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Archive for the ‘Advertising’ Category

How To Get Your Point Across by Answering 4 Simple Questions [VIDEO]

By: Mike Koenigs on: February 12th, 2010 8 Comments

This video featuring Mike Koenigs, co-founder of Traffic Geyser, addresses how to get your point across to the 4 different personality types by answering 4 simple questions.

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Video Recap of the OUTRAGEOUS Academy and Workshop

By: Mara Glazer on: January 20th, 2010 15 Comments

At last weeks event, The OUTRAGEOUS Academy and Workshop, over 600 determined and driven entrepreneurs learned OUTRAGEOUS Advertising strategies that will help them to achieve OUTRAGEOUS results in their business.

Set aside 8 minutes to watch the video below, and we will share with you a recap of everything you missed.

To find out how you can get the UNEDITED recordings of day 1 of Bill Glazer’s OUTRAGEOUS Workshop plus the BIG 130 Page Manual the attendees received at the event and 4 BONUS OUTRAGEOUS CD presentations featuring Dan Kennedy, Doc Nielsen, Mike Capuzzi, and Yanik Silver, click here.

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Entitlement vs. Initiative

By: Dan Kennedy on: October 5th, 2009 15 Comments

I have a particular philosophy about entitlement vs. initiative.

This has always kept me oriented toward self-help; towards resourcefulness; towards responsibility, thus providing me with an exceptional level of control. (Imperfect, but exceptional.)

I was in an Italian neighborhood recently. An old Cleveland neighborhood originally populated by Italian immigrants, still populated by a lot of first generation Italian immigrants as well as second generation families.

Plus a slight homogenous mix of everything else.

I walked through a Lowe’s store and a Walgreens. Saw no signs in Italian. But Lowes and Walgreen stores in many parts of the country now have signs in Spanish for Mexican immigrants. On the chains’ part, this is obviously smart marketing.
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Who Pays $600 for Jeans? Evidence of Mass Affluence

By: Dan Kennedy on: October 2nd, 2009 23 Comments

Historically, free standing inserts in daily newspapers tended to advertise discount tax preparation services, furniture sales, K-Mart, Wal-Mart, Payless Shoes, a chiropractor’s office, an auto repair shop.

Recently, in a daily newspaper, I found a slick, full-color, 4-page insert for a ‘private lakefront community’ with a Jack Nicklaus golf course, homesites starting at $200,000.00, boat slips available.

It wasn’t all that long ago, incidentally, that the symbol of affluence was a two car household. Now it’s a two house household. On a flight to Orlando, every person in first class owned both a Cleveland home and a Florida home.

An article in the New York Times (4/21/05) asked the question “Who Pays $600.00 For Jeans?”. Upon reading, I discovered, a lot of people do!

In fact, the Secret Circus Clothing Company have produced a pair of jeans (seen in the picture at the top of this post) which have 15 diamonds attached to the back pockets sold for $1,000,000.
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The 5 Elements of a Good Direct Response Ad

By: Bill Glazer on: September 28th, 2009 19 Comments

This is my quick checklist of ESSENTIAL Elements of a good direct response ad

1.) REASON FOR ADVERTISING other than your desire to get customers or sell something. BIG NEWS (other than announcing a new logo), BIG IDEA, a breakthrough solution to somebody’s problem. The biggest reason for advertising failure is advertising just because you need to advertise.

2.) ATTENTION-GETTING HEADLINE that telegraphs the news, the idea, the breakthrough…and”sells the ad.” The Headline’s first job is to compel the reader to stop whatever he’s doing – like reading the news in the newspaper- to, instead, shift his attention to your message.

3.) AS CLOSE TO AN ‘IRRESISTIBLE OFFERAS YOU CAN GET. Most ads have no offers or weak, dull, plain vanilla offers. You have no right to response when you offer little.

4.) URGENCY:REASON(S) TO ACT IMMEDIATELY, made believable.

5.) DIRECT,CLEAR ‘CALL TO ACTION’ which connects #3 and #4 to INSTRUCTIONS to the customer of how to respond and what will occur when they do.

There are many additional helpful elements – such as proof, credibility,celebrity, pre-emptive answers to skepticism and reasons not to respond,risk reversal, and others.

But the above five are the absolutely mandatory components.

If you lack any, you do NOT have an ad at all.

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Create Marketing Fireworks by SUCKERING ‘EM IN

By: Dan Kennedy on: September 25th, 2009 20 Comments

“SEX.”

“OK, now that I have your attention, let me talk to you about financial planning.”

This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.

You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes it works. More often it backfires because the people instantly feel cheated or conned, and either exit as quickly as they entered or are loathe to trust you.

When it does work, the switch needs to be to something pretty darned interesting itself, and leads to such an appealing offer that people with distrust still in their mouth respond anyway. So, in the above example, it would at least need to go from the big SEX headline to “Slashing Your Tax Bill By At Least 33% (Guaranteed)Is Even Better Than Sex! – that’s what my top clients say.”

THE QUESTION FOR YOU is: is “suckering ‘em in” a strategy you ought to use? There’s no easy answer.
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Bill Glazer Shares 7 Small Business Marketing Tips About Offers

By: Bill Glazer on: September 23rd, 2009 11 Comments
  1. You should have one! Never, ever fail to make a specific offer or offers, and have a clear call to action. So much bad advertising fails to tell the reader/listener/viewer exactly what is expected of them, what to do next, and how to do it, in clear terms. Most ends vaguely: here’s where we are, here are our hours, here’s our phone number.
  2. Build an appealing offer. Most are very unexciting, plain vanilla. A strong offer inspires the prospect to rush – RUSH – to respond. Has him excited about everything he’s going to get.
  3. Tie the “here’s everything you get” part of the offer back to previously presented benefits. Don’t stop at listing products or services.
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Pity the Foolish Small Business Owner

By: Dan Kennedy on: September 22nd, 2009 10 Comments

Any moron can make money with new media where only little folks play.

But when the big, dumb, brand advertisers arrive – as they have in PPC advertising – the media cost skyrockets and that’s that. This should never be a sudden surprise – or a gradual one, either – to anybody with even small quantities of small business marketing knowledge, historical perspective and common sense.

The Big Lesson is what immature, under-priced media giveth, mature, over-priced media taketh away.

For a while, independent specialty retailers in jewelry, handbags, shoes, spicy foods, even electronics had this space to themselves, so search ads that popped up when someone typed “diamond necklace” or “DVD player” worked.

Now that BestBuy, Zales’ Jewelers, etc. have arrived in those categories, buying with little regard to direct ROI, the price per click on such ads has risen to unprofiable numbers. And that will continue to worsen as even bigger, dumber companies cheerfully pay more.
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Is Dan Kennedy Anti-Brand? The Surprising Answer

By: Dan Kennedy on: September 21st, 2009 13 Comments

This post, I’ll address a question I get confronted with a lot, about “branding” – the tough guys pointing out that I rail against branding yet obviously engage in brand-building myself.

Actually I’m not “anti-brand” at all, and as you can observe, have diligently turned myself into a personality brand (go ahead, Google ‘Dan Kennedy’ and see what turns up. Be sure you’ve packed a lunch. You’ll be there a while.), and have “NO B.S.” as a brand extending over books, newsletters, products; “RENEGADE MILLIONAIRE” to a lesser extent.

I do counsel AGAINST investing directly into brand-building, especially with large-company style ‘image’ advertising that cannot be accurately and ruthlessly held accountable. So here are a few principles and tips about your brand identity:
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How To Rob People Legally and Leave ‘Em With a Smile on Their Faces

By: Dan Kennedy on: September 18th, 2009 9 Comments

A past issue of the Sunday New York Times included this article, headlined:

IS THIS CREAM WORTH $500.00?

Although I’m sure it was not the reporter’s purpose she prepared a marvelous marketing tutorial.

What’s in a name?

The company behind Deep Repair Facial Serum, Z. Bigatti, “a name that might conjure images of Milanese scientists…” – the owner, feet firmly planted in St. Paul, Minnesota, says his business partner just made the name up, because it sounded exotic and sexy.

Later in the article, a plastic surgeon, Dr. Brown, named his skin care company Re’Vive, which he admits is a contrived, bogus French name. He and his glop are from Louisville, Kentucky.
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