How To Get More Business To Come To You In A Month Than Most Get All Year! Discover The Real Reason Virtually All Businesses Never
Make The Money They Could…And Should Be Making!


Secret #1: Marketing Is Everything...Here's Why!

From the first day you got into business, you were taught that
knowledge about what you do was what you needed to become
successful. That your "professionalism" will be the key to
success. That people will come to you once they hear about how
"good" you are. You were probably given the age old "wisdom"
that says if you build a better mousetrap, the world will beat a
path to your door! "Yeah, right!" Which brings us to our first,
and possibly, most important point: Knowing how to get customers,
clients or patients is infinitely more important than any other
knowledge you may attain!


Secret #2: If You Want Your Phone To Ring, Your Advertising
Must Get People's Attention...And Arouse Emotions!

If you remember just one secret from this article, remember to
follow this proven five-step formula in every bit of marketing
and advertising you do: 1. Get Attention! 2. Arouse interest
and emotion. 3. Tell an interesting story in a believable way.
4. Offer an incentive to take action...NOW. 5. Ask for action,
and make it easy for people to do it.


Secret # 3: Typical Yellow Pages Ads Get Typically Lousy
Results!

Another example of boring advertising is found in any Yellow
Pages anywhere in the country. Most Yellow Pages ads are just
a big blur! They all look exactly the same and do nothing to
get anyone's attention! Can you spot one truly noticeable and
different reason why a prospective customer or client or patient
would be motivated to pick up the telephone and call one of the
companies listed? The problem? Yellow pages "advertising" like
this is just one big blur of sameness. There's nothing unique.
Everybody looks the same and says the same stuff. You could
literally swap names and phone numbers on the ads, and no one
would even know the difference! To be a successful advertiser
and marketer, you must always remember that...People Don't Read
Ads That Look Like Advertising and Sales Pitches! The Secret Is
All In The Headlines and Topics You Use!


Secret #4: News-Style Advertising Gets Up To 500% Greater
Response Than Image Advertising!

Yes, you read that right. It's a proven advertising fact...
News-style advertising gets up to 500% greater response than
color brochures, business cards, and all other forms of product
or image advertising. Do you know why? News style advertising
doesn't look like advertising! It looks like news. Very few
people read advertising....but a lot of people read news and
other stories. If It Looks Like Advertising, Most People Won't
Read It.


Secret #5: Here's The Amazing Advertising System That Attracts
Qualified, Motivated, Interested and Ready-To-Do Business
Prospects…Without Any Wasted Traditional Advertising Or Cold
Marketing!!

Here's some common sense that seems to be missing in most
businesses: You should never advertise or prospect to anyone
who isn't a likely to buy customer in the very near future.
We find that the highest profit system is to generate leads
who are interested, and then do follow-up marketing to the
leads that express interest, and to them ONLY! What better list
could you mail to (other than your past customers) than people
who have responded to your offer (usually free information) and
said, "Tell me more, I'm interested."? This kind of list, (when
marketed to properly with the right kind of killer advertising
copy) can yield results and profits beyond anything you've ever
imagined!


Secret # 6: Make It Easy And Non-Threatening For People To
Respond To Your Emotionally Driven, News Style Ads!

One of the most amazing things to us is how many advertisers
make it hard to respond to your ads. With traditional, boring,
cute and clever advertising, it's rare indeed to have someone
want to respond. But, on that rare occasion, you make it even
harder for them to respond by doing things like not having a
toll free number they can call, or a 24 hour free recorded
message attached to a toll free number, and so on. Real live
testing has shown that virtually in all cases, where someone
ran tests offering the exact same things in their ads, with
the only difference being a toll free number versus a local
number…the toll free number wins! And, when tests are done
with the ads offering the exact same things except one has a
plain toll free number and the other has a toll free 24 hour
recorded message…the recorded message wins hands down, time
after time.


Secret #7: TEST, TEST, TEST!

The importance of this topic cannot be stressed enough. You
must develop a mentality to always test everything you do,
before rolling out in a big way. Testing is the most important
way to be a smart survivor! Don't ever feel like something is a
failure if it doesn't work. No matter what you do, you're not
seeing failure or success. You're just seeing results. Nothing
more. Nothing less. Just results. If the results are bad, then
you need to adjust what you're doing. If the results are good,
then do more and bigger of the same thing! The bottom line is
this: The only true measure of your idea is what the market
tells you with real, live testing! All the conjecture in the
world will not replace a well-designed test! And testing with
emotional direct response marketing increases your success rate
more than any other form of advertising!


Secret # 8: The One Question That Your Advertising And Marketing
Must Instantly Answer, Or People Won't Respond!

Everyone is totally self-absorbed and selfish. All they care
about is themselves, and maybe their family. How about you? Do
you care about us, or what we think...or are you reading this
because of what YOU thought you could get out of it? Of course,
you're no different from us, or anyone else. All we care about is
ourselves. It's just human nature. So, when doing any marketing
or advertising, there's one question that your prospects are
going to ask, subconsciously, when they see your ads or
whatever: "What's In It For Me?" This is a major point you have
to understand. If the headlines and copy and reports and client
newsletters you use answer this question, they will be
moneymakers for you! If they talk about things that don't answer
this question, they will not create responses!


Secret #9: The Most Important Emotion To Create If You Want
People To Call You!

What is the single most important element that leads to
responses? Do you know what this amazing Secret is? Well, do
you? Curiosity! (Yes, we are all nosy as hell, whether you want
to admit it or not!) Think about why news and publishing media
use teasers as their headlines. Is it because they feel they
are "professional" statements? No, we don't think so. We think
that the reason they use them over and over and over is that
they: Get responses like crazy! They know something that most
advertisers and marketers have zero clue about. They know, if
someone is curious, the person will be compelled to take some
action in an attempt to satisfy their lust for nosiness.


Secret #10: Solving ALL Your Sales Problems Simply Requires You
Solve Your MARKETING Problems!

See, "selling" in the sense that we all think of it is really a
dead activity. Nobody wants to be "sold" anything anymore. They
want to BUY products and services and think it was their idea.
Trying to suck people into hard selling techniques like
"closing", "objection handling" or using any pressure is as
successful as trying to push a string uphill! Here's the secret
to solving sales problems: Solve your marketing problems and
sales problems will go away! Using these techniques to get
qualified, motivated and interested prospects into your
marketing funnel exclusively, and make the right emotional
connections with them…they will buy without anyone having to
sell!


Secret # 11: Using The Right Media For Your Advertising That
Delivers The Right Audience To You When The Prospects Are
Receptive And Ready For Your Message…And That Can Be Tracked
And Accounted For!

Choosing where to place your now improved message that stimulates
responses is the final step in the success system! As technology
has progressed, and as society becomes more complicated,
specialized and fragmented…you must look hard to find the best
place to advertise. The two requirements are that: 1. You get to
the right people when they're receptive to you, and 2. That you
can track and monitor your results! See, even if you develop the
right advertising copy, and you find the right audience…it's
still not very useful if you can't tell whether or not what
you're doing is working at a cost affordable level!

Now you know the secrets. Think about the whole picture we've
painted for you here. We've told you what advertising needs in
order to be effective. We've told you about delivering the right
message and testing it to make sure it works before you spend
even more. We've told you that targeting your audience so you
match up the right message to the right market is critical…and
we've told you that you have to find the perfect location to
advertise! Implement these secrets and you will truly Get More
Business To Come To You In A Month Than Most Get All Year!


To receive the complete "11 Secrets" series, send a blank email to mailto:11secrets@ajwassoc9.par32.com . Steve Robichaud and Andrew Wroblewski have been involved in direct sales and direct marketing since Moby Dick was a minnow.http://www.direct-response-marketing.net email: -response-marketing.net

This article was originally written: April, 2003