If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners. They are?

· Lack of focus

· Lack of implementation

There's certainly no shortage of ideas and information ? the world is full of it ? but what are you doing with it all? Let's do a quick reality check here and now:

· How frequently do you get in touch with your customers?

· How far up your hierarchy of buyers do you go?

· What actions are you taking to make next week, next month or next year better?

Pick one thing you've always meant to do and do it tomorrow to start marketing your business more effectively.

It may be to focus on a market sector, write an article to gain you more exposure as an authority in your industry or it may be to write a better Yellow pages advert.

The more you do now, the more you will have to do down the road. There are all kinds of lame excuses and I've heard most of them. Excuses like "I don't have time" or "Maybe when I'm less busy"

Here's a blinding flash of the obvious ? the best time to market yourself IS when you're busy. Why? Because one day you won't be? You see, how you get less busy is by NOT marketing yourself.

To make sure you have a constantly increasing flow of customers, develop and implement marketing processes that you can put on autopilot. They run whether you're busy or not.

Of all of the things you've read or heard that you could or should do, how many have you actually done? You know what it's like ? you go to a seminar or read a book and say, "I should do that" but you never do.

Successful strategies are based on solutions and information. Your customers don't really care about you or your company ? what they care about is what you can do for them. Yet sadly, far too few companies bother to tell their prospects what they can actually do for them.

No, they're far too busy "getting the name out there" or "promoting our logo" If this is a little too close for comfort, consider this provocative statement:

"If you're advertising for any other reason than to generate leads or sales, you're wasting your money"

Run this checklist over your Yellow Pages advert and see how well it rates. Score 1 point for each Yes. Those points may save your ad from oblivion?

1. It looks like an article instead of an ad

2. It has a strong, benefit-rich headline

3. It includes a personal photo

4. It promotes benefits NOT facts

5. It uses testimonial(s)

6. It states your performance guarantee

7. It contains an irresistible offer

8. It has a strong call to action

9. The phone number is clearly displayed

10. The Company name and logo play a very small part

How many did you score? Six or more? Good, your advert might work for you. Less than four? Good luck?

© James Yuille, Brisbane, Australia, 2004.

About the author:

James Yuille is a sales and marketing consultant and trainer with over 32 years experience. He is based in Brisbane, Australia. His free weekly sales and marketing newsletter provides topical information for business owners and salespeople. Find out more at http://www.jamesyuille.com

Lamination of Signs

I suspect that everyone has an idea of what lamination is even if you have... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills for effective managers. The capability... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to master and at first I... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of using the popularity of celebrities... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has opened a vast number of... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING to be the most important... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it is critical knowledge, its presence... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific as possible. For example, you... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products and yourself. What sets you... Read More

Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

This is the third article of a three-part series. I'm illustrating the marketing challenges... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How are you going to choose... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for some advertisers, while for... Read More

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one that can print in color,... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need to print them in the... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating to your graphic design that... Read More

Small Cards, Big Ideas: Alternative Uses for Business Cards

Aggressive business card marketing isn't about handing your business cards out to everyone you... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like I am, then I am... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top 10 favorite tricks for promoting... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have no idea what would inspire... Read More

Nine Power Words To Punch Up Your Ads

As every professional politician and public relations man knows words have the power to entice,... Read More

Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy

If you want to sell more ad spaces, you must read and use the secrets... Read More

LED video Displays

LED video displays give you the power to communicate, to motivate, and to entertain. Led... Read More

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything with any message that you... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs start at just a few... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every day, but I don't read... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material from, I'll just go for... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on its ability to get potential... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material that the sign is made... Read More

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is the actual selling. How... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money just for the pleasure of... Read More

Moving message Sign

Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special to its overall corporate image.... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that get little to no results,... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can increase response from 25 to... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends a film that just came... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing site that are beyond... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not hating, but indifference. So, when... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic market have been given a... Read More

The Forgotten Advertising Tip

I'm sure while you have seen many tips on advertising, many that talk about testing... Read More

Moving Message Board

Moving message boards are used in the areas where continuous announcements, or other information are... Read More

Womentisements

The unnecessary and extensive use of female models in advertisements is common not only in... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY. The... Read More

Marketing Messages with Add Zest & Appeal

Boring is one thing you can't afford to be when it comes to marketing... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion & Marketing? If you're like most... Read More

Seven Ways to Waste Your Money on Yellow Pages Advertising

Each year there is a Yellow Pages arms race where competitors in each category are... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was beautiful, slick, and stylish but... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car wash company you should have... Read More