Return Home Return to articles
News-Style Advertising Gets Up
To 500% Greater Response Than Image And Name Recognition Advertising!
Yes, you read 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. This doesn't mean I'm telling you to toss out those good looking (and probably expensive) color brochures and business cards you've had printed up. I'm sure that you may get nice comments about how they look. (Actually, I'm lying. I do want you to throw out all that stuff. Because if you continue to waste money on it, you're never going to get where you want to go!) Anyway, I am simply telling you what will make your establishment fill up with customers or make your phone ring! Image advertising does get your name and "image" out there. (Although someone still has to explain to me how one can pay bills with "image.") But, it is not the best or fastest way to get prospects to call you!
If It Looks Like Advertising, Most People Won't Read It.
The human brain would literally fry if it tried to process the thousands of advertising messages it gets hit with everyday. To protect ourselves, we have learned to quickly identify things that look, sound or smell like advertising. Unless an ad or commercial gets our attention and interest, we turn the page or hit the remote control zapper and flush it out of our minds! You may not have thought about this consciously, but most advertising does have an identifiable look and feel to it - doesn't it? Like a radar detector, our brain can instantly scan and sense advertising pictures and messages largely from their shape and size.
This is precisely why the best marketing approach is to do everything you possibly can to make sure that your advertising does not look like advertising!
The secret is to make your advertising look like a newspaper story. People don't trust advertising. But we have been conditioned since childhood to trust and accept the look and feel of what we read in newsprint. News-style advertising has been proven for decades to get 500% more responses than advertising that looks like advertising! (This technique was started over 100 years ago. Believe me, I didn't invent it.)
But If It Looks Like A News Story, People Will Be Much More Likely To Read It! Remember, They Can't Respond If They Don't Read It!
See what we mean? Take a look at this sample ad, and see if you get the idea.
See how this ad has:
§ No graphics
§ No pictures
§ No slogans
§ No logos
§ No "image," etc.
All it has is a headline, copy, and a non-threatening response device (recorded message – which we'll talk about later!)
Do these ads work better than "regular" ads? Well, how about a real story that is just one of literally hundreds that we hear about from our members? (Keep in mind that this story isn't making any promises that you will get the same results. It's only an illustration of the difference between unproductive, image advertising and results-driven editorial advertising.) Anyway, one of our members spent $650 running a large, typical ad with his picture, a laundry list of services, and a "catchy" slogan. On the same page, he ran a much smaller ad based on our methods, which only cost $75. Wanna' guess the results? This member got two calls from the "normal, image" ad and 84 calls from the tiny, emotional, editorial, "unprofessional" ad! This happens all the time. Not that we guarantee that an editorial ad will always be a winner. There are lots of variables that can affect any ad.
What we do guarantee, however, is that this formula we're teaching is the best producing, lowest-cost formula ever proven in real world testing. I'd love to say I invented this formula, but that would be a lie.
Warning! Do Not Hire A Contractor Until You Read This FREE Report!
Planning and building a new home is probably one of the most important decisions in your life. If you make any one of the 10 biggest mistakes homebuilders usually make, you could
cost yourself thousands, or even tens of thousands, of dollars in needless expenses!
Don't take a single step without getting a copy of this FREE REPORT that reveals the hidden Secrets most contractors never tell you! Call 1-800-XXX-XXXX, 24 hrs., for a FREE RECORDED MESSAGE to find out what no one else wants you to know!
Rather, this formula was discovered almost 100 years ago and rediscovered by us a few years ago. We are giving you the best field-tested knowledge we know of. But, that doesn't mean in your paper, on a given day, your ad will work. Sometimes changing a headline, or the location of the ad, or the day of the week, can make a huge difference. For now, please understand that emotional, curiosity-provoking ads, in editorial style, are the only worthwhile way to get results, not "your name out there"!
It's Proven That Emotional News Headlines Sell More!
Today's television, newspaper and magazine headlines are filled with bad news. Why???
Because emotional news sells a lot more newspapers and magazines. Look at all the different tabloids and gossip type TV shows that are so popular. National Enquirer, Star, Globe, Weekly World, Oprah Winfrey, Rikki Lake, Geraldo Rivera, Jerry Springer, Sally Jessy Raphael, Jenny Jones, Hard Copy, Inside Edition, Current Affair, Divorce Court, Judge Judy, Cops, Survivor, Maury Povich, etc., etc. Like never before, millions of people all across the country are tuning in their television sets every day to watch Oprah, Geraldo, and dozens of new celebrity talk show hosts cover every topic under the sun, from the front pages to the freak show. A whole new breed of tabloid news shows like Hard Copy and Inside Edition have surfaced, as well...giving viewers a leering look inside human interest stories about crime, passion, greed, heartbreak, hope...you name it! Not to mention all the reality shows that are nothing more than different forms of gossip, romance, intrigue and curiosity combined with voyeurism. Let me share a fact with you that may startle you...
8 Million Copies Of Tabloids Are Sold Each Week!
Yes, you read it right. Over 8 million copies of National Enquirer, Star and other news tabloids are sold every week! And this doesn't include the more "upscale" gossip magazines like People and Us. Don't kid yourself...lots of people like to read this stuff. Not just "Harv and Marge" down at the bowling alley. Take a look around your dentist's office. Check out your doctor's office. Look on the coffee table, and what do you see?
You'll find them in the wealthiest homes in America, too.
You May Not Read Them...But Your Prospects and Customers Do!
A truly fatal mistake in advertising is to think that your prospects and clients and customers think like you do...and like the same things that you do.
Wrong!...Wrong!...Wrong! Just because YOU may think that tabloids like the Enquirer and gossip magazines like People and Us are food for the mindless, don't make the mistake of thinking that your prospects and clients and customers feel the same way.
Don't underestimate the power of this kind of media. It made OJ a household name in millions of homes throughout the country. These same tabloid-style techniques can be used to make your phone ring off the hook with calls from interested prospects! (Without being obnoxious or sleazy or unethical or illegal!) You can use the same type of psychology that these types of publications and shows use...without resorting to using the offensive and low class content. It's the STYLE that makes it work, and you can use the same STYLE for yourself! Did it occur to you that people who buy and sell homes, balance checkbooks on computers, dine in coffee shops and fine restaurants, shop at Brooks Brothers or K-Mart...people from all walks of life, buy gossipy magazines...along with Time, Forbes, and Fortune? Why??? Because they're easy to read. They're entertaining. They offer a simple escape from reality. People enjoy hearing or reading human interest stories...(and the nosier, the better!)
Tabloid Headlines Like These Get People's Interest!
Look around on the newsstand, and you'll see dozens of consumer magazine publications like Money, Consumer Report, or Changing Times. Study their covers, and you'll see that they all use attention-getting headlines, human interest stories, and "insider information" appeals to get people to buy or subscribe. Each month it's a new financial angle, tip or story. These glossy, picture-filled magazines are good...but they don't hold a candle to the financial marketing wizards at ...publishers of the best selling financial newsletter, Bottom Line, and a whole library of truly fascinating and informative books including such titles as:
"The Book Of Inside Information"
"The Book Of Tax Knowledge"
"The Complete Book Of Money Secrets"
Keep in mind, I'm not advocating that you advertise like a tabloid, or that you should like or read them just because your prospects do. It would help, but that's not my point.
The Same Principles Of Successful Advertising Apply To any and all industries!
I can't emphasize this enough.
Your advertising will not stimulate responses unless it gets read; it will not be read if it is not noticed; and, it will not be noticed unless it gets people's attention. If you look at most advertising that you see in the Yellow Pages, on marketing brochures, letters, post cards, flyers etc., it miserably fails to do these things:
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.
Look at the ad below. Do you see how it follows the five-step formula? I guarantee you that people will definitely notice and read whatever you say on such cards. The possibilities of what you can say are literally endless.... If You're Changing Jobs, Retiring, Or Getting Laid Off...
Warning! FREE Report Reveals Deadly Trap The IRS Uses To Destroy Your Retirement Savings!
Your Town, ST - Making any one or more of the 10 biggest mistakes when investing for your retirement can literally cost you thousands upon thousands of dollars!
Hard to believe, but it's true! Every day, people unknowingly fall victim to a law - yes, law - that the IRS can use to confiscate your nest egg. It's beyond belief, but it is legal. How can you keep this disaster from hitting you? So you can keep your hard-earned money for yourself? By reading our FREE report. It reveals what the IRS doesn't want you to know.
Call 1-800-XXX-XXXX for a FREE recorded message and your copy of this report. It's helped thousands of people avoid mistakes and stay in control of what the IRS wants - money. Don't give yours away! See the difference? There are no pictures. No advertising "traditions." Just a headline that GRABS attention and
copy that gets people to call you! (WITH A RECORDED MESSAGE AS THE ONLY RESPONSE DEVICE! WHY DO WE DO THIS? WHY AREN’T THE RESPONDERS BEING ASKED TO JUST CALL THE ADVERTISER? KEEP READING AS WE’LL BE EXPLAINING THIS MIRACLE OF RESPONSE IN A FEW MINUTES!!)
What else is advertising supposed to do? Now, if it bothers you that people aren't calling because they want you, but rather because they want the information...you have to decide what's more important. I'll bet that after you get some responses to an ad like this, you'll no longer care why they're calling...but be happy they are calling at all!!! Remember in most if not all businesses, the sale is a process not an event. Consumers have to go through the sale process before an eventual decision is made on the product or service, or if in fact a decision is made at all. Part of the process is information gathering!