Is Your Advertising... Sexy?

Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.

Do you engage sexy advertising in your marketing campaign? If not, you should.

"Sexy" advertising refers to ads that are highly targeted, yet artfully subtle - and therefore, extremely attractive to the key consumer.

I'm going to try and curb my use of the word 'sexy' now because I think it's quite blatant, and therefore not sexy at all. So from now on we'll try and call them ads that are "attractive."

What makes an ad (or a person) attractive? People perceive the world through their senses- sight, sound, smell, taste, touch. So if you can appeal to them in any of these five ways, then you may very well become attractive to them.

Let's talk about the word sensual. Not sexual, but sensual. What's that mean?

Are you a sensual person? Maybe you savor the feeling of cool water against your bare skin on a hot summer's day. Perhaps you're easily carried away on a wild reverie by something as simple as the smell of fresh cut grass. More people are sensual than not sensual, and this greatly affects their buying habits. Appeal to their senses in just the right way, and you've got paying customers!

Did you know: too much stimulation actually dulls the senses. If your brain is bombarded with a high concentration of sensation all at once, it just tunes out! Sounds crazy but it's true. Ever see someone who went overboard with the Botox? Whoa, keep those crazy lips away from me! It's like this: if your eyes are big, and your nose is sort of big too, then your lips should be small. Too much Bigness = NOT a good thing.

Too much Bigness in your advertising is not a good thing either. Again, it's about sensory overload. If your website is flashing, waving, winking, blinking, making loud crashing noises and also has a very long diatribe on it that puts the fear of God into your reader... well, who do you expect would sit there and take that? NOBODY! A sensual person knows to take it slow and easy, one sensation at a time. So does a smart marketer.

In advertising and in life, you are the master of how people perceive you. Solid branding is simple, direct, and consistent - and appeals to the customer by way of their senses. That's attractive advertising. That's the kind of advertising that will bring in SALES.

Let's ponder this attraction thing a bit more.

Attraction is not only about a visual, auditory and tactile presentation, but it's also about pure energy. The key is to be subtle. Energy that's too strong sends people running the other way!

Direct your energy. Be in the right place at the right time. You can't be attractive if you're not even there! So join the entrepreneur and special interest clubs, participate, speak out, pay a few dollars for those memberships. Visibility is the first step in becoming attractive. Get yourself noticed!

Use subtle messages. Suppose you're a fellow who's trying to get a little from your lady. How to approach the situation? Well, you could grab her by the hair. But here's a better idea: be subtly suggestive. Hold her gaze for a little longer than usual. If you're walking together, brush against her ever so lightly. Maybe later you might gently press your hand into the small of her back, and in this way, quietly plant some thoughts in her head. It's this slow, steady directing of energy that says, "Let's get it on, baby" - without actually SAYING those words! You need to be equally subtle in your advertising. You don't want your customer to know what you're doing. You just want them to be very, very aware of you.

Attract your customers with advertising that intrigues, teases, and piques their curiousity. Imagine your reader, meandering along, exploring your website with its taseful, understated message and thought-provoking design. They're not really thinking much about it on a conscious, active level. But underneath, it's sinking in and getting to them, slowly but surely. THIS is sexy advertising, doing its thing!

Suppose you sell flowers and plants - both of which are quite lovely and don't need much hype to attract attention. In your advertising, use quality images that really zoom in on the details... a single dewdrop on a velvety petal, some delicate ivy creeping along a handsome stone wall. Sell your product with understated elegance, tasteful design, short copy and text that's easy on the eyes. That's how to attract a customer!

The most important and yet most often overlooked fact about attractive advertising is this: You must emotionally connect with your audience.

Let's talk about that hypothetical skilled lover guy I mentioned earlier. "Prince Charming," we'll call him. Why's he so charming? He is able to gauge his lovers' emotions, know their fears and weaknesses, and then say just the right thing that will make them feel safe, protected and appreciated. In doing this, he charms, or mesmerizes the object of his desire. In doing this, he mentally connects with them- and that's the biggest attractor of all.

Everybody's talking about hypnotic copy. It's the kind of writing that, like Prince Charming, puts a spell on your customer, attracts and endears them to you, and most of all, makes them trust you.

A huge part of branding is trust. When your customers feels connected to your brand, they'll come back again and again. They'll tell all of their friends about you. They'll invest their money in your product beause they really believe in you!

Want a perfect example of attractive advertising and expert branding? Disney. You love and believe in Disney, right? How did that happen? Disney slowly and steadily positioned themselves as an icon of childhood dreams, a safe haven for the imagination and a company that's as devoted to your family as you are. Disney cares... right? Of course they do. They said so, in their advertising! They make those movies with tender baby animals, and mommies and magic and true love, and it's so emotional and the animation is so perfect, that you can see the love dripping right down the movie screen and you can feel it beating right along with your heart.

Talk to your customers they way that Disney talks to theirs. Show them love, every day. Do it in your written materials, and also in your daily interactions with them. They should feel like they're being heard, catered to, appreciated and understood. This is the stuff that big, big dreams are made of, and it is damned sexy advertising.

Okay, let's review. We want our ads to be sexy. We want to attract and mesmerize our key customers. How do we do this?

1. Stimulate their senses (but don't overload them)
2. Direct and focus your energy
3. Keep it subtle
4. Establish an emotional connection

Now you have everything you need go out there and captivate your audience of buyers. They're ready for love, so give it to them. Charm them and disarm them, with attractive advertising that sells your product and keeps them coming back for more. Go on, I know you can do it! You sexy thang.

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?

Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer’s attention. It’s human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy’s attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.

However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled “XXX Wet, Hot Summer Fun.” On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F’s advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie’s products and to take a stand against the company’s marketing strategies. Although sexy images in catalogs are not at all uncommon, “XXX Wet, Hot Summer Fun” featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.

Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer’s attention, doesn’t really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the “cheap shot,” which may negatively affect a brand’s image.

To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the “It’s All About the Beer” campaign. One spot, called “The Premature Pour,” shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, “Provocative is a very good place to be, as long as we’re not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero.”

Sex sells, yes, but only when used “in good taste.” As marketers we must think not only in getting customers’ attention for the short term, but also in building a brand reputation that will yield long-term results.

Localized Advertising - Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your business?

Have you ever employed door-to-door sales techniques to increase your brand awareness?

Have you ever had to walk mile-after-mile repeating the sales pitch, over and over?

Have you ever had to stand outside of an arena event and pass out flyers to exiting patrons?

If you stop to think of the cold calling technique of door-to door advertising, you would discover how sometimes humiliating it is to have a disinterested and irritated individual slam the door in your face, yell insulting things toward you, or be escorted off of their property. To combat this instantaneous humiliation, the idea of door-hanging advertisements gives the sales person a means of getting the word out to more people faster than before but more importantly, it saves the person the anguish of the advertised becoming irate over the interruption. Having been in situations were I have used these techniques either selling for other companies or trying to gain customers for a newly opened business, I came up with the idea of trying a door-to-driveway or door-to-doorstep advertising campaign to build brand awareness for a national car sales corporation that needed grass roots advertising for the local area around their dealerships.

Basically, I was a car salesman that was responsible for bringing in customers to buy cars, and my pay was determined by how many people actually came in and bought. Since I have leg injuries from an auto accident, I needed to find a way to cover the same amount of territory as my competing sales people. The company already supplied a few thousand door hangers; however, the advertisement brought awareness to all of the local 11 dealerships and I wanted to build awareness just to the dealership that I was at, and more specifically, I wanted the traffic created to come specifically to me.

Keeping in mind the flyer campaign I was apart of at a professional basketball game in which the sales team handed out 7,000 flyers to build awareness of a local college basketball season, I designed a half-page flyer text advertisement—therefore, two ads can be printed on every page—that put emphasis on my name, my contact information, and schedule. You can substitute any advertising design on this half-page ad.

I chose a colored card-stock weighted paper for printing because I needed paper weight for the distribution method used and a lower cost than the cost of printing in color. Printing black and white on colored paper is easier and cheaper than printing expensive color ads, unless you can afford it. But for the purpose of this campaign, you do not need to spend a fortune making your company look good in print.

Once the printing is done, cut the full-page printed page in half, which produces two half-page ads. Next, take the ads and roll them into a cigar shape and secure with small rubber bands. Tiny rubber bands can be purchased at the local office supply company, but the best bet for the appropriate size can be located at a local beauty supply company—ask for small hair braiding bands, usually kept in 500 and 1000 count. Keep a large box handy to place the rolled ads in until it is time to distribute.

Now it is time to distribute. Normally, door hangers would take about 2 ½ hours to distribute 500 hangers and would receive a few inquiries for the effort; so being limited to the amount of walking I could do, I decided to drive a car and throw the ads onto the edge of the driveway at peoples houses. I wanted the advertisement to be in the same placement as the local newspaper so the ad had the best chance to be noticed, picked up, and acted on by the potential customer.

As a homeowner, I myself have had numerous advertisements thrown in my driveway, and as the homeowner I am responsible for picking up the ads in my yard. I have seen ads for grass cutters, electricians, Avon sales, donations to thrift stores, and many more, so any kind of message can be placed on these ads.

Now with the new way to distribute, I could get 2000 ads out in approximately 1 ½ hours and had responses before I returned to the dealership. It makes me wonder how many people really do watch the front of their house and wonder what a slow moving vehicle was throwing at their house. After seeing the instant results of my effort, every sales person at the dealership enacted the same door-to-driveway campaign for the shear fact of the number of ads distributed for the time distributed was achieved with far less effort than before. Results we quicker and slightly higher; but, I do not know the exact increase numbers because I did not do any kind of analysis on exact number of responses for the number distributed. I do know that I got a lot out a lot quicker than before and I didn’t have to walk anywhere except to the car.

A few things to keep in mind:
• Make sure it is NOT going to rain on the day that you distribute.
• Try NOT to distribute after 2:00 PM because of children being released from school and them walking and playing in the streets.
• Try NOT to distribute during the weekend because that is when you want people to be acting on the ad that has been delivered, and the kids are in the streets again.
• The perfect time seems to be between 10 AM and 12 PM, a two-hour break in morning commute traffic and the beginning of lunch hour traffic.
• Keep a map and mark the streets covered as to not deliver in the same area too often.

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. I have reviewed hundreds, if not thousands, of advertising flyers for small businesses. After 30 years I have found that nearly every small business ad flyer contains the same mistakes and missed opportunities. Avoid these seven common mistakes, and your advertising flyer - and your marketing in general - will be stronger for it.

Advertising flyer mistake #1: A Blah Headline (Your Company’s Name)

Remember, your flyer is an ad. It needs to SELL. Your potential customers aren't interested in your name. They're not even interested in what you do. Sounds cruel? Well, it is but that’s life. Get over it!

Prospective customers are interested in their own needs and wants. So, hit them with a headline they can't ignore, because it addresses their needs.

Instead of:

Sheri’s Pet Grooming

Try: Smelly Pet Stinking Up The House?

Or:

We Treat Your Cat Like The Royalty They Are!

Or:

Man’s Best Friend Deserves Something Special!

You get the idea. Figure out what's important to your potential customers. Then, use your headline to immediately answer their question: "What's in it for me?"

Advertising flyer mistake #2: Not Solving A Problem!

Although your ad flyer copy should include your key features or services, each feature or service should be attached to a clear, customer-oriented, benefit that addresses a problem, or hassle, or pain. Also, tell - or, better, show - how those benefits prevent or solve problems for your potential customer.

Think about all the problems, both real and potential, that could stem from not using your product or service. Put yourself in your customer's shoes. Talk to them. Listen to them. Learn what their problems are. Identify benefits about your product or service that make a difference to your potential customers. Emphasize in your flyer the problems and solutions that set you apart from your competition.

Advertising flyer mistake #3: Be A Friend!

People buy from people they like. One key thing your potential customer needs and wants is to feel good about you. Are you knowledgeable? Are you trustworthy? Do you understand my problems? Am I comfortable doing business with you?

The more comfortable someone feels about buying from you, the more likely they are to do so. That's why I recommend that you have an "I" section - a section where you talk about yourself, your qualifications, your values, your personal commitment. Help them understand who you are and who they will be doing business with (hopefully).

Advertising flyer mistake #4: Going Quietly Into The Night!

This is the typical close to a flyer: "for more information, call 555-5555." Instead, create a “call to action”. Here are three basic, proven closers:

· Buy before (DATE), and receive $10 off. This closer is effective at getting immediate action, and works especially well for one-time purchases or regularly purchased items.

· Act before (DATE), and get (VALUE-ADDED PRODUCT/SERVICE), FREE with your purchase! This closer offers an incentive for fast action. It also works "free" into your flyer. "Free" is a very powerful word.

· Purchase before (DATE) to take advantage of our slow-season! This closer attaches a negative consequence to any delay or hesitation. Note the more believable the reason for the limit, the more powerful this closer becomes.

Advertising flyer mistake #5: Forgetting There Are Two Sides!

With an advertising flyer, the printing or photocopying is but a small part of the overall expense. The larger expense, in time or money or both, is distribution. So, distribute a two-sided flyer, for twice the opportunity to make a sale! Just make sure your second side doesn't compete with your main message side.

The second side could be used for:

· A comprehensive list of your services

· A map with driving and parking directions

· Customer testimonials

· Relevant tips or advice

· Answers to Frequently Asked Questions

Use the second side to support, expand upon, or enhance the message on the main side.

Advertising flyer mistake #6: One Good Shot!

One-time advertising efforts are seldom effective. It is a rule of thumb among marketing professionals that you need to reach people at least eight times before they really notice you. Your prospective customers need to see the your ads over and over.

So, plan a series of distributions as part of your strategy. I recommend that you plan to hit each household at least eight times with an ad flyer. Mix the message up a bit! Change the color of the paper you use. Change the headline. Keep track of which flyer drives the most business.

If possible, combine your flyers with other localized advertising, so you reach those homes through a variety of media channels. At the very least, combine door-to-door distribution with posting in public areas where allowed. Community centers, schools, stores, and libraries often offer public bulletin boards.

Advertising flyer mistake #7: Flyers Gone Astray!

You should keep two objectives in mind when targeting neighborhoods for your flyer distribution.

· It's much more cost-effective for you to have clients in convenient clusters instead of scattered all over town. Concentrate your ad distribution within and around your existing clusters of clients.

· Reaching the right people within the target area is also critical. An advertising flyer for a landscaper is largely wasted if it's delivered to residents of an apartment building. The added advantage to walking your "territory" house-by-house will be giving you a better understanding for what services or mix of services you should offer.

Promotional flyers are one tool in the small business’ marketing arsenal. Learn to use them well and you will create customers while saving yourself time and money.

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company’s advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. I have chosen Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image campaign of the Giorgio Armani Company.

Armani uses dark colors with rich lighting and contrasting themes to promote their products. Regardless of the product, Armani seeks to be known as an elite brand with the highest quality and best products for a demanding consumer. The symbols, language, colors and imagery used reinforces this concept of the products by cementing into the consumers mind, the image and brand recognition which the company is hoping will sell its products.

Cultural barriers need to be addressed considering that this company is Italian and most of the advertising, which is used, features “European” looking people and scenes. This works: American’s, when it comes to fashion, look toward Europe for emerging trends and fashion. One important fact to note is that when the advertisement is directed towards men, like the parfum, and occhiali advertisement, the people featured are more masculine and rougher looking than the smoothened and more feminine models featured for general company advertisements (A|X and Dreamers).

For the advertisement “Dreamers” I would add a few different words of text to the advertisement in the lighter areas of the advertisement. The words “Envisage” and “Discovery” should be added to give the connotation or “private and emotional conception” (Langer ch.5), which can be experienced by the feelings that the words invoke. These two words in addition to the ad will give a little more power to the message which ask the reader to imagine the possibilities, discover the unknown, and dream for what you’ve always wanted. This is all tied together with the imagery of three models posing, each staring in separate directions using the strategy of ambiguity in the semantic dimension (p.128). “They [Armani] want each potential persuadee to fill in his or her own private meanings or connotations for the particular word or symbol. (p. 128)”

Armani Exchange is a younger brand, and therefore uses stronger sexuality than other advertisements. In addition colorful clothing is featured more prominently in this advertisement to give a younger, freer and brighter feeling. I would ad the phrase “be bold” in the top right corner of the advertisement. First, since Americans read left to right, the reader would see the images first, then the phrase and would link the language with the color and imagery of the advertisement. Sensory language can be used to influence a person using something they are familiar with and associate it with something that they are not. I would also add the phrase “be strong” to invoke the sense of strength, rather the feeling, which compliments the phrase “be bold”. These two phrases can tie the advertisement together with the images used and give the reader a reason to take a second look at the product and image being advertised.

Gender persuasion is used in the Occhiali advertisement where an unshaven, stylish and powerful picture of a man is used to induce us to try to look him in the eye. When you do this, you will see his sunglasses, which is the product being advertised. The words added to this advertisement must be simple and not too “flowery”. “Men shy away from all such usages because they passionately fear being labeled sissified (Bruell, p. 143).” The choice of phrase for the advertisement is “an enigmatic impression.” These two main words; enigmatic, meaning mysterious, and unknown; along with impression would allow the reader to immerse themselves in the image being shown. This type of language is very discursive, according to Langer, Ch.5, because it is sequential and has meaning, which is created through combinations. Packard’s “Eight Compelling Needs” (Larson, 154) easily relate to this advertisement.

The need for Ego Gratification comes out in the advertisement – where it is directed at consumers whom have the need to go beyond a high self-worth and into the highest form of egocentrism. Additionally, the need for a Sense of Power comes through in the imagery used and the rough looking style of the product. The sense of mysteriousness can be associated with power. These two Compelling Needs are often used in advertising and are used in this, the Occhiali advertisement.

The last advertisement for parfum, I would leave alone. I think it already is persuasive enough through imagery and does not need additional words or images. The wide-open and glaring eyes of the model do what is intended. I believe that this advertisement focuses on our needs of love and belonging, the 3rd and 4th need in Maslow’s Pyramid of Needs (Larson, 160). The need for love is used very often in advertising because it is a well-understood feeling that all people can relate to. The need of belonging [to the “cool” crowd] is often used when the advertiser believes that the product will promote a higher self-esteem or increased likeability.

Giorgio Armani uses the cognitive consistency approach to its advertising. The idea that things should be simple and consistent is the reasoning behind this theory. Fritz Heider’s P-O-X (p.90) theory can be implemented to this advertisement campaign as a whole. First, a Person is oriented toward another, which is apparent in the “Armani Exchange” advertisement. Two separate couples; one in the middle, which are clearly oriented, balance the advertisement and the second separated to each side of the page create tension. The idea of an object being the focus and the positive or negative attitude felt about that object can have an effect on the source and receiver. Advertising is dependant on this concept and Armani understands this idea though use of the imagery in its advertisements.

Overall the image of luxury of the brand is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements already do an excellent job of keeping mystery in the minds of the readers by using black/white photos and rich, and bold colors. Reasoning from comparison is used throughout these advertisements. The message is: if you use our products or wear our clothing, you will be popular, beautiful, successful, etc.

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

Any business needs effective advertising to be successful. Here are some words and phrases that will help you to write successful ads.

100 Excellent Words

1. Absolutely.
2. Amazing.
3. Approved.
4. Attractive.
5. Authentic.
6. Bargain.
7. Beautiful.
8. Better.
9. Big.
10. Colorful.
11. Colossal.
12. Complete.
13. Confidential.
14. Crammed.
15. Delivered.
16. Direct.
17. Discount.
18. Easily.
19. Endorsed.
20. Enormous.
21. Excellent.
22. Exciting.
23. Exclusive.
24. Expert.
25. Famous.
26. Fascinating.
27. Fortune.
28. Full.
29. Genuine.
30. Gift.
31. Gigantic.
32. Greatest.
33. Guaranteed.
34. Helpful.
35. Highest.
36. Huge.
37. Immediately.
38. Improved.
39. Informative.
40. Instructive.
41. Interesting.
42. Largest.
43. Latest.
44. Lavishly.
45. Liberal.
46. Lifetime.
47. Limited.
48. Lowest.
49. Magic.
50. Mammoth.
51. Miracle.
52. Noted.
53. Odd.
54. Outstanding.
55. Personalized.
56. Popular.
57. Powerful.
58. Practical.
59. Professional.
60. Profitable.
61. Profusely.
62. Proven.
63. Quality.
64. Quickly.
65. Rare.
66. Reduced.
67. Refundable.
68. Remarkable.
69. Reliable.
70. Revealing.
71. Revolutionary.
72. Scarce.
73. Secrets.
74. Security.
75. Selected.
76. Sensational.
77. Simplified.
78. Sizable.
79. Special.
80. Startling.
81. Strange.
82. Strong.
83. Sturdy.
84. Successful.
85. Superior.
86. Surprise.
87. Terrific.
88. Tested.
89. Tremendous.
90. Unconditional.
91. Unique.
92. Unlimited.
93. Unparalleled.
94. Unsurpassed.
95. Unusual.
96. Useful.
97. Valuable.
98. Wealth.
99. Weird.
100. Wonderful.

70 Action getting phrases.

Act now! Send your name. All sent free to introduce. Amazing literature. Free. Ask for free folder. Bargain lists sent free. Be first to qualify. Booklet free. Catalog included free. Complete details free. Current list free. Dealers write for prices. Description sent free. Details free. Dime brings details. Everything supplied. Exciting details free. Extra for promptness. First lesson, 25 cents. Folder free. For literature write. Free booklet explains. Free plans tell how. Free selling kit. Free wholesale plan. Free with approvals. Full particulars free. Get facts that help. Get started today. Get your copy now. Get yours wholesale. Gifts with purchases. Illustrated lists free. Interesting details free. Investigate today. It’s free. Act Now. Literature free. Mail material to: Money making facts free. No obligation. Write! Offer limited. Send today. Only 10 cents to introduce. Order direct from: Order Now. Don’t delay. Particulars free. Postcard brings details. Request free literature. Revealing booklet free. Rush name for details. Sales kit furnished. Sample details free. Samples sent on trial. See before you buy. Send for free details. Send for it today. Send no money. Send postcard today. Send 15 cents for mailing. Send today. Send your want lists. Stamp brings details. Stamped envelope brings. Test lesson free. Unique sample offer. Valuable details free. Write for free booklet. Write us first! Yours for the asking. 37-cent stamp for details. $1 brings complete 32-page catalog free.

The key is to combine your words: EXAMPLE: “The Magic Mammoth Miracle”; “The Three ‘M’ Program”. This has already caught the attention and interest of your prospect. Now for example, say: The Money Making Facts Are Free. Simply fill out the form on my website or whatever action it is you want them to take. Fill in with a few details and you have an excellent Profit Pulling Ad. Of course you should be creative, but make sure to build your ads around these words and phrases. Make sure that your follow-up material is as interesting as the ad so you can get orders.

Custom T-shirts -- Put Your Company Logo on Cotton!

An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company. In addition to outfitting your company with the custom apparel, you can market your brand by distributing the custom designed clothing to your customers and potential clients.

Ordering custom t-shirts is easy: you can contact a local printer to make them, or you can design and order them online. There are several websites that have t-shirt design interfaces in which you can design and order your t-shirts entirely online. Whatever type of company you choose, however, you will want to make sure that the process they use is screen-printing rather than heat transferring because the prints will last longer and look more professional.

Because printing prices can vary drastically, you should get quotes from several different companies before ordering. The benefits of ordering online include convenience, not having to pay taxes on the goods, and in some cases, complimentary shipping. The benefits of using a local screenprinter include being able to see the goods before you purchase them, and perhaps, speaking directly with the artist. A downside to ordering locally includes having to go to the local screenprinter to place your order and then picking the items up yourself. If you order online, however, you will have the items shipped directly to you. An online screenprinter that we find very reputable for printing company apparel and custom t-shirts is DesignAShirt.com. Check the yellow pages for local printers.

Whether you are ordering locally or online, the entire process from ordering to receiving your apparel should take around 2 weeks. If you need the apparel faster, you can opt for other production and/or shipping methods for additional fees. Some companies can get the goods to you from the time of ordering in as early as three business days.

Ordering your own company t-shirts is not the only way to advertise on apparel. Inquire about sponsoring community events that are coming up in your area. These events may have their own custom t-shirts in addition to other promotional materials that you could have your company logo printed onto if you are helping sponsor it. Such events include fundraisers, sporting events, and school functions. Check your local papers and community newsletters for more information about such community events and sponsorship opportunities.

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:

1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem obvious, but it is often neglected. If the right people don't see your ad, they can't respond.

3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced merchandise from a small classified or one inch ad space. These should be considered as a low cost means of building a mailing list by asking readers to write for more information. If you expect to sell directly from an ad, the size of the ad will have to increase in proportion to the selling price. Two or three inches of space for items selling for 42 to $5... half or full page for items selling for more than $5 up to $20. When the price goes above $20 it is usually best to run inquiry ads and follow up with a printed sales presentation. There are exceptions, but this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising (toothpaste, cars, soap, etc.) which must rely on extensive market research, analysis, surveys and a lot of psychology to achieve success, mail order selling has a built-in "watchdog" to guard against waste and loss, and to help assure that every dollar spent will produce a profit...or at least tell you why it didn't, so you won't make the same mistake twice. This method (unique to mail order) is called KEYING. By inserting a number or letter (or combination) into every ad you run, you can tell which ad works in which publication and in which issues it works best. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. The testing technique know no limits, but there is also danger in becoming test-happy. To use the testing principle effectively, be certain that the results will justify the time and expense of making the test. If it merely means adding to your paperwork without adding profit or reducing cost,it isn't worth it.

5 Newspaper Advertising Myths Revealed

What I'm about to reveal are myths that most people think are 'true.'

They seem set in stone yet they are deadly to the advertiser.

I'm certain you'll be surprised. Certainly you may even doubt what I reveal to you. But I've discovered that these myths must *NEVER* be followed - unless of course you like throwing your hard earned money down the drain!

There are essentially five common 'Newspaper And Magazine Advertising Myths'…

Before I go any further I have a proviso to what I'm about to reveal to you about advertising. Here it is…

Everything I talk about here has one goal: To help you make more money - substantially more, with your marketing, sales, and advertising.

If you're looking for 'pretty' advertising or advertising that looks good without getting you leads and orders then you should look elsewhere.

So when you're reading through these advertising myths and facts, be aware that I'm only talking about newspaper and magazine advertising that makes money - plain and simple!

So let's get started…

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Advertising Myth 1: Your ad must first 'look good' before it is placed in any publication

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Many people (not your prospects by the way!) judge newspaper and magazine advertising on the 'look and feel' of the ad. In fact one of the mysteries of the modern world is having advertising awards for aesthetically appealing ads. That's just plain nuts!

It doesn't matter how good your ad looks. What counts is how much money you made from the ad!

Of course I'm not saying your ad cannot look good. What I'm saying is your number one objective is to get the sale (or at least a response.

Never forsake this goal for creating a good looking ad!

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Advertising Myth 2: Your company name needs to be prominent in the ad

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Regardless of how familiar your company or service is to your prospects you should always place your company name at the bottom of the ad. Never ever put your company name at the top of the ad.

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Advertising Myth 3: You should never use a reply coupon because it looks 'unprofessional'

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Many design agencies frown on response coupons because once again they don't look 'good.' A coupon has the ability to *double* your response instantly.

You must therefore have a very good reason not to use a coupon in your ads. (By the way I've never come up with a good enough reason - unless of course you're restricted to space!).

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Advertising Myth 4: You should use a design agency to create your ads

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Like all professions there are good and bad design agencies. However only use a design agency that uses 'direct response' advertising principles.

All other design agencies will never get the results you should expect with your newspaper and magazine advertising.

In almost every case you are better equipped to create your own advertising rather than using a design agency.

You'll save thousands of dollars and almost certainly make more money from the advertising you create.

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Advertising Myth 5: Your ad must not have too much copy (words) and have lots of white space

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This is the number one mistake people make with their newspaper and magazine advertising.

You cannot ever hope to get a high response to your advertising if you don't give people a reason (or several reasons) to respond. This means that your ad needs to be *FULL* of copy.

Contrary to popular belief an ad crammed full of relevant and benefit written copy always *substantially* wins over an ad without lots of copy.

***

So there you have it. If you want more sales and more success from your newspaper and magazine ads you must step outside the box.

You must break from tradition. You must forget about creating good looking ads. Do this and I promise your sales and profits will soar!

How to Write Classified Ads that Get Results Now

SELLING DIRECTLY FROM A CLASSIFIED AD

Classified ads can be used to sell products directly from the ad.
This works best for items costing no more than
approximately $5. The best use for classified ads is to utilize
them in obtaining inquiries. This is called the two step
approach. The first step is to get maximum inquiries from the
classified ad, in the second step the promotional package is sent
to the prospect and as many inquiries as possible are converted
to buyers.

CLASSIFIED ADS FOR MAXIMUM INQUIRIES

Classified ads are substantially less expensive than small space
ads, but by no means are they cheap. Most national publications
catering to the mail order business charge from $3 to $8 per
word. A well laid out ad should consist of about 20 words which
includes the company name and address. It is important that you
remind yourself that only the purpose is to get the prospect to
take immediate action and write for more information.

Before you write the ad know exactly what it is you want to sell.
You must know very specifically what you are going to accomplish
through this ad. Once you have determined what you want to get
across to the reader, write it out in one or more complete
sentences. For example, you have the reproduction rights for
several reports and want to market them. So the objective is: "I
want to get the maximum number of responses to inquire about my
self-publishing material which has excellent income potential and
is easy to market, especially for a newcomer to the business."

This ad may read as follows:

TREMENDOUS PROFITS THROUGH SELF-PUBLISHING! Start part-time. Easy
to do. Request free Special Report! XYZ Publishing/E, PO Box
1000, Frederick, MD 20908.

THE OPENING LINE

The first 3 or 4 words-- are critical. Since there are hundreds
of classified ads in any given publication you must be able to
get the reader who scans all, or some of them, to stop in his
tracks when he gets to your ad and read your ad and then take
action.

Open any publication and review the ads and you will see that
many of those ads have absolutely no purpose. They are a total
waste of money. But that is good for you since I am sure you will
make a real effort to get your message across. Here are a couple
of examples of useless ads:

Still Looking For A New Beginning? Write.......

What do they mean by that? How does any of that pertain tome and
what am I supposed to make of that? Here is another one:

The Easiest Business On Earth. Valuable information mailed
free.....

Do you think many people are going to write in for an ad like
that. Especially not since there are hundreds of other ads in
competition for the readers' time.

THE OBJECT IS TO GET THE READER TO TAKE ACTION - NOW!

In less that 25 words you have to create a message that will make
a reader stop; give him a reason - benefits to him - why this is
for him; tell him what to do - action; and provide the vital
information. It is as simple and as complicated as that. Simple
because you know what you want to accomplish, but complicated
because it has to be done with so few words. I think you can see
why it is virtually impossible to sell a $10 or $20 item from a
classified ad. You just would not have enough space to tell a
story compelling enough to convince someone to part with $10 or
$20.

SELF-CENTERED ADVERTISING COPY IS INEFFECTIVE

With some practice you should have no problem getting lots of
inquiries from your ads. Stay away from "Self-centered
advertising copy", copy that speaks about you. How great you or
your company are, or how great your product is.

The only thing the reader cares about is himself. What's in in
for Number One! Nothing else.

SOME COST SAVING TIPS

Almost all weekly and monthly publication will charge for each
word including your company name and address. Most daily
newspapers have a per line rate. Since just the address can take
up from 6-10 words here are some ways you can save money.

The following ad has 23 words.

TREMENDOUS PROFITS THROUGH SELF-PUBLISHING
Start part-time. Easy to do.
XYZ Publishing Co.
Dept 12 P.O. Box 1000 Frederick, MD 20908

This ad has 21 words.

TREMENDOUS PROFITS THROUGH SELF-PUBLISHING
Start part-time. Easy to do. Free details.
XYZ Publishing/E (The E becomes the code instead of Dept 12
PO Box 1000
Frederick, MD 20908

Or this one which has 18 words

SELF-PUBLISHING, TREMENDOUS PROFITS!
Start part-time. Easy! Free report.
XYZ Publishing/E
PO Box 1000
Frederick, MD 20908

Some publications charge 2 words for the zip code and state, some
only one. If you live in a city which consists of several words
such as Palm Beach Gardens you are only charged for 1 word.

Evaluate the cost effectiveness of your ad by the cost per
inquiry and not the cost of the ad. Example a $150 ad generates
170 inquiries $0.88 per word versus a $28 ad which generates 15
inquiries at a cost of $1.87 each.

WHEN THE INQUIRIES START ARRIVING

If you have written and placed an effective ad and the inquiries
start rolling in, the most important job, or actually several
jobs have to be done. They are as follows:

1. Your sales/promotional package must be ready before the first
inquiry arrives and it must be answered promptly, preferably the
same day but certainly within 48 hours. The longer you wait the
more chances are that a competitor will win out over you.
Although some people will wait for weeks before they make a
decision, many will act within days.

2. The ad you are placing is just the beginning. The names which
are generated from the ad must be used again and again in order
for your total advertising effort to be effective in the long
term.

3. A percentage of your inquiries from this first ad will become
buyers. You need to send these buyers additional offers within
several weeks after their first purchase and thereafter mail at
least 3 times per year to them. You drop them from your list if
they have not bought anything for about 8 - 12 months.

4. The inquiries that did not buy buy this time may still buy at
a later time. You can send them the same material again, or a
similar offer. It is advisable to send 2-3 more mailing to them.

Many mail order companies may only make a small profit or just
break even when the actual sales results are measured against a
single ad. But over the life of the customers which are converted
from those inquiries and the subsequent purchases from the
inquiries who were not converted from the initial ad many
hundreds or thousands of additional dollars will be generated.

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics.

What colors attract people to you?

Visual presentation and appeal, whether in your marketing materials or what you wear, can turn on or turn off what people you attract. It does not matter if it’s on paper matter, the Internet, like a web site, or in a presentation.

If you do any kind of speaking, writing, or design type of work, this article is for you.

I'm not just talking about visual color, I'm also talking to you about audio and writing or language color. Each affect our relationships -- friends, family, prospects, clients or customers.

It is a fact that companies with large budgets spend billions on color market research -- usually in product or packaging development.

Solopreneurs pockets aren't as deep, thus, they need to use the results of the research of the deep pocket-ers.

Colors tell someone if you are approachable. In the same way they will affect whether someone will continue clicking through your web site.

Colors will determine if someone will start reading your article in a magazine or posted on your web site. Color also helps to keep people involved on your web site (it’s not just about the content) and how long they stay.

Colors also influences how people will respond and behave. A black background on your web site now represents s*x-type of web sites. It is important that if that isn't your focus that you don't use a black background.

Let’s take a few minutes and play with this concept. The next time you go into a fast-food restaurant, look closely at the colors. Do they decorate with vivid reds and oranges because they encourage diners to eat and leave quickly like many of the fast food establishments. That is exactly the response they want.

Different cultures have different attitudes and preferences thus; they will have another color reaction. In China, "white" symbolizes death and in Brazil, it is the color purple. People from warm countries respond favorably to warm colors; people from colder climates prefer the cooler colors.

In America, green is associated with jealousy or money. Here are some color references for America.

Red......excitement, strength, sex, passion, speed, danger.

Blue.....(most popular) trust, reliability, belonging, coolness.

Yellow...warmth, sunshine, cheer, happiness.

Orange...playfulness, warmth, vibrant.

Green....nature, fresh, cool, growth, abundance.

Purple...royal, spirituality, dignity.

Pink.....soft, sweet, nurture, security.

White....pure, virginal, clean, youthful, mild.

Black....sophistication, elegant, seductive, mystery, sexual.

Gold.....prestige, expensive, elite.

Silver...prestige, cold, scientific.

This also means that color affect shopping habits. Red- orange, black and royal blue attracts impulse buyers. Pink, teal, light blue and navy attract smart budget Shopper. Pink, rose and sky blue attract conformists.

A great exercise to experience this -- visit large company web sites that have spent the funds on this type of research.

Try McDonalds (http://www.mcdonalds.com -- bright red) or Wendy's (http://www.wendys.com -- brownish red). Jaguar (http://www.jaguar.com -- black for sophistication, green cool, and silver for prestige). It matches perfectly with their market -- high income-ers with a view on sophisticated.

If you are a service professional, how might you put colors to use for you?

First, make sure you have the right target market. Young children materials contain large amounts of bright primary colors. These colors will attract the child yet the parents or grandparents open the wallet. This means that for the children you would use the primary colors and for the marketing material being read by the grand/parents you would use reds, blues, pinks and yellows for trust, reliability, security, and playful.

If you a web site and you choose the colors because they are your favorite, then you choose it could have chosen it for the wrong target market -- unless, of course, you are the only one or people just like you are the only ones you want buying. Pick your colors for your market. This is anything you want to attract in America.

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked. Here are some of the best ways to use your vehicle as a marketing tool.

Bumper stickers are so inexpensive that you may want to print enough for employees, friends, family members, customers and others. Publisher Susan Sabo of Small Dogs Press made bumper stickers saying, “I do bad things for love,” along with the Small Dogs web site URL. The line is from one of their books, and everyone who sees the bumper sticker wants one. Sabo sells them at her web site, and gives them away at book fairs. Of course, she has one on her car, and says she has given them to all of her friends, too.

License plate frames are a favorite of car dealers and auto repair shops, but they can work for any business. You can have them custom made with your business name or slogan, along with a phone number or URL.

Magnetic signs are an easy and low-cost way to put a lot of information on your car. Put them on both sides of the car, and make sure the lettering is large enough to read, even from a distance and when the vehicle is in motion. Personal chef Sue Gaughenbaugh added an effective twist to this idea. She bought a supply of magnetic business cards and placed them around the sign on her truck. When customers see her truck in a parking lot, they can pick up a card to take with them. Gaughenbaugh started getting calls from new customers within days of putting the take-away magnetic cards on her truck.

Vinyl decals and window stickers are a highly visible way to promote your web site. Put the URL in large letters across the width of your rear windshield. After all, you never know who might be behind you in traffic. This is most effective if you have a catchy and descriptive domain name. Custom stickers are available at prices starting under $20.

You can order many of these items from local printers and sign shops. Or, do an online search for companies that can create bumper stickers, magnetic signs, decals and other promotional items.

And when you are ready to go all-out, consider a vehicle wrap. These vinyl decals look like a custom paint job and cover your entire vehicle with bright, high-quality graphics. This is not a do-it-yourself project, but you can hire companies such as www.coloredink.com to design and install the graphics. At an estimated cost of $3,500, this option is much more expensive than the others described here, but it will certainly make an impression on the other drivers you encounter.

When your car is a traveling billboard, the time you spend in traffic will become more productive.

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on this
subject, or included as part of the contents in several mail
order books stating:

"SAVE UP TO 17% ON ALL YOUR ADVERTISING"

It's legitimate, practical and effective, but like so many other
promises, there are pros and cons involved. The pros are fairly
obvious. By setting up your own advertising agency and placing
your advertising under your agency name, most magazines will
allow you the standard 15% agency commission plus and extra 2%
cash discount. If your annual ad budget is $5,000 this amounts to
a saving of $850 a year, which is a considerable piece of change.

The negative side to this operation involves the initial cost of
establishing your new agency, which isn't very difficult, but it
might be considered time-consuming. To initiate an agency you
will have to have a name for it other than your regular business
name. Example: If your company name is Nationwide Electronics and
your name is John Smith, you could call your agency John Smith
Advertising or The J.S. Advertising Agency, The agency address
will have to be different than your company's, but this can be
resolved by renting a post office box for the ad agency and using your
home or office address for the other. Next you will have to open
a separate checking account under the agency name because all
advertising payments will be issued thru your agency, and you
will probably be required to register your agency with your
County Clerk as a new business.

Once these details have been taken care of, you're ready to begin
placing ads. You'll have to have insertion order forms printed
with your agency name and address, and a separate form must be
prepared for each ad in each publication. When your advertising
schedule involves only a few publications, this will not be a
problem, but if you expand into 50 to 100 different magazines, it
can really cut into your time. Of course, if business gets large
enough, you can always hire a secretary to take care of that
chore.

Ethics in Advertising

Making money and corrupting the morals of a minor at the same time is not my idea of ethical advertising. Recently a television ad depicted a small boy breaking a window so the owner's wife could upgrade to their own style of window. There were several messages inherent in this ad that bother me.

First, it says that it is O.K. to destroy other people's property if the owner gets someone else to do it. It's like arson, but without the fire. Then, if you lie to the insurance company (and your husband) and say it was an accident, you can use the money to buy a new window.

Of course, since the damage will be over a thousand dollars, the crime is now a felony. Felons can't hold government jobs and are marked for life. Oh, yeah, insurance fraud is a crime, too. But who would fall for such an idea? You'd have to find a little kid, give him money and get him to promise not to tell who paid him and why. All eight year old children have to face life's decisions sometime, don't they?

Now, some ad executive decided to put these ideas on the tube so that millions of people see it, including a lot of kids. So what if the cost of insurance goes up, the cost of the TV ad is tacked on to the price of the product and everybody makes a profit? That's a good thing, isn't it?

Did you ever buy something advertised on TV or in a magazine and was disappointed with the quality or the performance of the product? While it is impossible to change the way some companies advertise their products, here are a few clues that will warn you away from being cheated. Over-the-counter medications are prime examples of the old carnival pitch. If words like 'sometimes', helpful', bigger', or 'more effective are used, then you know that without a comparative study and the percentages to go with them, these modifiers serve only to put a positive spin on the product.

When a medication is helpful, does that mean one per cent of the time or ninety percent of the time? How often is sometimes and bigger than what? Products touted as 'amazing' or 'fantastic' get your adrenaline going, but don't let it get to your wallet. Personal recommendations are purely anecdotal and have nothing to do with a comparative blind study. Adjectives like 'incomparable', 'incredible' and 'unbelievable' often mean exactly what they say. Skin products are rampant with false claims and mythical properties. In science class, we learned that the human skin is practically impervious to anything you put on it except for some acids or strong alkali. A simple softening hand lotion is all you'll ever need and then only in unusual circumstances. Hair shampoo is another catch-all for superlatives. A bar of hand soap in soft water will wash your hair fifty times for eighty cents and do a great job.

I once ordered three 'Multi-fruit trees' from a magazine ad. The picture showed apples , pears, cherries and peaches growing from the same tree! I paid my $5.95 and received three dried out sticks wrapped in spaghum moss. Not even Darwin himself could resurrect these specimens. Other similar items found their place in the attic, like FM transmitters (Fool your friends with your voice on the radio!), instant breast enhancers, fifteen watt bulbs that last forever, and an all-purpose stain remover that supposedly helps remove (almost) any stain. So don't be taken in by the seemingly wonderful qualities of 'bargain' products. Rely on scientific studies, consumer reports and trial and error. If that doesn't work, ask your mother.

Promote yourself on radio for free

Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question. It may surprise you, though, when I say, you don't need money for some of the most valuable marketing available -- radio advertising.

If you aren't the kind of person who listens to talk radio, the next time you're taking a drive, tune in to one of your local talk shows and listen for awhile. Try to find something that is not a sports talk show, although they also offer the type of free advertising I want to explain. What you'll eventually hear is an interview. A talk show host will have a guest, who is an expert at something. Perhaps it's a health show, and the subject is weight loss and the guest is talking about some new diet.

Now, listen carefully, because you won't hear the guest babbling about his book, web site, or going on and on about his great product that is going to melt the pounds off of every fat person in America. What you will hear, in most cases, is someone who is explaining a method for weight loss that is a new approach. Now, at times throughout the show, this expert will certainly mention his product, and the host will ask the expert to tell the audience how to order it.

Even if you are an avid listener to these types of shows, and you've heard hundreds of guest experts, what you may not know is that in 99 percent of these cases, this is not paid advertising.

You see, there are thousands of talk show stations in America, and the ones that program only talk shows probably have five to 10 different shows per day. Some quick math will tell you that tens of thousands of talk shows nationwide need things to talk about and guests to keep listeners tuned in. This is where the magic comes in for you. As a new author, salesman or business owner -- talk shows need you.

Best of all, virtually anyone can get on a talk show. When I published my first book, Winning the Mortgage Game, I had very little idea how to market it, but I did know I was on a very small budget. I put up a web site, started an ezine, and it was an extremely slow beginning. That is, until I learned about being on radio talk shows. I read a very well-written how-to book by a man namedJoe Sabah about approaching radio producers and getting them to invite me to be a guest on their shows.

The second show I ever did was an hour-lomg interview on a station hundreds of miles away from my home. The producer called me at my house minutes before I was on, and the host began asking me questions about real estate finance. At various points throughout the show, he said Mark, tell listeners how to get your book, and I simply said go to www.winningthemortgagegame.com, and use the credit card of your choice. Believe me, people are much more apt to go to your web site, when they've heard you talk about your subject.

Now there are a few keys to getting on the radio and to making your appearances turn into sales of your product. First, you need the names and numbers of the stations and the producers of the shows. Remember, producers book the guests, so they are who you want to talk to. When you get them on the phone, which is not easy, be sure you are prepared. Don't just say you want to come on and talk about your new book or product. Start by telling them you are an expert in whatever the relevant field is and that you have a new system you want to share with their listeners.

Remember, this is going to be a lot like sales. You need to talk to a lot of producers to get a few bookings. Not everyone is going to jump at what you are offering. Make sure you speak in a good voice, so the producers think you'll sound good on the show.

When you do get booked, be sure you have several key points that listeners will remember, and make certain they know exactly how to get your product. Incidentally, if you want to get a great list of radio stations and their contact information, look for Joe Sabah's book. Radio talk shows are one of the best free ways to advertise you'll ever get. Take advantage.