18 Feb 2008 04:53:16 | Jimmy Vee & Travis Miller
Almost any advertisement that has struggled for results in the
past can earn a second chance with a little dusting off and a
simple swivel of the camera. Video camera, movie camera, digital
camera, 35mm camera, one of those old 110 cameras with the flash
cubes, or even the camera in your mind...it doesn't matter. If
your camera is pointed at you it's backwards and you're wasting
film and ad dollars (not to mention those hard to find flash
cubes).
Your potential customers don't really care about you. (Pause for
effect and repeat). Your potential customers don't really care
about you. They care about what you can do for them and indeed,
about themselves.
No news there, right? Most people are already on the same page
as you and I - but most people still ignore that fact when it
comes time to write ad copy. 30 years in business, bonded and
insured, weekly service, competitive rates, family owned and
operated, yada, yada, yada, you've heard them all - probably
even used a few yourself. The truth is most ads - in print, on
the web, on TV, and in the mail - spend tons of space, time, and
moolah talking about the company and the products. Most ads
leave the most important word out. Most ads just don't seem to
work.
But if it's so simple, why doesn't everybody who spends money
advertising just put that word in? Who knows? People just love
doing the same old things. Besides, doesn't it seem natural that
your ads should talk about your company or your product? You're
the one shelling out the money for the ad, so shouldn't you be
able to tell your story? In this case, the truth just isn't
fair.
The good news is that so few people properly leverage the power
of this word in their advertisements, that when you finally let
it creep into yours it has the potential to make a major impact.
So what's the word? Pull out the last advertisement that you
ran. How many times does the word "you" appear in it? If it's
not all over the thing, you can pretty sure that's why it didn't
work.
OK you, you can sit down now.
In secret #2, find out the major advertising secret you can
learn on a fishing trip.
About Author :
Jim and Travis are the creators of The Gravitational Marketing
System which helps small business owners end unproductive cold
prospecting and create a clock-work system that gets leads to
call them, pay more for their product or service and naturally
pull in tons of referrals and sales.
