Today, John gives us a monster podcast episode covering 21 ways to increase the power and profit of your advertising without spending more money.

NO 1. INCREASE PROFITS, MEASURE RESULTS

You need to calculate two key indicators. One, the Cost per Inquiry, so which is the number of inquiries divided by the cost of the ad and the Conversion Rate, the conversion rate is the percentage of inquiries that actually buy. Once you know what your conversion rate is, you can project the profitability of your ads simply by, from the number or inquiries that you’ve received.

NO 2. CODE EVERY AD

To know if a particular ad works or not, you have to be able to track the responses to that specific ad. There are a variety of ways that you can do this, some are more accurate than others. But if you don’t code your ads you can’t track the response. And If you don’t track responses, then there  simply no way you can measure the results of your advertising. If you don’t measure advertising the only thing that you can be sure of is that you’re wasting a chunk of money out of your back pocket.

NO 3. CLARIFY THE OBJECTIVE OF YOUR ADVERTISING

Why you are advertising? Now, this might sound like a silly question but answering it and really thinking about it is a  specially important. A clear objective helps keeps you focused, your intentions drive your results, the purpose of your advertising to finds the offer, the headline, the copy the medium and in fact everything about the ad.

NO 4. NEVER RUN A FULL PAGE AD

Next time you see someone read a newspaper, watch him carefully. 99% out of a hundred when they come to a full page ad they just turn the page. People read newspapers and magazines for editorial content, they also buy them to check out the latest things. They don’t buy those publications or read something online to actually just read your ad. If you going to run an ad make it a 6 column, 8 column, half page, quarter page, make sure that you not even consider looking at writing that ad as an advertorial, that’s an advertisement that’s written like an editorial.

NO 5. PAY FOR BEST POSSIBLE POSITIONING

If you are going to pay for positioning, pay for the best possible one. Now if your on a newspaper or advertisement, I can tell you unequivocally after years of experience that page 3 is the second best as long as you are on top right hand side.

NO 6. DO SOMETHING TOTALLY OUTRAGEOUS

Do something that might be a little bit politically incorrect. Do something that might be a little bit different. Use a different color, a language, a font  something that’s actually going to change your advertising and marketing to be a little bit more attractive. Be different.

NO 7. WHEEL AND DEAL

If you’re willing to hang around on an airport waiting for a flight on stand by you can actually travel for less, why not pay less for your ad is actually having a stand by rates. Most publications radio stations, television stations people who actually produce online or offline marketing usually has standby rates and have a look at it cause you could save yourself up to 90%.

NO 8. CHANGE IT UP

Boost your response by changing the type and  set you use.  If it’s going to be a written ad, stand out and do something different. Use bold, italisations, colors, whatever you can do to make the written word stand out more.

NO 9. DON’T USE ALL CAPS

Caps make you sound like you’re shouting at people. It’s the same things like when you use all italics, it looks like you are stressing something, so be a little bit more careful.

NO 10. INDENT PARAGRAPHS

Indented paragraph uses wide spaces to break up the columns of text and signals to the reader than new paragraphs begins here. Other advantages when you block paragraphs is that you have one line space between the paragraphs to give the eye the same relief as an indentation.

NO 11. A LONG COPY BEATS A SHORT COPY

It’s not always about the cost. A long copy is better because it’s got more information and more compelling reason to buy than a short copy. The more you tell the more you sell. Remember the only people that are going to read your ad are the people that are interested in buying anyway . And if they’re interested they wanna know as much as possible – provided you give them all access to get it later.

NO 12. REPEAT YOUR STORY IN THE COUPON OR IN THE CLOSING

Research shows that when people readers as they don’t start at the beginning or work their way at the end. They jump all over the place. Right, it comes in to a simple rule. Tell them. Tell them what you told them, then tell you how you told them what you told them. Make sure you tell people multiple times throughout whatever piece that you’re writing or what you are actually doing.

NO 13. TELL YOUR STORIES WITH SUB-HEADLINES

Break things down. Many headlines will actually support them main purpose of a headline. So people will actually move to where they wana go.

NO 14. EVERY PICTURE DEMANDS A CAPTION

A picture tells a thousand words. But those thousand words may not always be what you want said so make every picture demands a caption. Using pictures allows you to give a visual hook and livens up an ad. It’s an additional opportunity to sell and engage people. Explain it with a caption.

NO 15. A GOOD STORY NEVER STOPS IN THE MIDDLE

When a salesman has an interested customer does he stops in the middle of his pitch and say “Now look we’ll just talk about this tomorrow.” Don’t be ridiculous. The salesman knows that if he doesn’t close the sales now, he may never be able to close it. It’s the same thing with an advertisement. Do you ever see those teaser ads in ads that say “watch this space for a big ads tomorrow”  with absolutely no clues which running the ad. Let’s be honest did you eagerly run out and check out what that big announcement was? I seriously doubt it.

NO 16. MAKE YOUR AD LOOK LIKE EDITORIAL CONTENT

A lot of people read magazine publication or anything that’s actually in the written format and what they are looking for is editorial content. They’re after things, stories that are gonna engage them. Copy that it’s going to be worthwhile. So if you write your ad like it is actually deserve to be in a publication as an editorial content or story. You’re more likely to get it. And let’s face it, nobody’s ever gonna be fooled, read this quickly realizes it is an ad not a story. But by the time they do, many of them, if done it properly, have been hooked. And if you write the ad like a story, even if its not a story about your business the hook will sink in deeper.

NO 17. TEST, TEST AND KEEP TESTING!

Now, I’m not talking about checking the microphone. I’m talking about the opportunity for you to be able to test whether one ads working with another. Is the one better direct response ad? Measuring responses not just the first steps it’s obviously important to know whether you’re making money or not.

NO 18. THE CUSTOMER IS ALWAYS RIGHT

Let the customer point the way to your profit. You’ll get tired long before your customer does. Keep running the ad until its stops working because even if you’re fed up with it, most of your potential customers probably haven’t seen  it yet.

NO 19. BORROW IDEAS

See what the best advertisers are doing and maybe – not plagiarise them – but borrow what they’re doing for your own use. Look what they doing, there’s a reason why they’re doing it and make sure that you emulate what they’re doing.

NO 20. RULES ARE MEANT TO BE BROKEN

First of all you gotta know what the rules are before then you can’t go about breaking any rules. Henry Ford once said, “Only 10% of advertising and marketing ever works and If I knew which 10% it was, I’d knew I’ll be a much wealthier man. Now, he had to understand that theres a rule by failing 9 times out of 10. Or like Edison said. Finding a bunch of different ways not to do something. If it works great! If it doesn’t, listen to your market for clues.

NO 21. DON’T IGNORE RESULTS

I’ve made the biggest lost of my life ignoring the result of my ads. I send out a bunch of marketing, the results came up poor. I came up with  one hundred and one reasons why the poor response. It wasn’t really poor, I justified it. I roll it out again and guess what the rest of the results were exactly the same. Had I listened to my market I would’ve canceled that project and taken  a small loss. Instead I took a big loss that set me back.

BONUS. NEVER PUT EVERYTHING INTO YOUR ADVERTISEMENT

Every time you write an ad, pull out all the stops except for one two or three things. Keep something  back so that your customers will always be pleasantly surprised. In this one, I promised you 21 ways to increase profit. But I’v given you 22, 23, 24 and so much more! If what you deliver falls below your customer’s expectations, you’re gonna have a dissatisfied customer. And dissatisfied customers don’t come back, and worst they don’t just don’t come back but they will tell their friends about how good you could have been, and they tell their friends how bad you were. If you exceeds a customer’s expectations however, you have a satisfied and happily surprised customer – a customer who will come back and buy from you again and again.

RESOURCES MENTIONED

CEO on Demand website – www.ceo-ondemand.com.au

More Profit Less Time website – www.moreprofitlesstime.com

THANKS FOR LISTENING!

Thanks so much for joining us on this episode! Don’t forget to subscribe to the show on iTunes and Stitcher to get automatic updates and leave an awesome review!

Until next time!

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TRANSCRIPT: PODCAST EPISODE 28

Title: 21 Ways to Increase Your Profit In Your Advertising

Date Published: November 30, 2015

Running Time: 26:24 minutes

Hi, This is John Millar I’m the naked business coach, stripping business back to the bare basics. Here with you again, giving you a monster, not just a bite size podcast. Today is a monster podcast, so I want you to get a pen and paper handy whatever you can make notes on. Because today I’m going to cover 21 ways to increase the power and profit of your advertising without spending more money.

So, Rule no.1 Increase your profits, measure results. Now I hate accounting, but I love tracking and measuring the responses to my ads. I keep detailed result of every ad, and every promotion and everyone that I’ve ever run, when a friend actually saw my tracking system he claimed that I was actually a frustrated accountant , but let’s face it, accountants are really good with money and that’s what I like them to be in business for. The only difference today is that, we now keep things on a computer rather than writing it down by hand, but I find doing a bit both of ways help. The best thing about my system is that you can determine immediately where you’re getting the best return on your advertising money. So If you can tell where your ad what made a profit you do have to be able to compare the profit in yourself for the ad, in other words, the gross revenue less the cost of the product, and the marginal cost, like credit card commissions postage and so fort, to the running of the ad which includes the allocation of the cost you’re creating, and the laying out of the ad. Now when you can have a non-limited budget , when you are over a hundred percent of break even what does happen to your advertising budget, it really does become unlimited in its own way, your ad is aimed to generate inquiries and they need to calculate two key indicators. One, the Cost per Inquiry, so which is the number of inquiries divided by the cost of the ad and the Conversion Rate, the conversion rate is the percentage of inquiries that actually buy, plus of course ultimate profit . Once you know what your conversion rate is, you can project the profitability of your ads simply by, from the number or inquiries that you’ve received. So, as an example, let’s say your profit sales is $25 if your cost per inquiries is $5, your conversion rate must be 20% to break even,. But if your average conversion rate is only 10%, you’ll know that this ad in this area is just not gonna work. But If can new ad, produces a cost of per inquiry is only $1 the ultimate profit per inquiry, with the same 10% conversion rate would be $2.50 and you’ll know that you actually want to run that ad again. If this is new to you, you’d be wondering how to trace a specific sale to a specific ad, and that’s in the Rule Number 2.

Rule Number 2. Code every Ad. To know if a particular ad works or not, you have to be able to track the responses to that specific ad. There are a variety of ways that you can do this, some are more accurate than others. But if you don’t code your ads you can’t track the response. And If you don’t track responses, then there  simply no way you can measure the results of your advertising. If you don’t measure advertising the only thing that you can be sure of is that you’re wasting a chunk of money out of your back pocket.  And Let’s face it, if you wanna throw money away and just not see a simple return, I’m sure there’s plenty of people will take your money. Of course you’ll always have some responses, you can allocate to specific ads. The trick of those is to keep no codes of what amount to a minimum. So here’s some ways, key code a coupons, If you’re using a physical coupon put a unique code on that coupon within your ad. It could be an abbreviation of the publisher’s name, plus the date, or it could be a letter-number combination that you can just make it up. Or, you get really tricky a new sequential  codes, it really doesn’t matter as long as you record the code, along with the other information about the ad. And that’s what the response sheets are actually for. So what is it really matter is that you can count how many responses you have. Well, when you code the address you often see, XY set came from that particular address. So you might use a PO box rather than having a direct mail piece. To me, maybe I’m being a little bit first, but once I know where something came from why it came from there, I will be able to use that code much much better. Another hint, always check things like envelopes if you do something, you know, a written format , inevitably when they happen, my own staff check the envelope or might just keep the letter. So you have to order great. But the code is on the envelope not the letter, make sure, or even worst the customer’s return address is on the envelope. An order if it’s done by mail needs to have somewhere to be able to send it. Code your phone number, So in one way to actually code your phone number is to directly add an extension 123 after the number . so call John let us know on extention number 123. And lot of phone system can actually allow you to do that. The other thing that you can actually do is just ask your customer , if you don’t want a lot of ads an easy way to keep a track is, “ A, look would you mind if I ask you, where did you hear about us?” or “ how did you find out about this offer.” Be prepared with responses like “ I was in today’s paper” and , let face it, the last time you read ad in a paper was a year ago. The important is, don’t put words in customer’s mouth, Ask a non specific question, “uh, do you remember where you heard about this offer?” not “uh, did you see us on line?” The first question will prompt your customer to search his or her memory. To the second question, many people say yes just to get the question out of the way. For phone orders, you can actually ask what code is on the coupon, if you use a coupon. If your customer gets confuse say “it’s ok don’t mind.” It’s better to have a sale without a code than no sale at all. Or if you got a people coming in get a customer bring the ad back in with them. For restaurant offering free drink with a meal just say bring this ad in with you. It makes it really to test and measure the results, at the end of the day, just total in the sales the ad actually made for you. Make sure, as well that you add in the other items that you upsell in cross sold, when that coupon was bought in. You can also ask people “have you been here before?” and otherwise how can you actually gonna know, how many new customers not just repeat customers that you’re having. Coz, let’s face it, if people have a good experience they’ll be back. Allocated times no codes. So whenever possible, a tribute responses to some ads  series of ads, you can do that by an offer. You might read 3 different offers at a time. By time, this is something where something runs out. Make sure you keep records on the day of the response. Don’t try and do it later. By tracking ads in this way you figure out what the half life is, so in other words the ads that you may run actually have a half life of a week, a day, a month how often is it that brings down. By tracking your ads, you can look at it, let’s say on average, you ads make a 120% of break-even, it may take 2 or 3 weeks before you get a response, if you understand that your half life of response time  with an ad, it is five days then you can budget for. So you need to be able to pull it, and understand the differences, between immediate and longer term.

Rule no 3. Clarify the objective of your advertising. Why you are advertising. Now, this might sound like a silly question but answering it and really thinking about it is a  specially important. A clear objective helps keeps you focused, your intentions drive your results, the purpose of your advertising to finds the offer the headline the copy the medium and in fact everything about the ad. If your intention is to keep your name before the public and build your image branding, your ads would probablybe long  vague and run in places that you think or maybe a read or send by the preview you want to reach. In reality ,however, you’ve got no idea whether your ads are achieving in purpose. A probably conducted pulse stall survey, might actually show what your ads are doing worse than nothing at all. They’re actually turning your potential customer’s away. In any case, I’m gonna show you that if you actually have respect for your own money to not even contemplate this types of ads how defining , on how defining your purpose can save you a bunch of money, only when you define your purpose do you have something to measure.  When you define your purpose code your ad who holds your results you’ll immediately learn which ads or which media work and which don’t. I install this kind of measurement in all my clients, overtime, the results is if you can understand when 90% of your inquiries are coming from and you can bring that back to an ad, you can actually have a much better idea , you can profit directly and you can profit later from your ads. So here’s two questions you actually have to know your answers to . What is your profit margin with your new customer first purchase. Unless you’re in business with one of sales, that means you’ve got nothing else to sell, at any other time in any other customer. You should actually answer the question based on marginal cost basis, So should you allocate the percentage of your  overhead to the cost of your advertising. What is this your customer worth to you? How often will they come back, how often could you get referrals from them? The next part is, what is the lifetime value of getting a customer? Now, I look at having my customer for life. I’m not looking at just what they pay me each month to invest in developing their business and growing their business with me as their coach. I’m looking at what is the lifetime value that I can give them and that they return to me, in return for my services In helping them to grow their businesses. You should do exactly the same thing. Once you’ve actually find out when to put your best place to out your money, you gotta look your numbers and make sure you do it time and time again and continue to manage it.

Rule No.4. Never run a full page ad. Next time you see someone read a newspaper, watch him carefully. 99% out of a hundred when they come to a full page ad they just turn the page. You see full page ad that actually sit to a busy rate at “don’t  waste your time here, I’m just gonna try and sell you something” . People read newspapers and magazines for editorial content, they also buy them to check out the latest things. They don’t buy those publications or read something online to actually just read your ad. Most people just keen to headlines looking for something interests them often reading the headline, then the first few paragraphs, then you got 99% of the story . If you going to run an ad make it a 6 column, 8 column, half page, quarter page, make sure that you not even consider looking at writing that ad as an advertorial, that’s an advertisement that’s written like an editorial. Have something that, “we talked about idea before and other podcast , catch their attention develop, their interest , generates desire and has a call to action . This is exactly the same right across the board.

Rule No5. If you are going to pay for positioning . Pay for the best possible positioning. Now if your on a newspaper or advertisement I can tell you unequivocally after years of experience that page 3 is the second best as long as you are on top right hand side.  Don’t get them a gather of publication and don’t get stuck in an area that is not going to work it might be cheap but it might false economy.

Rule No. 6. And I love this one. Do something that is totally outrageous. Now what do I mean by totally outrageous., do something that might be a little bit politically incorrect, do something that might be a little bit different , use a different color, a language, a font  something that’s actually going to change your advertising and marketing to be a little bit more attractive. Be different. Remember, the mind is bomb binded with thousands of images and messages every single day. So if you don’t have the opportunity, to standout from the crowd then you just gonna blend in with the sea of  mediocrity and that doesn’t help anybody. Just remember you don’t have to be perfect you gonna make a mistake, just make sure that you learned from these things in tested measure.

Okay rule number 7, Will and Deal. If you’re willing to hang around on an airport waiting for a flight on stand by you can actually travel for less . By the same taken one way to pay less for your ad is actually having a stand by rates. Most publications radio stations, television stations people who actually produce online or offline marketing usually has standby rates and have a look at it cause you could save yourself up to 90%.

Rule no.8 boost your response by changing the type, the set you use.  if it’s going to be a written ad, like I said before stand out and do something different. Use bold, Italisations, Colors whatever you can do to make the written word stand out more,

Rule no.9 and this is particularly up to the day we use email and sms more then ever before, don’t use all CAPS.Caps make thing sound — If you use all caps it looks like you’re shouting at people, It’s the same things like when you use all italics, it looks like you are stressing something, so be a little bit more careful. If you’re going to do a written ad, make sure you follow the rule number 10.

And that is Indent Paragraphs. And indented paragraph uses wide spaces to break up the columns of text and signals to the reader than new paragraphs begins here. Other advantages when you block paragraphs is that you have one line space between the paragraphs to give the eye the same relief as an indentation. And the reader still doesn’t have the same sense as got the new paragraph beginning, it stops the eye getting tired. And it really doesn’t stop the reader from being distracted from your measure, “duh, I spit it out”. One of the other things that you can do and this use to’v work really well it started for a long time but I believe it’s come back and that’s using a drop letter. A drop letter in the very first paragraph will copy increases ratioship by 5% and that attracts the eyes and drop letter is things like four chances to tell you a story. Uhm, it is what you actually do to make sure that you drop things in. A long copy beats a short copy. Not always a cost but provide a long copy is longer because it got more information and more compelling reason to buy than a short copy. The more you tell the more you sell. Remember the only people that are going to read your ad are the people that are interested in buying anyway . And if they’re interested they wanna know as much as possible. Provided you give them all access to get it later.

Rule No. 12 Repeat your story in your coupon or in the closing. Research shows that when people readers as they don’t start at the beginning or work their way at the end. They jump all over the place. Right, it comes in to a simple rule. Tell them. Tell them what you told them, then tell you how you told them what you told them. Make sure you tell people multiple times throughout whatever piece that you’re writing or what you are actually doing it could be in video do the same thing. If it’s in writing make sure in  17:03

Rule number 13, Tell your stories with sub headlines. Break things down. Many headlines will actually support them main purpose of a headline. So people will actually move to where they wana go.

Rule number 14. A picture tells a thousand words. But those thousand words may not always be what you want said. So make sure rule that number 14 every picture demands a caption. Using pictures allows you to give a visual hook and lives in up an ad. They’re better than drawings, every picture should be appropriate to the products . It will increase ratioship of the ad and it’s an additional opportunity to sell and engage people. Explain it with a caption.

Rule number 15. A good story never stops in the middle. When A salesman has an interested customer does he stops in the middle of his pitch and say “now look we’ll just talk about this tomorrow “ Don’t be ridiculous. The salesman knows that if he doesn’t close the sales now, he may never be able to close it. It’s the same thing with an advertisement. Do you ever see those teaser ads in ads that say “watch this space for a big ads tomorrow”  with absolutely no clues which running the ad. Let’s be honest did you eagerly run out and check out what that big announcement was? I seriously doubt it. A salesman can judge when a customer’s ready to buy , can call his pitch moves to the close when he senses the time is right but you can’t do that when you are advertising. You have to assume that the customer waivering until the very end. You’ve got to get the  lot right here right now. The next point,

Rule number 16 Make your advertisement look like an editorial content. I said that before, a lot of people read magazine publication or anything that’s actually in the written format and what they are looking for is editorial content. They’re after things, stories that are gonna engage them. Copy that it’s going to be worthwhile. So if you write your ad like it is actually deserve to be in a publication as an editorial content or story. You’re more likely to get it. And let’s face it, nobody’s ever gonna be fooled, read this quickly realizes it is an ad not a story but by the time they do, many of it, if you done it properly, have been hooked. And if you write the ad like a story, even if its not a story about your business the hook will sink in deeper.

Rule number 17. Test test, test test. And keep testing. Now, I’m not talking about checkin by microphone, I’m talking about the opportunity for you to be able to test whether one ads working with another. Is the one better direct response ad? Measuring responses not just the first steps it’s obviously important to know whether you’re making money or not. You’ve got a testing in compare to make results. Make sure that you test in compare apples to apples. For example if you’re running an ad in Fridays paper and the phone is on Mondays do you have anything to compare? No you’ve two different things. These different things give you two different results. Maybe it rained in Monday or maybe there’s something else happening on that day. Make sure you are comparing apples with apples. So here’s 3 different ways to test.

Number 1. Do a split run, the best way to test two ways is to run this. And the good old days, we’d actually have it so that one was made part of the page and with another . The only difference you wanna do is to be able to see what’s actually happening. Approximates different topsesbut runs so do a bundle of a 500 bundle of a thousands copies and focus in one thing or another.

The other thing you could do is, see how you are actually doing differently so sends something by starmail as well as by email . And see what gets the best result, but remember to tag it so you know where it came from.  Now is testing really work the problem? You bet it is. Now I have testing with one offer produce four times the norms of a sales, there’s another offer, that’s four times the sales four times the revenue and with exactly the same cost. And other people that I’ve known got even more dramatic results. Imagine what your business would look like If you could increase responsiveness of your ads by just 50%. Only test important things, and that things like the price the offer the headline , now who really cares about the color that you use. Now you maybe will be able to get  down that way, but it’s there. Your control is sacrosanct. Your control ad is the benchmark but which you actually gonna test everything else. Never change your control ad without testing the change. If you change the benchmark without providing the change is worthwhile. You can no longer compare test if you do It in the future against test you never done before. Once your’ve establish a control and ad that works don’t touch it. If you can think of a better headline, a better phraseology, test it.

Rule number 18. And we’re almost there, Let the customer point the way to your profit. You’ll get tired long before your customer does. Keep running the ad until its stops working. because even if you’re fed up with it most of your potential customers probably haven’t seen  it yet. General advertisers can’t or don’t measure the results should either change their ads too frequently just to someone else who seen it or think they have or they run it for years. So it is finding that balance between the two.Some advertisers, particularly first time advertisers make a different mistakes. They think that all they need to do is run an ad once and everyone’s gonna see it. Just watch someone read a newspaper and you will quickly realise that it’s not true. The reality is, you will need to run the same ad  in different places at different times on ongoing basis for people to see it. Alright now, the first time you run new ad that will get you …. That will realy get you adopt this. The response second time is gonna be lower and that’s because there’s a bell curve on people taking things up. You have to make sure you keep me up fresh but not too fresh. Remember you’ll get sick of your ads before anybody else does.

Rule number 19. What was direct advertisers are doing and maybe not plagiarise them but how about borrow what they’re doing for your own use. When you see those things from successful people the advertising that those who were doing that you want to do. When they’re doin the same thing time and time again. Look what they doing, there’s a reason why they’re doing it and make sure that you emulate what they’re doing.

Rule Number 20. And this is gonna say I’m little crazy  But rules are made to be broken. First of all you gotta know what the rules are. But before then you can’t go about breaking any rules. Almost as often it’s not a markets response is humiliation. The reality is Henry Ford once said, Only 10% of advertising and marketing ever works. And If I knew which 10% it was, I’d knew I’ll be a much wealthier man. Now, he had to understand that theres a rule by failing 9 times out of 10. Or like Edison said. Finding a bunch of different ways not to do something. If it works great! If it doesn’t you’re running out of pocket for one thing, if you’ve tested measured it . And the last couple of points Listen to your market,

Point number 21. You ignore the results of your own ads. I’ve made the biggest lost of my life doing just that. I send out a bunch of marketing the results came up poor. I came up with  100 and one reasons why they poor response,  it wasn’t really poor I justified it. I roll it out again and guess what the rest of the results were exactly the same. How’d I listen to my market I would’ve cancel that project and take it a small lost. Instead I took a big lost and set me back. It’s really easy to second guess you’ve market. yOu can always rationalize poor results. And If you fall inlove with your ads and its easy to do, it’s your little baby . You’ve put a lot of effort in creating that ad. And it doesn’t  work, you’ll naturally gonna be disappointed. Try and call and objective this  passionate attitude to rule what the results. It can be hard but it’s worth it. For example, imagine , specially when the result don’t meet your expectations, that the results or comments on your ad given you by a firm but fare critic. Let us listen on what a critic has to say, everytime you do something that doesn’t work you can learn from it. Don’t make mistakes time and time again. In my opinion the only mistake in life is to make the same mistakes more than once.

One last rule, never put any everything into your advertisement. Every time you write an ad pull out all the stuffs except for one two or three things. Keep something  back so that your customers will always be pleasantly surprise. In this one I promise you 21 ways to increase it. But I’v given you 22, 23 24 and so much more. If what you deliver falls below your customer’s expectations you’re gonna have a dissatisfied customer. And dissatisfied customer don’t come back , and worst they don’t just don’t come back but they will tell their friends about how good you could have been, and they tell their friends how bad you were. The best form of promotion is wear the math and let’s face it, that’s the worst as well, If you exceeds a customer’s expectations however, you have a satisfied and happily surprise customer a customer who come back and buy from you again and again. They’ll tell your friends their friends all about you again and again again. And as a rule remember, you don’t get a second chance to make a first impression, you goin to get a lot of things you can do. But if you don’t do it well first time, youre going to end up with problems . This is John Millar and I’m the naked business coach stripping business back to the bare basics. This has been a mammoth podcast. This hasn’t been a bite size podcast . I hope you get so much more out of it remember after it has been transcribe it will be available for you on our websites so goto ceo-ondemand.com.au and moreprofitlesstime.com. You’ll find those transcriptions so if you want to you can listen to this again and you can read more about them . And you’ll gonna get more a lot of information thanks so much until next time . Be cool be happy and be profitable.

 

 

John Millar

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