Page 160 - Duct Tape Marketing

Run Advertising That Gets Results

what the product or service, can create and offer some sort of free
information or trial sample.

When it comes right down to it, most small businesses are really
in the information business. Properly serving your customers requires
exchanging information, even if that information is simply showing
a customer how to use your product. Documenting and sharing the
information you communicate, use, distribute, or otherwise employ
to serve your clients just makes perfect sense.

The Benefits of Two-Stepping
For the most part, when you run a two-step ad, you can think in

terms of much smaller ads and much smaller ad costs. If all you are
attempting to do with your ad is get the reader’s attention and lead
her to a Web page or toll-free number, you may be able to run a much
smaller ad. Let your free report do the educating.

The entire fulfillment process for your free report can be auto-
mated, leaving you the time and energy to focus only on prospects
that have proven they need and want what you have to offer.

Two-step advertising is very trackable. Every time someone calls
or visits a Web page to get a report, you can track exactly where that
lead came from. This is a great tool for advertising negotiations and
allows you to fine-tune your advertising budget.

Because the value to the reader is very high and the risk is very
low, you will generate a much higher rate of response to your ads, and,
if educated properly, many more of those who respond and become
prospects will eventually become clients.

Your sales calls will be much more productive, as your prospects
will have been properly exposed to what you do, how you do it, and
what makes your approach so valuable. This educational approach to
your advertising generally leads to a much shorter sales cycle.

You can effectively eliminate the need for cold-calling. By pro-
ducing and promoting your free report, your sales team will find a

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