Doc's Marketing Mojo » Get Your Mojo Workin’

My #1 Secret To Selling Any Product Or Service.

Doc Yankee — Wed, 21 Jul 2010 14:52:32 +0000

When it comes to advertising, there’s a simple little trick that every good marketer or business owner knows and uses to get the best results every time.

And here it is:

Effective ad copy can sell just about anything.

Simple enough, I know. But how do you write effective ad copy?

It is much easier than you think. Fact is, even the best copywriters follow a very basic principle, followed by a very basic ad formula. I’m going to reveal both of these to you now.

Have you ever heard of the term AIDA? This is an acronym that stands for Attention, Interest, Desire, Action.

This sinple acronym drives every effective ad ever written. Here’s the Mojo:

1. You grab their “Attention” with an interesting or provocative headline.

2. You maintain and create more “Interest” with copy that supports your headline.

3. You create a “Desire” for the prospect to want to know more, take a test drive, buy now -whatever action you want them to take.

4. When the first three fall into place, a prospect will take the desire “Action” to submit their info, order your product, book your services or sign up for your newsletter.

When you have on your copywriting hat, do what I do; plug that principle into this tried-and-true formula. You’ll have ad copy that does a great job motivating your prospects into taking the action you want them to take.

Headline -this is the “Attention” grabber.

Body copy -here is where you maintain “Interest” and create a “Desire” for the prospect to want to take your desired “Action.”

Sales link -this is your desired “Action.” Here they will subscribe to your newsletter, buy your product, call you to make an appointment, or contact you for more details.

Signature and contact info -brand yourself with your signature (name. logo, slogan), and provide contact information; tell people how you want them to respond!

And that’s it. Follow those steps and you can write an effective ad for virtually any product or service.

:::

Want more? Check out Million Dollar Copy.

Don’t Be Afraid Of A Little Test.

Doc Yankee — Mon, 19 Jul 2010 11:18:29 +0000

Every successful practitioner of Marketing Mojo knows that marketing is as much an art as a science, and that a good promotion is really a series of tests to isolate ‘can’t miss’ approaches from ‘can’t afford them’ mistakes.

The burden is on you to plan your marketing to include ways for capturing critical knowledge about which promotions produced which positive results –and then using that information to your best advantage.

In today’s economy, it’s more important than ever to measure the results of your marketing efforts. Once you’ve got some clear results in hand, you can weed out the ad campaigns and the ads, the promotions and the media choices that aren’t performing, and also evaluate whether to expand those that are doing well for you.

Measuring the success of marketing programs can be as easy as consistently asking customers where they heard about you when they make a purchase, and then keeping track of their answers. We used this technique in my own business by asking every customer making an order how they heard about Great Lakes Video Services.

Responses were entered into a computer with the order info, and we could review the data when needed to make decisions about which marketing and promotional programs to continue, which to drop, and which to ramp up.

Dance With Who Brought You

Doc Yankee — Thu, 15 Jul 2010 12:39:12 +0000

In difficult times, your biggest job becomes holding on to the customers who got you where you are.

This may mean that you have to renew the focus on your base of business, and go the extra mile to keep them happy. So let’s get to it, shall we?

Let your existing clients know how much you appreciate their business. Keep them up-to-date on the services you provide. And, if you feel comfortable enough, ask them to refer other clients to you.

It’s well understood that the cost of finding and selling to a new prospect is many times what it costs to sell to existing customers, so make sure you’re paying close attention to what I’m layin’ down here, all right?

For example, special offers made available only to existing customers create ‘affinity’ for you as a valued supplier, much the way frequent flier programs have for the airlines (although not so much anymore –customer services counts for a lot, too.)

Limiting such offers even further –say, to customers who’ve made repeated orders within the last six months –is more likely to yield good results, too.

Keep in mind that existing and prospective clients are dealing in the same economic times and probably face the same financial insecurities as you. You might consider offering low-cost, high-quality alternatives to your usual list of goods and services.

But remember –only offer deals that allow you to still cover your costs. You’re a business, not a philanthropic organization.