Next time you're flicking through your local newspaper, take a good hard look at the ads. And notice how many of them give you a compelling reason to pick up the phone and get in touch with them now. You'll need to look closely because...
FINDING AN AD WITH A POWERFUL, KNOCK-EM DEAD OFFER IS LIKE LOOKING FOR A NEEDLE IN A HAYSTACK
But why is a powerful offer so important?
Listen: People will only give your ad a few seconds. If you're lucky enough to catch them with a strong headline... then they'll read your ad... but if they get to the end of it and there's not a dynamite offer to knock their socks off, they'll turn over to the next page... and your opportunity is gone... FOREVER.
You need to apply offers differently based on the type of business you operate...
1. A service business with a high value product (solicitor, accountant, real estate agent, consultant, copywriter) could offer a FREE REPORT of some sort. Here's some examples:
Free Report Reveals How To Make Your Assets As Secure As Fort Knox And Deter Any Scumbag From Taking Everything You've Got (solicitor)
Free Report Reveals How To Sell Your Home Faster And For A Higher Price (real estate agent - for generating listings)
Free Report Reveals How To Write Ads And Sales Letters That Practically Make People Line Up And Beg You To Take Their Money (copywriter)
Get the idea?
2. A business which has products customers keep buying over and over again (e.g. ice cream shop, grocer, restaurant, hairdresser etc) would approach things a little differently. Here's some examples:
Anyone who says there's no such thing as a Free Lunch hasn't read this letter
Free Ice Cream... simply present this offer in our store before (date) to collect yours
Free Haircut to introduce you to our new salon
Now you may well wonder... How can I make any money by giving everything away for FREE?
And my answer to you is, in the majority of businesses, you'll make it on subsequent sales. For instance...
1. How many haircuts do people have a year? Plenty, right? And how much does it cost to give away a haircut (pretty much nothing, if you're not already flat out. True?)
2. How many reports can you afford to give away (at an average cost of a few bucks if you're earning an average commission per sale of $4,000 per property?
Are you starting to see the power in this? It certainly beats running `me too' ads in your local newspaper which are unlikely to get an inquiry, doesn't it?
What could you give away for free?
Copyright: Copyright c 2006-2008 Scott Bywater
About the Author:| Scott Bywater is well known for getting results as a professional direct mail copywriter. And also the author of Cash-Flow Advertising. To get access to his highly prized complimentary copy of '7 Ways To Boost Your Turnover... No Matter What The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" newsletter where you'll discover the truth about why most ads and sales letters don't work (And how to make yours different) scamper over to his web site at http://www.copywritingthatsells.com.au
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