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A Step-By-Step Guide for creating imaginative order pulling adverts for both
on and offline marketing
OK, let’s get started!
Rule One - The Headline
The headline is without doubt the most important part of your advert, that big
chunky text at the top of your ad, if this doesn’t grab their attention
then you’ve lost a potential customer/sale.
The sole function of your headline is to get the readers attention so that
they will read the rest offer your offer, right? That’s obvious, but pick
up any newspaper and take a look at the classified section and look at all those
lousy headlines :-
Increase Your Sales Today
Beat Inflation
The above headlines hardly make you want to read on, do they? In fact they’d
be lucky to get a second glance.
Let’s say, for example, you was trying to promote a book about working
from home on the Internet, what would be a good imaginative headline?
Learn How To Work From Home On The Internet
Yawn!...Boring! Not exactly imaginative is it?
Or
Go To Work In Your UNDERPANTS!
Hhmm....No prizes for guessing which headline would get their attention!
Rule Two - The Sub-heading
With the sub-heading you should just give the reader a couple of lines of text
to draw them into the main body of your advert, such as:-
Millions of people all over the world are making a fortune working in their
underpants! Discover how YOU can do it too.
Now they’ve just got to read on, I haven’t even mentioned the Internet
yet, I’m pretty sure they’ll want to know what I’m talking about.
Rule Three - The Body Text
The body text of your advert is where you have the chance to ‘sell’
the reader your product, it’s time to make that sale!
This is where a lot of people blow it, instead of concentrating on what benefits
the customer can gain from their product or service they just ramble on how
good their company or product is.
For example, for the Internet book I could write:-
"I’ve been marketing on the Internet for over 20 years, last year
alone I made over £250,000 from selling just one product..."
So what? Big deal! I’m not interested in how good you are, what can you
do for ME, the customer?
Make a list of all the benefits people will get by buying your product and
work them into your body text keeping the focus on your reader.
So, for the Internet book we could have:-
Discover the free way to get thousands of people advertising your product and
YOU keep all the profit!
Learn how to start your own Internet business for less than the price of a
pizza.
How to get your hands on top selling Internet products free.
Get a systematic marketing system that works while you sleep.
Insider secrets to e-mail marketing revealed.
How to TRIPLE your sales using one simple technique that doesn't cost a dime!
How to advertise your product just once and keep on selling it for years to
come automatically.
How to build websites which really pull in the money and that take less than
an hour to build.
etc. etc.
That’s better, now we’ve got their interest peaked, they are surely
intrigued by now, we still need some more body copy to go along with these bullet
points, such as:-
Discover how you can earn what you want, when you want without leaving home!
For the first time ever a top Internet marketer teaches you how to stake your
claim on the Internet spending little to no money. You don’t need any Internet
knowledge, business premises or employees, just a home computer and this powerful
book. This step-by-step book will teach you how to....
Rule Four - The Coupon / Order Form
The coupon or order form should ALWAYS restate the price and briefly describe
what you are selling.
If the price is right for them, they will then read your entire advert before
making a buying decision.
Keeping this in mind, it would be WRONG to have the coupon or order form say:-
"Please send me a copy of How To Work In Your Underpants, I enclose a
cheque for £14.99 made payable to Joe Bloggs...."
This is wrong because you haven’t resold the product, it should look something
like this:-
"Yes, I would like the secret inside information on how to make money
on the Internet, please send me a copy of the book How To Work In Your Underpants.
I enclose a cheque/P.O. (Includes postage and packing) for £14.99 made
payable to Joe Bloggs.....etc"
Now anyone who has just scanned your ad and gone straight to the order form
will be intrigued enough to read the whole advert!
Don’t confuse your customers
You must be very clear as to how much your customer is going to pay, don’t
confuse them, a confused customer won’t buy!
If your product costs £20 plus £5 postage and packing then your
order form should say:-
"I enclose a cheque/P.O. for £25 (£20 plus £5 p&p)
made payable to Joe Bloggs"
If you do not P&P then you should state this in on your order form:-
"I enclose a cheque/P.O. for £25 (price includes p&p) made payable
to Joe Bloggs"
It is common practise to inflate the p&p price in order to deflate the
product price, don’t go over the top though.
Whenever you see the word ‘handling’, as in ‘post, packing and
handling’, you know that you are seeing an inflated p&p figure. The
word ‘handling’ can be used to justify any amount of expense if someone
queries the fact they have been charged £8 p&p and when they get the
product it’s got a 50 pence stamp on it.
Rule Five - The Guarantee
You’re selling a quality product, right? There shouldn’t be any reason
why the customer will be unhappy with your product, is there? So you should
be able to offer customers a full, no questions asked, money back guarantee.
Don’t put any conditions on your guarantee, i.e., “if you’re
not 100% happy with your product, just return it with it’s original packaging
for a full refund”, with a guarantee like that the customer will think,
“Oh, I see, if I actually take it out of the wrapping they won’t refund
my money! sneaky !#@&*!”. Keep it simple and put a time limit on your
guarantee:-
“If you’re not totally satisfied with the book Go To Work In Your
UNDERPANTS! simply return it within 30 days of receipt for a full refund.”
Rule Six - Typefaces & Graphics
The purpose of your ad is to get the readers attention, there’s no need
for fancy typefaces, colours or images (unless it’s a picture of your product).
Make it easy for the customer to read, there’s no need to give them a
headache or eye strain when they read your advert.
Rule Seven - Always ‘Close’ The Sale
Anyone who’s had any kind of training in sales will be able to tell you
the importance of closing a sale which is basically a quick run down of the
benefits of your product and then asking for the order.
No matter how good your advert is, if you don’t close the sale at the
end of your advert, that’s another potential customer lost! You must evoke
some kind of buying action, make them see that they’ve got nothing to lose
by just trying your fantastic product, get that order! i.e.:-
"Order your copy of Go To Work In Your Underpants TODAY and try it out
for 3 whole months, if the secrets of Internet success outlined in this incredible
book don’t work for you just simply return it for a FULL, no questions
asked, refund."
Rule Eight - Make It Easy To Order
Offer as many different ways for them to pay as you can, cheque, postal order,
credit card, egold, or paypal etc.
Try and offer a FREEPOST address for them to send the money, it’s bad
enough trying to find an envelope in most households, never mind a stamp.
Make sure it’s clear EXACTLY how much they have to pay for your product,
including postage and packing, i.e.:-
"I enclose a cheque/P.O. (Includes postage and packing) for £14.99
made payable to..."
Don’t expect people to calculate it for themselves.
If you don’t have a coupon or order form on your advert, let them know
they don’t have to write you a letter explaining why they’ve sent
you a cheque in the first place. For a no coupon advert you would write something
like:-
"To order your book, write your NAME and ADDRESS on a piece of paper,
enclose a cheque/P.O. for £14.99 (includes postage and packing) and send
it to Joe Bloggs FREEPOST, 14 Anystreet, Sometown, England."
Rule Nine - Know Your Target Audience & Market
It’s very important that you know who your target audience is and that
you craft your adverts accordingly.
Don’t use long words that most people wouldn’t know the meaning of,
keep your sentences short, simple, and to the point.
How would your product benefit your target audience? Why should they buy your
product? What are it’s key features?
Never talk about ‘you’ in your adverts, the customer only cares about
‘themselves’ and how your product will enhance THEIR lives.
OK that concludes the rules for crafting order pulling adverts, you may not
be able to sell ice to the Eskimos, but you’ll at least have a better chance
than most!
About the Author:
Neil has over 7 years online marketing experience and is the webmaster of www.forfreedom.ws
For the FULL version of this article and an example of how the finished advert
will look, visit:-
http://www.forfreedom.ws/order_pulling_advert.htm |
