Monday, September 14, 2009

Lie #7:

'Note people need to view your advertisement 6-12 times before they'll remember it.'

If your advertisement does not produce result one time, it ain't going to produce any result twelve times.

This lie is used to promote all sorts of advertising space and campaigns that are a waste of cash. And because the advertisers who tell you these ALSO tell you that you can't measure advertising, you have no way of finding out whether they're correct or not.

You pull the credit card out of your wallet, spend a bunch of cash, and you have no idea what you got back. What an awful feeling that is!

First, find out how much response you need to make it pay off. Have fun with the elements of your ad, running it in a cheap place, until it receive the response you desire - THEN run it six to twelve times again.

When you calculate the effectiveness of advertising - and systematically improve it, you'll learn that some ads produce 20 times as much result as others. When you determine the formulas that truly work, you won't just run them 12 times - you might run them for many years to come. And
certainly, you'll make profits all along the way.

I have said this before, when you actually test marketing messages for performance and experiment with them, you'll discover that little changes in wording have HUGE effects on response.

Example: just this week I was experimenting with an advertisement. I did not alter any words; I just reversed the order of TWO SHORT LINES of text. The response to the ad grew by THREE THOUSAND PERCENT (!).

It's extremely SCARY to think about what can occur if you're not testing things. And it's completely incredible what can take place when you are.

By the way, you know where those two lines of text were? They were on a small advertisement
running on the right side of search page on GOOGLE.

Google has a system called AdWords which allows you to bid on any words or phrases you want, have your ads ONLY show up when people search, and you only pay when people click and land on your website.

It's hands-down the QUICKEST way I know to generate sales and sales leads.

The good news is 95% of companies don't test their ads. Your competitors almost certainly don't. If you do, you have a big advantage over them.

Tomorrow I'll move on to Lie #8:

'If you want to educate customers about new ideas, you have to buy 'em all doughnuts, lunch or dinner, and do a big dog & pony show.'

See you soon.

John Benjamin

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