How Advertising Law were established -II
First Part of This article How Advertising Law were established -II
The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house for every thing pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences.
Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare
Mail order advertising is traced down to the fraction of a penny. The cost per reply and cost per dollar of sale show up with utter exactness.
One ad is compared with another, one method with another. Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one per cent means much in some mail order advertising. So no guesswork is permitted. One must know what is best. Thus mail order advertising first established many of our basic laws.
In lines where direct returns are impossible we compare one town with another. Scores of methods may be compared in this way, measured by cost of sales.
But the most common way is by use of the coupon. We offer a sample, a book, a free package, or something to induce direct replies. Thus we learn the amount of action which each ad engenders.
If you read this post, you’ll understand why I always recommend people to track their advertising. If you are not tracking you are only playing with money, Not doing business. – Varun Pratap
How Advertising Law were established.
By Claude Hopkins, Scientific Advertising.
I Suggests You To Read this book at Least 8-10 Times, I’ll be Publishing The Complete work of Claude Hopkins On Scientific Advertising In This Section.- Varun Pratap
The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law.
Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them.
The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost.
Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters.
Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization’s equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.
10 Reasons why you should never get a job
I was surfing around the net and found out a great blog post by Steve Pavlina. Now he’s discussing 10 Reasons why you should never get a job. I wholeheartedly agree with him. I can relate to him and his experience.
Its kind of funny when I was trying to build my business, I had lots of people (i.e. relatives, friends, parents) who told me to get a “Real Job”. I always wondered what do they mean by Real Job?
Are all those businessmen are not doing “Real Job” in their business? If they are not then you’d be not wearing than fancy shirt/trousers or whatever right now.. If they are not then you’dn’t be taking out your date on that nice fancy cozy little restaurant with the corner table right now…
Heck I think Entrepreneurs are the only People who are doing “THE REAL JOB”. Rest of the world is sleep walking or playing “house” like little girls.
From my point of view, the Real Job factors comes when we are insecure and want to ensure our future (By getting a job? it makes no sense, you can get downsized, fired or what not) . When Companies in US started downsizing and started moving their operations in India and China. There were lots of people who are left shocked, disgruntled.
They were blaming companies for being penny pincher, cheap, and countries Like India or china for taking over their jobs. I could feel the animosity in the people at that time. Now if you take all of this from a company point of view, all they want is better profit and better margin. No wonder they outsourced.
Now In this article I don’t want to dishearten you by reminding you of all those bad things… but I want you to gain more understanding of yourself as a whole.
Now, if you love your job and your boss, then you don’t necessarily have to leave your job. What I want you to remember is that “Become a foundation” in your company. If your job (experience) is something that can’t be replaced, then not only you can survive these kinds of lay offs but also flourish from them.
I rememeber, Back in 2000 when I was a programmer. In those days, Dot com bubble burst opened. The result, thousands of Indians living in US, Europe were fired from their jobs and they all were coming back to India. At that time, I personally knew 3 Top programmers who were hired by US companies and left India to pursue their jobs.
The difference? Mediocrity can be replaced anything, but excellence cannot. These guys were Top Notch. They were being paid top dollar even then.
Anyways, There’s something more important which I wanted to discuss. If you read Steve Pavlina blog post. I highly recommend His 10th point.
Taken from Steve Pavlina’s Blog : Have you noticed that employed people have an almost endless capacity to whine about problems at their companies? But they don’t really want solutions – they just want to vent and make excuses why it’s all someone else’s fault.
It’s as if getting a job somehow drains all the free will out of people and turns them into spineless cowards. If you can’t call your boss a jerk now and then without fear of getting fired, you’re no longer free. You’ve become your master’s property.
When you work around cowards all day long, don’t you think it’s going to rub off on you? Of course it will. Read Rest of The Blog post.
He makes such an excellent point. I suggest you to go read this blog post right now. I can comment on it, but I’d rather not on such a masterpiece.
Varun Pratap
How to make money online
Start Making Money at Home in your Free time.
If you have been following on my quick & easy way to make money series, then you should be making some serious cash by now. My believe is handling your money problems with some quick part time job like this can be really helpful for work at home moms, students.
In today’s series on making money on the side, we’ll deal with some internet opportunity. Now you can all take this lightly or another scam or you can work on this serious. The choice is yours. The only thing that’ll be holding you back is your fear. Your fear of rejection (calling or contacting all the business owners, its scary thought, I know I went through this)
Ok enough of rants. Here’s the todays formula. It deals with Skype, Your local business owners and some of your charm. Don’t worry if you are not a poster boy/girl. I’ll give you enough tips to get through this idea.
Well, to start off, you need a list of business owners. You can get it either from your Local Yellow pages or walk around 5 miles radius from your place and talk to each and every single business there.
You are going to tell them that you can help generate more leads and loyal customers without spending any money on the advertisement. If they are interested, then you can give your idea.
Of course, any business owner who doesn’t want more loyal customers is insane. So they’ll ask for your bright idea.
You’ll explain how educating their customer about their business will help them grow.
You’ll explain how relating and talking with their customers will create relationship, increase trust in their business.
You’ll explain how this will make them as an Instant expert in their customers eyes for their market.
and so on… Again. You need to prepare a complete speech for this. Think of all the benefits you can if business owners interact with prospects.
Now, you’ll introduce yourself as a Expert Interviewer whose job is to interview important people in the market. You’ll tell them how you can use Skype and create a series of questions which you’ll ask them with a live audience and then this teleseminar will be like a live sales pitch going out to hundreds of prospects.
You’ll have to tell them, how he/she can differentiate their business on live teleseminar like this and generate more loyal customers.
The Only DrawBack: is when the business man is not into speaking. In these cases just tell them, you’ll be interviewing them on phone and there’s going to be no pressure on them to perform or You can ask his/her best salesman and help promote their business.
How much you can charge? You can charge anywhere from $600 – $1000 per interview. You can include a copywriting job for classifieds in this price. And rest is your efforts in interviewing them.
Now if you don’t know how to use skype to set up teleseminars, then Try out my Skype Secrets and Teleseminar Basics package.
To prepare for the interview. You should write out all the questions and give them to the business owners. Tell them to prepare on these questions. Give them direction that it’ll be more or less these questions paraphrased by you in interview. That’s it.
This is a technique that you can use it starting right now to make some serious cash.
How to Make Money Fast and Easy
How to Make Money Fast and Easy?
Well if you are If you are a freelancer and want to start make some cash fast & easy, then this article might suit you. What I am going to show is not theory or just something I just made up while I was trying to write this post. I am going to give you 2 ways by which people have already implemented successfully.
I am going to give you to the point methods to generate fast cash. You’ll love these ideas if you work on it. If you don’t, well, I can’t help it then…
1. Making Money With Yellow Pages Fast and Easy. This is one technique I know quite a few copywriters implemented when they were short on cash (and experience). Here’s what you should be doing…
Open up your Yellow Pages: Check out any business that you’d like to work with (or know about). Now notice their ads. If you know copywriting 101, then you can recognize good ads from bad ones. If you want some basic Copywriting 101 then check out my earlier post on Advertising 102: How to sell more from your classified ads.
Chances are most ads are in pretty bad shape. This is your gold mine.
Now this is what you are going to do…
You are going to write a letter to these business owners. Write 3-5 tips on how they can improve their yellow pages ad and get more leads for their business. You are going to introduce yourself as a yellow pages copywriter.
Tell them how they are spending money on pretty graphics and color.
Tell them how they are wasting their ad space with nothing but big white spaces. You can write a yellow page ad which address the problem of their clients and generate more leads from their yellow pages ads.
Tell them how if they differentiate themselves from others will increase their chances of getting more calls.
All you need to do is write 10 letters to these business owners daily. In a week, you’ll be dealing with few of those. Then all you need to do is talk about how their ads can improve.
Here’s a Secret TIP: Never Ever Talk about yourself. Talk about them, their business, their clients etc… Sell them on themselves.
Another Power tip To increase cashflow for you: Do you know yellow pages publishing schedule is different for different states? Now this can be problem for you. But worry not, as I am here.
Here’s what you do, you just find business owners from other states and contact them. With internet everything is possible. Contact is dirt cheap. Use skype to contact them for free. But that’s not what I want to tell you in this tip.
You see, tell these business owners about classified ads. How you can help improve their calls just from classified ads. Basic copywriting 101 still works. If you can’t get yellow pages, try out classified ads job. I know its hard sell. but You don’t have much of a choice, Do you?
How much you should charge to generate cash fast? If you ask me, charge somewhere between $500 – $800 per yellow page ads. and about $400 for a small classified ads. If you get 1 job per week, you are set. Isn’t that right?
I’ll add second technique on how to making fast and easy money on the internet in another post. Take my suggestion and try this advice. It’s not that hard.
Skype Can Create Windfalls of Cash In Your Business
Skype can really create windfalls of cash in your business…
I believe VOIP (Voice over Internet protocol) is best thing since slice bread. No I am not kidding. Can you believe this small VOIP thingy is helping me growing the business in leaps and bounds?
Ok ok,.. I’ll share the secrets.. You see I am using VOIP based technology called Skype (which I can bet you must know about) . Well then, lets get serious. I’ll talk about the ways you can use skype to create and build profits in your business.
Basically what you can do with skype is Create a series of teleseminars which educate & warm up your prospects and then sell on your products main benefits. There are other uses for this too… I am going to explain everything in detail. Don’t forget Skype is free.
. Lead Generation Device: It doesn’t matter what kind of business you are in… teleseminar can be one of the best lead generation device for you. Teleseminar can be used as a educational tools for your products or service. Educate your Prospects about the product/service and reap benefits.
One of the best way I found is having some sort of teleseminars on weekly basis. It doesn’t matter if you can’t gather big crowd…
What happens when your teleseminar flops? There are times when I did teleseminar with 10 people on the line… Does it hurt my business? Nope… I just recorded the darn thing and then started using it as lead generator for my business.
. Creating New Products : Teleseminars are one of the fastest way to create products that you can sell. The best thing is you can even sell without a product (err, I mean you tell people, that you’ll interview experts in the market and sell the teleseminar as the product).
This way you can finish up a product in couple of hours or at max 7-8 hours… By then you have meaty 7-8 hrs of content which you can use it to further sell or generate High qualified leads for your business.
Adding More Meat to existing product: Now You can also add teleseminar to add more value to your already existing product. Again, you can add it as a bonus or even a surprise gift to create more value in the eyes of your clients.
Identify Yourself as an Expert: Now when you are talking in front of people or in teleseminar, you have automatically placed yourself in Expert Position. Now you have more power in persuading others to try your products or service.
Which basically leads us to our next point. And that is…
Creating Rapport with Your prospects: Now when you are doing a teleseminar, you are talking to a group of people. Now this is the time where you have to shine. You as a product(service) or a business owner needs to take over and create rapport with the prospects. All you need to do is remove fear and create trust in the people and they’ll buy it from you, NOT, Actually this is the fallacy many people falls in… They’ll not buy because you have created trust and removed fear…
You have to make sure that your product is the Only way out from their problems. Which means you have to do sell (not hard sell like one of those telemarketers with loan companies do).
My Business Doesn’t Work that way?
Did I just heard you say that? May be you were thinking, that my business (lets take an example say “Computer repair”) can’t use teleseminar… Right…
Ok then how about this… you promote if you ran a few ads like these
“How to Speed Up your Computers – FREE teleseminar By Expert XYZ”
Learn How you can -
1. Save Your time by speeding up the performance of your PC
2. Secure yourself personal data from unwanted viruses and trojans
3. Safeguard your kids against porn and other unwanted elements.
See if you put up a page like this… you have more chances of getting leads for your seminar. Of course, we can still improve this ad, no doubt about it…
Like I said Earlier, It doesn’t matter which business you are in. Doesn’t matter if you are selling online or offline. You can use teleseminar to grow your business.
If you want to know more about Growing Business With Skype and Teleseminars. Click Here
All Marketers Are Liars
Ok Guys, this is going to really awesome for you. Here We have Seth Godin talking at google.
He’s giving a 48 minute speech on How Google Ruled the world… Differentiating them from others… Darn Good speech… If you don’t watch the whole video, you are pretty much stupid.
Internet Marketing for Small Business Success
Internet Marketing for Small business Success.
This is one of the question that my clients from real world ask me (these days I have to divide it 2 worlds, Online and Offline or real world, life is pretty complicated you see). How to market if you have a brick or mortar business. So here are few tips that you can use to get this global reach for your business.
1. Think beyond just getting your name out: My Earlier post on “Sign is not a Marketing Campaign” explains that. Now if you are creating a website then understand. Putting up a website does not mean it’ll get you business. Again, This is like a Big sign which is not exactly marketing. If you want to get business, you have to implement marketing methods that will help you differentiate yourself from your competitors.
Don’t forget when you come online, not only you are competing with local competition but also national and international competition.
2. Think Lead Generation: Create every possible reason on your website to generate leads for your business. Make It Easy. How many times you go to some corporate website and all you see is Big Logo and some nonsensical rambling. blewh….
Yesterday I was critiquing one of the Management website and I knew what was wrong with it in first 3 seconds. Yes, That’s it. You have about 3 seconds to get that attention from your visitor. either that or You lost it.
3. Think Conversion: The best part of doing anything online is that you can track records of what you are doing. It doesn’t matter, if you are implementing lead generation devices or just plain out selling… You can track your efforts down to the last penny. If you can do that… Why not think about improving conversion.
4. Think Content: When you are generating leads, the best way to generate leads for your business is by Enticing visitors with High Quality content. First give them reason to subscribe and then make it easy for them to subscribe.
5. Think Contact : When you got all of your leads, your business will depend on How many times you contact and build relationship. If you are not in contact with your subscriber, they’ll go away (I know that from personal experience). Again give them reasons to come back to your website.
Well, here you go, now you have 5 things to think and work on. If you need any help with consulting, then you can try out my offer for 20 minute free consultation. But Remember, its only for serious guys. I am not going to entertain your request if you are not serious.
Check out “Small Business Internet marketing Consultant“
A sign in not a marketing campaign
BL Ochman wrote a great post about “How Sign is not a marketing campaign“. Like I always say, If you can’t follow every penny you spent on marketing, you are not into marketing. Now I believe this is one of the Law that you’ll read in “Scientific Advertising” a book by Claude Hopkins.
If you go over to her blog, you’ll see what exactly she meant by that. Here’s I am quoting her.
“Marketing In my opinion, marketing is the result of everything a company says and does. It’s how they provide consumers with a consistent, personalized experience across the many available channels of communication.“
This quote exactly captures the essence of marketing. This is how your marketing should be. No matter if you are a freelancer or a small business owner.
Advertising 102 : How To Sell more from Your Classified Ads
Ok guys this is going to be advance class for writing classifieds for you..
If you are doing any kind of classified advertisement and you are not happy with it, then this article might help you build a great advertisement for you. Trust me It isn’t hard to do.
Most people don’t know how to write good ad copy as they follow whatever they see in their daily newspaper. You can use these tips to create your advertisements.
How to write Effective copy?
If you are trying to sell a house in 10 line classified, then you might be trying to get too much from your adds. First of all you need to be sure what kind of marketing you are going to do.
In these cases what you can do is to implement something called “2 Step Advertising. All you need to do is to “take action” where they can send you a $1 or 4 first class postage to get more information about your product. Now this kind of advertisement is very effective if you are low on budget. Later you can follow up with a big sales letter selling on the benefits of your product.
The best way to learn how to write good copy is by reading other marketer’s ad copies. Here’s a secret tip: If you see an advertisement, then try to find at least 3 things in the ads.
1. There should be a benefit oriented headline
2. There should be few more benefit oriented bullets.
3. There should be a call to action.
Another mistake that you can do is to advertise in bad market. What I mean is you should be putting yours ads in market that caters to your niche. Most business owners will overlook this fact. Sometimes the price might be a little bit on higher side but trust me the ROI will make sure of covering your costs.
You should also study the publication to understand how other marketers are marketing their products. If you want more information, then you can call up these companies and ask them what kind of results they are getting… and may be you can create a possibilities to some sort of joint venture
Once you locate a good publication and armed with a powerful ad copy. I highly suggest you to advertise for at least couple of times. You don’t’ need to buy lots of advertisements. The best thing about this kind of ads are that you’ll be able to track the results you’ll get from these ads. You’ll know without spending huge budget which of your ads are working
Again don’t stop with one publication. If you have a budget then try out another publications. Start small and then grow into big advertisements.
You should be tracking the kind of response you are getting from your ads. Many beginner marketers fail to realize this fact and do not track the results. All you need to do is add a small key. Something like a date, publication and offer. Lets say
NE2105. Which basically means “National Enquirer, 21 may and with no offer.
Simple isn’t it?
You can even change the name of your product to add these keys for tracking purposes. For example. In some publication, the product is called “Varun’s traffic cookbook. But in others it’ll be “Varun’s Poor mans guide to traffic”. This way you can track from where you got your leads. Again its all easy. Anyone can implement it.
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If you are interested in increasing response from your classified advertising, then you can get your ads critiqued by Varun. Read More about it Here.
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