Page 162 - Duct Tape Marketing

Run Advertising That Gets Results

“Professional Mover’s Secrets to Packing Your Household
Possessions So Nothing Gets Damaged”

“10 Must-Know Health Tips for People Over 40”
“How to Be Sure You Pay the Absolute Lowest Health Insurance

Premium”
“10 Things You Must Know Before You Lease a Car”
“How to Create a Flood of New Business in 7 Simple Steps”

I am guessing that you can see that these titles all have a bit of
drama associated with them. Your report title and subject need to get
the prospect’s attention and grab him quickly.

Up to this point, I have referred to this two-step advertising tool
as a free report. Typically, this type of information product can take
the form of a written eight-to-twelve-page document, often referred to
as a white paper, which can be printed and mailed or housed on a Web
site as a PDF document and automatically distributed upon request.

However, don’t limit your thinking strictly to the white paper
format. Often your message can be very compelling in a number of
formats. This can take the form of a teleseminar, audio CD, work-
shop, recorded phone message, or e-mail series.

The teleseminar is a very interesting concept, as people are finding
it harder and harder to get out of the office for seminars and workshops.
With a teleseminar, you simply advertise your hot topic and allow peo-
ple to sign up to call in through a conference setup and listen to your
presentation. This can be a great, low-cost way to introduce your con-
cepts and expertise to potentially large audiences.

Elements of an Effective Two-Step Direct Response Ad

As I stated previously in this chapter, a direct response ad is salesman-
ship in print multiplied. Your ad can reach thousands of prospects at a

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