How To Turn Features Into Benefits or The Meat And Potatoes Of Successful Advertising

The basic building blocks of all advertising are your product’s benefits (In this section we will say product, but all of these statements are true of services also)…What does your prospect get out of it? This is the foundation to your advertising, your meat & potatoes so to speak!
The first lesson in almost every study of advertising starts (And often ends) with this point…You must list your product’s benefits, not it’s features. And you MUST know the difference.

Every copywriter worth anything has been plugging away on you for decades on this one principle. Now, it is my turn to do it as well. I am honestly shocked that more than 90% of businesses still haven’t figured this simple step out, but they haven’t.

I have looked at hundreds of ads where the writer still hasn’t figured out this simple principle, whether it was in the mail, in a magazine, or on the internet. If you don’t know the difference between the two, you might as well quit now while you are ahead.

While they have told you to list all of the benefits, not the features, I expect that you may never had anyone tell you exactly how to do it. Well, you are in for a lesson then.

Changing Features into benefits is one of the simplest parts of writing your ads, but if you have never been shown the key it can be a downright disaster.

Simply, A feature is it’s basic qualities: how many pages, the color, the financing, the durability, the warrantee, the size, the pay plan, the products, etc. A benefit is whatever a Prospect will receive from each of the product’s features. In other words, the easiest way to transform a feature into a benefit is to ask “What’s in it for me?” If you ask that of each feature, the benefit will come flying out at you.

For example, if you were selling an air conditioner, a feature may be it’s high output cooling system…BUT nobody really cares about this. What they do care about is that it will keep them at a nice cool 70 degrees even when their thermometer is melting in the 112 degree heat outside…

If you are selling a car that gets 55 miles per gallon, that is a feature. The benefit is that you will only have to stop to get gas 1/2 the time everyone else does PLUS you save double on all of your gasoline bills!

See, that wasn’t too difficult. All you have to do is go down a list of features and ask yourself two simple questions:

1) What’s In this For Me?

2) What do I get out of it?

Once you get those two questions down, you have half of the art of ad writing down pat. Every time a prospect looks at your advertising, they ARE ASKING those questions! If all you tell them are the product’s features or about yourself, you can kiss the sale goodbye.

You’re better off asking those questions FIRST! Then, your advertising will be ready to answer them when the prospects ask the same questions. Your prospects couldn’t care less who you are or what you are selling, Unless There is something in it for them.

Don’t make people search through your advertising to find out what’s in it for them. Put it right up front…In the headline, in the opening paragraph, in the offer, throughout the bullets, and all the way to the P.S. Make sure your sales letter is chalk full of benefits your prospects want and need.

That is why I call the benefits your “Basic Building Blocks” to advertising. You will use these benefits as you create your Headlines, offers, bullets, etc. THEY ARE YOUR SALES LETTER!

The Secret Behind Million-Dollar Ads

Want a little secret to turn your advertising into an irresistible magnet for customers? 

Dale Carnegie knew the secret, and that’s one reason his book “How to Win Friends and Influence People” has sold more than 15 million copies. In fact, British Airways recently named it, “The Business Book of the 20th Century.” 

It’s a great book. But if Dale had titled it “How to Remember People’s Names and Curb Your Incessant Urge to Argue,” do you think it would have sold as well? Probably not. There’s great power in good titles. 

What you may not realize is the words “How to Win Friends and

Influence People” are not only the title of the book. Those words were also the headline of a mail-order ad, which sold the book. 

The ad ran successfully for many years and sold hundreds

of thousands of copies. 

So what does this have to do with turning your advertising into
an irresistible customer magnet? 

Here’s what. Behind the title and headline is a “secret code” that makes it powerful. Dale knew it. Great advertising copywriters know it. And now, you’re going to know it, too. 

The “secret code” is actually a generic formula that gets attention and creates desire in your prospect’s mind. Every winning headline has a unique generic formula hidden inside. Here’s the formula in Dale Carnegie’s book title and headline: 

How to _____ and _____. 

Let’s see the formula at work. Say you are an executive Recruiter, and you help companies find new executives. In reality, your biggest problem is finding the executive candidates in the first place. So, to increase your group of candidates, you decide to run an ad in your local business

journal. Here’s how you could use this formula to write a headline for your ad: 

How to Get a Better Job and Make More Money 

…and right away anyone who’s even a little interested would read your ad. Then, if your copy (text) is even halfway decent, you’d get plenty of calls. 

Or, let’s say you run a martial arts school. Here’s how you could apply the formula in an advertising headline to get you new students: 

How to Stay Fit and Protect Yourself 

Do you see how powerful that is? You’ve just zeroed-in on people who are likely to be interested in learning martial arts. 

The brutal reality of advertising: An ad with a good headline, and even mediocre copy, will get you a response and generate sales. But with a poor headline, even the most brilliant copy will get you little or no response. Why? Because without a good headline to get their attention, most people won’t read any further. 

The good news is, once you have identified a good headline that works in one industry or market, you can adapt it (like we did with the Dale Carnegie headline, above) for your own business. Great headlines work as subject lines in emails, titles on Web pages, and of course as headlines in print ads and sales letters. Great headlines will literally transform your sales. 

How does this work in today’s economy? 

Recently a client asked me to help him introduce a new service to Internet Service Providers. (Note: To understand what you are about to read, you should know that ISPs call their suppliers “backbone providers.”) I wrote a direct mail letter and my client sent it out to ISPs. Because my client was revealing new information his prospects hadn’t heard before, we used the following “teaser headline” on the front of the envelope: 

What Your Backbone Provider Isn’t Telling You Was this an entirely original headline? No. I had seen a similar “teaser headline” on a successful mailing to promote an investment newsletter: 

What Your Broker Isn’t Telling You About High-Tech Stocks So I merely identified the “secret code” in the original winning headline, and applied it to my client’s market, ISPs. 

The response to the mailing was overwhelming! Nearly 10% of the

entire ISP industry responded to our letter — and my client has added eight figures of new annual revenues as a result of the business that developed. 

I’m telling you this not to brag, but to point out the awesome power of good headlines. While many people spend hours and hours trying to come up with “the perfect headline” for their ads, there is an easier way. Find proven headlines that already work for another business in another industry, and adapt them to your business. 

Then prepare for a flood of new customers!

Our favorite new things appear on smart monitors

The voice on the other end of the phone was tense and impatient.

It was a prospective client calling. After we introduced ourselves, he  got right to the point: “Our advertising isn’t working and we need some help.” 

Who I was talking to doesn’t matter very much, because it could have been almost any of my prospects before they start working with me. That’s because, statistically, most advertising doesn’t work — if by “work” you mean, bring in new business. 

Think about your own ads. Even if they already generate leads or create sales for you, don’t you have the sneakin’ suspicion they could be working a lot better? 

Here are two reasons why most ads don’t work at all — or if they work, why they deliver far less business than they could: 

1. Most ads don’t get the attention of your prospects. This is pretty basic. It is physically impossible for prospects to contact you unless they know about you, and if you’re counting on them to find out about you from your advertising, then step one is for your ad to get your prospects’ attention. Unfortunately, some ads actually do get attention, but… 

2. These ads get the attention of your prospect in the wrong way. For an ad to generate a qualified lead or create an immediate sale, it must start off on the right foot. That “right foot” sets the right tone and invites a qualified prospect to call you. I just saw an ad in Newsweek that still has me wondering what it’s about and why someone spent tens of thousands of dollars on it. (Bet it wasn’t their own money.) 

The ad shows a boy on a bicycle flying through the air, out in the wilderness. The headline, in a semicircle, says, “They will always fall before they fly.” Since I’m not a kid and I’m not a parent, it doesn’t do much for me. 

But wait — even if I were a parent or a kid, I still don’t think this ad is going to sell me on anything that would make the advertiser any money. If I were a kid, the only thing this ad could sell me on is taking these kind of risks to annoy my parents. And if I were a parent, the only thing I can imagine this ad would sell me on is making sure my kid never rides his mountain bike in hilly terrain — since, obviously, the kid in the picture is on a collision course with certain death. 

I’ve got to hand it to this ad in one department — it’s interesting. It got my attention. But that’s as far as it got. 

The Headline’s the Thing 

Let’s get off this negative track and look at some ads that I am certain are making money. These are not from a glossy national magazine, but small ads from today’s local newspaper. (By the way, small ads that run in the newspaper are usually paid for by the person who wrote them. And these ads get to the point and are likely to be profitable. Hmmm…I wonder if I’m noticing a trend here…) 

All I’m going to show you are the headlines of these ads. But I promise you, the headlines are all you need to see. Tell me if you can guess what each ad is about, and who its target market is: 

1. “Lose 3-5 Pounds Per Week With the System Proven by Over 90,000 Successful Patients” 

2. “Up to 40% Savings on Heating and Cooling Costs With a (Brand Name) Foam Roof” 

3. “Men and Women — Remove Unwanted Hair Today!”  

Now, I know what you’re thinking. Not very clever. Not very hip. In fact, those headlines are downright boring! 

Hmmm. I have two things to say about that. First, if you have tried everything under the sun to lose 40 pounds and you are frustrated to the point of tears, then headline number 1 isn’t that boring to you. (And I would say the same regarding people in the target market for headlines 2 and 3.) 

The second thing I want to say is, yes, and it’s also pretty boring to stand in line at the bank waiting to make a large deposit into your business checking account. 

But you know what?

Once you’ve gotten past that boredom barrier, it’s actually sort of nice. You know? 

And here’s some interesting news: A good headline on your ad will get you 90% of the way from the agony of defeat to the ecstasy of advertising success — so you can deal with weighty issues like the boredom barrier and what to do with all that money.

5 Free And Proven Ways Of Advertising in Year 2002

Everyone knows that FFAs and Classified Ads Sites don’t work for a long time now.

For most people only these two methods are a form of free Internet advertising.

And so they spread around the rumor that free advertising is long gone.

Or is it?

Method #1: Bartering

This means giving away something valuable in exchange for advertising you need instead of paying for it.

The best example for this, and the one I’m giving for about a year now, is bartering for ezine advertising. What you do is contacting the owner with your straight proposal, telling them what you have to offer in return and how their readers will benefit from the product you’re going to advertise.

Just be sure that what you offer is really valuable to the publisher and it costs more than the cost of his advertising.

Here’s an example of the barter offer I send to publishers:

Subject: [Owner’s First Name], Barter Proposal

Hi [Owner’s First Name],

I know you probably have plenty of work to do so I will go straight to the point.

I want to make you a barter/trade proposal.

What I’d like to barter for is a Solo Mailing in your ezine – “[Ezine Name].”

I have found your ezine in/at [the place you’ve found it]

Here is what I’m ready to give you for running a Solo Mailing in your ezine:

[list what you’re going to give. Products with Full Resell Rights are great but don’t ever offer something you don’t have the right to sell yourself!]

I will give you any [tell how much] of the above [ebooks or what ever it is] if you agree to trade. 

Plus I think that your readers will benefit very much from what I have to offer them – “[Your Product’s Name]” You can find more information about it at: http://www.YourProduct’

[By the way – you get this ebook, too.]
— This will be a good idea…]

Well I hope you haven’t lost your time over reading this and please do tell me what you think about this barter/trade proposal.

I will be waiting for a response from you in the nearest future!

Your Name

Your Email Address
Your Web Site URL

[P.S. If you can’t run a Solo Mailing I am willing to barter for Top Sponsor or Middle Sponsor positions.]

[P.P.S. If you are not satisfied with what I have to offer, I am always glad to hear what YOU want! Just name it.]

Method #2: Ad Swapping

Although time-consuming, this type of ventures can be really profitable. Always be sure to swap only Top Sponsor, Middle Sponsor and Solo Ads. However if you choose the last – check out if the publisher doesn’t send Solo Ads too often and also be sure to send Solo Ads to your list no more than 4 times a month i.e. one time per week.

Personally I have found Middle and in some cases Top Sponsor ads to be the best solution for ad swapping.

Method #3: Article Writing

You probably know what articles are, have read many of them and may be even write. If you haven’t started writing – you better do, it’s easy. Just come up with a catchy topic, good headline and easy-to-understand information. 

Here are some of ways you can use articles to build your business: 

  • Publish them in your ezine 
  • Submit them to other ezine publishers i.e. other ezines 
  • Submit them to your web site 
  • Submit them to other web sites 
  • Compile free ebooks 
  • Compile free reports

You can use articles for almost anything – drive traffic, create credibility and popularity, follow-up with visitors and customers to create more back-end sales, etc.

Submitting your articles to other ezines and/or web sites is a great idea, which you should start using right now. You can find publishers accepting articles by getting an ebook called “Get Published!” which is free to all my subscribers at: 

Below is a simple template, which you can use when you submit articles to other ezine publishers: 
Subject: [First Name] – New Article For Your Consideration
Hi [First Name],
Here is a new article for your consideration. I’m sure readers of your [Ezine’s Name] ezine will find the unique information from “[Article’s Name]” extremely useful.
Allow me a quick introduction. My name is[…]
Please feel free to publish the article below along with my Resource box. Also, I’d greatly appreciate a courtesy copy when it goes out.
Thank you for the opportunity to contribute to your publication.
[Your Name]
[Your Email]
[Your Domain Name]
Article: “[Its Name]”
Article size: xxx words, [60/65 characters per line] (body)


If you don’t wish to receive any more articles from me, please send any email to: mailto:[…]

Now – a short list of web sites that give you the opportunity to submit your articles:

Method #4: Free Viral eBooks
This method involves just a little advertising on your part. Sending a solo mailing to your or someone else’s ezine (using bartering or ad swapping) can spin the wheel and it may stop only after years!

What you do is create a free and highly useful ebook. Then: 

  • Put several ads for your product inside it. Then offer the people who download it to replace these ads’ URLs with their affiliate Ids so they will make some percentage on every sale. But they must first become your affiliates. 
  • Put their ad on the main page.
  • Put their ad everywhere for a payment.

This way people will read your ebook and go to your web site knowing that you really know what you’re saying i.e. this will create credibility for you.

And the people who give this ebook will also have their advertising inside it and get visitors or percents of the sales made from the ebook.

Method #5: Free Online Forums and Chats

This one is extremely effective but only if you post questions and even better – answers constantly – at least one post at a forum…every day.

The traffic comes from your small – 3 to 4 lines signatures that should include your name (line 1), your email address (line 2) and your logo/headline and web site address (lines 3,4).

Chats are the same thing as forums, but they are live so you should just talk and give your URL to people who’d like to know it. “Why would they like to know my URL,” you ask. Well, think of a reason. For example I tell them that I offer some valuable ebook they need in the current situation at my site. And they visit it!

The E-Factor: Two Ways to Instantly Get More Back from Every Promotion.

Allow me to introduce you to the mysterious “E-Factor.” It’s mysterious because it has two meanings. 

Both meanings will help you get more business from any promotion you do. So without further ado, here’s how you can use the “E-Factor” to make more money:

– Put “E-Factor” in your testimonials and copy 

Did you realize the very best source of new business is almost always a prospect who has been referred to you by a friend or trusted business advisor? It is. Think about this in your own life. 

When you need an accountant, or an attorney, or a doctor, or for that matter a hardware store in a new town, you’ll probably turn to someone you know, whose judgment you trust, to refer you to the service or product provider you’re looking for. 

OK. But what does that have to do with direct mail and Web promotions? 

A lot. People are always on the lookout for sources of advice they can trust. However, since you can’t always rely on giving every prospect for your business personal recommendations from the prospect’s friends, neighbors and advisors they actually know and trust, you do the next best thing: You give them copy with recommendations from people who seem like the people they know and trust. 

How? By putting testimonials and case studies in your copy involving people who will fill the role of trusted friends and advisors. 

Many marketers do this but they don’t get the desired effect. Why? Because they haven’t put enough productive effort into the research that pays off. This is in-person research – especially one-on-one “casual” research, as opposed to formal focus-group research – with their actual customers, and people who are a lot like their customers. 

This high-payoff research gives you in-depth working understanding of how your prospects think and act in the world -and how they look at things and make decisions. When you have this understanding and you weave it into the language of your descriptive copy and your testimonial quotes, it’s called “empathy.” 

“Empathy” – that’s the first meaning of “The E-Factor.” Increase empathy in your copy and you’ll increase sales. – Profit from the second meaning of the “E-Factor” as well 

There’s another, equally important meaning. Before I tell you what it is, let me give you a big, fat hint. In his book The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives, author Michael J. Wolfe points out that American consumers put 8.4% – about one dollar out of every 12 – into some form of entertainment. Currently, that adds up to $480 billion a year. 

As a side note, Hollywood productions – films and TV shows – bring in the second largest amount of money from overseas back into the U.S. economy, after aircraft sales. 

Yes, the other meaning of the “E-Factor” is entertainment. It’s huge. And it applies to marketing and selling. As the late (and great) David Ogilvy reminded us, “People will not be bored into buying.” 

But beware. Many a copywriter less talented and, more importantly, less thoughtful than Mr. Ogilvy has made the fatal error including humor, fantasy, drama or thrills in a promotion in such a way as to not specifically move the sales process forward. 

And that’s dangerous. Even deadly, sometimes. Here’s why: When you include entertainment, people’s attention will invariably be drawn to it over anything else. And when entertainment does not directly support moving the sale forward, then it automatically detracts from the sale. 

There are dozens of examples. The lying Isuzu salesman. Sales went down. “Plop-plop, Fizz-fizz.” Sales went down. I’m sure you have your favorites of entertaining ad campaigns that bombed. Now you know why. 

Entertainment isn’t bad. But not painstakingly linking the entertainment to the forward motion of the sale is bad. Very bad. 

So, how do you add entertainment value in such a way as to increase the sales effectiveness of your promotion? Several ways: 

– Tell a dramatic story where your product is the hero and saves the day for the human involved. My favorite example of this is the newspaper ad for Joe Karbo’s legendary book “The Lazy Man’s Way to Riches.” 

In the ad, Mr. Karbo talks about his “Lazy Man’s Way” which he promises to reveal in the book he’s selling. He tells how, before he knew the “Lazy Man’s Way,” he used to work 18-hour days, 7-day weeks and was still perpetually in debt. But after he learned the “Lazy Man’s Way,” he became financially independent by working less and in fact became very wealthy. 

This incredible ad combines drama with sales power in an unbeatable way. And it worked! The ad sold 3 million books by mail order! 

– Use humor that adds emphasis to the value of your product or service. When you get past the laughter, most humor in ads just shows off the cleverness of the creative team who created the ad. (You might say it also shows off their lack of concern for creating sales.) A positive example, where the humor shows how the product is so worthwhile, is the old (and very successful) series of Seinfeld commercials for the American Express Card. 

– Use exciting, colorful language in testimonials when customers are talking about the virtues of your product. But make sure it’s believable. And don’t make fun of the fact that you’re selling something, any more than you would go to target practice and fire the first shot into your own foot. At all times, keep your eye on the target – increased sales! 

So let’s review. How can you use this information to make more sales in every promotion? Take stock of its Empathy and Entertainment Value. Be single-minded. Take out everything that takes away from the sale, and keep in – or boost and strengthen – everything that furthers the sale. Build the strongest possible promotion at every point along the way – and watch your response rate soar!

How To Increase Response Rates 1800% By Tomorrow Afternoon?

Stop a moment some day and look at the kind of advertising you see in your mailbox, on your computer, on the radio, etc. Look at it and think, “Would I buy this or not?” If you say “No,” then ask yourself why. If you say “Yes,” then ask yourself why. What is it that makes this ad attractive or what is it that this person’s offer unattractive. Do this regularly and you will start surprising yourself with what you will notice about advertising.
Most advertising you see today is written extremely poorly. It confuses the prospect, doesn’t paint a desired picture in their mind, doesn’t give a reason to order now, and focuses on features, not the benefits. Most failed businesses can be tracked back to poor advertising, although there are many other reasons for failure.

If you want to stay in business, you must learn how to advertise effectively and how to produce orders NOW! This is what we will be working on in this manual, so be prepared to change your advertising and to fill your mailbox with orders!

There is a creative money making genius on the inside of you. You just need to learn how to let it out. What we will cover in this short report is the purpose of advertising and the 12 Advertising Secrets you will need to know to become an effective advertiser.

No matter what business you do whether it be a small retail store, a consulting service, a house cleaning service, or a mail order business, you must learn to create advertising that gets results. If you don’t, your business will be painful and short-lived.

First of all, let us look at the two major (And different) reasons for advertising. Number one is for exposure. Most television commercials and many newspaper ads and magazine ads are made for this purpose.

The Advertiser wants their name exposed to the public and for the viewer to think of them next time they are ready to make a purchase. Major corporations are the ones who will do this kind of advertising. They have the budget to constantly expose their name to the public and wait for their orders to come as people become more used to them and their advertising.

The type of advertising you and I are interested in is completely different. It is called direct response advertising. In other words, we are advertising and are motivating our
readers to order now, to call our 800 number and order, mail us a coupon and order, or fax in an order. We advertise a product and service and seek for people to make purchases now. As a small or home business, a quick way to go bankrupt is to place full page ads without asking for an order NOW! You must cause the person to order today if you want to stay in business in any type of display advertising or direct mail.

Classifieds are of a little different nature, but they work on the same premise. You don’t ask for a sale right from the classified (Which would be a large mistake because there just isn’t enough room in a classified to make sales). Even asking for one dollar in a classified ad reduces your response greatly. You will have them call your 800 number voicemail or your fax-on-demand in which they will receive an offer and a chance to order NOW! In all advertising, you must ask for the order NOW or get out of business!

Many people have contacted me and said, “I know that I have a wonderful product, but I just can’t figure out why I am not getting any orders.” You may be the same way. Let me tell you a simple truth, It does not matter how awesome your product line is if your advertising doesn’t cause people to see themselves using it and how it will benefit them. Your advertising, not your product in many cases, will determine the success or failure of your business. Yes, Your product needs to be awesome (Or you will experience a large number of refund requests and a short-lived business), but your advertising will make or break your business.

Before we spend too much time detailing why you should create awesome ads, let us just simplify the whole deal. You want your business to make money? Then, write money-grabbing ads!

Now, Let us reveal 12 of the major advertising secrets you will need to know and begin using in every ad you create:

1) Testing, Testing, Testing

In all advertising and mail order, the biggest key of long-term success is Testing everything. Test your ads. Test your sales letters. Test you products. Test the publications. Test everything. You will never be done. Learn to key all of your order forms and phone numbers to make sure you know which ad and publication is doing what. Don’t ever leave anything to chance. Test everything. Great Advertisers and Mail Order Millionaires are people who have tested everything and have found what works. Your testing period will NEVER end!

2) Strong Headlines

The number two key to success is your headlines. You must understand that the wording of your headline is more than 70% of the effectiveness of your advertising. That means it is a BIG DEAL what your headline says. A note that needs to be added. In mail order, it has been our experience that Negative headlines often Out pull positive headlines. For example, one of the most popular and effective headlines in network marketing has been “Dead Downlines Don’t Lie!”

Negative headlines force your prospect to identify with them saying, “That sounds like me. The main purpose of the headline is to GRAB their attention, so your headline must be attention grabbing and prospect focused. What are their needs? What are their Desires? What are their Fears? Pay attention. The upcoming secrets must be used when writing your headline also, not just your body. HEADLINES WILL MAKE OR BREAK YOUR ADVERTISING CAREER!

3) Short Words, Short Sentences, Short Paragraphs

Forget what your grammar teacher taught you in high school. When writing ads, you must make your ads simple: Simple to Understand & Simple to Order. Keep the level of writing 8th grade or lower. Use Short Words, short sentences, and short paragraphs. I know your literature teacher told you to not write paragraphs with only two sentences in them, but how much money did he/she ever make in advertising? The moment you confuse your prospect, their attention and the sale disappears!

4) Be Specific, Not General

Be specific in all of your advertising. Don’t Say “Fill Your Mailbox with Cash.” Say “Receive Up to $355 a day in your Mailbox Daily.” Don’t Say “Secrets to Making Money.” Say “63 Year Old Man Tells You His Dirty Secrets to Making $578 a day!”

Being specific makes your advertising more believable. Being general makes your prospects say “He is just making this up.” Being specific makes them say, “He must have counted it. I want to make that much.”

Don’t say “Fill your Downline with Distributors.” Say “Add Up to 15 New Distributors a month to your downline.” You get the idea now, don’t you. Don’t ignore the fact that Being Specific will beat being general every time. Go over your advertising copy and edit it to become specific.

5) Use Your Background & Be Unique, Not A Me-Too Ad

So many ads out there today are for just me-too products and me-too advertising. When I say “Me-Too Advertising,” I mean that these ads or products have been so overused that they just don’t pull anymore. People are tired of them. For example, People are tired of hearing how much more your network marketing company pays than the one on the other page. They are tired of hearing about how your products are the best in the industry. They have heard that story before.

You need to become Unique in your approach. Are you elderly? Are you Young? Are you Deaf? Are you bald? Did you flunk out of school? Do you only have an 8th grade education? Put something of yourself into the ad. A bald man could write an ad saying, “57 Year Old Bald Man Grows Dollar Bills Faster than Men Half His Age Grow Hair!” Be unique. Find something about yourself that is unique and put it into your advertising. Let people know who you are, then they will begin to trust you, and Trust spells orders.

6) Use Pronouns (I, You, He, She)

Again, we are going to make the literature teachers angry at us, but Using “I” “You” “He” “She” throughout your advertising copy will produce more cash orders. People will begin to identify with you. They will begin to say, “Yes, I can do that.” They will be drawn into the picture you are painting of them enjoying or succeeding with your product or service. Creating a picture of them and their needs being met by your company spells creating an order.

7) Focus on Benefits, Not Features

This is a lesson mail order & direct mail professionals have been trying to get over to us for years. You must focus on the benefits of your product, not its features. Although it may sound like these two things are one in the same, they most definitely are not. Which way you lead your presentation which will make a big difference between the success and failure of your advertising campaign.

Your product’s features are things such as pay plan, product ingredients, what it is made of, etc. Benefits are what your product will do for them. Features are product centered. Benefits are prospect centered. Benefits are things such as “How much will your prospect make? How much weight can they lose? How much hair will they grow?” You have to make your advertising copy prospect centered instead of product centered.

8) Use Lots of Adjectives & Adverbs

You will notice in mail order, there is not the “information packed manual.” There is a “huge 62 page information packed manual with step-by-step instructions.” When writing your ads, take your descriptions to the limit. Then, you can cut it down some as you go over it. Describe the product. Paint a picture in your prospect’s mind of them using your products or services. If you are selling Home Business information, paint a picture of the prospect succeeding in business, making money daily, having more free time, etc.

As a general rule, people do not buy because of logic. Too much failed advertising is logic oriented. Too many people say, “It is only logical for them to buy my product.” If that is your idea, it won’t sell. People buy because of emotion. Create practical logical products. Then, write advertising that uses emotion to make sales. Paint the picture of your prospect both with and without your product. Make them need your product. Make your product have an emotional appeal to them. Then, you will make sales

9) Testimonials

Testimonials are a powerful selling tool and should be used at every opportunity. Include testimonials in all of your ads if possible. Many Great Selling Ads are made up of 1/3 to 1/2 testimonials of the company’s products or services. Getting testimonials is easier than many of us think also. Make up a testimonial form (With signature required) and hand it out to all of your clients. Let them know you care what they think about your products and services. Make it easy for your clients to give you testimonials. Then, use them in all of your advertising if possible.

10) Free Bonuses For a Limited Time

Something Free is always a drawing factor in advertising. “Free” is probably the most powerful advertising word in existence. Anything that you sell that has a price of more than $20 should always have Free Bonuses attached, and most products under $20 should have Free Bonuses also if possible. Then, You should always make your Free Bonuses for a Limited Time Only to Bring in Orders Now. This has the Effect of “Sale” on a prospect’s mind and moves them to order now. All advertising must be geared for the prospect to Order Now! And Free Bonuses don’t have to cost you very much either. Include something that you can reproduce cheaply, but has a high value to your prospects.

11) Strong Guarantee

The best way to gain trust in your prospect’s mind for you is to include a solid guarantee on your products. The postal service requires a 30 Day Money Back Guarantee on All Products sold by mail order unless your guarantee is mentioned. You should always include this guarantee if not more. “30 Day No Questions Asked Money Back Guarantee! I refuse to Let Anyone Be Unhappy With Our Product!” Add guarantees to everything that you sell. This is a strong motivator to people and can overcome most fears and objections they have in their minds toward ordering from you.

12) Easy To Order

Make it easy for people to order from you. This almost goes without saying, but there are a lot of ads out there which have broken this rule. Tell people clearly how to order. For example, “Pick Up Your telephone and Call 1-800-000-0000 Now And Have your Credit Card Ready!” Or “Fill Out this Order Form and Make Your checks payable to Business Systems 2000 and then fax your order to 1-000-000-0000 or mail them to Business Systems 2000, Box 128, Richmond, IN 47375!” Make it clear to your customers what you want them to do to order now.

Another thing that should be mentioned is that you will increase your orders 50% – 100% just by accepting credit cards. They produce more trust and more orders for any small or home business. Order a copy of our “How to Increase Business By At Least 50% Just By Accepting Credit Cards” for information about merchant accounts and how 99% of home businesses (Even brand new startups) are able to obtain a merchant account for a very low cost.


Those are the twelve basics to advertising. Remember them. Go over them. Use them. It will make a difference in your business. Remember this report as your Twelve Step Program to Advertising Success:













Create your advertising materials and then go over them again and again to refine them, but always remember they are NEVER finished. Testing is the name of the game in advertising and then winner in the end will always be the one who has tested their advertising the most.

4 Steps To Writing Powerful Sales Letters.

I’m sure you’ve seen those ads that grab your attention and have you ready to pull out your wallet or credit card. They are making you an offer you can’t refuse.

Don’t you wish your ads were that persuasive?

Are the marketers who wrote these ads natural born writers, or is there a formula that you can learn?

Writing to persuade is a skill that can be learned, like any other skill. It’s just a matter of breaking down the process into four simple steps.

Step # 1.

The first step in writing your killer sales letter is to identify your target market.

This seems simple enough, but how many marketers do it?

When reading some of the ads I get in my inbox, I have to wonder.

I don’t want to burst your bubble, but the truth is, not everyone on the planet is a prospect. Concentrate on those who are.

Before you begin your ad campaign identify your target audience.

Step # 2.

Once you’ve identified your target market, determine what their major problems are.

Do they need more money?

Do they need to save time?

Are they interested in improving their health?

Sit down and determine every problem that your prospects have and decide how your product or service can help solve their problems.

There are no shortage of problems, but there is a shortage of problem solvers. Start becoming a problem solver and you’ll always be in demand.

OK, you’ve identified your market, you’ve determined what problems they have, now you’re ready for the next step.

Step # 3.

The third step in writing your killer copy is to let your prospects know that there is a solution to their problem. Not only is there a solution to their problem, but you have the solution.

Remember these three magic words, “I can help.”

Identifying the problem is not enough. You have to show the reader that there is a solution and you have it.

Tell them every benefit they will get when they order your product, or take advantage of your service.

Let them know you can help them

Make more money

Save time

Improve their health.

Step # 4.

The final step in creating killer ad copy is getting the prospect to take action.

Identifying your market, determining their problems and letting them know you have the solution, is not enough.

You have to make them act.

You have to create a sense of urgency.

There are many ways you can do this.

You can offer a special discount for fast action.

You can offer special fast action bonuses.

Ask for the order.

Let them know they don’t have to put up with their problems another day.

You can solve them right now.

These four steps are a basic outline to get you started.

Start studying the sales letters you read and break them down into the four basic steps.

Determine how effective the writer was in covering the bases.

Make notes on how you could improve on the sales letter.

Learning to write persuasive copy is a life – long venture.

When you’re writing your next sales letter, remember the four step formula.

1. Identify your market

2. Identify their problem

3. Let them know how you can solve their problem

4. Ask for the order

Making Money Online With Personals Ads!

When I first started looking for ways to make money online the first program I joined was One&Only internet personals. They were a personals dating affiliate program that dealt with matchmaking and singles personals ads online.

One&Only has since been taken over by one of the largest match making personals dating sites on the internet today. I still get paid monthly from them for the advertising I do on my internet personals web site.

Internet personals have become big business. And the amount of affiliate programs you could join to make money online with has quadrupled.

The way these sites work is that you the advertiser advertise on your site free personals ads or look at free personals ads with photos. Now here comes the catch. Let’s say that the person reading the ads actually finds someone they are interested in. They will not be able to contact that person until they purchase a subscription. After they have purchased a subscription and you have received a commission only then will they be given the persons contact information. pays out $18.71 for a one month subscription $33.64 for a 3 month subscription and $49.28 for a six month subscription. As you can see, with just a few subscriptions you’re looking at a pretty decent commission check. And they pay out every month regardless of how much is owed to you.

These programs are real and paying out real money. Even Yahoo has its own internet personals service called Yahoo Personals. You can make money selling subscriptions to Yahoo personals by joining a 3rd party affiliate program called commission junction. Commission Junction actually has 100s of affiliate programs you could join to make money online. But we will leave that for another article.

If you want to make money online with internet personals it is highly recommended that you get your own domain name and create a web site. In fact with any make money online business you should have your own domain and create a content rich web site that is relevant to the programs you want to promote.

Relevance is the key to the success of any good web site. Pick a topic then build your site around that topic.

Example. With a personals site add content which includes such thing as horoscopes, zodiac signs, ask Ann or ask whomever, dating articles or advice columns you name it. There are probably hundreds of thing you can put on your dating site. Be creative and don’t be afraid to trade links with other dating sites.

Next you’re going to want to find a few good dating affiliate programs. As I mentioned above is one of the best. If you would like to join affiliate program click o the following link.

Also join commission junction and add the Yahoo Personals affiliate program to your arsenal.

Try not to over do it. 2 or 3 programs will do to get you started. After that it’s up to you to build good content around your site and advertise ill you get the desired traffic.

What Are The Benefits Of Good Design On The Web?

Let’s examine how important Web Design is to the success of any Web-based marketing campaign. In a September 2003 report from Forrester Research titled “The Best and Worst of Site Design, 2003” the authors stated, “Most of the problems we found were self-inflicted wounds resulting from site managers who naively allow designers to: hide value, turn interfaces into dexterity tests, favor “white space” over information, and leave users hanging.” The traps are subtle, but good design is a triumph over more than the pitfalls. Good design is the result of a process of deep thought. And therein lies the biggest benefit of good design: visitors to the site who are thinkers know that the designer is a thinker. They know that the designer was not acting out of ego, but of thinking of the needs of others.

Sites that exhibit good design—those that anticipate the needs of their visitors, prospects and patrons—are directly rewarded with ROI: return on investment. Using scenarios and personas to truly step inside the visitor’s likely situation(s) give designers clear priorities in the numerous decisions around navigation, use of imagery, arrangement of content, linkages within the site, and required functionality. Without clear objectives and a firm grasp of the audience, misuse of the opportunity to communicate value to each and every visitor is the likely outcome. Using technology to dazzle does little to convey meaning, much less compel thinking customers to stay. For those who use the Web as art, technology prowess is fine. For those who are intent on conducting commerce and generating qualified leads, the name of the game is conscientious, concise, controlled experience of the features and benefits of the products or services the site owner offers.

There is more to achieving a site’s objectives than good design, and we will in future issues address some of them, but at the first view of a Web site is the visitor’s impression of the whole site formed. If it’s not positive, the rest of the site and its intent is fighting an uphill battle. Thinking becomes the most important step in any site design. Who are the visitors? What are they looking for? What is their situation, are they rushed? Are they knowledgeable? Are they looking for opinions or facts? Are they the kind of prospect the site owner is looking for? Knowing the answers to those and more questions will better inform a designer than any images, cool Flash techniques, or PHP application.


Author Name: Stephen Dill
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How To Attract Thousands Of Customers?

We are constantly told by marketing experts of the huge pulling power of free gift offers.

You can use a free gift

– to persuade a potential customer to purchase a product
– to induce him to come to your web site
– as a follow up thank-you when a customer has made a purchase
– just to keep in touch with a customer, keep your name in his – mind and give him your latest product news –
and there are so many more possibilities

I’m sure you will agree with the above, so the question is

Why don’t YOU provide a free gift ?

The answer:

– You don’t have a free gift to offer
– You can’t afford the cost
– You don’t want the hassle of sending one out

Fair enough.

So here is a simple solution.

You arrange with another party to send out THEIR gift so that both parties benefit.

You merely give your reader instructions on where to collect their free gift – and there is no further involvement for you.


Author Name: Scott
Author Website: