1. Advertising Headlines:

     • The headline of your ad is the most important element of your advertisement. The
        headline is either the heading that goes at the top of the ad or if there’s no heading
        it’s the first words of the ad. The headline needs to grab peoples’ attention. One change
        in a headline can produce a 50-100% increase in response.

     • One of the biggest challenges advertisers face is getting people to read their ad – let
        alone for the ad to produce a result. So the main purpose of the headline is not to sell
        your product – it’s just to get people to read your ad.

2. AIDA – The Advertising Formula that Works:

     • If you follow this formula in every ad that you write, you will greatly increase your
        chances of success.

       Attention – grab the reader’s attention
       Interest – create an interest in your product or service
       Desire – convert reader’s interest into a strong desire for what you are offering
       Action – at the end of the ad you need a call to action

3. Benefits, Benefits, Benefits:

     • One of the principles that should drive all of your marketing is communicating the
        benefits of your product or service.Your ad needs to be a personal communication to
        the individual reading it. They need to feel that the ad is about them. It needs to address
        their needs, desires and fears and it needs to constantly communicate the benefits of
        what you are offering.

4. Don’t Advertise on a Left Hand Page:

     • Turn an unsuccessful ad campaign into a successful one by advertising on the right
        hand side of the page. When you read a publication, your eyes are drawn to the right
        hand page as you flick through a publication. Statistically, more people will see your ad
        if it’s on the right hand page.

5. Never Pay the Full Rate for Advertising:

     • Most advertising rate cards are far too high and can be negotiated. If you’re a small
        business don’t be afraid to haggle and negotiate. If you can pay 20 or 30% less for your
        ads, it can turn an unprofitable ad into a successful one.

     • Here’s another handy little trick to pay less for your advertising. The closer to the
        deadline you can book your ad, the better. Sales teams work towards targets and as the
        deadline approaches they get more desperate to fill the ad space. They become far more
        open to negotiation.

6. The Advertising Myth:

     • Many small businesses think the best way to get their name out to the public is to
        advertise.  Advertising is the least effective marketing strategy and should be used only
        in combination with other marketing initiatives. Ideally, you should be using a combination
        of up to at least ten other marketing strategies to grow you business. They include (but
        are not limited to):
       
       Telephone Marketing
       Direct Mail
       Internet
       Email marketing
       Direct Sales
       PR (Why spend money on advertising when PR gives you coverage for free)
       Strategic Alliances
       Lead Response Marketing
       A multi level Referral system

7. Test and Measure Marketing Strategies:

      • In order to determine what marketing strategies are working, it is absolutely essential
         that you test and measure all of your marketing initiates especially advertising.

      • When advertising, use a unique promotional code in the advertisement for each
         publication or marketing vehicle. This will give you the ability to track the success of
         each initiative.

8. Consider Internet Advertising:

     • For many businesses internet advertising has become a key part of their marketing
       mix. Consider testing internet advertising on a small scale – if it’s successful and you
       are able to role it out, it can be a superb way to reach large numbers of potential
       customers and clients very rapidly.

9. Essentials for Your Website:

     • Your website can be one of your most effective marketing tools. However, many small
        businesses miss the essentials:
      
       Have a clear purpose
       Focus on the benefits you provide your customers
       Provide a call to action or give-aways
       Collect email addresses & use them

10. Fundamentals to Increasing Sales:

       Make Everyone In Front of Customers Sales People.
       Establish Rapport. People buy products and services from people they like and respect.
       Ask Questions. Establish your customers/clients needs. Meeting clients’ needs is the key
       to selling.
       Learn to love objections.