,000,000 in frustration… All this, when you could have had it done for you for $32.00!!

Lesson learned: Know what's best left in the hands of professionals. Low cost is not always best cost!

However, there are times when doing it yourself is smart! If you've got better than average computer skills or design talents it's easy to create things like business cards, letterhead and bill stuffers… but please, unless you're an ad buyer by trade, do not try to buy, book or design ANY media (especially TV and radio) by yourself! Trust me, you'll waste more money than you'll save!

7. Pay suppliers on time

Not only will you endear yourself to vendors, but you can take advantage of your suppliers' standard early pay discounts or create your own! This also saves money on late fees and will surely make vendors more likely to extend even better prices and offer you ongoing top notch service.

Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, "Marketing: What it Really Means and How to Make it Work for Your Business". She holds a master degree in marketing from Johns Hopkins University. Log onto http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful tools, tips and templates .

How To Breathe New Life Into Your Advertising Campaign

Writen by Karin Peavy

If you haven't made many sales or perhaps none at all, don't be discouraged. Use this 10-point checklist to breathe new life into your advertising campaigns and improve your response rate.

Remind people they are ordering through a secure server. Tell them you won't sell or share their e-mail address and that all their information will be kept confidential.

Your advertisement should outline benefits and not just features. In addition, your ad's headline should attract your target audience. You should also list testimonials or guarantees.

Here are two free resources you can use to learn how to write effective ads and headlines.

5,000 Hypnotic Words and Phrases

http://www.incomewaterway.com/free-book

Copywriting E-Course

http://www.red-hot-copy.com/downloads.htm

People usually don't purchase the first time they visit. The more times they visit your site, the greater the chance they will buy. The most effective way to get people to return to your site is to give them a free subscription to your e-zine. You can accomplish this by posting a sign up form or guestbook on your website. You could also list free and low cost resources on your website and update them regularly. Ask visitors to bookmark your site and visit again and again to discover newly added items.

People will feel more comfortable if they know who they are buying from. Publish a section called "About Us" (or "About Me" if you're a sole proprietor) on your web site. Include your business history, profile of employees, contact information etc. Here's an example of my own "About Me" page.

http://www.incomewaterway.com/aboutme

Accept credit cards, checks, money orders, and other forms of electronic payments such as PayPal, ClickBank, etc. Take orders by phone, e-mail, website, fax, mail, etc.

You need your own domain. To find if a name is already taken and to register your own domain name go here:

http://www.godaddy.com

Make sure your website is easy to navigate through. If you site has dozens of pages, consider including a site map.

Websites are most effective when the material all relates to one theme including the graphics.

Here's where you can find out how to download a free ebook that will help you design effective web pages:

webpages@frogleads.info

When you use free stuff to lure people to your website include it below your ad copy or on another web page. If you list the freebie above your ad they may never look to see what you're selling.

You won't sell steaks to a vegetarian. You want visitors that are interested specifically in what you offer. Consider surveying your existing customers to see what made them decide to buy from you. This information will help you improve your target marketing and advertising.

If you don't yet have a customer base, use ezine advertising to begin building one. Find ezines that cater to an audience interested in your marketing area. For instance, if your product relates to humor find publishers that distribute humor ezines. Here's one of the fastest ways to find the right ezines.

http://www.incomewaterway.com/ezines

Every experienced marketer knows you must work at constantly improving various aspects of your business...especially your ad copy since it's the lifeblood of your business. This is how you get the word out. So, you must be willing to try different headlines and revise ad copy if necessary.

Use an ad tracker for your advertising campaigns to measure how many clickthroughs you receive for a particular ad.

Many people are interested in your product but they put off buying it till later and eventually forget about it. Entice them to buy now with a freebie or discount and include a deadline date when the offer ends.

If your business is at a standstill, it doesn't have to be. Use these 10 techniques to breathe new life into your marketing efforts.

About The Author

Karin Peavy has marketed online for three years. Her goal is to help others zero in on exactly what's needed for web success. In response to this goal she created http://www.incomewaterway.com, home to some of the web's best marketing resources including free articles and ecourses. Karin also publishes a free weekly e-newsletter that provides product reviews, income opportunities and marketing tips. Free gift with every subscription: http://www.incomewaterway.com/FreeTips.

You may use this article in your electronic publication or on your website as long as you do not alter the article in any way. You must also include my bio in its entirety.

karinpeavy@incomewaterway.com

Pros And Cons Of Establishing An Inhouse Ad Agency

Writen by DeAnna Spencer

There have been several ads promoting books and reports on this
subject, or included as part of the contents in several mail
order books stating:

"SAVE UP TO 17% ON ALL YOUR ADVERTISING"

It's legitimate, practical and effective, but like so many other
promises, there are pros and cons involved. The pros are fairly
obvious. By setting up your own advertising agency and placing
your advertising under your agency name, most magazines will
allow you the standard 15% agency commission plus and extra 2%
cash discount. If your annual ad budget is $5,000 this amounts to
a saving of $850 a year, which is a considerable piece of change.

The negative side to this operation involves the initial cost of
establishing your new agency, which isn't very difficult, but it
might be considered time-consuming. To initiate an agency you
will have to have a name for it other than your regular business
name. Example: If your company name is Nationwide Electronics and
your name is John Smith, you could call your agency John Smith
Advertising or The J.S. Advertising Agency, The agency address
will have to be different than your company's, but this can be
resolved by renting a post office box for the ad agency and using your
home or office address for the other. Next you will have to open
a separate checking account under the agency name because all
advertising payments will be issued thru your agency, and you
will probably be required to register your agency with your
County Clerk as a new business.

Once these details have been taken care of, you're ready to begin
placing ads. You'll have to have insertion order forms printed
with your agency name and address, and a separate form must be
prepared for each ad in each publication. When your advertising
schedule involves only a few publications, this will not be a
problem, but if you expand into 50 to 100 different magazines, it
can really cut into your time. Of course, if business gets large
enough, you can always hire a secretary to take care of that
chore.

Copyright 2004 by DeAnna Spencer

This article may be reproduced freely on the Internet as long as the resource box remains intact.

DeAnna Spencer is a virtual assistant that helps entrepreneurs run a successful business by providing affordable administrative help. She also publishes a blog for small business owners. Visit this small business resource today.

Advertising Basics For Beginners

Writen by Cathy Wagner

So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide.

Here is a list of some textbook rules regarding marketing and advertising in general. These are important points that we should all keep in mind when promoting our offers:

1. People don't like ads until they see something they want or need.

2. Headlines should always illustrate the best, specific benefits of one's offer. Cryptic headlines might be fun, but they simply can't compare (in terms of results) to an honest headline that spells out your offer.

3. Tell your prospects exactly what you want them to do. Don't assume that they know what the next step is. Whether you want them to click through to your web site or send you an email for more information, be sure to let them know and don't forget to provide the link or address.

4. Every ad you place is an opportunity to rate your copy. A mediocre ad won't get many responses, but a great ad can clicks almost anywhere. Don't waste your time placing ineffective ads, always check your results.

5. Networking with others is a good way to make sales, but nothing beats good ad copy.

6. Networking is not about making lots of instant sales. It's about getting to know people and letting them know what you have to offer. When they have a need for your product, they will look you up.

Writing effective ad copy takes practice. Don't get discouraged if your first attempts don't yield a lot of results. Continue to work with it and test it until you find that words that speak to your perfect customers and make them click.

Cathy Wagner, online business expert and owner of http://www.onestopinternetbusiness.com, will help you reach your online business goals faster with hands-on marketing guidance and support, personalized for you own unique business. You can save hundreds of dollars and countless hours of frustration by avoiding common mistakes and pitfalls.

Online Business Card Printing

Writen by Seth Miller

There are a number of services that are available on the Internet for your various business needs. Some of these services include financial advice, software suggestions, and advertising. The companies that provide these services do their best to address your needs. Some companies even go a step further by allowing you to customize the services that you wish to receive. One example of a "customizable" service is the online business card service that some printers offer clients. These companies give you the option of making your own design or of having their people make it for you. If you decide to make the design yourself, you should consider a number of factors before you begin, since designing a business card is not as easy as it seems. The following sections offer a few tips and reminders about making your own design for your business card.

Advantages

One of the most obvious advantages of designing your own business card is that you can save time and money. You save money because you aren't hiring a professional to do it, and you save time because you don't have to go through a number of proposals of other people's designs. Another advantage is that, as the owner of the business, you know what you want to communicate, and you can easily put that into the design that you make for your card.

Drawbacks

You might encounter problems if you're unfamiliar with the basics of graphic design. Mastering design software could prove difficult, especially if you feel that what you can make yourself doesn't reflect the vision in your head. To avoid such pitfalls, you may have to hire a professional graphic artist, though this will entail more money on your part.

Many companies offer ready-made designs that you can tweak to make your own. However, you should also be aware of what you need to learn before you make your design, which includes knowing about new software that can help you find the right design for you.

Business Card Printing provides detailed information on Business Card Printing, Online Business Card Printing, Business Card Printing Services, Color Business Card Printing and more. Business Card Printing is affiliated with Free Business Cards.

Write Headlines That Get Read

Writen by Brian Plett

The Headline is the most important part of the ad. 80% of people will only read the headline. Therefore the headline has to do a selling job, to get people to read the rest of the ad. 20% of the people will read the rest of the ad because of the headline. The headline needs to show a benefit to the reader. We need to appeal to the readers needs. The readers needs are pleasure, convenience, health, money... Write your headline as if you are talking to your friend. Unless you tell the reader immediately and upfront what you have for them, they will be gone. If your ad isn't read, you have zero chance of selling the prospect. Words that will make people look are words like FREE, WIN, MAKE BIG MONEY... Get people to take action by using words like limited time offer, bonus if they act now. Study other headlines, and especially study headlines that keep repeating day after day. Repeating ads mean the person is making money with it, pay extra attention to these ads.

Headlines need to show a benefit to the reader, and how-to ads accomplish this. The reason they work so well are because people want answers to there problems. There are many books out there on how-to fix a problem. There are so many how-to books because it is addressing a need. If the headline is about a problem this person is dealing with, then they are drawn to read the headline and the ad. The more powerful the benefit it is to the person reading, the better chance you have of them reading your ad. Examples are how-to lose weight, how-to quit smoking, how-to win friends...

Another attention getting ad is to ask a question. Do you want to quit smoking? Do you need extra money? Ask a question that people really care about, always focus on the customer, what does the customer want? Use simple short words, words used in our every day conversation. Remember why, which, who else, where, when, what?

Support any claims in your headline with testimonies. All the testimonies should be positive and enthusiastic. Testimonies should be clear and logical about the services or products you are selling. Satisfied customers can give excellent testimonies, yet they need to sound believable. It is very effective if people believe the testimony, and can be very detrimental if they sound unbelievable. If you use a testimony in the headline use quotation marks. Use the customers words exactly as they submit them if you can. Get permission to use the testimony, and obtain a picture if you can.

Using a number in your headline can also be very effective. An example would be "Lose weight in 7 easy steps." numbers are very effective because people know what they are getting. Again keep it simple and be clear and logical. Don't try to be funny. Many ads use numbers in there headline and that is because it is so effective. If you also personalize the headline it will increase responses.

To write an effective headline we need to get a pen and paper, and start listing all the benefits of the product, remember from the customers point of view. Write 20 headlines each of how-to, using numbers,using testimonies, and in the form of a question. At this point it doesn't matter if it sounds or looks good. After writing all these headlines, you will likely have some very good ones, and maybe a real great one. When writing headlines keep thinking of what the customer wants and what benefits your product has for the customer.

Make it easy for people to respond. Make it very clear what you want the reader to do. Do you want the customer to phone, then supply a phone number and be clear you want them to phone you. If you want them to email, be very clear... Reply cards work very well. Coupons are still used, but again make it stand out in your ad. Put your name and logo in the ad if it's appropriate.

Now to re-cap.The headline has to grab the readers attention, it must hold there interest, create a real desire in the reader, and then makes the reader move to action.

Brian Plett writes numerous articles, and he's involved with two affliate programs. www.empowerism.com/e/200201, www.moreinfo247.com/9223143/FREE If you want to see more of Brian's writing, check out his blog at mlb-internetbusiness.bogspot.com

Advertising For A Car Wash Considered

Writen by Lance Winslow

If you own a carwash you are probably looking for alternative ways to advertise your carwash to bring in new clientele from within ten mile radius were you draw 85 percent of all your customers currently. Many carwashes like to use direct mail and services, which put flyers into envelopes and mail them through the U.S. mail to all the people in a given ZIP code.

Generally carwashes will look at the highest income level demographics within the ten-mile radius near their business and concentrate on sending mailings into those areas. Yes, that works. But chances are you are already doing that right?

Well, another thing you can do which is very inexpensive and will give you brownie points in the community is to advertise in the local high school football booster schedule, which is given out or sold at high school football games. In fact there are many sports could have these kinds of advertisements and you should consider advertising in all of them if you can.

All carwashes should concentrate on word-of-mouth advertising and referrals, as those bring the best customers into your facilities. But you also need to bring in new customers and those who may not be associated with your current customers and to do that it may take a little extra advertising. I hope you will consider this in 2006.

Lance Winslow

Successful Print Advertising Designs

Writen by Kristina Chu

Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space.

Whatever else the difference is between Print Ads and Web Ads, many would still prefer the traditional print advertisements in order to promote their business, products or services. Not all people have access to the Web, such that Print Ads are still widely used and appreciated. It is also practical for a short-term marketing plan or strategy.

Do you know what makes successful print advertisements? Here are several useful things to remember if you are launching a Print Ad:

• Take advantage of a small space by not crowding too much information into it. Leave a white space which can actually lead your reader to the important information.

• Ads with large photos or illustrations of merchandise get higher readership and appreciation than those with small illustrations or no art.

• People do not actually read your copy, but take a look at your visuals. Thus, make your photographs or illustration occupy at least half of your entire Ad.

• You must know now how your readers read, so that you could strategically place your content and not be left unread.

• Typography is an important key to effective communication. In your print ads' headlines, avoid all capital letters. Our eyes and brains are conditioned to identify lower case letters and words. Letters and words in lower cases may just be glanced over, but with full comprehension since people are familiar with them. People also tend to read words by the shape of the word and not by reading individual letters thus, your print ads' words must be of a distinctive shape.

• Your print ads must be consistent with important information placed where readers would expect to see it. Consistency is an important aspect of your print ad since most readers must be exposed to it seven times before they notice it or take action on it. Your ad must have consistency in:

o Logo
o Color
o Typography
o Margins and borders
o Layout
o Spacing
o Photographs and captions

• You must also be consistent in your page lay out and other design elements like contrast, balance, etc.

• On top of everything else, you have to make sure that your print ad communicates the main point of your advertisement – the main attraction and the necessary information for your prospective clients.

For your print ads to turn out successfully, you must have at least a single great idea, on top of several good ideas. Remember, there's a world of difference between a great idea and a good idea.

For comments and inquiries about the article visit http://www.digitalprintingcompany.com

About Digital Printing Company
Digital Printing Company offers high impact digital printing solutions from prepress scanning and graphics design to customizing documents using Variable Data Imaging technology. They specialize in short run printing of books, manuals, and flyers, as well as large format printing of posters and trade show graphics. For more information, visit their website at http://www.digitalprintingcompany.com

If You Want To Get More Customers Heres 10 Powerful Stories To Improve Your Ads

Writen by Scott Bywater

Remember, as a child lying in bed and listening to stories. Remember how engaged you were. Remember how you never got bored of them and always wanted to learn more.

Well, there's a good reason why... and here's how what you learnt as a young child could help you attract, and keep more customers...

Metaphors and stories have proven to be a powerful way of influencing other people. They are also extremely interesting to your potential customer, and connect with a deeper part of the human psyche.

Here's 10 of the most powerful types of sales stories you can incorporate into your ads and sales letters…

1. Introductory Stories: These are stories about who you are, why you're writing to them, and how you have assisted other people and/or businesses.

This is a perfect way to connect with your target audience and generate rapport. Reveal something personal about yourself within the story… and establish credibility and trust.

2. Stories Which Overcome Fears: Everyone has fears of some type. Identify the greatest fears and concerns your customer has. And then show how other people… just like them… who had the same concerns… overcame them, and discovered there was nothing to worry about.

If you're selling a health product, the client may be concerned it will not work for them. Tell the story of somebody else who felt the same and where they are now. Perhaps incorporate this structure within one of your testimonials.

This is a classic "Feel… Felt… Found" approach. I understand how you feel. My previous customer used to feel the same way. His experience now is…

3. Ego-Enhancing Stories: This type of story shows how people respect and look up to people who use your services, or own your product.

For example, if you were selling a Mercedes Benz… you could talk about a guy who bought one recently and how his colleagues, family and friends were so impressed.

4. Attention Grabbing Stories: These are used to get people to focus on you, your products and how you can benefit them. They explain why your customer should sit up and listen to you… right now.

Here's an example from a sales letter from a company called "The Supper Club…"

"How can I get in on this deal?"

The question was posed by a Daily Reckoning reader who was referring to a deal I mentioned. Unfortunately, it wasn't a stock. It was a private deal. And it was too late to get in anyway.

But it's why I'm writing you today.

5. Product Information Stories: Don't just list the features & benefits of your product or service. Tell a story which integrates this information.

6. Improved Productivity Stories: Outline exactly how your services and/or products have assisted companies to increase their profits, become more efficient, increase output and reduce down time.

Tell a before and after story of one of your customers. You'll never guess how much (other customers) business has changed since they started working with us…

7. Family Togetherness Stories: This type of story demonstrates how your product or services has caused families to come together.

8. Money Stories: The idea here is to show people how your product or service will save or make money for your customers.

For example, if you're a mortgage broker, give a case study of a past customer… and how much money they have saved through swapping over to you.

If you're a PR company, give an example of how you helped one company get out of a rut

If you're an accountant, reflect on how you helped a specific customer save thousands of dollars on tax last year… because you're up to date on all the tax changes.

9. Security Stories: This is a prime example of how you would go about selling an insurance policy. Tell a story about how your products have allowed your customers to sleep safely, and with peace of mind.

This could be used in the insurance industry, alarms, people selling trusts, pest and termite controllers, safe cars like Volvos… or any industry where people buy to feel more secure.

At the same time, it could be used for anybody who helps people to make more money… or ensures reliability. For instance, a marketing company could explain how safe one of their clients feels about their business with all the extra income being generated.

10. Closing Stories: Stories can be used here to close the sale and sum up all the benefits you have to offer.

What stories could you use to promote your business?

All the best,

Scott Bywater
Copywriting That SELLS
Level 12 / 418a Elizabeth Street
Surry Hills, NSW, Australia
1300 88 21 91 / + 61 2 9282 6445

Visit my web site for your complimentary copy of my ebook (valued at $29.95) and free subscription to my ezine "Copywriting Selling Secrets" where you'll discover how to write ads and sales letters that sell. And one's which put money in your pocket over and over and over again.

Here's the address: http://www.copywritingthatsells.com.au

Don't muck around. Go there now. You'll be glad you did!

P.S. These stories can also be used extremely effectively through any type of communication: sales, customer service, etc, and not just sales letters.

Business Advertising

Writen by Kurt Mortensen

Advertising is an investment in your business and is similar to other investments that are designed to improve and expand your business. The return you receive depends on the planning and thought that precede the actual commitment and expenditure of advertising dollars. By first developing an effective advertising plan, you increase the likelihood of a positive return on your advertising investment, regardless of the amount of money you spend.

Four Basic Questions

The basic premise of an advertising plan requires you to thoroughly analyze the answers to key questions before you can make effective advertising decisions. There are four key questions to ask yourself:

1. What do I want my advertising to accomplish?

2. Who should my advertising speak to?

3. What should my advertising say?

4. What advertising medium should I use?

In a specific business situation, each question has any number of potential answers. As you think about each question, do not accept any answer until you have considered and explored the full range of possibilities.

What Do I Want My Advertising To Accomplish?

The first step in developing your advertising plan is to specify your advertising goals. Be as precise as you can as to why you are advertising and what you want to achieve. Everyone wants advertising to increase business, but for your advertising plan to work, it requires you to be more precise. Some possible goals for your advertising are:

To increase awareness of your business.

To attract competitors' customers.

To increase the likelihood of keeping current customers and developing their loyalty.

To generate immediate sales or sales leads.

It is possible that you may want your advertising to achieve all of these goals plus some others. What is important is that you prioritize your goals. Advertising works best when it is developed to meet one specific goal at a time.

Who Should My Advertising Speak To?

Once you determine your advertising goals, you can then select the target audience for your message. Keep in mind that advertising that tries to reach "everyone" rarely succeeds. Successful advertising is written with a specific customer in mind. Try to picture the person you must reach in order to achieve your advertising goals. Try to describe your target consumers in each of the following:

Demographics: such as gender, age, income, location of residence or business, etc.

Behaviors: such as current awareness of your business; the products, services or vendors they currently use; loyalty to either you or your competitor's business, etc.

Needs or desires: such as what benefits consumers look for, the basis on which they will decide whether to use your product or service, how your business can fulfill those needs, etc.

What Should My Advertising Say?

Once you know who your target audience is and what they are looking for in terms of the product or service you offer, you can decide what your advertising will say. Advertising should always be written to communicate a message that will be seen as important by your target customer. Your advertising should clearly and convincingly "speak" to your target audience, explaining the important benefits your product or service offers. In deciding how to discuss the major benefits of your product or service in your advertising, keep "AIDA" in mind: attract Attention, hold Interest, arouse Desire and motivate Action.

Where Should I Place My Advertising?

Every month, new advertising options become available. Beyond "traditional" media you can place ads in airports, on ski lifts and on television monitors in the front of grocery carts. Where you place your advertising should be guided by a simple principle: Go where your target audience will have the highest likelihood of seeing or hearing it. Many advertising media work well to reach a diverse range of target consumers. There is no single medium that is inherently good or bad. In fact, a good medium for one product or service may be a poor medium for another. As you consider media choices, look for one that fits your advertising goals, reaches your target efficiently and cost effectively and is within your advertising budget.

Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. Beware of the common mistakes presenters and persuaders commit that cause them to lose the deal.

Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.

Kurt Mortensen's trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! His message and program has helped thousands and will help you achieve unprecedented success in both your business and personal life. If you are ready to claim your success and learn what only the ultra-prosperous know, begin by going to http://www.PreWealth.com and getting my free report "10 Mistakes That Continue Costing You Thousands." After reading my free report, go to http://www.PreWealth.com/IQ and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale!

How To Write B2b Ads That Catch Customers

Writen by Steve Koons

Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.

Don't just fish for customers, catch them!

1. ALWAYS include your company name in the first sentence, preferably as the first word. Don't start out with 'we'. And briefly state what you do right away. For example: "Solinc designs plastic injection molds." You want them to know who you are right away. Also, many B2B sites don't allow visitors to view the total ad without paying or registering. You want everybody to at least be able to search for you on the Internet. This can also help your ad to appear on some search engines.

2. You need a 'hook' to reel in your readers. There are probably plenty of other ads right next to yours so you need to get them within the first sentence or two. Use some great adjectives. Which is better: "Solinc designs injection molds." Or "Solinc expertly designs high quality, precision injection molds." Now they know who you are, what you do, and why you are special.

3. Ask a question about why your reader should choose you and answer it. Questions such as "Do your customers demand high quality?" "Are you looking for a total solution package?" Then tell them that's what you deliver, you've got what they need.

4. Clearly state what you do step-by-step. Use bullets, numbers or short dedicated paragraphs. Make a list of your products and services. Then tell a little bit about them. Don't forget to use your adjectives here. Give them a 'line' to find the bait.

5. Give them some food for thought. It's time to ask them another question. This time ask them about a problem they might have that you can solve. For example, "Are you completely satisfied with your current supplier?" "Are you frustrated with late deliveries?" "Are you looking for faster and more reliable service?"

6. Give them a call to action. This is your 'sinker'. Offer them the answer to their questions by contacting you today. Don't let them get away.

If you follow these steps you are on your way to catching some customers. But you need a few more pieces of bait to land the big catch.

·Include your keywords and company name throughout the text. This can help your ad land in the search engines. Avoid using the words 'we' and 'it' and 'our product'.

·Use 'you' often. It pays to include your potential customer in your ad.

·Be entertaining or subliminal, but don't be boring! This can be a bit tricky in some areas of business, especially manufacturing. A good trick is to use a product noun as a verb and couple it with an adjective. An example would be for injection molds. Not the most entertaining subject, but: "Inject some speed into your production with high quality molds by Solinc." And you've got a line with pull.

·Be sneaky. Some B2B sites don't allow you to put in your email address or URL in the ad copy. However, if you spell out "dot" or "at" in your addresses your potential customers can find you.

·And finally, be polite. Never use all caps or more than one exclamation point at a time, be careful of poor grammar or bad spelling. Show your potential customers you care.

Don't forget, practicing and proofreading lead to good ad copy, which leads to good sales.

Steve Koons works in the marketing department of Solinc Die and Mold and lives in Seoul, Korea. To read more of his stuff visit his blog: http://www.injection-molds.blogspot.com http://www.solinc.net

Driving New Cars For Free Is There A Catch

Writen by Matthew Keegan

Advertisers have seized upon a new way to get the word out about their products: slap their ads on your vehicle. Actually, this isn't an entirely new way to promote products as it has been in the experimental stages for years in limited markets. Now, however, the practice has become so widespread that companies around the globe are doing it. Soon, many cars in Mexico and France along with vehicles on the streets of California, Florida, and elsewhere will be sporting ads pitching a variety of products. In some cases the advertisers will pay you a monthly rental fee to place ads on the car you already own, while in other cases you could find yourself behind the wheel of a brand new car.

When I first heard about this concept, I thought: what's the catch? While every program is different and there are probably scammers mixed in with the legit companies, for the most part these "ads on wheels" or "rolling billboard" programs are on the up and up. You'll have to check with the individual program for contractual details, but this is what I have found out about what some of them are offering:

Drivers must be of legal age, generally age 18 or above.

Drivers must reside in targeted countries with the U.S., Canada, France, the Philippines, Mexico, Japan, and Britain as being popular locations.

Drivers must do what they do best: drive, a lot! Yes, no letting your wheels stay put; you'll be expected to put some serious miles on your car, especially around town where everyone can see and look at your ride.

In some cases, you can use your own car and get a monthly check. In other cases, you will be given a car for a certain period of time. In the latter situation, you may be responsible for gas, maintenance, and insurance, so make certain that what you get from the "rolling ads" is worth it to you.

So, who are some of the advertisers? Without specifying names, I have seen vehicles for a certain gecko insurance company, another for a big box retailer of consumer electronics equipment, while still another one for a local restaurant with it's "can't miss" repainted PT Cruiser. In addition, there are many other advertisers who see the value and uniqueness of the program and are joining in.

Yes, there are exaggerated claims of how much you could make each month or what type of car you might be getting. Sure, a Viper with ads would be cool, but can you afford the gas and the $3000 car insurance bill? Probably not. Therefore, do some "due diligence" to find out the plan that is right for you.

Rolling billboards are a novelty, one that many drivers will want in order to gain access to a new set of wheels or a repaint of their current ride. Still, for a lucky few, these types of programs will certainly help their cars get noticed. When the bill is being picked up by someone else, it could be a fun if not lucrative way to get around town.

Copyright 2006 – Matt Keegan is a freelance writer covering cars, trucks, vans, and SUVs. You can keep your Chevy, Nissan, GM, VW, or other fine tuner running and looking its best by shopping the Import Auto Parts superstore for name brand automotive parts and accessories.

Yellow Pages Advertising The Awesome Power Of Nothingness

Writen by John Morana

We all want our moneys worth! Whether it's a new car purchase or that huge high-def plasma TV you've been eyeing for the past year, you want the maximum benefits from every single purchase you make. A perfect example of this is when businesses purchase Yellow Pages advertising. Go ahead, open your directory and thumb through a few pages. What do you see?

Lots of ads. Lots of BLOATED ads. Ads that are chock full of photos, graphics, logos and type. Top to bottom and left to right. And why shouldn't you fill your Yellow Page ad to the very brim? At $2,000 per month, a full-page ad is costing you roughly $25 per square inch. Total up just four square inches of empty space and you're wasting $100 a month! That's $1,200 a year for NOTHING! That's nuts! Or is it? Let's examine the "power of nothingness" (white space) and why paying for empty space isn't quite as nutty as it sounds.

You (and even some Yellow Pages advertising "experts") may not be aware that the empty space (known to design professionals as "negative space" – go ahead and Google it) in your Yellow Page ad has many very important functions. Consider that the strategic use of negative space:

1. Helps attract your prospects' attention.


2. Sets your business apart by conveying a clean, uncluttered and professional image.


3. Lets you organize and emphasize the key, business generating elements of your ad (Headline, Artwork, Body Copy and Call To Action)


4. Allows for effortless navigation (eyeflow) through your ad, from top to bottom

Notice how these points parallel the selling process itself: gain the prospects attention, differentiate your business from the rest, make the sale, and close. Negative space actually increases your ads ability to "sell" prospects on calling! If you cram your Yellow Page ad with too much stuff, you will NOT achieve a visually pleasing and inviting ad. Then, your information will be irrelevant because it will have blended into the background with other cramped, too-busy ads no one will be reading.

How to save space for white space without paying a mint for a larger ad:

• Use the least amount of carefully crafted, persuasive words that you can. This doesn't mean write in bullet points. Your copy has to sell! But focus your copy on addressing your customers, and cut any phrase that doesn't persuade. Examine every single word as if your life depended on it. Cut unsubstantiated claims or unnecessary info. When you're done, every single word and every phrase will have purpose and be working towards one goal... persuading the prospect to call you. When you eliminate EVERY worthless word, you'll save space.


• Dump that 1/4 inch border. Thick black borders around your Yellow Page ad do not persuade more effectively than hairline rules. They only waste precious space.


• Downsize your phone number to a 14 pt.-20 pt. font. If the size of your phone number resembles that of a license plate, you're wasting space.


• Dump electronic and other useless info. People turn to the Yellow Pages with the intent to CALL you. Once you've engaged your prospects and persuaded them to call, why send them off to their computers where they can become easily distracted and... Goodbye phone call! You're usually better off NOT listing your Web site, email address (plus area code and zip code), etc, and you'll save space.

Yellow Pages advertising experts that advise against the proper use of Negative Space simply aren't experts. Very likely they lack the direct response and ad design background needed to really make this medium work for your business. If you'd like a professional opinion on your Yellow Page ad, please contact me.

John Morana is president of MaxEffect Yellow Page Ad Design and has specialized in print advertising design for over 3 decades. He has helped thousands of Yellow Page advertisers around the world improve their ROI. For more tips and quick answers to your Yellow Page ad design questions OR to request a free, no-obligation Yellow Page ad design evaluation: Call toll-free 800-726-7006 or Visit: http://www.max-effect.com

Yellow Page Advertising For Lawyers Where Have All The Calls Gone

Writen by Philip Franckel

I get calls every week from lawyers saying they're not getting calls anymore from yellow page advertising. Having done quite well in the past, they're afraid to discontinue the advertising. They want to know what's going on and what to do.

Apparently, lawyers are not the only ones. In his article "Quit wasting money on Yellow Page advertising" by Peter Fernandez, D.C., a yellow page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answers the question, "Why has advertising in the Yellow Pages changed from one of the best ways to advertise to one of the worst in just a few years?" (See 1, below)

This article will attempt to explain where all the calls went. I believe lawyers began advertising in the Yellow Pages much earlier than on TV because of the cost; most lawyers were reluctant to become pioneers of TV advertising; and lawyers were pursued by yellow page salespeople, but not by TV salespeople. Since 1976 through the mid-1980s, the Yellow Pages and classified newspaper ads were virtually the only place a potential client could find a lawyer advertising. Consequently, lawyers advertising in the Yellow Pages did not have much competition and had very good results.

Many more lawyers flocked to the Yellow Pages which then became very crowded. In the last few years, and after a few pioneers, many of the lawyers advertising in the Yellow Pages discovered what every other business has long known, that TV is by far both the most effective and cost-effective media. According to TNS Media Intelligence/CMR, from January 2004 through September 2004 lawyers have spent $287.3 million on TV compared with only $71.3 million on print media, $11.4 million on radio and $4.1 million on Internet advertising. According to research done by the Television Bureau of Advertising, the public's perception of television gets the votes for Most Authoritative and Most Exciting. Both influential and persuasive, TV wins over other media, in both categories, by a wide margin among Adults 18+. TV scores 81.8% in the Most Influential category, with newspapers a distant second at 8.5%. TV scores 66.8% Most Persuasive with newspapers, again a distant second at 14.2%.

Just as buying something wholesale or in large quantities, your cost per person reached from advertising is reduced when you buy media that reaches more people. Broadcast TV reaches many times more people than a county-wide yellow page book and therefore costs much less per person reached. In the New York DMA (broadcast TV market), there are 29 counties reached by TV. If there was only one yellow page book in each county, you would have to advertise in 29 yellow page books to reach the same geographic area as TV. Unfortunately, there are several yellow page books in each county. Smaller community yellow page books produce even less of a return on investment because they reach even fewer people. Many lawyers have found out that for the cost of a full-page advertisement in just two county-wide yellow page books, you can advertise on TV with a respectable budget and reach the population of an entire DMA.

Today, due to the large number of lawyers advertising on TV, potential clients are being diverted away from yellow page books. Additionally, in the field of personal injury, the problem is compounded. Seriously injured people are usually in bed in a hospital or at home watching TV. Lawyers advertising on TV reach potential accident clients long before they can even get to yellow page books.

When lawyers first began advertising, there was only one yellow page book. Now there are commonly three, four or even five county-wide yellow page books and several village, community or neighborhood yellow page books as well. Some advertisers have even lost their position in the Yellow Pages because they signed a contract with another yellow page book not realizing it was a different book and they couldn't afford two books. Because a consumer will typically keep one yellow page book and throw out the others, the question an advertiser faces is which yellow page book to advertise in or to advertise in all of them. Will your advertisement be in a yellow page book that's thrown in the garbage? I keep only one book and it stays in the closet, rarely used. Today, I use the Internet instead of a yellow page book.

While there was once only one Yellow Page book in town receiving 100% of yellow page advertising revenue, they are now losing a large share of that revenue to several competing yellow page books, but their operating costs remain fixed. All of the yellow page book companies must print and distribute the same number of books. Unless all advertisers advertise in all three yellow page books, the publishing companies have to increase advertising fees thereby increasing the cost of reaching a yellow page consumer. In an effort to increase revenue, yellow page books have even begun creating new real estate to sell including advertising on the covers, spine, tabbed pages and even Post-it Notes style ads. These high visibility advertisements also divert yellow page consumers from regular full-page advertisements.

Simply stated, there was once only one yellow page book in town; it was cheaper to advertise in the book; there were fewer lawyers advertising in the book; there were few lawyers advertising on TV; the Internet was not what it is today; and there were far more people using the Yellow Pages than there are today.

So what's a lawyer to do with yellow page advertising? If you're one of the three or four largest advertisers in your market with an advertising budget large enough for a substantial TV advertising campaign including billboards and radio, you may want to consider advertising in all of the yellow page books. If you're not one of the largest advertisers in your market, my suggestion is to discontinue advertising in yellow page books and to spend your money on TV. If you have a 1-800 vanity telephone number available and extra money in the budget, you should also advertise on billboards and radio.

1 http://www.worldchiropracticalliance.org/tcj/1997/feb/feb1997fernandez.htm

Philip L. Franckel, Esq., publishes articles on Lawyer Advertising at http://www.Lawyer-Advertising-Blog.com and manages http://www.HURT911.org Mr. Franckel is an advertising consultant and previously worked with Illustra Films Worldwide, a television production company, producing TV commercials for Diet Coke, Bayer Aspirin, Fuji Film and others.

Write Attention Getting Ads

Writen by DeAnna Spencer

The most important aspect of any business is selling the product or service. Without sales, you are not generating any income and your business will not survive. All sales begin with effective and powerful advertisements. To build sales the ad must get the buyer to act. The ad writer must know what he or she wants the buyer to do.

All ads are written with a basic formula, which is:

1. Attract the attention of your prospect.

2. Interest your prospect in your product/service.

3. Cause your prospect to "desire" your product.

4. Demand "action" from the prospect.

Never forget the basic rules of copywriting. If the ad is not read, it won't generate a sale. If the ad is not seen it won't be read. If the ad does not command the attention of the reader, it will not be seen!

Lastly, longer isn't always better. If you can say what you need to say with fewer words then do so. People are rushed these days and they don't have time or patience to read a long and wordy advertisement. Sales are the lifeblood of any business. Master the art of effective advertising and you will be on your way to a succesful business.

DeAnna Spencer is a virtual assistant that helps entrepreneurs run a successful business by providing affordable administrative help. She also publishes a blog for small business owners. Visit this small business resource today.

Profiles Of The Powerful Advertising Exec Dudley Fitzpatrick

Writen by Kalish Allan

In a sense, the entrance to SFGT is a window into the person who leads the company, Dudley Fitzpatrick, CEO. Open the big front door of the old town house on Walnut Street and the first thing you notice is three old stone steps. Couldn't they afford new steps? Then you see the second door. It's all glass and through it you see the modern reception room, the classic furniture, the attractive receptionist and the small oriental rug in the center of the beautiful wood floor. "I get it," you think to yourself.

When you meet Dudley and chat with him, you really get it. He's a traditionalist, like the steps and the beams on the ceiling. He's confident and assertive, like the stately furniture and the offices themselves. He's tasteful, like the oriental rug and like the conference room on the fifth floor. You go there for the interview after a trip on the modern elevator.

And Dudley's a trip.

This is a man who knows where he's going, who wants to do it the right way, who has strong feelings about his beloved business. Notice that I didn't say "his beloved advertising business." He has different views about that way of looking at the business of marketing and advertising.

Life and career are quite different than he would have anticipated when he graduated from Miami University in Ohio. He got a degree in Mass Communication even though he says he went there primarily "to play hockey." While there, he discovered that "movies were more fun" and decided that he would like to write movies. Off to New York, he "bummed around for over two years" trying to connect in the film business and finally had to get a steady job.

He decided to settle for "30 second movies" and he landed a job in the creative department of one of New York's biggest agencies, now known as Ammirati Puris Lintas. There, he worked exclusively on television and participated in network spots for Heineken, Diet Coke, Lysol and Mennen.

The agency was account-service dominated which influenced his firm belief that "strategy and creative are really the same thing." That is an idea which continues to drive his work and the agency's intentions.

While in New York, he was recruited to a Los Angeles agency, Dancer Fitzgerald-Sample. He took the job and became their youngest ever vice president but he admits that he probably took it because making movies still had some intrigue for him. At D-F, he worked on their efforts to get accounts to supplement their Toyota business. The agency landed Pioneer Electronics which became one of his proudest successes. His campaign, "Catch The Spirit of a True Pioneer," led Pioneer to great success.

Dudley created and produced the first music-video commercial in the industry for his client, Pioneer. It was a takeoff on West Side Story. Because it reflected the social realities of that era, it was selected to be part of the permanent collection of the Smithsonian's Cultural Mores Section.

Both Dudley and his wife, Tanice, were raised in New Jersey. They live there now, in Pennington, with their three children: Aubrey, Drew and Tess. The two older children go to The Lawrenceville School, Dudley's alma mater. The proximity to New Jersey was one of the reasons he responded to an opportunity at Lewis Gilman and Kynett (now Tierney Communications.)

He was very impressed by the quality of LG&K's work. As vice president and group creative director, he participated in what he calls their "glory years" but was one of the victims of one of their many top management changes.

He and a good friend at LGK, Bob Schell, were both let go with quite limited severance. Fortuitously, they were contacted by Herr's Potato Chips which offered them the account if they wanted to start an agency. That was in 1992, the beginning of what is now SFGT. Herr's was with them for 12 productive years. Today, the agency has 30 people and serves eight accounts. Interestingly, two of their accounts, Tylenol and Sunoco, are deeply involved in NASCAR racing.

Dudley feels that their work with NASCAR is one example of why he prefers not to be thought of as a traditional advertising agency. He insists that the agencies which rely primarily on "advertising" for success are on the wrong track. His vision calls for an agency which is deeply involved in all aspects of a client's marketing communications activities. For SFGT's clients, NACAR is one (important) ingredient in all-inclusive programs for the clients' core consumer markets, for clients' public relations focus and for clients' employee pride.

When asked about the account he is most proud of, he winces and reminds me that he's proud of every account. Prodded, he volunteers that he is particularly proud of the work SFGT did for the opening of the Constitution Center. His feelings of patriotism seem to be reflected in the positioning they created for the Center, "The Freedom To Be You. It All Starts With The Constitution."

Oddly, he says that the "dumbest" and the "smartest" things he ever did in business are actually the same thing. "The smartest thing I ever did was to surround myself with my two partners: Sarah Lenhard, Managing Director and head of Account Service and Dan Reeves, Managing Director and Executive Creative Director." The dumbest thing? "Not bringing them on board sooner."

That supports his conviction that the toughest part of the ad business is finding, hiring, nurturing and growing with good people. He worries about that because he finds it difficult to find candidates with outstanding talent, valuable experience and a good cultural fit. He also worries about the possibility that good clients may be losing confidence in agencies. He says, "Agencies have to be emotionally able to have complete confidence in themselves in order to be secure enough to warrant meaningful collaboration from clients and in order to provide optimal service."

Dudley Fitzpatrick is confident. It's apparent. Think about the old stone steps leading into the agency. Sure, they could afford something new but "old" has character and character is what he wants to project. It's apparent when you take the elevator to the spiffy conference room on the fifth floor. That's another, positive message to visitors. It's apparent when you hear his straight forward answers to direct questions. Yes, Dudley Fitzpatrick is confident about his agency, about his vision of the business he's in and about himself.

Allan Kalish founded, managed and sold Kalish & Rice, one of Philadelphia's largest ad agencies. He is currently chairman of Trichys, providers of extranet and intranet solutions for online collaboration and document sharing.

Infomercial Creation Design To Sell

Writen by Leon Chaddock

In infomercial creation, there are a number of different options available to you. You can hire someone to do the work for you or you can do it yourself. There is much to consider about this process though so taking the time to plan and execute each step of it will help you to better achieve the results that you are looking for. For many, infomercial creation is the beginning of selling their product effectively.

Why should you hire a team to handle your infomercial creation? Here are some helpful things to think about when considering this aspect.

• Infomercial creation is designed in such a way that it will sell. In other words, really ask yourself if you are a salesman. Do you think that you can present every aspect of potential that your product has? On top of that, do you think that you can provide high quality sales pitches to your clientele? If you are not sure, just take a look at a few of the good infomercials that have aired and see if you can honestly do that type of constructing of sales.

• Next, consider the stats. One of the things that many infomercials need to do is to convince their audience that their product is something that they need. Being able to say that your product is needed because X amount of people had this problem last year, can be helpful. Infomercial creation companies can handle this for you.

• Lastly, while it may cost you to hire the infomercial company to do the work, it is likely that this cost will be more if you have to do the work on your own. Not only do you need to consider all aspects of design and creation, but also your time investment as well. You may find that this isn't the most efficient way of saving money after all.

for more information please see http://www.infomercial-creation.co.uk

Are You Wasting Your Money Check Your Junk Drawer For Promotional Merchandise Insights

Writen by Urbain Beck

All of us have received promotional items at some point in our lives. Promotional merchandise includes "give away" items that businesses gift their customers and/or prospective clients. These items will have a business logo and contact information printed on them.

As small business owners, most of us realize how important giving away promo items can be for our long-term advertising campaigns. The problem is knowing what to give.

From imprinted ballpoint pens that you can buy in bulk for less than fifty cents each to old world style globes with fancy brass stands imprinted with your company information, there is promotional merchandise to fit into just about any business budget. Personally, I feel that the usability of a promotional item is much more important than the cost.

If it is something that your client will never use or look at, the promotional item is probably a waste of money. What you want is something that will continually remind your customer or prospect of your business. Before spending a cent, there's a good way to figure out if you will be flushing money down the drain with your promotions: Check your junk drawer.

I personally do not know anyone who does not have a "junk drawer" – that depository of stuff that you don't quite feel right about throwing away because it was either a gift or it might be useful sometime in the future. I actually have two junk drawers: One is full of rubber bands, twist-its, straws, a collection of ketchup packets, and other crud that I'll use every once in awhile or will throw out at the end of each year. The other one is full of key chains, little calculators, and refrigerator magnets that I've received from various local businesses. I guess you could call this my "promotional merchandise junk drawer."

Why are they in the junk drawer? I never use them. Take a look at your own junk drawer and you'll discover a bunch of cheap promotional items that you'll never use. Herein is the key to what sorts of promotional items you should or should not be buying.

Giveaways that I use all the time are calendars and pens. These promotional products are not very expensive; yet, they are practical and something that your clients will appreciate and actually use. Other practical promotional merchandise that people will use on a continual basis includes USB flash drives, mouse pads, sticky pads and memo pads.

You might find that caps are an affordable promotional product that your customers appreciate. Just about anyone is going to wear a cap or hat at some point, so these promotions might come in handy for your customers.

Your promotional products should also have some bearing or relevancy for your business. For example, it would be a bit odd if a mining company gave cute little cosmetic kits as its promotional merchandise.

There are thousands of things that can be printed with your business logo or information and, of course, thousands of unique promotional ideas you can grab for your advertising campaign. The main things to consider are (a) the cost and (b) if your prospects will use your promotional gift or toss it in the junk drawer. Since the whole point of giving away merchandise is to promote your business, you want something that will continuously advertise your business to your client. A ballpoint pen with your company information has a higher chance of pulling in more business for you than a hot pink t-shirt that's way too small for that ex-Marine client your consulting business has been courting.

Urbain Beck is a freelance author who enjoys writing on a variety of subject. Urbain says that you can discover a wealth of promotional product ideas and information at PromotionalMerchandiseOnline.com. There, you can access services that will let you customize your t-shirts, ceramic mugs or other promotional merchandise right online – and get immediate price quotes. Visit http://www.promotionalmerchandiseonline.com today. You also get free wholesale warehouse access for some great executive gifts!

Success By Doing It Dont Wait Till Your Advertisement Is Perfect

Writen by John Watson

The importance of immediate, massive, daily action has been written about many times already but it is so important that it is worth writing about again and again. The examples in this article come from the world of business but they could apply to any other walk of life as well.

Marketing is the life blood of business but sometimes businessmen will wait until they have written the perfect advertisement or sales message before they send out even one ad. They also spend weeks making sure their website is beautifully designed with all the latest refinements.

Meanwhile good selling time is passing them by. Their product may even be out of date before they are happy with the advertisements. By the time they have everything perfect and ready to go, they may run out of capital and be forced to close down their business.

The best lesson I learned from the late Corey Rudl at a seminar in London was not to worry about creating a perfect website. Just get one up. His own dad had a website selling Ferrari car badges which was very ordinary but it was making money.

Michael Bloomberg, the billionaire Mayor of New York, credits his success to getting going without spending too much time planning:

"We act from day one; others plan how to plan - for months."

Dave and Heidi Perry talk about a fairly average businessman and average marketer whom they call Jack.

Jack's motto was: "Doin' it, Doin'it, Doin'it" i.e do something, anything every day towards achieving your marketing goals.

He kept plugging away each day with his marketing even when the format of his sales brochures and forms was not very good. He would not wait for the format to be improved. He believed in 'Doin' it' even if he was not quite ready to do it.

This philosophy and behaviour made him a multi millionaire and a leader. Even though what he said was not profound and could at times be downright stupid, his action oriented words and behaviour led many to trust him and to follow his suggestions.

"He knew that to get a desired outcome, he had to actually DO something to get there."

Jack knew that if his audience would just do something - anything - every day toward their goals, they,too,would get there. He, himself, just started doing something.

He didn't wait until he had enough money to start his business or until his advertising materials were perfect or until he had a stockpile of products to sell. He started with what he had and did something every day to achieve his goal.

You can't dream or wish your way into riches although this can help. You have to actually do something about it however badly. What is worse than a sales ad? No sales ad. Don't wait until you have a great website or enough money to start your business.

Get going badly now and do something every day towards achieving your goal. You may still have doubts and fears but by doing something every day you will make progress and your confidence and power will increase.

Some people want to master a piece of software before they use it. The chances are that they will never use it!

The quickest way to learn how a software tool works is to start using it on a daily basis. We will make mistakes, of course, but we will also make progress in understanding the software.

I did not use an autoresponder for ages because I was afraid of making mistakes and sending people the wrong message. When I did get round to using one, I almost immediately made mistakes but learned rapidly how to put them right and no one sent in any letters of complaint!

If possible, find a mentor who can hold your hand while you try something new. However, mentors are not always easily available so trust yourself to have a go on your own and see what happens.

You will probably amaze yourself at what you can achieve on your own especially if you don't give up at the first signs of trouble.

Obviously preparation, thinking and planning are worth doing but there comes a time when the most important thing is to actually start taking action even if this means you are running risks. Try it and see what happens.

Start "Doing it!"

About the author

John Watson is an award winning teacher and fifth degree black belt martial arts instructor. He has recently written several books about achieving your goals and dreams.

They can be found on his website http://www.motivationtoday.com along with a motivational message and books by other authors

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Vonage Commercials Case Study

Writen by Lance Winslow

Perhaps you have seen the Vonage commercials on TV, as they are very entertaining and fun to watch. They are similar to Americas Funniest Home Videos. The tagline is always the same; Stupid Things People Do.

And of course they are making a correlation to the price people pay on their phone bill instead of switching to Vonage, which is only $39.95 per month. The Vonage commercials make an excellent case study and have won many advertising awards in the advertising industry.

There has been mention of this in Advertising Age Magazine. Much has been written about the Vonage commercials and they are quite effective. However, Vonage is also using repetition to help with their excellent commercials.

The first few times you see a Vonage commercial it actually detracts from the brand name because you are interested in the funny video. But after you see the Vonage commercials a couple times you start singing that silly tune; Who who, Who Who Who.

In fact I have been in Starbucks sipping my coffee and listening to people hum that tune. And it must be working. The Vonage commercial is an excellent case study in how to use repetition in advertising along with a specific theme and a specific theme song.

For those who study advertising they realize how great these commercials are working. For the rest of society they simply enjoy the commercials and perhaps they might switch to Vonage? Please consider this in 2006.

Lance Winslow

High Impact Headlines

Writen by Tim Brocklehurst

The headline of an advertisement is perhaps the most important component for it is this that either draws the attention of your reader or repels it.

Before you begin writing your headline, have a look at other advertisements in the media you are planning to advertise in. You don't want yours to be proclaiming the same as your competitors, and you may find a unique selling point you can press that your competitors don't have.

The following do's and don'ts are rules-of-thumb to deploy when writing advertising headlines. There is no black and white to it as such, but tests have revealed what works best.

Do

Keep it as concise as possible

Make it as big as you can

Get Emotional

Be provocative

Use bold colors

Experiment

Set it apart from the ad copy

Challenge the reader

Don't

Use jargon or slang

Use punctuation

Use light colors

Follow grammar rules

Stick to one headline per campaign

Use exclamation marks

We hope you will find this useful in planning your ad campaign. For more tips see the links at the bottom of this page.

For a fail-safe method to getting the best results guaranteed have a look at The 9-Step Plan to Advertising Success, available at http://www.advertsuccess.com

A host of resources for maximizing your returns from print advertising are available at http://www.advertsuccess.com

This article may be reprinted in full as long as all links are kept intact.

Copywright Datsmart Ltd. 2005

Private Label Water And Political Campaigns Pure Water For Memorable Campaign Events

Writen by Jon Stout

Political campaigning is a very competitive business and events are an important part of political life and political campaigns. A well planned event can forcefully convey a clear political message and create political support for the candidate.

Political candidates hold many events like political rallies and fund raising as a means to reach out to voters. One of the basics of campaigning is that the candidate must develop a clear message and address it to their target audience. Events play an important part of this process. These meetings require detailed planning and resources and many organizations elect to utilize specialists in managing events.

Political campaigning is a complex undertaking with the development of a clear message, coordination of event schedules and maintaining critical timeline requirements of paramount importance. In addition to the logistics involved in planning the campaign forceful and consistent communication of the campaign message is a critical factor.

The Value of the Message

Political campaigning is all about the message.

A common message brings participants together and allows the candidate the ability to convey a strong reason why voters should show their support.

Management of the message also shows the voter how the candidate is different from the opponent and convinces voters to support the candidate. Effective communication of the message is critical therefore to the success of the campaign.

Promotional Items and Quality Communication

One aspect of communication is the use of personalized promotional items, effective banners and unique giveaways.

These items can be designed to impart an effective message and the use of high quality personalized giveaways creates a lasting impression and reinforces the campaign theme and message.

Private Label Drinking Water as an Effective Communication of the Message

Private label drinking water is an ideal and powerful way to promote a campaign message.

Essentially, private labeling allows campaigns to design and develop a label with a custom message and theme and attach that label to a bottle of healthy drinking water. A result of this process is the creation and promotion of a clear message that is tailored to the campaign and campaign events

Because of the immediate and permanent nature of the bottled water product, consumable advertising is created that leaves a lasting message in the mind of the audience.

One powerful feature of private label drinking water is the ability of a select few vendors to add the candidate's picture to the message on the bottle.

Some of the benefits of private labeled water include:

• A high-quality, effective and custom message.

• Pictures can be added to the label to better identify the message with the candidate.

• Messages can be modified to reflect events like political meetings and rallies and fund raising events. This is important as candidates go on the road to promote their campaigns.

• Individual users often carry the water with them and the message is further extended and promoted.

• Pure water is popular and universally accepted as contributing to good health. The message of the private label effectively reaches more prospects as use grows.

• Effective cost is low and response to the event message is immediate.

• Consumable, portable advertising creates a lasting message and impression.

What to Look for in a Private Label Water Supplier

There are a number of private label water suppliers but they vary widely in the quality of their product offerings. There are three areas to investigate when choosing a supplier:

Quality of Water

Events with a large number of participants require proper hydration with water of the highest quality. High quality water in terms of health and taste is also critical for the acceptance of the theme and event message.

If the water is low quality or tastes bad then the message will fail.

The best quality water on the market today is purified using a distillation/ filtration/ oxygenation process that removes all impurities, including all bacteria, and creates a light, refreshing taste.

Quality of Label Design and Production

The label is the message part of the product and poor-quality labels send a poor-quality message. Production of a poor-quality label is a waste of money and adversely affects the message and theme. For political candidates it is important to use a professional designer to impart a message of quality and add a high quality photo image of the candidate.

It is very important to know that the vast majority (almost all) of the private label opportunities in this country come from water resellers (not bottlers) with desktop-model "thermal" (or "thermal wax") printing devices with a quality level that cannot compare well to even consumer-grade inkjet printing devices widely available for less than $200 at your local electronics store. These label printers are very cheap in both quality and cost, typically ranging from $10-20k depending on configuration, and are widely used throughout the private label water industry because of their low cost.

In sharp contrast, a quality label, i.e., one that looks like a top-shelf brand that you might find in your local gourmet grocery store, needs to be produced with professional-quality equipment using professional-grade printing equipment. There are three types of printing equipment that can produce a high-quality label.

1. Rotary offset lithography;
2. Flexography; and
3. High-quality digital presses.

For most smaller runs (under about 10,000 units), digital equipment offered by Heidelberg or HP is the most cost effective solution, but instead of $10-20k, the minimum equipment costs for these professional solutions range from $750k to $1.25M per station.

These facts are very important to understand when choosing a private label bottler — because those who sell low-quality labels would have you believe that nothing better is available because of the short runs required by private label customers. Nothing could be further from the truth.

In order to succeed, your label must be professionally designed and produced with high-quality materials using a printing process that renders a high-quality result. Waterproof lamination is also required for long lasting labels. This is easily achieved for an affordable unit cost using the right equipment for the job.

Quality of Customer Service

The design and production of private labeled drinking water is complex and requires intense interaction between the customer and supplier. Communication and a culture of customer service excellence is a prerequisite to the creation of an effective theme message and a successful event. Without a significant commitment to customer service on the part of the supplier, the impact of the theme message will fail.

Choose a quality supplier to help develop and communicate your message and to create success for the political campaign event.

Jon Stout is the Chairman of the Board for Element H2O, a bottler in Chantilly, Virginia offering only Ultra Pure bottled water products and private label opportunities for small and large businesses in all 50 states and Canada. You can reach Jon Stout at 1-866-4-PURITY, or by email at jon.stout@ElementH2O.com http://www.elementh2o.com