Wealth Knowledge & Power – Lost Secrets From Ancient Masters
Copyright 2007 by Eric Wichman
Behold! He with the light cometh!
He shall light thy darkest night, illuminate thy muddled confusion, and he
shall uncover all that hides from thou. He who holds the knowledge of the
ancients comes quickly to you. Be not afraid, for he brings hope. Tremble not,
for he will calm you. You shall see as a blind man cured. Riding close behind
comes with him the mysteries of wealth, knowledge, and power.
OK, so do I have your attention? I called you to read the ad and take action
didn’t I? I made you “want” to read more, to “see” this light so to speak. Don’t
feel duped…J You have not been. What I present here is a simple psychology
behind the reason someone responds to an advertisement. The “Lost Secrets” I
refer to are right in front of you.
When you write a headline you must grab the readers attention within 2
seconds. That’s it! You get no more time. Do not stop, do not pass go, and
certainly do not collect your $200. Certainly do not believe anyone who will
tell you differently. To get your prospect to your offer your ad must be
enticing, yet present a certain “hope” to the reader that what lies on the other
side of the text is a solution.
But, it should not be just any solution. This solution must solve a specific
problem. There is no other reason to entice your prospects. You can think of
tons of needs and wants but the simple, cut and dry, black and white of it is
that your customer “needs” a “solution” to a “problem”.
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This problem could be anything as simple as a new computer chair to the much
more powerful and complicated ink pen. Every pun intended…J The pen offers you
the ability to write, and what you write will be ads. Not just any ads mind you.
But prospect pulling, customer converting, sales exploding ads.
Using the power of the pen, and the written word has caused wars and saved
lives. It has placed a value upon every real and conceivable thing on the
planet. When you see the written word it pulls you into it’s meaning. Too often
today we are bombarded with advertisements that SCREAM at you to Buy, Buy, Buy
Now! Get Rich Quick! Make Tons Of Cash Sitting On Your Duff! Either the guys
that write these type ads are desperate or they are idiots.
Get real people. It doesn’t work as good as well written, enticing, hope
giving, problem solving, ads. Simple as that. Who else would try to sell you a
SPAM blocker in an email you never asked for in the first place. They would
argue that it’s clever, or that the sheer number of ads will pull in the money,
and make it worth it. They play the numbers game. Are you?
Are you simply throwing as many ads out there as you possibly can hoping
someone will find you and your product? I tell you now that doing that is like
throwing mud against a wall while standing next to it. Some will stick but most
will come back and slap you in the face.
On the flip side of this advertising coin are the people who really don’t
care. They are after, and only want one thing. Your money. They couldn’t care
less whether they were providing a service to someone, or solving someone’s
problem with a “win-win” solution. This causes the real solution provider much
grief and increases the distrust between the consumer and the
salesperson/advertiser. Ultimately it makes the job of the “real” business owner
that much more difficult.
Two of the oldest business ideals around are Quality and Quantity. Which one
do you use in your business? Which one do you believe in? If you are of the
latter group, than please stop reading this article right now. The internet
would be a better place without these types of advertisers. Unless of course you
are ready to change your world weary ways.
People are tired of reading ads that SCREAM at them. A few examples are:
- ALL CAPS!
- Excessive Punctuation!!!!!!
- Make 10 Million Dollars By This Time Tomorrow Night!
- Incorect Speeling!
Nothing turns a potential prospect off more than these types of ads. Yet we
see them day in day out. Everyone has their own idea about marketing. Some work,
some don’t. Some just simply play the numbers knowing they can always get about
1% conversion and don’t really care about writing good ads, fulfilling articles,
or most importantly, solving the consumers problem.
You must be credible. Your prospects will know if you are not.
You must be trustworthy. Your prospects will know if you are not.
You must be straightforward. Your prospects will know if you are not.
You must offer hope of a solution. Your prospects will know if you are not.
You must be believable. Your prospects will know if you are not.
You must realize… Your prospects are not stupid!
I started to explain the solution principle to you when I described the
chair. You don’t normally purchase a chair because it’s pretty, or it because it
matches the drapes. You don’t purchase a chair because it was on sale or even
because you save money. In fact, you don’t buy the chair at all. You invest in
the solution it provides. Remember this and your sales will show positive
results.
Invest in your customer first and he or she will invest in you and your
product or service. Show credibility and trust, and your prospects will be more
likely to purchase from you rather than your competitor. Be ethical, honest and
straightforward in your ads and your bottom line will increase exponentially.
The old adage, “The customer is always right.” Is only part of it. The
customer is always looking for a solution. Provide it to them and they will
thank you for it with their order.
By: Eric Wichman
Founder: Pdtimes.com
Copyright 2005 Eric Wichman. All rights reserved.
About The Author
Eric Wichman is founder of PD Times at
http://www.pdtimes.com, a
public domain resources site specializing in free resources for web content and
references for webmasters, researchers, marketers, and businesses alike. You are
welcome to reprint and publish this article on your site as long as it includes
this Bio.
Who Is Your Real Competition?
Copyright 2007 by Sean D'Souza
If you design kitchens, is another kitchen designer your competition? Most
likely not. And the sooner you can position and modify your marketing strategy
against your real competition, the sooner you will start to see more business
come through the door. So Who Really Is Your Competition?
The answer to that is always--Never the most obvious. So let's take the
example of the kitchen designer. Having decided that another kitchen designer
isn't his competition, he now has to decide who is his real competition.
His Real Competition Could Be A Car Salesman
Is this for real? How can a car salesman be a kitchen designer's competition?
Let's analyse this more carefully. A kitchen and a car are both fighting for the
same thing-- The householder's limited budget.
If the kitchen designer, were able to convince a couple that a kitchen is
more important than a new car (which he could easily do if there was a foodie
around), he now has a better chance of them dropping the car in favour of the
kitchen.
The Advantage Of This Method Of Positioning
The most obvious advantage is that you're not losing any current customers.
All your past advertising is bringing in the customers that are looking for
kitchens anyway.
What it does do however, is bring in a new lot of customers that would never
have thought about kitchens, if you hadn't implanted it in their minds.
Effectively, you have both, customers who are looking for kitchens as well as
customers who are forfeiting their new cars in favour of new kitchens.
How Your Re-Positioning Can Help You Focus
We had a client who ran a laundromat. Her current customers were people who
did not have washing machines. Obviously, her business went up and down based on
the season and on her customers limited budget. We got her to refocus her
marketing strategy on a new target-- Customers who had washing machines.
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These customers had the money, but no time. By deciding that her real
competition was time she decided to target people who had limited time instead.
As a result, she was now targeting busy people while other laundromats were
targeting people with washing. This positioning actually helped the laundromat
stand out from the rest of the competition.
How The Laundromat Did A Full 180
This re-positioning did a couple of things for them. One, it helped them
focus on their target audience. Consequently, they changed their name from just
XYZ Laundromat to Bizzie Buggers.
It was catchy and bang on target. It also now meant that busy customers (with
the money), were more likely to stop over and drop their washing. Plus they had
the regular customers walking through the door anyway.
What You Need To Do
Sit down and write who your immediate competition could be. Then write down
what your business is really up against. Here are some examples.
These aren't necessarily your right targets but they help you see things in a
different light and help you determine who your real competition could possibly
be.
Cartoonist= Photographer
Computer Salesman= Filing Cabinet
Car Dealer= Expensive Restaurant Meals
If you would like to learn more about the way the human brain works, and how
customers make buying decisions, go to
http://www.5000bc.com
There's a vast library of free articles and information on topics as varied
as copywriting, small business ideas, public speaking, sales conversion,
psychological tactics, branding and other marketing related subjects. Go to
http://www.5000bc.com today.
You'll be amazed at what you find there.
About The Author
Sean has developed a system called Psycho Tactics. PsychoTactics unlocks the
working of the human brain and radically tweaks the way you think and act about
your business. This results in clarity of thought and greater profits.Today,
Sean is constantly teaching small business- ‘How they too can do the same?’
There's a vast library of free articles and information on topics as varied
as copywriting, small business ideas, public speaking, sales conversion,
psychological tactics, branding and other marketing related subjects. Go to
http://www.5000bc.com today.
You'll be amazed at what you find there.
sean@psychotactics.com
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