“Why You Really Can Teach An Old Dog, New Tricks: 5 Ways To Breathe New Life, Into An Old And Dying Ad!” by Craig Garber
“No matter how well any particular ad or marketing program is pulling... no matter how high your return on investment is... and no matter how many leads you're generating, at some point in time, the response of your ad's going to start slowing down. Here's how you can fix that...”
Ever get back together with an old flame of yours after you broke up?
In the beginning it's pretty good: You've been missing each other's company... you're comfortable with each other's quirky habits... and hey, let's face it:
“Make-up” sex is usually VERY exciting.
But then what happens?
Those same old behaviors that used to irritate you, start flaring right back up again.
And then, well... I think you know the end of the story here, but, the thing is... so many people get attached to their marketing....
As If It Was An Old Flame!
And just like old relationship, they keep on coming back for more: Trying to squeeze those last drops of business out of an ad -- even though it's clearly going nowhere doing this.
Here's the deal: No matter how well any particular ad or marketing program is pulling... no matter how high your return on investment is... and no matter how many leads you're generating... at some point in time, the response to your ad's going to start slowing down.
See, in marketing, as George Harrison once said, sadly...
All Good Things Must Come To Pass!
So today I want to give you 5 techniques you can use, to boost the response of a once-mighty and once profitable display ad.
Understand, there are loads of other techniques you can use to give an old ad, new life, but here are a few easy ones you should be considering, at a minimum:
5 Ways To Breathe New
Life, Into An Old And Dying Ad!
1. Consider using a different source of media, or a different media entirely!
If you've been using display ads exclusively, consider using direct mail, or vice versa. This'll give you access to that portion of your marketplace who isn't reading the trade magazines or niche newspapers, you're currently advertising in.
Also, talk to some of your existing customers -- as many of them as you possibly can. I'll bet there are are other, very accessible, and very reasonably-priced places where you should be running your ads, you don't know about.
Also, if you've been selling direct, maybe try using 2-step lead-generating instead. You may have to add bonuses or a back end, to justify your extra marketing costs, but if you're at the end of your rope with your existing situation, anyway... then what've you got to lose?
Believe me, "failure" has been the launching pad for more successes than you'd ever imagine.
2. Start Cloning Yourself!
Listen, if you started another company, doing the exact same thing you're doing now, marketing your new business the exact same way your marketing your existing company, you'd find your new company would start growing, with only a minimal loss of business (if any) to your existing business.
And why is that?
The answer is simple:
If you're selling something
people want to buy... they'll buy it!
So one of the easiest things you can do, is set up another company and knock yourself off, trying to sell a cheaper, or slightly modified version of what you're selling now, and marketing those "different" advantages to your prospects, of course.
You see this all the time in the fitness industry.
Someone's selling an ab-flattener for $97 dollars, and it's flying off the shelves.
Anyway, let's say you now create another one of those do-hickey's, but this one's priced cheaper -- it's only $47 dollars.
Don't you think you can use the same marketing savvy you used to sell your higher-priced item, to now make these ab-flatteners, "At only half the price of the other expensive models," start flying off the shelves too?
I'll bet you can.
3. Add testimonials to your ad.
Sometimes, adding a few testimonials to your display ad (make sure they're real) is all you need to give it a boost in response.
Remember, testimonials -- used the right way -- go a long way towards enhancing your credibility.
4. Strengthen Your Guarantee!
First, if you're not giving a guarantee, it's going to be nearly impossible to make sales, anyway.
But since this particular piece is pulling well, I'll assume you're already offering one.
Want to improve your response?
Try upping your guarantee.
Here's what I mean: If you're offering a 30-day money back guarantee, make it 60 days... 90 days... 6 months... 1 year... or, if you've got some real moxy in you, make it a lifetime guarantee (just like those sets of knives you see them selling on television infomercials).
Or, you can do like Boardroom Reports and Jerry Baker does, when they're selling books: Offer a "trial use" period -- send out your product and then charge your customer's credit card -- 30 days AFTER your sale is made.
And why is this going to boost response?
Simple: Anytime you're shifting more of the purchasing risk onto your shoulders, you're making your prospects more comfortable, and you're easing their resistance, to buying from you.
5. Add New... More... Or Better Bonuses!
Listen, if you think you're getting something extra, especially for free, you're much more eager to make a purchase and part with your hard-earned ducats.
True?
Well, I've got news for you:
Your Prospects Feel The Same Way!
And adding bonuses, especially low-cost bonuses with high perceived values (like special reports... audio CD's... or hard copies of books), are perfect things to use.
In fact, many times, you'll find adding these bonuses -- as long as your customers or clients really are getting good value and good use out of them -- not only will bump your sales, they'll also give you a great opportunity to boost your prices.
And how do you know the value of using any of these response-boosting techniques?
Easy:
Test, Test, Test, and then...
Measure Your Responses And Your Results!
See ya next week.
P.S. Don't forget, if you're adding bonuses, you've got to sell those bonuses, just as hard as you're selling your "main" product.
Otherwise... how are your prospects ever going to know the real value... importance... and benefits of these amazing and extra, FREE life-changing gifts you're giving them?
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!
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“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.”