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Article Title:
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Why Marketing Success Often Has Nothing To Do With The Advertising Copy...
Article Description:
====================
If you own a shop in the middle of the desert, and nobody walks
past... obviously you're not going to attract many customers. If
you own a vegetarian caf� in the middle of a meat-eating
suburb... you could get very skinny... very fast. And if you run
ads where...
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354 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-07-18 10:24:00
Written By: Scott Bywater
Copyright: 2006
Contact Email: mailto:sbywater@copywritingthatsells.com.au
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Why Marketing Success Often Has Nothing To Do With The Advertising Copy...
Copyright � 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au
If you own a shop in the middle of the desert, and nobody walks
past... obviously you're not going to attract many customers.
If you own a vegetarian caf� in the middle of a meat-eating
suburb... you could get very skinny... very fast.
And if you run ads where either:
a) The wrong people see them
Or
b) Not enough people see them
Your phones aren't going to ring... and nobody is going to come
into your store...
* No matter how good your copy is.
* No matter how good your headline is.
* No matter how good your offer is.
And I see people make this mistake all the time. For instance,
about a year ago I was chatting with a guy I know who sells
computer gear to businesses... and he was thinking about placing
an ad in the Sydney Morning Herald.
What's wrong with this? My guess is 90% of the people reading
the Sydney Morning Herald are NOT business owners... and
therefore 90% of his advertising dollar is wasted.
What's the alternative? Place ads in business publications where
you are reaching 100% of your target market.
Or alternatively, rent a list, and direct mail the decision
makers within the specific companies you want to approach.
You may pay more to reach each individual: however every single
person you communicate with is a potential client. It makes a lot
more sense... doesn't it?
And here's a tip for those businesses who sell products to the
general public (like property, clothes, entertainment, home
improvement, food or anything else).
If you want your ad to be seen then place it:
a) On the right hand side of the newspaper. Research has proven
that right hand side pages get a better result than left hand
side pages.
b) In the early general news... as far forward as you can. I
always go for page 3, 5 or 7. And pay the loading (usually 30 -
50%) because my experience shows it's well worth it!
But don't take my word on it. Implement these strategies,
measure the results and see what results you achieve in your
business.
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Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au
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