Many
of the most successful small
business advertising and web pages follow the AIDA formula:
Advertising Of
Small Business Step #1. Get ATTENTION
Advertising Of
Small Business Step #2. Generate INTEREST
Advertising Of
Small Business Step #3. Create DESIRE
Advertising Of Small Business Step #4. Call for ACTION
The problem is that most advertising just aims
to get attention by using bold or unusual graphic gimmicks.
Look through any magazine or newspaper and you'll see what I
mean. Most website advertising falls into this same trap too
with flashing, slow-loading, supposedly clever graphics. It
is a bit like walking up to a customer and grabbing them by
both shoulders, staring them in the face, and shaking them.
Your small
business advertising may get the customers attention but
will he or she buy? You see, getting the customers attention
is only part of the sales job.
Now, listen closely because I have a more effective
way of getting attention ...the right kind of attention that
will generate interest in what your small business has for sale.
The secret in advertising
of small business:
Make your small business advertising look like
a news story!
Don't make it look like advertising. Don't
use fancy graphics, reverse type, weird typefaces . . . or anything
else that might win an award for graphic design!
Think about what could be the best possible
piece of luck you could have. Think about the reporter who heard
a rumor about your product or service and decided to check it
out. And then he or she fell in love with it. In fact they loved
it so much, they went back to their computer and wrote a full-page
rave article about what you are selling.
Wouldn't that be great? But it's unlikely to
happen just like that, So . . .
You be that reporter! You write the 'rave'
article just like a reporter would.
And at the end of the article, you perform
a 'public service' for your readers by telling them where and
how to order. Having done all this, please don't waste it all
by having your 'article' typeset to look like advertising. NO!
NO!
Your small
business advertising should be laid out to look like the
article it is. You know, advertising agencies just love to quote
studies that prove how much people love to read advertising.
Rubbish! Rubbish! Rubbish!
Editorial material (or advertising that appears
to be editorial) gets 500% more readership than material that
is obviously advertising. If you don't believe me, just flick
through the pages of your newspaper and take notice of where
you eyes are drawn. I'll wager that it's not to the advertising.
The secret in advertising
of small business is in NOT doing what the BIG BUDGET corporates
do. Advertising of small business needs to use guerillia tactics
to be effective against the might (and budgets) of the corporate
giants.
The best-selling small business ebook "Sell
Your Business The Easy Way" is packed with helpful
ideas for increasing small business profits.
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