“When To Fall In Love...And... When Not To!” by Craig Garber
“If you roll out some kind of marketing campaign, be it a long-form sales letter... a newspaper insert... a door hangar... a display ad in a newspaper or trade magazine... or even a website, and... if your ad doesn't work once...”
You probably weren't expecting this when you opened up your e-mail and decided to check out today's tip, but in the next few minutes, I'm going to save you a LOT of money, and... a lot of heartache.
Listen, no one is more romantic than I am.
I'm actually madly in love with my wife -- totally head-over-heels. I buy her flowers every once-in-a-while, and I even still send her love notes after umpteen years together.
Frankly, she's one of the "secret weapons" I have, that accounts for my success. When ever the world seems dark, she's always able to light it up for me.
I hope you too, have a strong shoulder to lean on when you need it, and...
THAT’s the kind of “romance” you should be enjoying!
But there are times, when falling in love can be dangerous to your health, and... to your wallet!
See, one thing you must avoid, if you want to save yourself a lot of aggravation as well as a lot of money, is this:
It's O.K. to fall in love with women... men... small battery-operated rubber and silicone toys... or whatever it is that floats your boat.
However... it will destroy your business and break you in half, financially, if...
You fall in love with your advertising!
Meaning, this: If you're rolling out some kind of marketing campaign, whether it's a long-form sales letter... a newspaper insert... a door hangar... a display ad in a newspaper or trade magazine... or even a website, and... it turns out your ad doesn't work the first time...
It Won’t Work The Second Time...
The Third Time... Or The Tenth Time Either!
This same thing holds true, by the way, if you already have a successful marketing piece, and it's starting to outlive itself and you're seeing a reduction in your response rates -- it won't all of a sudden go back up, just because you decide to keep running it.
You know, there's an old saying that says:
“Insanity is doing the same thing over
and over again, and expecting different results!”
That makes sense, right?
Yet, I meet loads of business owners, every week, who are consistently running the same ads that aren't generating ANY business, because...
Their advertising sales rep told them
they need “more exposure” for their ad to work!
Look, running your ad over-and-over again, "hoping" it will work, doesn't make any more sense then trying on a tight pair of jeans over and over again... and "hoping"... all of a sudden...
They'll fit!
Simply "Hoping" they'll fit, will definitely not make 'em fit. (Even if you really really really "hope" -- with all your might.)
And yet, people are re-running bad ads "hoping"... "praying"... and "wishing" their ad will miraculously work "this time".
Well, here's a newsflash for ya:
This Time Really... Won’t...
Be Any Different Than...
The Last Time!
It might "sound right", that people need to see your ad more than once to get some attention, but that's only if you're ad doesn't have any kind of dramatic and attention-getting headline... any kind of compelling offer in it... or any kind of reasons for your prospects to take action now (your "call to action").
And who wants to take chances running ads like that?
If that's what you're doing, you really are leaving your success up to "hope", because "traditional" ads like that, with cute logos or phrases, with headlines like "Spring Sale" (that was in today's paper) will deposit about as much money into your bank account, as the easter bunny will.
And if that's what you're doing, it's also outright destructive, because then you really are drifting nowhere on a slow boat to China.
You need to run ads that automatically and hypnotically compel your prospects to grab their phones, or walk through your doors, and you must be willing to think outside the box to do this.
You've got to ignore conventional advertising traps and use direct-response marketing that works.
Oh, one more thing: We've talked about this before, but it's important enough, that it's worth me mentioning again:
Make sure your advertising is measurable or "trackable".
Meaning, you've got to have some way to measure the response to your ads.
Otherwise, how do you know if your ad is working... or if you should change some of its components (like your headline, your offer, your sales price, or whatever)...
Or if you should drop it like a hot plate!
Typically, conventional advertising results are not measurable, and that's just one other reason why...
You Should Never Ever Bet The Farm...
On Conventional Wisdom!
Just something to think about.
See you next week.
P.S. Next week I'll tell you what to do if you already have a successful ad, and it's starting to peter out and you need a jumpstart -- I'll show you how to give it a good "kick" in the pants.
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them next time. I appreciate your feedback!
And if you haven 't already done so, go ahead and click here right now to sign up for my FREE Tip Of The Week -- it's the Number One Direct-Response Marketing And Copywriting Newsletter for independent business-owners.
“Craig Garber is America's Top Direct-Response Copywriter. You'll find hundreds of marketing tips to increase your sales, and his insanely popular FREE Direct-Response Marketing Tip Of The Week, on his website, www.KingOfCopy.com. Copyright © Craig Garber. All rights reserved.”