How To Create Instantly Compelling Ads Every Time.

How To Create Instantly Compelling Ads Every Time. nBy Marc Gamble © 2004 nhttp://www.MYMOnDemand.comnnUse This Quick 3-Question Evaluation Process, So You Can Be nSure Your Message Will Sell! nnEVALUATION #1: "Well, I Would Hope So!" When you make a claim, ndon't think about it in terms of words coming out of your mouth. nThink of it in terms of words entering your prospects ears. nThen you'll realize how ridiculous some claims actually sound. nnWhenever you make a claim, ask yourself if the prospect will nimmediately echo this response: "Well, I would hope so!" For ninstance, an insurance agency faxed me the following reason to nchoose them over their competitors: "We will be there for you nwhen you have a claim." Well I would hope so! You're an ninsurance agency! Isn't that what you do? nnStatements like this have as much meaning as the haircutter ntelling you that your hair will be shorter after it's cut, or as nthe gas station attendant telling you that you'll have more gas nafter your tank is filled. Always, always, always ask this nimportant evaluation question whenever you make any claim. nAvoid pointless claims and it will improve your effectiveness by n500% immediately. nnEVALUATION #2: "Who Else Can Say That?" Pay close attention to nthis one. The question is not who else can do what you do. The nquestion is who else can say what you say. And, the answer to nthat is "just about anybody and everybody". We consulted with nan auto repair facility that was, by FAR, the most awesome nbusiness of its kind in their area of influence. They put ncompetitors out of business every year and monopolized their nmarketplace in the process. Small problem: Even though no other nbusiness could even come close to performing at their level, ntheir yellow page ad looked virtually identical to all of their ncheesy competitors. nnTry This: Look at your ad and compare it to your competitors’ nads. If you can cross out your name on your ad and replace it nwith the name of your competitor or vice versa, and the ad is nstill valid, you failed the test! You failed to distinguish nyourself from your competitors. You failed to differentiate nyour business. You look like everybody else! nnEVALUATION #3: The Specificity Challenge. I could write an nentire book on this subject. But, suffice it to say for sake nof this newsletter, you need to quantify all of your claims. nBusinesses generally fail to create a compelling case to buy ntheir product or service. Instead, they merely ask their nprospects to buy without justifiable, rational reasons. Quantify nyour business in terms of: nn1. Specifically, How Are You Different? n2. Specifically, Compared To What? n3. Specifically, Why Can You Do That? n4. Specifically, What's Your Advantage? nnIf You Want To Distinguish Your Business From The Competition, nBuild A Case As An Attorney Would. nnYou need to realize that your business is on trial. You're the nattorney. And it's a life or death sentence. Your customers and nprospects are the jury. What will you say that will convince nthem to buy from you? What kind of specific evidence can you nproduce to PROVE beyond any reasonable doubt that they'd be a nfool to not buy from you? Use your evidence to build and npresent your case. nnIf you would like a FREE Ad Evlauation of any advertising pieces (including sales scripts)nyou may have, simply email to: support@MYMOnDemand.com or fax to: (650) 649-2221. We will apply these evaluations, plus a few additional and provide you with a quantitative assessment of your marketing pieces.nnTo learn more about how to Improve Your Own Marketing Efforts and Achieve Better Results, visit: CLICK HEREnnGood luck with your marketing efforts. nnMarc Gamble nmgamble@mymondemand.com nPrincipal Consultant nMYM On-Demand Marketing Trainingnn_______________________________________________nMarc Gamble is dedicated to helping business owners & entrepreneurs become more successful in their marketing efforts. Get his free 6-part mini-course. Monopolize Your Marketplace and learn the secrets to gaining more customers and exploding your revenue! Send a blank email to:nmymod-6dmini@aweber.com.