Here Are My Guidelines For Getting Good Results From Your Advertising
The headline is everything! It must stop your potential customers dead in their tracks. If it doesn’t you won’t get a good response.
John Caples, past Vice President of BBDO the third largest advertising agency in the world, and a proponent of ’scientific’ advertising says that, …”the best headlines appeal to people’s self-interest…” and that, “Every headline has one job. It must stop your prospects with a believable promise.” He also tells us what ten words work best in any headline. The words in order of their appeal and effectiveness are:
1) …..you
2) …..your
3) …..how
4) …..new
5) …..who
6) …..money
7) …..now
…..people
9) …..want
10) …why
Caples derived this list from Vic Schwab’s direct marketing masterpiece, How To Write A Good Advertisement. In one chapter he lists “100 Good Headlines and Why They Were So Profitable.” Caples underlined each word in the headlines but omitted words like an, and, that, this, but and these. He tabulated the results and come up with this list in order of how many times that word was used in a successful headline. For serious students of advertising I highly recommend reading anything written by John Caples and Victor Schwab.
One tip for you is to use combinations of these ‘magic’ words as much as possible to get even better results. For example use you and your in the same headline. Or use money and now with you and your in a headline:
“You Can Get Cash Money Now For Your Used Booksâ€Â.
Try different combinations. The headline above was my very first headline which has continued to do very well for me. The entire ad reads:
“You Can Get Cash Money Now For Your Un-Wanted Books. Mara Books buys all kinds of books and they come to you. No more hauling heavy books to the dump! We pay top prices so call Mara today at 724-XXXX.”
“Un-wanted” is the key and very important word here.
The ad costs me about $16 in the local ’shopper’ that gets delivered to 55,000 residents in my area. I list the ad under the “WANTED” section of the classifieds. I consistently get 25 to 35 calls every week I run that ad. From that, I purchase maybe 100 to 200 good and marketable books for a few hundred dollars (about .50 cents to $2.00 each depending on the condition- if a book is rare and valuable I will pay 33% of the fair market value or FMV). My intention is to deal fairly with everyone I meet. If the book is not rare but still collectable or interesting I can usually sell it for about $15 to $50 each on the Internet (that’s $1,500 to $5,000 total).
That may seem like a lot of money but remember there are expenses to running a business and a good healthy mark-up is necessary to continue being successful. You cannot buy books for $4 and sell them for $5 and expect to make a profit at the end of the year. You need a 10 to 1 or 20 to 1 return on your investment.
© 2010, Work At Home Covert Opps!. All rights reserved.
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One Response to “Here Are My Guidelines For Getting Good Results From Your Advertising”
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екатеринбург навигаторы on October 18th, 2009 10:50 pmThank you very much for that dazzling article
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