What Great Online Advertising Really Is!
What Great Online Advertising Really Is!
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about their brand will stick in people’s minds. Never knowing if it does, or if it doesn’t. Or whether their marketing dollars are paying them back in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, & persuade.
Great Advertising is Nothing Less Than “Salesmanship in Print”!
Think of it as a sales presentation that’s geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospects name & address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment in real time, and start experimenting to see what kind of desirable actions you can get your visitors to take right away when they read your sales message. You get instant feedback, and changes are no cost. The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find something that works, you can replicate it in other more costly forms of media.
And remember, it doesn’t matter if you're selling printed circuit boards, herbal remedies, or anything in between, the same principles apply.
What Great Online Advertising Really Is - To learn more about this author, visit Daniel Levis's Website.
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Many business people have a distorted view about the distinction between sales & marketing. The common view looks something like this. "Market by advertising to get your name out there, so that people will be familiar with you. When they need what we’re selling, they’ll know who to call".
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about their brand will stick in people’s minds. Never knowing if it does, or if it doesn’t. Or whether their marketing dollars are paying them back in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, & persuade.
Great Advertising is Nothing Less Than “Salesmanship in Print”!
Think of it as a sales presentation that’s geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospects name & address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment in real time, and start experimenting to see what kind of desirable actions you can get your visitors to take right away when they read your sales message. You get instant feedback, and changes are no cost. The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find something that works, you can replicate it in other more costly forms of media.
And remember, it doesn’t matter if you're selling printed circuit boards, herbal remedies, or anything in between, the same principles apply.
What Great Online Advertising Really Is - To learn more about this author, visit Daniel Levis's Website.
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray'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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For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. - Visit Jeff Foster'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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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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 Daniel Levis (Visit Daniel's Website) Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada and publisher of the world famous copywriting anthology "Masters of Copywriting" featuring the marketing wisdom of 42 of the world's greatest copywriters, including Clayton Makepeace, Joe Sugarman, Joe Vitale,Bob Bly, and dozens more! For a FREE excerpt visit the below link. w ww.copywritingchops.com/
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