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Time to Take a Break
©2005 By Bob Osgoodby
Many people
who write copy, advertising their product, have
the
same problem. They feel they have to give every
last detail
about their offer in their ad. Nothing could be
further from
the truth.
You should try to give as much information as
possible in the
fewest number of words. I know this is
difficult, but the fact
is that most people simply won't spend the time
reading a long
ad. Don't worry about the length at first. You
should get all
the important points down first, and then try to
shorten it.
Do this for five or six ads. Then have someone,
preferably
someone who is not familiar with your product or
service, read
them. If you have six ads, have them rate them
on a scale of
one to six, with one being the best in their
judgment. Try to
get others to do the same type of rating. Be
sure not to share
the ratings by the other people who did this,
until after the
current readers rating is complete.
There may
be a wide difference in the ratings, but some pattern
should show up. Take the highest scoring ad, and run with
it.
If it draws business, leave it alone. Don't feel you have to
tweak the ad every time is published.
Better yet, move along to the second highest rated ad, and
start
using that one. Smart entrepreneurs may run several ads in
the
same publication for the same product or service. Since they
construct their ads properly, people may not even realize
they
are from the same person.
It is highly important to track which ads are generating
business. One of the easiest ways is to automatically insert
a
subject in the email they will send you. The following
address
will automatically insert the subject "Freead" as the
subject
when someone clicks on the following address:
mailto:bob@adv-marketing.com?Subject=Freead
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A simple way to start collecting this
information is to set up
separate folders in your email package. You can then,
through
the use of filters, automatically put each response in a
folder
depending on its "subject". If you don't have software that
can
do this, you really should get it. You can download a free
copy
at: http://adv-marketing.com/business/frtest.htm - Click on
"Freebies".
Eudora is probably one of the best email clients you can
get.
While it does take a little time to discover all its
features,
it is a very desirable package for someone in business.
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Once you determine which ads are
pulling, stay with them. A
common mistake some people make is to constantly change
their
ads, because they feel they are getting stale. Don't forget,
it
takes 5 to 7 exposures to an ad before someone may respond.
If
you are constantly changing your ads, you are basically
starting
over each time.
If you are finding it to be a "struggle" to work your
business,
the worst thing you can do is to give a "half-hearted"
effort".
You won't really be giving it, or your clients the attention
they need. Many times, the best thing to do is to take a
break.
Take a few days or a week off. It will pay dividends as when
you resume, you will have a renewed enthusiasm.
ABOUT THE AUTHOR:
Did you know that subscribers to Bob Osgoodby's
Free Ezine the
"Tip of the Day" get a Free Ad for their
Business at his Web
Site? Great Business and Computer Tips - Monday.
Wednesday. And
Friday. Instructions on how to place an ad are
in the Newsletter.
Subscribe at:
http://adv-marketing.com/business/subscribe2.htm
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