Why Regular Styled Adverts Are Dead

8/13/2019 Why Regular Styled Adverts Are Dead

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A dvertoriAl P rofit f ormulA

WHyReGUlaR

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aDVeRtsaRe DeaD!

B y D an C astle

Ex-National Newspaper Editor and Personal Designer to the Worlds Leading Marketing Experts


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Advertorial Profit Formula: Part 1 i

Contents

About Dan Castle ......................................................................................1

How to grow your business using this manual ....................................2

Increase your sales, profit and personal wealth using the secrets the national newspapersDONT want you to know ......................................................................4

Why advertising your business is the greatestinvestment you could ever make ............................................................6

EXPOSED: The real reason why 97% of adverts fail todemand attention and pull a response

Are you making this mistake with your advertising? ....................8

5 Case Studies ......................................................................................11The ineffective Ad-Trap test ..............................................................16

You have to sell the sizzle NOT the steak ..................................18The FIVE biggest advertising myths and facts ..............................22

REVEALED: The four Response Winning Secrets thenational press DONT want you to know...

Response Secret 1 ..............................................................................25

Why you should NEVER let a newspaper design your ad ........30

Response Secret 2 ..............................................................................31

Response Secret 3 ..............................................................................34Response Secret 4 ..............................................................................43

The accumulative power of the Response Secrets......................47

EXCLUSIVE: The 3 Super-Growth strategies guaranteed tosupercharge your marketing success...

Super-Growth Strategy 1:..................................................................49




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Advertorial Profit Formula: Part 1 1

Why Regular Styled Adverts Are DEAD!

About Dan Castle

Described as a 'British Super-Hack,' Dan Castle has over 12years experience working from the bottom to the top innational newspapers. From Coffee-Boy at The Sunday Mirrorto Assistant Editor on the Irish edition of The Sun, Dan Castlehas done it all.

His career spans top-selling national titles such asThe Sunday Mirror, The Mail on Sunday, The Daily Mirror,The Times, The People and The Sun. He has also assistedheavily with the launch of two regional papers and threebest-selling magazines.

He has designed over 2,300 top-selling front pages andcountless more inside spreads, pages, features and pull-outs.

Quite frankly, what he doesn't know about demandingattention and capturing interest through copywriting anddesign isn't worth knowing.

For the first time since leaving the industry in 2010, hereveals the very same billion copywriting, design and responsesecrets the national press use to sell millions of editions everyday - and how you can apply the very same powerfultechniques and design approach to your marketing material.

On a mission to lift the lid on the industry in order to help

business owners just like you, Dan Castles National NewspaperCopywriting and Design Secrets WILL increase your sales,multiply your profits and super-charge your personal wealth the minute you apply them guaranteed.


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Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED

How to grow your businessusing this manual

Before we get started, I would quickly like to cover howI intend this report to be used. I say report, but as it's grown,I've come to think of it more as a 'how to' instruction manual.

This means, as you read it through and apply each andevery technique that I've revealed to your advertisingmaterial, you WILL see an increase in response.

Because of this, you need to read every page in theorder I have written them. I know only too well you will betempted to flick ahead to certain parts - this is fine, feel free.Just as long as you realise that, to truly benefit from the

information I have revealed, you need to read each part infull and in the order I have presented them.

Just like with any other instruction manual, jumpingahead a few steps will certainly speed up the time it takes torepair the problem. But unless you fix every little step alongthe way, your repair won't hold. Sooner or later it will break,leaving you to start all over again - often with more partsthan you started with!

It's like fixing a car engine. In order to get the enginerunning again, a few short-cuts can be made. Okay, theengine will run well enough and it may get you to the nearestgarage. But in order to fix it so that it really purrs along andoperates at its full potential, the problem needs to bediagnosed. Then, if needs be, every single cog, piston, belt,nut and bolt may require cleaning, fixing or tuning before it'sput back into its correct position.


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Only when the engine has had a complete overhaul willthe problem be truly fixed - and the same is true of youradvertising.

Just like fixing an engine requires an instruction manual,so does fixing your advertising.

Tests have proven that by highlighting or underliningtext, you are five times more likely to remember theinformation you read. Therefore I want you to read thismanual with a pen and a highlighter close to hand.

This is the reason behind the printing of blank left handpages and wide margins to the inside of each page. Please usethis space to make notes, draw arrows or anything else thatmay help you.

Finally, you must act upon the advice. Simply knowinghow to increase your response is not the same as actuallyincreasing it. You have taken action in claiming this manual.In order to get a return on your advertising investment, youmust now take that action one step further.

Remember: the techniques revealed in this manual arethe very same billion copywriting, design and responsetechniques the national newspapers use to ensure they sell in

excess of a million editions daily.

This means the minute you apply the copywriting,design and response secrets I have exposed in this manual inthe specific order I have revealed them, you will immediatelydrive your response rate up 20% 500% - often even more.

So grab a pen, a highlighter and then turn the page aswe start to pick the lock of successful advertising.

You must takeaction - simply

knowing howto increaseresponse isNOT the sameas actuallyincreasing it

T he wide mar gin s

ar e per f ec t f or jo t tingdo wn no te s


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Increase your sales, profitand personal wealth using the secrets thenational newspapersDONT want you to know

Theres a joke that goes around every newspaper newsroom to-wards the end the night when the advertisements are placedon the pages just before they are sent to the printers.And heresthe sad thing if you have ever advertised in a local or nationalnewspaper or magazine, this jokes on you. Let me explain...

You see, in the newsroom, hours are spent carefully

writing, designing and crafting each and every page.Meticulous attention is given to what key response-pullingwords are used in the headlines and what attention-demanding fonts are used to present each article.

Every photograph is hand-picked (often from hundreds)for its story appeal and every column, caption, colour, word,paragraph and rule is painstakingly positioned to guaranteeevery page and every story demands attention and captures

interest the minute you turn the page.

And then the adverts arrive on the pages.

Big blobs of creative randomness with no skill and noattention given to the techniques required in order to capturethe eye as it scans over a page. Just large squares of boldhere I am, heres my product, buy me! sales messages.Presented in fancy fonts too hard to read and flooded with


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colours that actually do their best to repel the eye. Nearly allcarry a large in-your-face logo, phone number and drearyphotographs.

So this is the joke that goes around every newsroom andmagazine design department every day:

Why do companies insist on wasting their money withthese crazy looking adverts? We spend hours crafting our

pages so that they capture awareness. When will they realisethey should just copy us?

Well finally, the joke stops here...

Ive left my position as Assistant Editor on a nationalnewspaper to lift the lid on the local and national newspaperindustry in order to help business owners just like yougenerate substantially more from your advertising

Frankly, if you want to dramatically increase theresponse you garner from your advertising efforts, its criticalyou rapidly adopt and implement the powerful copywritingand design techniques the national newspapers use to sellmillions of editions daily.

This means, the minute you apply the closely guardedand powerfully influential copywriting and design secrets I amabout to reveal to your next advertising campaign, you WILLimmediately increase your sales, multiply your profits andboost your personal wealth guaranteed!


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Advertising your businessis the greatest investment

you could ever make

If you want to become financially independent, there are twoways you can do it.You can invest in a passive growth vehicle,like stocks and shares or property. Or you can generate it your-self by marketing your business.

If you have the patience and are willing to wait, you caninvest in trusts, annuities or mutual funds but these take time tomature and you have to be prepared for the long-haul.

But in business you are in control of your results - meaningyou can accumulate wealth considerably faster.

Heres an example...

Lets say you are in the garden centre business. You specialisein growing low maintenance garden plants and sell them at yourstore. Your latest stock of plants are fully grown and ready to besold, so you decide to run an advert in your local newspaper.

Your advert cost you 1,000. Every plant you sell costs the

customer 29 from which you make 24 profit. Currently you sellan average of 50 plants from every advert. So you make 200 profit.(50 plants x 24 profit = 1,200 minus 1,000 ad cost = 200 profit).

But what if I could show you how to increase the number of plants you sell without increasing the size of your advert?

What if I showed you a way of transforming your advertcontent in order to incorporate the key elements of response thenational newspapers use in order to sell millions of editions daily?


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Advertorial Profit Formula: Part 1: Part 1 7


What if I showed you how to use these copywriting and designsecrets to significantly increase your response?

With the right choice of words, design and response-elements in your advert, your sales can increase by 20%, 50%,100%, 200%, 500% or more and all for the same ad spend.

But before you accuse me of being overzealous, let meillustrate why advertising your business is the greatest

investment you could ever make.Lets assume you apply the Winning Response Secrets I

am about to reveal to your next advert and sales increase by just 50%.

Heres what would happen...Previously, you were making 200 profit per 1,000

advert. In other words, you were achieving a 20% growth on

your money: (1,000 to 1,200 = 20%.) Not bad.

Your new advert increases your sales by 50%. Now yousell 75 plants instead of 50. Your profit skyrockets from 200to 800 per advert - a 400% increase in profit on the same1,000 investment (75 plants x 24 profit = 1,800 minus1,000 ad cost = 800 profit.)

You have increased your return on investment simply by

recognising and gaining leverage on an asset you already have in this case, your advertising.

This is what makes advertising your business the greatestinvestment you could ever make. No other investment I knowof can generate such high returns with such little or no risk.

The truth is, if you want to be financially independent,there are two ways you can do it, you can invest - or you canscientifically advertise and grow your business with my help.

Advertisingyour business

is the greatestinvestmentyou couldever make


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EXPOSED: The real reasonwhy 97% of adverts failto demand attention andpull a response are youmaking the same mistake?

Pick up any newspaper or magazine, what are you guaranteedto find at least one of on every page? Thats right adverts. Infact were surrounded by advertising and its not just in ourfavourite newspaper or magazine.

Advertising is absolutely everywhere and, as technologyadvances, it will only create more inventive places and ways

for businesses to project their sales message.

From the minute we open our eyes to last thing at night,we are under constant ad-attack from businesses trying tomake us part with our hard-earned money. Just think aboutall the places we find adverts...

We wake up to adverts on the radio

We dig through flyers and blind mail-shots to find our

morning post They pepper our newspapers and magazines

We are handed leaflets in the street We pass billboards and a-boards on nearly every road We sit behind buses and taxis shrouded in ads

They arrive in our inbox almost hourly

They pop up uninvited on our computer screens


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They interrupt our favourite television shows and callus on the phone...

My point is, consumers are under constant ad-attack.From morning to night were offered:

The latest iPhone, Blackberry, Nokia or app

Faster Laptops, desktops or touch-screen tablets

Car, health, home, travel, pet or wedding insurance

Health food, fast food, organic or free-range food

Furniture, property, conservatories and summer houses

Holidays, breaks for days or weekends away

Gifts for our loved ones, gifts for ourselves

City cars, luxury cars, small vans, large vans

Kids clothes, sports clothes and this seasons must-haves

Bathrooms, kitchens, bedrooms Jewellry, watches, perfume

CDs, DVDs, the most futuristic, flattest, 3-D, HD TVs

Cheap electric, gas, telephone calls or super-fastbroadband

The list is truly endless. Frankly, we are underadvertising-attack! Were not safe in our homes, on thestreet or at work. Regardless of where we turn, we are underconstant advertising-fire. We live under a continuous barrageof sales messages constantly pressuring and tempting us topart with our savings.

And heres the first critical mistake 97% of businessowners make with their adverts, leaflets, company brochures,sales letters or product catalogues they style them to appear

just like any other ad, leaflet, brochure, letter or catalogue.

In response toad-attack

people haveswitched off toregular styledadvertising


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This approach to advertising is nothing more than awaste of your precious cash resources. In response toconstant ad-attack, people have simply switched off toregular advertising. Theyve grown numb towards the constantbombardment of adverts that hit them every day.

Frankly, we have evolved strategies to ignore regular-styled advertising. More specifically, we have grown numb toone particular style of advertising institutional-styled advertising.

What is institutional-styled advertising?

Institutional-styled advertising is the most commonlyadopted style of advertising we see around us everyday. Infact, 97% of the adverts, leaflets, brochures, letters andcatalogues I see on a daily basis are institutionally styled.

Take a look at the selection of adverts over thefollowing five pages. Although they range from serviceproviders to retail, they all have one thing in common. Theyall look like regular adverts. In other words they look just likeall the other adverts that fill local and national newspapersand magazines on a daily basis.

They all feature:

Prominent company logos Large photos Large lines of type stating the offer Bullet points of information Fancy fonts Large phone numbers Colourful backgrounds and creative shapes All have been creatively designed

Look at these five examples...

Institutionalstyled adverts,

althoughgraphicallypleasing,willalways fail to pulla response


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Although amusingat first with itslarge puppy image,this advert is atypical example of ineffective imageor institutionalstyled advertising.A large phonenumber, companyname and boldcolour panels areimmediate advertgiveaways.The truth is,people are immuneto this regular styleof advertising.It does nothing todemand attentionfrom the page.Before being re-styled, this ad washardly pulling asingle response.On page 28, youlldiscover why thisadvert now consis-tently pulls ordersevery time it runs.

CASE STUDY 1BEFORE

AFTER:BEFORE:

Ads thatlook likeadsfailtodemandattention

TURN TOPAGE 27

THIS AD FAILED TOPULL RESPONSE


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Placing yourcompany logo atthe top of youradvert is thebiggest mistake Isee businessesmake with theiradvertising.Many businessesfeel their logomust feature ontheir advert as away of keepingtheir name outthere.The truth is,placing a companylogo anywhere onyour ad only helpsyour advert look like an advert!Logos can actuallydrive responsedown. Prior tobeing re-styled, thisadvert was failingto generate asingle response no coupons werecollected at thethe checkout.

CASE STUDY 2BEFORE

AFTER:BEFORE:

Massivecompanylogos arean advertgiveaway

TURN TOPAGE 32

NO COUPONSWERE COLLECTED


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Simply stating theprospective benefitsyou can expect toreceive from usingyour service orproduct will almostalways fail to stir aresponse. Listingfeatures with bulletpoints, like this ad, isanother big mistakeI see businessesmaking with theiradverts everyday. Itsa myth that peoplewont read youradvert if you fill itwith copy testshave proven advertsfilled with informa-tive and interestingcopy always out-pullads that use bulletpoints. Response tothis advert wasextremely low.Turn to page 36 tosee why it nowpulls in over 50enquiries everytime it appears.

CASE STUDY 3BEFORE

AFTER:BEFORE:

Peopledonotrespondtobulletpoints...

TURN TOPAGE 35

RESPONSE TO THISADVERT WAS LOW


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Failing to motivateaction is thenumber one errormade by 97%percent of advertsthat run in localand national news-papers and maga-zines. Relying on acustomer to takeaction is crazy! Itonly takes a secondfor them to noticesomething else onthe page and youwill lose theirfocus forever.Therefore youmust call for actionat the end of youradvertisement.Prior to being re-

styled this kitchenadvert was runningat a loss.The new versionon page 45 nowcalls for actionevery time itappears in print.

CASE STUDY 4BEFORE

AFTER:BEFORE:

You havetogivea

reason orreasonstorespond

TURN TOPAGE 44

THIS AD WAS NOTPAYING FOR ITSELF


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Displaying yourproducts on yourad and thenexpecting newbusiness to cometo you is not themost effective wayto use your adver-tising space.The here I am,heres my products,call me approachto advertising willalways fail togenerate muchresponse. Instead,your advert shouldlocate prospectivecustomers in yourarea that are inter-ested in what it isyou sell. Before thisadvert was re-styled, responsewas very low. Itnow pulls 400%more responseevery time it runs.Find out why onpage 53

CASE STUDY 5BEFORE

AFTER:BEFORE:

Your adsshouldlocate

prospectsnear you

TURN TOPAGE 52

RESPONSE TO THISAD WAS VERY LOW


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This is institutional-styled advertising these ads andleaflets follow the institutionally adopted name, rank andSerial Number approach to advertising.

Let me explain:

NAME: This is the company name or logo. Often thename will feature prominently at the top of the advert.

RANK: This is represented either by a large picture of the product for sale or large type stating the service offered.

Serial Number: Often found at the bottom of the adthe serial number is the contact details of the company,usually a large telephone number and address.

This is the number one critical mistake 97% of businessowners make when producing their marketing material. Theyadopt the institutionally styled name, rank and serial number

approach often simply because they dont know otherwise.

FACT: Adverts that look like adverts, leaflets thatlook like leaflets and brochures that look like run-of-the-mill company brochures will almost always fail todemand any attention.As soon as you fully grasp this,you can start to twist the odds of successfuladvertising in your favour.

Take this quick test to see if yourmarketing material has fallen into the institutional advertising trap:

Does your company name or logo feature prominently onyour adverts, leaflets, brochure or sales letters?

Do you have a large picture of your product on your ad?

Do you state in a large font the service that you offer?

Do you have established since line printed on your advert?


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Do you use bullet points to explain what your productor service offers?

Was it designed by a creative design agency?

Was it designed by you or did a friend produce it for you?

Did a newspaper, magazine or printer design it for you,possibly even for free in order to secure the sale?

Do you show a picture of your office building on your ad?

Is it colourful or does it feature a coloured background?

Is it creative and graphically appealing?

If you answered YES to one or more of these questions,I urge you to cancel your next insertion, print run or mail-shot immediately! You are not getting the maximum returnpossible from your advertising spend.

By answering yes you have identified your advertising isinstitutional meaning it looks like any other ad, leaflet,

brochure, catalogue or sales letter out there. You have falleninto the institutional advertising trap. Your style of advertising has joined the 97% of adverts, leaflets andbrochures that are inadvertently styled to appear like adverts.

REMEMBER: Consumers live under advertising-attack and in defence against this they have simplyswitched off. They have put up their barriers andno longer pay attention to the constant onslaughtof advertising that surrounds them on a daily basis.

My advice, if youve think or know your advertising isinstitutionally styled, is to cancel and put on hold all youradvertising activity immediately. Youve fallen into theineffective ad-trap that imprisons 97% of business owners.

In order to break free and garner the maximum fromyour marketing material, it is essential you adopt the secretdesign and copywriting techniques the national newspapersuse to sell millions of editions daily.

Have you falleninto the

ineffectivead-trap thatimprisons 97%of businessowners?


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People want results - you have to sell thesizzle NOT the steak

The real reason 97% of adverts fail to pull a response is quite

simply because hardly anyone pays any attention to theadverts that pepper a newspaper or magazine page.

For reasons you now know, people have grown immuneto advertising that institutionally appears like advertising.Sure, institutional-styled adverts will pull some response, butit will only attract people who have made up their mind andalready decided they want to buy.

In order to catch a sale, institutional-styled advertsliterally hang around on a page waiting for someone

who is on the verge of buying anyway to drift by.

In fact, on average, Name, rank and Serial Numberstyled adverts only attract one to ten per cent of potentialbuyers as they pass over the page. This leaves 90% to 99%more potential buyers, who would otherwise be interested inyour product or service, free to turn the page!

The problem with the institutional approach is two fold.Firstly, 97% of adverts are inadvertently designed to look likeadverts and, as you now know, ads that look like ads aresimply ignored.

Secondly, institutional-styled adverts fail to give thecustomer a single reason to respond. So they fail to sell theresults of the product or service on offer.


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Name, rank and Serial Number styled adverts simplystand on a page, shouting Here I am! Buy my product! Call me!.Do you really think this approach to selling is the most effectiveway of trying to educate a person on the reasons why their lifewould be enhanced if they owned your product orused your service?

Do you think a car salesman would hit his target if everytime a prospective customer wondered on to the forecourt, he

pounced on them, banged his hand on the car roof and yelledMy names Dave! Buy this car! Call me!

This selfish me-the-business style of selling will almostalways fail to stir a response. Institutional-styled advertisingnot only fails to capture attention, it also fails to educateprospects on the reasons why customers should invest in yourproducts or service.

Simply shouting Here I am, come and get it! is never

going to attract the maximum response possible. In short, youcant sell to people. In order to turn the odds of winning a sale inyour favour, you need to understand that people will only buyfrom you once they have decided they want or need what it isyou offer.

Therefore its critical your advertisements educate andinform people on the advantages from which they canexpect to benefit once they own or use your service.

Why? Because results sell! Imagine you own a restaurant.Instead of advertising your menu and prices, sell the experienceof dining in your lovely surroundings and paint the picture of how taking a loved one to your establishment for a specialoccasion will make that occasion a memorable one.

If you install double-glazing, dont just sell your latestUPVC range of windows. Instead sell the increased security yourwindows will offer or the savings that can be made through

Results sell,remember:

you are sellingthe sizzle NOTthe steak


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You musteducate your

prospects onthe benefits andresults they canexpect fromusing yourproduct orservice

enhanced insulation. Offering a free report educating people onThe five biggest mistakes people make when updating their double-

glazing may just persuade people already thinking aboutrenewing their windows to get in touch.

If you sell furniture, dont just tell people the latest saleprices of your sofas, tell them how modern and comfortabletheir living room will look and how jealous their friends willbe when they visit.

Running a competition to give away a complete furni-ture suite would be a great way of collecting the contact de-tails of readers who are currently thinking about upgradingtheir furniture. It may cost you to give a suite away for free,but how valuable would the contact details of 100, 200 even500 ready-to-buy prospects be in comparison?

If youre an osteopath, dont advertise your openinghours and address. Tell people how visiting you will finally putstop to sleepless nights in pain from that constant backache.

Offering a free consultation under the banner ExclusiveReader Offer would certainly ensure you capture names andaddresses of people in your area who were in pain and wouldbenefit from your service.

Another example of ineffective Name, rank and SerialNumber styled advertising can be found in local directoriesand Yellow Pages. They contain page after page of institution-ally styled Here I am! Use my service! Call me! adverts. Infact, if you swapped all the logos around, no one would everknow the difference!

REMEMBER:Whatever type of business you are in, whatever it is you are selling,you are actually onlyselling one thing RESULTS!


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This typical YellowPages advert wasfailing to generatebusiness for thisclient.After testinga new advertapproach in thelocal paper, the newYellow Pages adnow generatesstreams of bookings

CASE STUDY 6BEFORE

AFTER:BEFORE:

Yellowpages ad

The problem withYellow Pages ads is

they all look thesame.You couldalmost swap thelogos and no onewould notice!The new versionof this advertsout-pulls theoriginal by 370%

CASE STUDY 7BEFORE

All look the same

TURN TOPAGE 47

RESPONSE TO THISAD WAS VERY LOW

AFTER:BEFORE: TURN TOPAGE 47THIS STYLE OF ADDOES NOT WORK


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The five biggestadvertising designmyths and facts

Institutional Design Myth 1:Before it is printed, advertisements must first look good.

Fact: Many business owners judge their advertisingsolely on the look and feel of their material. For years,well-meaning advertising sales people have sold the need toadvertise on the theory it pays to keep your business name infront of the customers.

Very few companies actually expect this to generatesales. In fact, one thing that amazes me is the number of advertising award ceremonies held across the world in whichadvertising agencies battle it out for prizes given forgraphically appealing advertisements.

REMEMBER: It doesnt matter how good youradvertising looks, its the response you get from itthat counts. I am not saying your advertisingshouldnt look good. All I am saying is your

primary goal when planning to advertise should be,Will this advert pull a response?

Institutional Design Myth 2:Your company name or logo needs to be prominent on yourmarketing material, irrespective of how familiar your companyor service is to your prospective customers, clients or patients.

Fact: You should always place your company name


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or logo at the bottom of your material, never at the top.Think about it logos are an advertisement give-away.

Institutional Design Myth 3:Avoid using reply coupons or response forms because theylook old-fashioned and unprofessional.

Fact: Many design agencies frown on reply couponsand response forms because, once again, they dont lookgood. However, a reply coupon or response form has theability to double your advertising response-rate immediately.

Institutional Design Myth 4:Limit the amount of words you use on your adverts. Insteaduse bullet points and plenty of artistic white space.

Fact: This is the biggest myth and number onemistake business owners make with their marketing. Youcannot ever hope to get a high response to your advertising if you dont give people a reason (or several reasons) torespond.

This means that your advertisement needs to becrammed full of information. Contrary to popular belief, anadvertisement crammed full of relevant copy always andsubstantially wins over an advertisement with lots of artisticwhite space.

The reason for this is simple...

People crave information, especially when they are aboutto spend their money. Think back for a moment. What was thelast expensive item you bought? For me, it was a SLR digitalcamera for the studio. Now, I bet, just like me when youbought your latest investment, you craved information about it?

People craveinformation,

especiallywhen theyare about tospend theirmoney


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I wanted to know everything there was to know aboutdigital cameras before I handed over a single penny. I wantedto know the difference between digital and optical zoom,what features were most useful and what cameras would becompatible with the computers and so on.

It frustrated me that every leaflet or brochure I pickedup from the local shops just showed pictures with bulletpoints of information. Sure, the brochures were colourful andglossy, but all I wanted was a simple sheet of informationtelling me all there was to know about digital cameras!

REMEMBER: The More You Tell, The More YouSell... Your advertisement is nothing more thansalesmanship-in-print.

Institutional Design Myth 5:You should always use a design agency to create your adverts.

Fact: Every profession has its professionals. Youshould only ever use a design agency that understands anduses news-styled advertising principles. All other creativedesign agencies will never get anywhere near the results youshould expect from your advertising.


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Response Secret 1:Newspapers are mastersat demanding attention

Now you know the real reason why 97% of adverts, leaflets,brochures, sales-letters and product catalogues fail to pull aresponse. So what about the remaining winning 3%?

3% of adverts I see running in national and localnewspapers and magazines understand fully that institutional-styled advertising fails to pull a response simply because itfails to capture attention from the page.

They understand that no one looks at the adverts.Theyve switched on to what it is people are really looking aton the pages. The winning 3% have realised its the newsarticles and editorial features that surround the adverts thatget all the attention.

People read news, NOT adverts

In response to this, the winning 3% mimic thenewspapers and magazines at their own game and style theiradverts so that they appear like news stories or features, justlike the editorials that surround them on the page.

FACT: People do not notice or pay particularattention to advertisements when they scanover a page. Theyre too busy looking at theeditorials that surround them.

What does this mean? Copy the masters at their owngame by styling your next advertisement so it appears like a


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news article on the page and you WILL increase response20%-500%, often even more. Guaranteed.

You may not realise it but newspapers and magazinesare masters at attracting your attention through powerful,age-old design techniques. Every single page from the frontpage to the back is crammed full of specific attention-grabbing optical design techniques.

Used correctly, these design techniques capture yourattention and draw your eye across a page in a predeterminedpattern. Highly skilled page designers in newsrooms acrossthe country engineer their pages knowing exactly what willcapture your eye, where it will lead it and how to draw itdeeper into an article.

I can remember my first day like it was yesterday. Eagerto impress, I spent roughly an hour designing my first evernational newspaper page. I chose what pictures to use. Ichose what fonts and what size of font were most suitable. Ichose the colours that looked best and where I would placethem. I chose what column width to use and how manycolumns were required. In short, I chose what went whereand what wouldnt. After a while of moving the elements of the page around and then moving them back again, I wasconfident I had produced a masterpiece. Convinced the editor

would share my confidence and be equally impressed, I tookit to his office for approval...

Imagine my horror when he quickly pointed out that Ihad forgotten to leave space for the main headline! Mypicture choice was also ineffective and I had positioned themin the wrong place. The fonts I had chosen were hard to readand too small in places. My columns were too wide to be of any use and my colours clashed!

Your advertsmust be

engineered tocatch and leadthe eye


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ITS TRUE! You can have oneor more carpets cleaned foronly 39 per room. No catch-es, no minimum number ofrooms. Just a straight 39 perroom, for one or more rooms!

But you must hurry. Hereswhy. Theres a good reasonSwan Cleaning-one of the twolargest carpet cleaning com-panies in Europe-is offering Ex-press Newspaper readers thissubstantial cleaning discount.

Its to introduce their ad-vanced new cleaning system.The brand new Dry-Forcemachine cleans fast andeffectively-and leaves yourcarpets 100% dry and usable inless than 60 minutes.

The first real advance incarpet cleaning for yearsSince the dawn of cleaning,

the method used to clean car-pets had been to spray wateronto your carpet to soak it, andthen extract the water (anddirt) with a powerful vacuum.

There is no doubt this time-honoured system is effective.But it leaves your carpets wetand unusable for up to 24 hours.

Its a real nuisance!Especially at this time of

year when its colder. Youdont want to leave thewindows open for hours tohelp dry the carpets.Your carpets will be 100%dry in 60 minutes or less...or you dont pay a penny!

This new Dry-Force system

bookings are being takenweeks in advance.

But the Kent depot has onlyjust received delivery of thenew machines.

Thats why they haveagreed to make a special,one-time-only offer to GazetteNewspaper readers.

But they told me they haveto limit the offer to 21 days,

otherwise they wont be able tohandle the volume of bookingsthat they will receive. (I believeit-this machine is impressive.)

For this reason, I urge youto pick up the phone right nowand book your Express News-paper 39-a-room Dry-Forcecarpet clean. Call Swan Clean-ing on 01304 888 564 now.If youre not 100% delight-ed you get your clean FREE

The Swan Cleaning guaran-tee to you is simple. If-for anyreason whatsoever-you are notimpressed and delighted withthe quality and effectivenessof the clean, or you dontagree that your carpets are100% dry and usable withinjust 60 minutes, tell themthe same or next day, andthey will give you a 100%refund or cancel the invoice.No questions asked.

Personally, I have never knowna carpet cleaning company to bethis confident. You cant loose apenny by accepting this specialoffer. And you will end up withbeautifully cleaned carpets forpennies on the pound! Call SwanCleaning now on 01304 888 564.

really works! The first time Isaw it demonstrated, I wasamazed.

Heres how it works. Acircular, revolving pad isimpregnated with cleaningfluid. It gently rubs yourcarpet and extracts dirt-likerubbing your hands togetherwhen washing them.

This rubbing motion meansfar less water is needed toextract the dirt.

Thats the secret. The padpicks up so much dirt itsincredible. Youll be surprisedat how dirty the pad is aftercleaning!

Because substantially lesswater is needed, your carpetsare dry within 60 minutes of c leaning. In fact , SwanCleaning guarantees it.

If your carpets are notcompletely and utterly dryand usable (you can replaceyour furniture and walk in anduse the room as normal)

within only 60 minutes aftercleaning, just tell them andthey will cancel your invoice.

Thats how effective thisnew Dry-Force system is. Theyare also including free stainprotection!

Hurry-offer availablefor next 21 days only

This Dry-Force cleaning isbecoming so popular withcustomers in other areas,

Have your carpetsprofessionally cleaned

and stain protected

for just 39 per room(Normal price 79.99)New system leaves your carpets 100% dry and usable

in less than 60 minutes... or you dont pay a penny

Exclusive Offer For Every Gazette Reader

REPORTSDAN CASTLE

People dont buynewspapers andmagazines to look at the adverts.They buy them toread the articlesthat surroundthem. Style yournext advert so thatit appears like amini news story onthe page and you

will dramaticallyincrease theamount of atten-tion you demandfrom the page.Testprove editorialsreceive 600% moreinterest than adverts

CASE STUDY 1AFTER

News-styledadsdemandattention

This carpet cleaning company generated 5,850in 37 days simply by switching their advertising from

regular-styled to news-styled


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I had no cross-heads to keep the reader glued to thecopy and I had styled my copy wrongly. I had no drop-capsand no bold intro. My line spacing was a mess, my spacebetween paragraphs was out, my line indents were missingand my tracking was too tight...

The list went on. To be honest, Im surprised I wasntsacked there and then on the spot! Instead, he sat me downand explained in detail how I had failed to create a naturalflow for the eye across the page.

In a nutshell, I had failed to apply the science behindlaying out a successful newspaper page.

Many people dont realise it, but newspapers use sciencewhen setting out their pages just like supermarkets use scienceto keep you in their stores.

From the lighting in the fruit and veg aisle to the tiles

they use on the floor, everything is very carefully thought-out. Often the bakery is positioned next to the entrance asnothing triggers a hunger better than the smell of fresh bread.Frequently, supermarkets will avoid having clocks on displayto ensure you loose track of time while browsing the aisles.Most choose to do away with windows for the same reason.After all, the last thing they want you to do is realise that itsdark outside or finally stopped raining.

Just like supermarkets, newspapers and magazines usescience to keep you interested in what you are reading. Fromwhere they position the headline and what font they use topresent it, what photos they show and where they place thephotos in relation to the headline. What caption they give thephoto and where they decide to print it, everything is donefor a purpose.

Nothing is placed on a page without careful considera-tion. Every element of every page is meticulously engineered


33/61


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Why you should neverlet a newspaper design

your advert for FREE

In order to secure your business,newspapers will almost alwaysoffer to design your advert for free. In fact, they have a smalldepartment of designers whose job it is to churn out these freeadverts all day long.

If a newspaper designs your advert, the chances are thata graphic designer with absolutely no marketing experiencewhatsoever will design it in under fifteen minutes.

The designers who design the adverts are NOT the samehighly skilled page designers that design the newspaper pages.

REMEMBER: The ONLY reason a newspaper willoffer to design your advert is because they wantto secure your business.Adverts that are designedby in-house advert designers will HARDLY EVERpull a response.

Only everuse a design

studio thatunderstandsnews-styledadvertising


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Response Secret 2: You have only four secondsto capture interest

Styling your advertisements so that they appear like newsarticles, editorial features or exclusive reports on a page willcertainly ensure you win more attention.

But to truly drive up response, sales and your bottomline profits, your advertising needs to capture yourprospective customers interest. In brief, you need to converttheir attention towards your ad, leaflet or brochure intogenuine interest.

So how do you turn attention into interest? By givingyour advert a strong, benefit-orientated headline. Tests haveproven that headlines alone can increase response by 500%.But why are they so effective at capturing interest? Its alldown to the way people read newspapers and magazines.

The next time you see someone reading a newspaper,take a second to actually watch how they read it. Watchclosely as they turn each page. More importantly, payattention to their eyes. As they turn each page, youll noticehow their eyes dart randomly across the page. What is it they

are looking at? Its the headlines!

FACT: You have just four seconds to capture aprospective customers interest from the page.

Headlines sell papers. A newspaper or magazine without aheadline on its front page simply wouldnt sell. How would itattract readers on the newsstands? How would it direct peopleto read its pages if these pages were awash with pictures andstories presented with no particular hierarchy or order.


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Logos are an advertgiveaway. Rememberyou have just fourseconds to capturea potentialcustomers interest.Replace yourcompany log with acompelling headlinelike the advertshown here and youwill dramaticallyincrease yourresponse. Thisgarden centre sold75 black bambooplants from oneinsertion in agardening magazineprinted in Ireland.This advert runsmonthly featuring anew plant each time.

CASE STUDY 2AFTERReplace

your logowitha

headline



Get one of thesestunning ChineseBlack Bamboo...

T HIS stunning, unusual black bamboo (Phyl-lostachys nigra) was introduced from Chinain 1827, and has thrived in this country eversince- if you hurry, you can get one of only 417young black bamboo we have secured at a priceyoull love!

It has become one of the most sought afterbamboo in Europe because of its unusual blackcane colouryou might have seen it pictured; itsthick canes mature to a gorgeous shiny black, andits leaves are bright green. The contrastwith other plants in your garden isfantastic. The problem is there is moredemand than supply.

Why the black bamboois unusual

The black bamboo is slow growingand non invasive. The canes take upto 3 years to mature from an intensedeep green to the deep solid black itis famous for. With masses of delicate,foliage that shimmers in the slightestbreeze, contrasting with the jet blackcanesgiving an oriental mystical effect.

We have managed to secure 417 beautiful spec-imens from a specialist Italian grower. These plantscome supplied to you as fresh, young, well rootedplantsapprox 4ft in height with between 3 to 5canes per plant. And will mature into stunning blackbamboo within 2 years.

Even better, you should expect to pay 60 - 100or more for a mature black bamboobut we are makingthese 417 plants available for just 29 plus p&p

Why is this fantastic bambooavailable for this low price?

Frankly, we want to impress you so much withthis introductory offer, that you will want to becomeone of our long- term customers. Thats the reasonwe want to ETHICALLY BRIBE YOU with thisMAD black bamboo offer!

We think that when we give you such a greatoffer, and you experience our high quality serviceand excellent healthy plants, it is quite likely youwill want to buy more plants from us in the future...but there is absolutely no obligation.

I mean it!If you want, you can take advantage of this offer,

and never buy another plant from us in your life.But we bet you will! Plus, we will send you an indepth cultural guide to help you get the best from

your black bamboo plants and numer-ous special offers that you can takeadvantage of now.

100% MONEY BACKGUARANTEE

Every plant you ever buy fromOrchard Home and Garden - includ-ing this stunning black bamboo- is100% guaranteed to be of the high-est pedigree, carefully prepared andpacked, and perfectly healthy onarrival at your address.

If for any reason whatsoever youdon't agree that the black bamboo you

receive is stunning and 100% healthy, simply returnthe plant within 30 days, for a prompt and cour-teous full 100% refund. No questions asked.

But hurry! As this is such a fantastic unrepeat-able offer, and for this reason we must restrict thisoffer to 1 plant per person only, as there are only417 of these plants available at this MAD 29 price!

Get your magnificent, lowmaintenance black bamboo today!Simply call freephone 1800 513 8976 with your

credit card ready for 31.95 (lines open MondayTo Saturday 9am to 5pm) or send a cheque payableto Orchard Home and Garden, Dublin Road,Celbridge, Kildare . Confirmation of your order andreceipt of your payment will be sent by first classpost. Plants will be individually reserved anddispatched at the perfect planting time.

But hurry, it is so unique we can only get417 on a first-come, first-serve basis...

Hurry: Stock are limited

This garden centre switched its advertising styleand sold all 417 black bamboo plants in just one month

generating 13,000 in the process


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Headlines are critical when it comes to sellingnewspapers and magazines. Choosing the right story for thefront cover and writing the best headline to sell that story isbig business. Get the combination right and youll berewarded with record sales of that edition. Get it wrong andeven your army of loyal readers will turn their backs on youand select your competitors edition that day.

Getting the cover story and headline right is the make-or-break moment in the newsroom. You could have apotential top-selling edition on your screen with pagescrammed full of exclusive stories, pictures and interestingfeatures. But if you select the wrong cover story or choosethe wrong headline appeal or wording youll fail to sell thevolumes of papers required to cover the cost of all thoseexclusive stories, pictures and interesting features you, as

editor, commissioned to fill your paper.

Writing the correct headline is essential. They sell papers.They summarise succinctly and poignantly the content of anarticle. They label or head-up a story with the sole purpose of capturing the glance of a potential paying customer. So if headlines are used to capture interest, imagine what willhappen if you put a headline on your next advertisement!

When it comes to writing winning headlines for yourads, dont panic if you cant think of a good one. Ask othersfor help. In the newsroom, headlines are accepted fromanyone designers, reporters, illustrators or photographers.The only condition is that it has to be the best headline forthe story. My point is you dont have to be a newspapereditor to write a big-selling headline.

David Ogilvycalls the

headline,Theticket on themeat I call it,The singlemost essentialelement of anyadvertisement


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Response Secret 3: Stir a desire for yourproduct or service

Mastering how to demand attention and capture interest willcertainly help you increase the response your advertisinggarners, but these two skills alone will never unlock themaximum return possible from your advertising investment.

In order to unlock the true potential from youradvertising spend and maximise your return, you must createa desire a desire to own your product or use your service.

Appearing like news or an editorial article certainlyguarantees youll grab attention and a powerful headline will

convert attention into interest, but to get people respondingin their droves, you need to arouse their desire for yourproduct or service.

In short, you have to make them want and need what it isyou are offering. Institutional-styled adverts consistently falldown at this hurdle. Bullet points and short sentences not onlymake the ad look like an ad, they also fail to stir a desire.

The winning 3% of advertisers understand and take fulladvantage of the biggest human trait we possess. Theyunderstand that people love to read. More, importantly, theyknow that we as humans subconsciously cant stop ourselvesfrom reading.

MYTH: People wont read your advert if its filled with lots of words (copy).FACT: People will ignore your advert if it appears likea run-of-the-mill institutional-styled advertisement.


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Its a myth peoplewont read youradvert if you fill itwith copy.The factis, people WILLread it if itsinformative andinteresting. Insteadof paying a news-paper to run youradvert - why dontyou write a reporton the benefits of using your productor service.Thenpay the newspaperto run yourfeature instead.Remember peoplelove to read - theydo NOT love ads.

CASE STUDY 3AFTERReportonyourproduct

orservice



THIS breakthroughlaminate flooringis so real it fools mostexperts.

It had me fooled, andIve been in the flooringbusiness since I left school,18 years ago.

This looks and feels sorealeven right up closethat your family and friendswont be able to tell the dif-ference either.

Better than woodin many ways

The benefits of thisadvanced laminate woodflooring over traditionalwood are numerous.

First, it is almost impos-sible to dent or scratch.

Second, it doesnt stain.You can spill a whole bot-tle of red wine or dark beeronto it, and you simplywipe it clean with NOstaining whatsoever. Itssuper resilient.

Third, it is ultra hard-wearing. It NEVER dents,scratches, or warps (one of the problems often experi-enced with natural wood).See this extraordinary

flooring today!

If you are thinking of hav-ing a new floor fitted, look

at this extraordinary woodlaminate optionyoullbe astonished and delight-ed at the beautiful realwood look it creates inyour home.

A company youcan trust

One organisation thatsupplies and fits thisrange The Expert FlooringCompany, based in Can-terburya company you

can trust.Ask them to visit yourhouse and show you thisrange. I think youll be im-pressed.

Plus you can rest assuredthat you are in experthands. Directors John andSamantha Gibbon are lam-

By DAN CASTLE inate flooring experts. In myopinion, there is not a bet-ter company from whichyou can get expert adviceand fitting.

Best of all, John andSamantha insist on givingyou a 100% guarantee of absolute delight.

They say, If for any reason you dont agree thelaminate flooring you havefitted looks just like realwood, and is fitted trulyexpertly in every detail,simply say so and we willeither refit your floor at noextra cost, or remove it,make good, and cancelyour invoice. No quibble.

Call Expert Flooring nowon 0800 451 3021, or youcan write to:Expert FLOORING Ltd

21 Brokenhurst Close,Canterbury Kent

CT2 7RX

Looks, feels and fits so likeREAL solid wood flooring, even

most experts cannot tell thedifference... PLUS, its up to 2-

times less costly to supply and fit!

Breakthroughin laminate

wood flooring

EXCLUSIVE READER OFFER

You dont have to be a marketing expert, professionalgraphic designer or copywriting ninja to create

ultra-high converting news-styled advertorials like this


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An advertcrammed full of

copy will alwayswin out over anadvert withlots of artisticwhite space

We humans are programmed to learn. We love to readin order to educate ourselves. Its the reason over 200,000new books are published every year in the UK alone andwhy books, periodicals, encyclopedias, manuscripts, novelsand reports fill the shelves of libraries globally.

The newspaper and magazine industry base their entirebusiness model on this trait of ours. Its the reason the Inter-net has become the worlds largest information bank fuelledby our passion to read and increase our knowledge. After all,why else are you reading this report?

The Which brand know this. Theyve built a lucrativepublishing business around the fact that people want to knowas much as possible about a product before they purchase it.They test, review and rate products tirelessly, printing theirfindings in a whole range of magazines and online.

Therefore, in order to get the ultimate response fromyour advertising, you have to harness the desire we have toread. This means your advert needs to be full of benefit-loaded information.

Contrary to popular belief, an advertisement crammedfull of relevant copy always wins out over an advertisementwith lots of artistic white space...

REMEMBER: On average,editorials receive six timesmore readership than ads. Meaning adverts thatare perceived as editorial news articles are 600%more likely to pull a response than adverts that aredesigned to look like adverts, simply because sixtimes as many people look at them!


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Use your advert to give the reader a reason or reasonsto respond. Tell them in detail the benefits and results theycan expect to gain by using your product or service. Heres aa few benefits you could write about.

Enhance: Will owning your product enhance their life?Will it enhance their looks? Social life? Family life? Would usingyour service enhance their performance at work? In the Gym?Or in life generally?

Feel Good: Would using your product make them feelgood? Will it make them feel younger? More attractive? Would it makethem more likable and acceptable? Could your service relieve some-one in pain? Or teach them a new skill?

Help: Will purchasing your product or enlisting the helpof your service make their life easier? Will it help them save time?Money? Keep their job? Get promoted? Get something done faster?

For Example...

A car salesperson realises that its not just a car he is selling.As soon as he spots a potential customer on the forecourt, heimmediately starts selling him the benefits of owning the car he isadmiring.

Hell tell the buyer how smoothly the car drives, how fast itcan go and how economical it is. If its a family viewing the car,hell inform the prospective owner how safe the car is, how manyairbags it has or what European rating it has against impacts.

In brief, its the benefits of owning the car that appealto the customer. A good sales person will adjust their salespitch accordingly, trying to trigger the emotional buttons thatare likely to lead to a sale.


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Another example is the travel agent. No holiday compa-ny is in the business of selling foreign countries. They are inthe business of selling results. They focus on how relaxing theholiday will be and how much fun you will have. They sellyou the feeling of being pampered while laying on a beach.Essentially, they paint the picture that their holiday packagewill give you two fantastically relaxing and stress-free weeksaway from the office.

A clothing company doesnt just sell a new range of clothing They sell the way you will look, be perceived andfeel whilst you are wearing their latest line.

You see, benefits and results sell!

Your advertisement is nothing more than your best salespitch in print. Styling your advert so that it appears like aneditorial article will certainly ensure it demands attention.A powerfully crafted headline will guarantee attention is

converted into interest. But to really boost the response yougarner from your advertising, you need to create a strongdesire within any prospective customer to want or use yourproduct or service. Selling the benefits and results they canexpect to receive from investing in your product or service isthe ONLY way to achieve this.

As the great copywriter, John E. Kennedy, once said:Advertising is salesmanship in print - the more you tell the

more you sell.

The truth is, people WILL read your editorial-styledadvertisement just as long as its filled with targeted, interestingcopy that applies to them at that moment in their life.

Heres another real life example...

I recently decided to take a holiday and drive downthrough Europe into Spain. I soon realised, while planning

Advertising issalesmanship in

print,the moreyou tell - themore you sell

John.E.Kennedy


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my road trip, that a satellite navigation system would makethe whole journey that much more easy and enjoyable.

I would be able to do away with the maps and thehassle that they bring. Instead, I could sit back and take inthe scenery, interrupted occasionally by the reassuringlyaccurate voice of the system.

But with so many systems available, it was impossible to just go out and buy the first sat-nav system I could find. Ihad to study the market. With so many options, how would Ifind the right one for me? With prices ranging from 50-400+ I soon realised that there was more to sat-nav systemsthan I had anticipated.

In order to choose the right one, I set about educatingmyself. I needed to become an expert. I needed to know:

How the systems operated?

What makes were the best?

What makes I should avoid?

What could I expect for my money?

How could I be sure I was getting a good deal?

Would I need to consider buying updates?

Would it update itself for free? What makes were easiest to use?

Would it give me live traffic updates?

Would it connect to my laptop?

Would it navigate across Europe?

I had endless questions to which I desired answers

I had endlessquestions to

which I desiredanswers


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before I could choose what system was right for me. In short,I needed to know everything about satellite navigationsystems. I needed to be an expert on the subject.

This is the same psychological process everybody goesthrough when about to make a purchase. People ha-bitually feel they need to know everything about a prod-uct before theyre confident enough to justifyparting with their money. Its critical you fully

understand this. Ensuring your advertisement answerspeoples questions through benefit-loaded copy is thekey to out-marketing every one of your competitors.

Like most people, I turned to the Internet for answers.I visited electronic stores and questioned the staff. I spoke tofriends who owned them and read reviews in magazines.

After a week of investigating, I finally knew how they

worked, what systems up-dated automatically, which ones werenew to the market, which systems had caused people headachesacross Europe and which one were the easiest to use.

I knew what system offered the best value for moneyand what system came with European maps installed straightout of the box. I knew which systems to avoid and whichones offered more than I would require.

Eventually, when I had educated myself enough toanswer my questions, I felt confident enough to go ahead andmake a purchase. I bought the best one I could find in myprice range. It worked great and Im pleased to say it got meall the way to Spain and back with ease!

With this in mind, what advert do you think I wouldhave responded to had these been running in my localnewspaper while I was in the market for a new sat-nav system?


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Dont just list

specifications. Itsbenefits that sell.Bring your productsto life by reportingon them and thenpresent your advertlike a news storyfor maximumresponse.

Tests have proventhat adverts filledwith compellingheadlines andinterestinginformative copyalways sell moreproducts. One of the techniques Iuse to write myadvert copy is to

list all the benefitsof using the prod-uct or service thenI simply write ashort story abouthow they enhancea persons life.

SAT NAV BEFORE

SAT NAV

AFTER

Just listingfeatures isnotgoodenough...



Heres an incredible new Sat-Navsystem that thinks its a tour guideHERES the smartest Sat Nav you can buy! Itso advanced it actually thinks its a personalTour Guide. First, it allows you to avoid traffic

jams as they happen. How? Because thanks to thetech-wizards at Road Angel this breakthrough newsat-nav system has a 24hr live connection to theinternet. Meaning LIVE up-to-the-minute informationis beamed to you wherever you are in Europe.

Second, because of its genius Google searchfunction points of interest can be found in realtime, meaning for the first time ever, those cutelittle restaurants and mini urban art galleries arefinally included in searches you make on the road.

Youll love the NEWbreakthrough features..

Until now, satellite navigation systems have essentiallybeen passive systems. Receiving location signals from satel-lites and providing routing information accordingly. Thatsnow changed. The new Road Angel i2000 can update yourroute as you drive to avoid traffic jams as they happen.

Whats more, with just one press of a button you can

locate the nearest fuel stop, press another and the sys-tem will alert you to where the nearest safety camera areinstalled helping you avoid speed checks as you drive!

Plus, this machine comes with preinstalled European roadmaps fully updated on a hourly basis. Finally, you cancruise the German Autobahn or navigate the twisted streetsor Paris like a real local with the revolutionary Road An-gel i2000 personal tour guide.

Advanced Features: - LIVE System with an internet connection - HotTraffic helps you avoid traffic jams - Fuel PricingSystem which will save you money on fuel - Safety Camera Database helps you avoid speed checks - Google Local Search allows you tofind points of interest that were previously inaccessible -Bri tain and European coverage -Easiest to use system yet... Plus lots more...

The Sat-Nav thatthinks its a tour

guide Road Angeli2000 only 299

while stocks last

100% 365-Day GuaranteeOur guarantee is simple and complete. If-for any rea-son-you don't agree that the Road Angel i2000 is themost advanced, easy to use and useful satellite naviga-tion system on the market, you may simply return itwithin 365 days and receive a 100% refund, no ques-tions. Buy this Sat Nav today without risk-it's exceptional!


46/61



Before anyone makes a purchase, regardless of how bigor small, they desire to know as much as they can about whatit is they are going to invest in. Its human nature. Beforepeople are ready to part with their hard-earned money, theywant to be sure that they are going to get a good deal, thatthey are investing in the best available option and that theyare going to get exactly what they want in return.

Whether its a new sat-nav system, a new car, a familyholiday, a new laptop, new suit, new watch, television,dinning room carpet, kitchen, bathroom or bicycle, peoplewant to know as much as they possibly can about the itembefore they hand over their savings.

Will I be able to return it if it doesnt look right? What if it breaks in the first year? Am I getting the best value? Can I afford it? Do I really need it? Do I trust the person Im buying from? Is it a scam? Is it too good to be true? Is it excessive? What will my friends think?

The more questions you answer in your editorial-styledadvertisement, the more people will perceive you to be theexpert in your field. This is why simply displaying yourproducts, shop front, latest prices or opening times will fail to

stir the maximum response possible from your advert.

Anticipate and answer your customers buying concernsthrough benefit-loaded copy and give justifiable reasons-why-to-act and youll sky-rocket your response rate immediately.

REMEMBER:The more you tell, the more you sell.Your advertisement is nothing more thansalesmanship-in-print.

The morequestions you

answer in yournews-styledadvert,the morepeople willperceive you tobe an expert inyour field


47/61



Response Secret 4:Call for action or lose a sale

One of the biggest marketing mistakes I see being made dailyis that companies neglect to effectively ask for action.

This applies to advertisements, leaflets, sales letters,brochures, catalogues and even television and radioadvertisements. Put bluntly, every day we are surrounded bymarketing that fails to ask for action. If your marketingdoesnt specifically ask for action, then its no more than awaste of your valuable cash resources.

By failing to give a compelling reason to respond, youare failing to garner the maximum response possible fromyour marketing material. Large numbers of people will simplynot respond to marketing unless they are specificallymotivated into taking some sort of action.

If you do nothing but just add a call to action to yourcurrent marketing material, I guarantee you will increaseresponse. This in turn will increase sales and ultimately yourchances of boosting your profits.

As Ive already exposed, 97% of businesses advertise inan institutional-style. They believe that by simply showingtheir product, customers will rush to buy it!

This is simply not true. Every salesperson knows that, if they dont ask for an order, they will not make a sale.Therefore it is critical that every piece of marketing you putout asks prospective customers to take action.


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Failing to call foraction is the biggestmistake mostbusinesses makewith their advertis-ing. Place a couponon your ad and youwill increaseresponse immedi-ately. Even if youwant people totelephone or visityour website you

should use a coupon.Coupons subcon-sciously motivateaction. For years thescissor logo hasbeen associated withtaking action - thisalone can increaseresponse by 3%

CASE STUDY 4AFTERCouponsincreaseresponseeverytime



Here are six critical qual-ities you should expectfrom the best companiesin the UKIncluding Hove.

1.You should not have to paya fortune. Even the most ex-perienced, specialist kitchensupply-and-fit companies willoffer you competitive pricesand value for money.

In fact, you can often getgreater value from the bestcompanies because they arelarge enough to fit upper-range kitchens for mid-rangeprices.

2.Kitchen fitting is a skilled actually highly skilledjob.

Look for a company with itsown installations team, whohave many years experience.

3.Choose a company that of-fers you a complete, start-to-finish servicebuilding work,floor and wall tiling, electrical,plumbingand project manageyour whole job.

4.Ask for and expect FREEcomputerised 3D planning. Youshould be offered unlimited al-terations until your design isexactly how you want it.

5.You should be offered 100%,5-year guarantee on all in-stallation work plus furniture.No quibbles.

6.The best companies have aminimum of two to three hun-dred modern and traditionaldoor styles for you to selectfrom, each with factory builtcolour-matched rigid cabinets(never flat pack).

A company you can trustBowerswood kitchens are one

of the best, meticulous andskilled kitchen suppliers and fit-ters I have found.

They really take an interestin your job, and put an awful lotof care and attention into build-

Not all kitchen companies are the same

ing and finishing your kitchento craftsmen standards.

A kitchen youll beproud of for years

They have a large range of styles you can choose from all of a beautiful high qualitythat they make available atsome of the best prices for thisquality of kitchen.

This company is impressive.They discuss every large andtiny detail with youand careabout your finished kitchen as if they were installing it forone of their best friends.

They also have an excellentrange of appliances from mostof the best-known and reliablemanufacturers, plus worktopsincluding Granite, Corian andsolid wood, sinks, taps and alarge range of great and var-ied accessories.

John Bowersfounder andmanaging director insists on

EXCLUSIVE

Get a FREE, new kitchen colour planand quote from Bowerwood kitchens

guaranteeing the work histeam do for you.

100% guarantee on ALL your work and furnitureHe says, We put our money

where our mouth is! If any-thing at all is not 100% rightfor you, or if anything goeswrong, we make it a priorityto come back and correct it im-mediately, totally at our cost.We promise the best value inkitchens, and we make surethat promise is lived up to.

My Advice?If youre thinking of having a

new kitchen fitted, call TheKitchen Gallery now.

Ask them to come and measure

your kitchen, then give you acolour plan and quotation com-pletely FREE of charge, andwithout obligation.

They are more than pleased todo this for you. Their number is01273 475443, and their showroomis at: 9-11 George Street, Hove.BN3 3YB

YES PLEASEI would like to discuss and then get a free,no-obligation colour plan and quotation for my new kitchen

from Bowerswood Kitchens. I am delighted to hear that thiscompany takes so much interest and care with every customer.

ORI am not quite ready to have a free colour plan made butplease rush me a free, full colour brochure showing a range

of beautiful kitchens Pauls company fits (no obligation).

F O RFA S T E S TS E R V ICE

C A LL:0 1 2 7 3

4 7 54 4 3

Name:

Address:

Post Code: Tel:Bowerswood Kitchen

FREEPOST NATXXX, Hove, Kent. BN3 3YB ADC01

WHO ELSE WANTS ANUPPER-RANGE KITCHENFOR MID-RANGE PRICES

F O RFA S T E S TS E R V ICE

C A LL:0 1 2 7 3

4 7 54 4 3

This kitchen company was failing to pull a singleresponse with their regular styled advert this new

version pulled 22 enquiries the FIRST day it ran


49/61



2 FOR 1Dry Cleaning V oucherT HIS Coupon e ntitles the be a r e r to r e ce iv e a tw o-f or -one of f e r on cloth ga r me nts only . It ca n ber e de e me d a t a ny br a nch of Blanks ons . Y ou mus tpr e s e nt this c oupon w he n y our o r de r is de pos ite d T e rms a nd conditions : Only onev ouche r pe r or de r. Low e s t pr ice dga rme nt cle a ne d for f r e e . V ouche r ca nnot be us e d in c on junction w itha ny othe r off e r . V a lid until 0 1/11/ 12

Businessesavoid using

coupons as theylook messy -truth is, couponsactually increaseresponse as theymotivate action

ENSURE your coupons include the familiar scissor icon -

this can actually help increase response by up to 3%

At the very least, you want your prospective customer tocall or write for more information, a free sample, a freeconsultation, demonstration or similar.

Here are the 6 most effective ways to call for action:

1 Phone, write, fax or email for further informationor a free brochure, report or information pack

2 Phone, write, fax or email for a free sample

3 Visit your store for a free sample, demo or test

4 Request a home visit for a free demo or test

5 Request a 30-day free, no-obligation trial

6 Give a limited offer if you buy today, week or month

One of the best ways to illustrate your call to action isby using a coupon. Coupons have a powerful effect onpeople. By asking a prospective customer to physically cutout a coupon and return it, you increase the chance of theirresponding to your ad or leaflet considerably.


50/61



The accumulativepower of the AIDAResponse Secrets

As you now know, people dont buy a newspaper or magazineto read the adverts.They buy their favourite title in order to sitdown and read the editorials that surround the ads on the pages.

The thing is, while graphic designers have been workingaway advancing their creative skills by creating fancy colourblends, drop shadows and artistic arty shapes and swirls,newspaper designers have been fine tuning their skills and de-sign techniques too.

The only difference is, newspaper designers understandthe scientific design skills required in order to demand atten-tion, capture interest, stir desire and motivate action.

The winning 3% of advertisers know this. Theyunderstand its the editorials that get all the attention on thepage. This is why they style their adverts using the AIDAformula to ensure they capture the same level of attention as

the news stories that surround them on the page. So what ex-actly does AIDA mean?

A = AttentionEnsure you demand attention off the page by styling

your advert so that it appears like an editorial news storyNOT a typical run-of-the-mill advertisement.


51/61



Master Inner Circle magician,Darren Smith (aka Mr Magic) saysthere are three qualities you shouldexpect from a professional childrensmagician:

1, The magician should first and foremost beexcellent with children. If the magician cannotcapture the attention and interest of thechildren, the magic will not work!

2, The magician should be withinthe Inner Magic Circlethe higherthe membership, the better the skills.

3, The price of your magic party doesnot need to be extortionate. But also,you might be disappointed with thecheapest magician.

An Inner Circle MagicianYou Can Trust...

Darren Smith (Mr Magic) is one of the UKsmost experienced and loved childrensentertainers. He has a magical ability to makeeven shyest children enjoy the party.

He is an Associate Member of The InnerMagic Circle, the highest level attainableby examination, and a published author.His magic is mind-blowing; extraordi-nary. Plus youll be delighted with hisprice, and the 100% money-backguarantee he gives you!

Advice from an Inner Circle Magician

Call him today on 0800 1816845 for a free copy of hisbook and to ask about yourchilds next party, or go to

www.MrMagic.co.uk

Incredible Mr Magic reveals sevenof the most amazing childrens partysecrets ever claim your copy now

A powerfullytargeted headlineand FREE reportoffer ensures thisadvert demandsattention and callsfor action.

CASE STUDY 6

AFTERDemandattention

N OT ALL letting agentsare the same. To help youidentify the best agent for yourproperty, here are three crit-ical things you should expect even demand:

1, The agent should already pos-sess a good source of waiting ten-ants, so that often a tenant can beprovided almost instantly (ratherthan having to wait for advertis-ing response).

2, The agent should advertise onall the TOP UK property web sitesto attract the best tenants in yourparticular area.

3, The agent should ideally be fo-cused ONLY on landlords and pro-viding tenants (rather than beinga general estate agent).

One agent who is providing sucha service is Cupid Lettings, ownedand run by co-proprietors Ken andSandra Jenkins.

Their entire agency is focused onproviding high quality tenants forlandlords, and managing the prop-erty and the let so that you, thelandlord, can virtually forget aboutyour property and simply receivegood monthly income, without has-sle or concern.

They even provide you with 12months rent guaranteeFREEfor the first 12 months.

Letting property is their thing.They love the business and do itvery well indeed.

Certainly, with what I have seenof their dedication, I would trustmy property to only them.Theyeven provide you with an iron-cladguarantee of satisfaction...Theyll refund 100% of the

fees you pay!Yes, if you are dissatisfiedin

any waywith the professional andexpert agency service they provide,they will refund 100% of the fees

you have paid, promptly and cour-teously, any time during the first3 months.

Thats how certain they are thatyoull get a better result by letting

your property with them. I dontthink youll find a better guaran-tee of expert letting and manage-ment service than that!

If youre interested in speakingto either Andrew or Kim about let-ting your property, call them on01304 784 321 between 96pm,Monday to Saturday.

If youve just let your property, dontread this It willbreak your heart!

01304 784321

Educate prospectswith interestingand informativecopy to ensurethey perceive youas the leadingindustr

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Why Regular Styled Adverts Are Dead

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