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Today's Feature Article

10 Serious Mistakes Made By Classified Advertisers That Inevitably Lead To Poor Results... And ... How To Avoid Making These Blunders So That You Get The Response You're After!
Robert Boduch

MISTAKE #1: Trying to close the sale in the classified ad.

This is one of the more common, serious mistakes classified advertisers make. The problem is that you just don't have the space, in a classified, to convey all the benefits of even the most basic, or lowest cost product. To try to shortcut the sales process by trying to close the sale right away, can only result in a less than spectacular rate of response. You may sell a few, but I'd be willing to bet that this strategy will cause losses far more frequently than profits.

Many entrepreneurs start out this way convinced that their product or service is the greatest thing since the invention of the wheel, only to become dismayed by a lack of sales. Any ad that lists a price for a product or service is guilty of making mistake #1. Try using your classified ad only as a lead-generating tool instead. Make the sale with your follow-up material where you can provide qualified prospects with all the advantages you offer. This puts you in a much better position to sell virtually anything!

MISTAKE #2: Pushing your product instead of the great benefits the customer gets as a result of having or using the product.

People respond because of what they "get". They never buy products, services or businesses, they buy advantages or helpful results. It's the benefits of your offer that you promise in your ad that triggers response. Don't talk about the features of your product, communicate instead all the great customer benefits your customer can have when he takes advantage of your offer. Leave it at that. If he's interested, he'll respond. Then you'll have a qualified prospect you can work with until he is converted to a customer.

MISTAKE #3: Not providing enough information to incite qualified readers to respond.

If you don't tell enough about what your product can do for the reader, your results will not satisfy you. You may generate response, but, it likely won't be of the high calibre, qualified kind. In fact, the only response you're likely to get will be those people who respond to any ad, particularly those that offer something "free". Don't skimp for the sake of a few dollars. You've got to say enough to arouse interest or you might as well not advertise at all.

MISTAKE #4: Not using your biggest bang as your headline, thereby running the risk of losing prospects who might otherwise be interested in your offer.

What is the greatest benefit you offer? Or, what could you say that would command the attention of the greatest numbers of qualified prospects? This should be your lead, and nothing else. You've got to use your strongest attribute right up front, or you risk losing the scanning reader, who just may be a good prospect for your offer. Don' t hold back! You only have a fraction of a second to capture the attention of the only person who can make you and your ad successful: your prospect. If your strongest enticement doesn't work to command attention -- a lesser lure surely won't work either.

MISTAKE #5: Not providing a strong, compelling offer to call, fax, write, E-mail, or otherwise connect with you.

The world is one huge competitive marketplace. Your prospects don't need you as much as you need them. They have a multitude of choices available, even if your product is a totally unique one-of-a-kind product. You need prospects to become customers. The first step to converting prospects into customers is to woo them in, to attract them, to gently prod them along, to interest them enough so that they take action.

Some classified advertisers seem to assume that any one who reads their particular ad is automatically going to respond. There is no incentive to the reader, no enticement to inspire action. Without the appeal of a meaningful reward, how likely is it that your prospect will get out of his comfortable chair and do what is necessary to connect with you?

Inaction is always easier for the prospect. It's the inertia factor. In order to move your prospect to action, you've got to dangle a "carrot". And, the "carrot" you choose must be of vital importance to your prospect.

MISTAKE #6: Not addressing what's most important to your prospect.

This mistake is easily preventable by knowing your audience. The wrong appeal simply won't work. This should seem obvious to anyone who's prepared to spend hard-earned cash on a classified ad, but I see it all the time. Some ads have no apparent appeal at all, they just take response for granted. You may get a trickle of response this way but high levels of response can only be won by utilizing intelligent marketing strategies. You can only do that with a strong appeal that is interesting, inviting and appealing to your target audience.

MISTAKE #7: Offering something that seems to be readily available elsewhere.

Nothing can take the place of uniqueness in terms of what you offer in the marketplace. If generating a huge response from your classified ad is your goal, then you need to offer some sort solution to a problem that is not readily available to your target audience.

If what you have to offer can be had through a number of other sources, and this is common knowledge to your audience, then what you offer has no original advantage. If your product or service can be obtained elsewhere, possibly with less effort and expense, perhaps even through a source that is well-known, why would a prospect even be interested in responding to your ad? A competitive advantage would certainly help, such as a bargain price, but that in itself may not be enough to move your audience to contact you. Repackage, re-invent or re-engineer your product or service so that you can position it as something that is unequalled in the marketplace. Be different!

MISTAKE #8: Using someone's name (who's name is not of the household variety) in an attempt to attract attention and interest.

Assuming that your audience will immediately recognize a name and hold that name with the same reverence that you might, is arguably the biggest mistake on the list and the easiest way to kiss your advertising dollars goodbye. This mistake is most prevalent in the multi-level or network marketing field. Here is an actual ad as it appeared in a national magazine.

MLM - *Rick Ramjet challenges America, "Join Me Step-by- Step to Freedom" Information: (800) 000-0000 What's wrong with this ad? Well, there's plenty, but point I want to drive home here is this: using names as drawing cards in classified ads can never work as effectively as a direct benefit statement. This advertiser assumes that his or her prospect not only knows the Rick Ramjet name, but will want to take action simply to join along with this individual. Where's the benefit in this ad? You might say the benefit is the "Step-by-Step to Freedom". Although it's a weak generalization, at least it offers some promise to the reader. For that reason alone, this particular advertiser would have fared better to lead with that benefit, instead of "MLM - Rick Ramjet challenges America..." * the actual name has been changed to protect the inexperienced and misinformed

MISTAKE #9: Providing one option only as the sole means of contacting you, when that option may not be accessible to the entire potential readership of your ad.

This can be very frustrating to a prospect; I know from personal experience. For example, living in Canada, I have often been shut off from an advertiser simply because I could not make the connection to an 800 line. In many cases I was anxious; I really wanted what the advertiser promised. I was sold! But, I was also stuck.

What could I do? I usually tried to call more than once, only to hear the same voice tell me the number was not accessible from my area code. Very frustrating for a prospect. Very costly to the advertiser in terms of lost sales. To what extent? No one can be certain, but the solution has got to be to provide alternate means of contact. All you need to do is provide a mailing address, a fax number or even an E-mail address; anything that would allow any possible prospect to respond. You never know from where in the world a response may come. This is particularly true with on-line marketing, but it also applies to any major publication you may choose to advertise in. Be available to anyone who may want what you have to sell.

MISTAKE #10: Making a claim that is too general or too unreal.

To proclaim that one can "make a fortune" or "earn six figures" overnight by performing some simple task rarely, if ever, works for an advertiser. Instead, such claims triggers doubt, disbelief and inaction. Everyone has heard it all before and many have been fooled, at least once, into replying, only to be deeply disappointed at some point. Anyone can make a general claim, but you can enjoy a far greater rate of response by being specific, with actual numbers; numbers that appear to be realistic. In no way am I implying that you should manipulate the numbers so that your statement of claim seems very real to your prospect. What I am saying is that whatever claims you make must appear to be truthful in the eyes of your prospect. Real, actual figures can help you achieve this objective.

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For more information on creating winning classified ads: 23 of the World's Most Sought after Copywriters Finally Reveal Their Most Jealously Guarded Secrets of How To Create Explosive Sales Copy And Push The Right Mental Buttons That Suck Money From Your Prospects Wallets Faster Than A Tornado Picks Up Dust! http://www.thecassiopeia.com/mastercopywriters/

Today's Motivational Reading

THREE KEYS TO PERSONAL POWER
Brian Tracy

There are three personality powers that top leaders use to increase their personal power and influence.

YOUR EMOTIONS ARE CONTAGIOUS

The first power you can develop is enthusiasm. The more excited you are about accomplishing something that is important to you, the more excited others will be about helping you to do it. The fact is that emotions are contagious. The more passion you have for your life and your activities, the more charisma you will possess, and the more cooperation you will gain from others. Every great man or woman has been totally committed to a noble cause and, as a result, has attracted the support and encouragement of others¾in many cases, thousands or millions of others.

THE KEY TO CHARISMA

The second personality power that you can develop is expertise, or competence. The more knowledgeable you are perceived to be in your field, the more charisma you will have among those who respect and admire that knowledge because of the impact it can have on their lives. This is also the power of excellence, of being recognized by others as an outstanding performer in your field. Men and women who do their jobs extremely well and who are recognized for the quality of their work are those who naturally attract the help and support of others. They have charisma.

PREPARE THOROUGHLY FOR EVERY EVENT

The third power of personality that gives you charisma in the eyes of others is thorough preparation, detailed preparation, prior to undertaking any significant task. Whether you are calling on a prospect, meeting with your boss, giving a public talk or making any other kind of presentation, when you are well prepared, it becomes clear to everyone. The careers of many young people are put onto the fast track as a result of their coming to an important meeting after having done all their homework.

GET ON TOP OF YOUR SUBJECT

Whether it takes you hours or even days, if an upcoming meeting or interaction is important, take the time to get on top of your subject. Be so thoroughly prepared that nothing can faze you. Think through and consider every possibility and every ramification. Often, this effort to be fully prepared will do more to generate the respect of others than anything else you can do.

KEEP GOOD NOTES

Remember that the power is always on the side of the person who has done the most preparation and has the best notes. Everything counts. Leave nothing to chance. When you do something related to your work or career, take the time to do it right the first time. You are a work in progress. You are always growing and improving. Your job is to become the very best leader you can be, and you can - with regular and persistent practice of these personality powers.

ACTION EXERCISES

Here are two things you can do immediately to put these ideas into action. First, get excited about your goals and your work if you want others to be excited. Express your belief and commitment to others at every opportunity. Second, dedicate yourself to a lifelong process of getting better and better at what you do. Prepare thoroughly for every event. Set an example in everything you do.

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Brian Tracy is one of America's leading authorities on the development of human potential and personal effectiveness. He's a dynamic and entertaining speaker with a wonderful ability to inform and inspire audiences toward peak performance and high levels of achievement.

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Today's Subscriber Article

4 Simple Fresh Approaches To Triple Profits!
S. Kumar

Ok, You got your Order and gained a customer!

Congrats! Your marketing efforts have paid off.

What next? Simple.--Leverage it to Maximum!

One of the most ignored factors after a sale is NOT to have a STRATEGY to retain the customer and to maintain sustained customer satisfaction!

Your customer has trusted you and he has bought from you. Now its time to take it to the next level.

....which is "Sustained Customer Satisfaction"

Sustained customer satisfaction becomes important in every business. More so on the Internet because of three primary reasons.

1. You can sell more back end products to the same customer with his FULL approval.

2. You can promote different affiliate programs to this customer which he will join on your word.

3. To earn his appreciation! His words are worth of gold to your Website. Word of mouth publicity still remains the best promotional method ever discovered.

Most of the time when I purchased online all I received was a " Standard Thank You Letter ". Cold and impersonal that clearly came across as a Routine Exercise.

Of course I heard from them again when they wanted to promote an affiliate program or a back end product. And this included two known 'Gurus' who never thought of a strategy for - Sustained Customer Satisfaction!

Here is a Strategy That I adopt on my site

http://www.learnhomebusiness.com/
____________________________________

*Sustained Customer Satisfaction Strategy *

-Step 1: I give an unannounced surprise bonus IMMEDIATELY on sale. This puts the customer on a positive frame of mind as more value has been added to his purchase.

-Step 2: A "Personalized" thank you email is send to my customer mentioning the support email Ids and BOLDLY reminding him that he is under 100% refund cover.

He can simply ask for charge back if the product is not up to the standard he expected. ( I am yet to receive a Charge back for the 38 info products on my site! )

-Step 3: Exactly after 4 days I send one more email to him with a simple subject line: " Customer Name, Just Checking on XXX Product".

Inside I give him one more SURPRISE Gift as well as enquire how the product is being useful to him. His suggestions and opinions are invited for further improvement.

-Step 4: After 7 days I send him one more email with a subject line: " Customer Name, Your valued recommendation".

Inside He will be requested to RECOMMEND 5 of his friends informing them that he has actually BOUGHT from: http://www.learnhomebusiness.com/ and they are trust worthy. And just for his valuable recommendation he gets one more " QUALITY " Surprise Gift!

Please remember here that this " Recommendation" form is meant only for your customers and this is Not the usual " Recommendation " form.

After two years of adopting this strategy, in 2004, more than 70% of my income comes from my past customers -by repeat purchases or by joining for programs under me.
_______________________________

*Two Free "Tell-A-Friend" Resources* 1. Here is a Free .cgi script with advanced features that perfectly lets you implement the above strategy. It has an easy to use web interface, self installing, full personalization, change messages at will and many more. You need not be a techie to use it.

http://www.learnhomebusiness.com/aff/refscript.htm

2. You may a get a free " Tell-A-Friend " facility from http://www.bravenet.com/

This is a rather simple one but serves the purpose.
________________________________________________

*Final Tips on Sustained Customer Satisfaction Strategy*

1. Make sure that your gifts and bonuses are valuable.

2. Write your emails with full emotion and gratitude for the customer to whom you are indebted for that all important Sale. After all its because of him our business thrives or survives.

3. COMPLETELY automate your email follow-ups with an Autoresponder. Once you do this all that is left will be to add your customers email ID to your Autoresponder. List of Free Autoresponders can be had from:

http://www.learnhomebusiness.com/freestuff/autoresponderlists.htm

I hope you have a simple workable strategy now that you can implement immediately.

********************************
S. Kumar, Author of eBook: "Become A Global Homebusiness Pro..."
FREE Direct-Download Here:
http://www.learnhomebusiness.com/HomeBiz.htm
http://www.learnhomebusiness.com/

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