Advertising Tips .... 1 February 2002

This week

Marketing to Today's "Distracted" Consumer by Lee Traupel

FAQs

Greetings,

Have you ever stopped to count the number of advertising messages you're subjected to in a day? 

How many of them do you remember?

How do you make your message stand out from the jumble of ads?

Lee Traupel's article gives you some answers to these questions.

Kind regards,

Jennifer

"How I Sold $400,000,000 Worth of Products and Services"

This is a must-have tool for any entrepreneur or business owner serious about making serious money.

Ted Nicholas is widely recognized as the world's greatest copywriter. Not just one of the best - but the best. Ask around. It will be hard to find anyone who disputes this.

Ted's new resource, "How I Sold $400,000,000 Worth of Products and Services" shows you exactly how Ted was able to accomplish such an impressive sales record. Mark Joyner calls this his "secret weapon," and it's easy to
see why.  

Marketing to Today's "Distracted" Consumer

by Lee Traupel

The average person today is exposed to a never-ending deluge of 1,700 marketing messages during a single 24-hour period. Look around you, we marketers have pasted, integrated injected and/or overlaid advertising in any possible place imaginable! Case in point, NBC will start to digitally insert commercial "billboards" into advertising content to be broadcast during the winter Olympics - a commercial within a commercial in essence.

Marketing messages and processes must be condensed, hard-hitting and presented in formats that are easy to understand and digest - not MBA-speak or techno-jargon. Long mission statements with flowery prose simply don't cut it in today's "distracted economy" - customers/clients/partners want to understand what products and services your selling, at what price and how they are supported.

A one-page company Facts sheet is an essential component of any marketing campaign - it provides a snapshot of essentials about your company including markets addressed, contact points, core technology, products or services sold and business partners. A well-written Fact sheet should be one page and provide just baseline information, without any hyperbole.

Power Point presentations by their very nature force you to distill your information down into bullets and short sentences. Enabling you to make a presentation in a meeting, or have content ready for viewing on a 24/7 basis via your web site. You can create several iterations of the presentation which can be tailored for customers, partners, investors, etc. - mixing and matching your core 8-12 slides with others that "speak" to different audiences.

I've written several articles on web-enabled marketing and the need for simplicity when designing a web site, with content that is tailored for the online community. Many companies are still spending way too much money on web sites that don't effectively work as an information resource - unfortunately, many of these sites function more as a testament to the designer's ability to use cutting edge software graphics tools.

A great number of web sites still utilize text that is just pulled from other marcom materials, ignoring "rules of the road" for content on the web - the online community wants information presented in short paragraphs comprised of 2-3 sentences, with lots of white space.

A good web site should act solely as an appetizer for a four-course meal - whetting the appetites of the viewers and motivating them to take some action that moves them forward in the marketing process such as contacting the company or registering via the web site for more information.

Speaking of web site registration - this too should be optimized for today's "information overloaded" customer. Only basic requirements should be requested (name, contact points, interest level) with a Privacy Statement linked via the registration page clearly stating your marketing policy; which by the way, you should adhere to without any deviation, or risk the wrath of your customers.

Opt-in e-mail has now become today's marketing methodology du jour - it works and it's cost effective. Approximately 50% of opt-in e-mail content is done in HTML (graphics inserted) format and the other 50% in text format. We strongly recommend text format to most of our B2B (business to business) clients - and we utilize a standard format that has generated 8-25% response rates from numerous campaigns we've created.

We structure the e-mail message so it is in three short paragraphs, with customer reference ability built in to the message and we utilize at least 10% of the media buy to test 2-3 different messages. The subject line is one of the most critical elements - it has to get the recipient's attention and cut through the clutter of hundreds (typically) of other messages they will be receiving during a 24-hour period.

So, the executive summary for this article can be summarized succinctly - the most precious resource in business today is attention - getting someone's attention and then keeping it is directly proportional to how you structure your marketing messages.

Lee Traupel has 20 plus years of marketing experience - he is the co-founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. His articles on interactive marketing have been widely published via: Internet.com, Europublic, Adventive, Yahoo, SitePoint, WorkZ, Wilson Web, BuyerZone, National Business Association, Traffick, and many other sites and publications. He can be reached at Lee@intelective.com

FAQs

Last week, I told you about a powerful new resource that I had found called, "Secrets to Their Success." This information-packed web site gives you real examples of real people making real money on the Internet!
 
You may have been wondering about just what's involved on this site, so here are some "Frequently Asked Questions." Remember, this is an extremely powerful resource that could literally double the sales on your web site overnigh,t so you don't want to miss out on this opportunity to learn "real" techniques, tools, and ideas... from "real" people who are making "real" money online.

FAQ #1 - WHAT IS "Secrets To Their Success?"

"Secrets To Their Success" is a brand new private web site that contains tons of REAL case studies of real people just like you and me who are making good money the Internet.

These are NOT mammoth companies with multi-million dollar marketing budgets... instead, these are regular people just like us. They started out with an idea and turned it into a profitable success... and now they are going to show
you exactly how they did it.

FAQ #2 - HOW WILL IT INCREASE MY PROFITS?

This IS NOT some outdated course full of theoretical nonsense. Instead, you'll have a unique opportunity to increase your profits as you hear, in their own words, personal accounts of how average people have started and grown their very own Internet businesses.

You'll hear about their struggles, their successes, their expensive mistakes, and their most profitable campaigns.

You'll walk away with an in-depth understanding of the secrets that have made them successful... and with a crystal-clear picture (finally!) of how you can apply these secrets to build your own fortune.
 
FAQ #3 - HOW CAN I LEARN FROM BUSINESSES IN OTHER INDUSTRIES?

Frequently, other businesses and industries will give you your best ideas. You'll be exposed to powerful marketing strategies that none of your competitors are using.

For example, if you provide a service, and you focus entirely on what your competitors are doing, you'll be missing out on many priceless insights. Sure, you may pick up tips that boost your income by 20% or 30%. But you'll never break out of the box... to the point where you're making triple or quadruple your current income.

As you become privy to more and more of these expertly analysed case studies, you'll naturally start to brainstorm and find ways to translate their winning strategies to your business. You'll race ahead, as your competitors waste away in the "box" of overspent marketing techniques.

FAQ #4 - WHAT "TYPES" OF SUCCESSFUL BUSINESSES WILL I BE EXPOSED TO?

The "Secrets To Their Success" Private Web Site will expose you to almost every type of business in every type of industry imaginable. The only criteria that is used to pick the business that deserves a case study every month is its success...

Every month, brand new case studies are picked from totally different industries, interviewing entrepreneurs from every walk of life. You're going to meet people like...

- Anthony, who lives in New York and is making over $250,000 every year selling only one single product!

- Ellen, a work-at-home mom who generates a great income by simply selling her homemade soaps from her site!

- Ken, who made $300,000+ in his second year of business by teaching people how to day-trade on the Internet... all from his beachfront condo in Hawaii.

- Andy, who makes $600,000 a year educating others about the hair loss industry and showing people how he managed to reverse his own hair loss!

... and these are just a few of the business models that are making a fortune on the Internet and are there for you to study in the "Secrets to Their Success" Private Site.

The "Secrets to Their Success" is better than any book or course around... getting advice from people just like you and me who have started from scratch and are now making it big online -- and learning exactly how they did it so we can all model their success.

Not to mention that it is just plain motivating when you see the different ways these people are making money with the Internet! This will twist your brain and get you really enthusiastic about your business.

With "Secrets to Their Success," you now have the opportunity to skip the high-priced courses and consultants and achieve the same outstanding sales using the step-by-step strategies that are already proven to be extremely successful -- right from the horse's mouth.

To find out how you can use "Secrets to Their Success" to increase your sales and explode your profits today, go to: http://dynamic.secretstotheirsuccess.com/t.cgi/18190

I'd love to be able to run your success story after you've followed some of these wonderful business models.

If you have friends who would be interested in this newsletter, please invite them to subscribe and send them this link: mailto:Specials3-subscribe@yahoogroups.com 

Now, I know none of us will ever be tempted to use any of these ...

Ten Best Things To Say If You Get Caught Sleeping At Work:

10. "They told me at the blood bank this might happen."

9. "This is just a 15 minute power-nap like they raved about in that time
management course you sent me to."

8. "Whew! Guess I left the top off the White-Out. You probably got here
just in time!"

7. "I wasn't sleeping! I was meditating on the mission statement and
envisioning a new paradigm."

6. "I was testing my keyboard for drool resistance."

5. "I was doing a highly specific Yoga exercise to relieve work-related
stress. Are you discriminatory toward people who practice Yoga?"

4. "Why did you interrupt me? I had almost figured out a solution to our
biggest problem."

3. "The coffee machine is broken..."

2. "Someone must've put decaf in the wrong pot..."

And the #1 best thing to say if you get caught sleeping at your desk...

1. " ... in Jesus' name. Amen."

Thanks to Stan for sending these.

NB All programs and products I recommend as an affiliate are owned by people whose integrity and judgement I've found to be worthy of respect during my years on the Internet. I do not associate myself (or you) with programs that have dubious worth.

To unsubscribe from this list, send a blank email to Specials3-unsubscribe@yahoogroups.com or go to the  web site, at http://groups.yahoo.com/group/Specials3 This menu will also let you change your subscription between digest and normal mode.

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