Introduction 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent
Introduction 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent
Ads that work multiply your profits. And yet, most of the money spent on advertising is wasted.
For example, did you read a newspaper this morning? Quickly – how many ads do you recall right now?
I once gave a talk to the staff of an ad agency. As they filed into the seminar room they were all given a copy of that morning’s paper.
While they were waiting, most of them read it.
Out of 100 ad agency people, only three remembered an advertisement. And that was within half-an-hour of reading the paper!
Of those three, only one was thinking about taking any action. I noticed her studying a furniture sale ad – only because she was planning to buy some furniture. However, that advertisement had not persuaded her to buy furniture; she was already in the market.
(I didn’t have the heart to ask if any of the agency’s work was in that day’s paper!)
Do your ads stand out? Are they noticed and remembered? Do they cause people to act? Do they get them to buy your product?
I believe that advertisers are the world’s greatest contributors to charity.
Lord Lever (of Lever & Kitchen, now Unilever) once said he knew only half of his advertising worked – but he didn’t know which half. (This quote has also been attributed to John Wanamaker and Henry Ford.)
Most advertisers aren’t even doing that well.
If it weren’t for the “charitable” contributions of advertisers, at least half of the world’s newspapers, magazines, TV and radio stations would cease to exist.
The rest would be a fraction of their current size.
I’m in favor of charity – but it has no place in my advertising budget.
With just a few simple changes in your current ads, you can double their power and increase your sales. The key lies in spending less money on advertising and banking more profits.
You can do this without changing the content of your ads – just the way they look. You can change the typefaces you use, the layout, where you run them or even when you run them.
In a series of articles on 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent, I will discuss, in detail, 21 Rules that can make your ads more effective without spending an extra cent.
This Special Series is not about copy writing – although some of the suggestions I’m going to make will probably cause you to write new and more powerful ads.
The first and most important question is: How do you know whether your ads work? The answer is simple and is found in my next article, titled, "Rule #1:Increase Your Profits, Measure Your Results."
Introduction 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent - To learn more about this author, visit Brad Sugars's Website.
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Paying for ads that don’t pull is like pouring money down the drain.
Ads that work multiply your profits. And yet, most of the money spent on advertising is wasted.
For example, did you read a newspaper this morning? Quickly – how many ads do you recall right now?
I once gave a talk to the staff of an ad agency. As they filed into the seminar room they were all given a copy of that morning’s paper.
While they were waiting, most of them read it.
Out of 100 ad agency people, only three remembered an advertisement. And that was within half-an-hour of reading the paper!
Of those three, only one was thinking about taking any action. I noticed her studying a furniture sale ad – only because she was planning to buy some furniture. However, that advertisement had not persuaded her to buy furniture; she was already in the market.
(I didn’t have the heart to ask if any of the agency’s work was in that day’s paper!)
Do your ads stand out? Are they noticed and remembered? Do they cause people to act? Do they get them to buy your product?
I believe that advertisers are the world’s greatest contributors to charity.
Lord Lever (of Lever & Kitchen, now Unilever) once said he knew only half of his advertising worked – but he didn’t know which half. (This quote has also been attributed to John Wanamaker and Henry Ford.)
Most advertisers aren’t even doing that well.
If it weren’t for the “charitable” contributions of advertisers, at least half of the world’s newspapers, magazines, TV and radio stations would cease to exist.
The rest would be a fraction of their current size.
I’m in favor of charity – but it has no place in my advertising budget.
With just a few simple changes in your current ads, you can double their power and increase your sales. The key lies in spending less money on advertising and banking more profits.
You can do this without changing the content of your ads – just the way they look. You can change the typefaces you use, the layout, where you run them or even when you run them.
In a series of articles on 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent, I will discuss, in detail, 21 Rules that can make your ads more effective without spending an extra cent.
This Special Series is not about copy writing – although some of the suggestions I’m going to make will probably cause you to write new and more powerful ads.
The first and most important question is: How do you know whether your ads work? The answer is simple and is found in my next article, titled, "Rule #1:Increase Your Profits, Measure Your Results."
Introduction 21 Ways to Increase the Power and Profit of Your Advertising without Spending an Extra Cent - To learn more about this author, visit Brad Sugars's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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