Page 165 - Duct Tape Marketing

Duct Tape Marketing

Don’t talk about what is in the report; explain what problem the report
solves, what readers will get or have once they know this content.

Proof
Tell readers about someone who made a brilliant discovery or

avoided a terrible mistake because of the information you are about
to share with them. Testimonial quotes from happy clients often fill
this need.

Offer
Make them the offer of your free report. Depending upon your

particular business, your offer can be a free class or special giveaway
or contest, but your ad must give a reason to act.

Call to Action
Tell them what to do now. Make it easy for them to contact you or

take the next step. Offer several ways for them to take advantage of your
offer. Give them the option to visit a Web page or call a toll-free number.

As you can see, following this formula will make for a copy-heavy
ad, and that’s just fine. If you compose a headline that gets the atten-
tion of readers and pulls them in, then the more copy, the better.
There is very little value in having your logo dominate your ad.

If you are offering a free report or audio CD, then an image of the
report can add to the sense of value. Try to strike a balance between
design and content, but make sure that the content is king. Remember
to state the dollar value of your free report.

What Forms of Advertising Make the Most Sense for Your Business?

This is one of those questions that can only be answered in a very frus-
trating way. The best form of advertising for your business is the one(s)

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