If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners. They are?

· Lack of focus

· Lack of implementation

There's certainly no shortage of ideas and information ? the world is full of it ? but what are you doing with it all? Let's do a quick reality check here and now:

· How frequently do you get in touch with your customers?

· How far up your hierarchy of buyers do you go?

· What actions are you taking to make next week, next month or next year better?

Pick one thing you've always meant to do and do it tomorrow to start marketing your business more effectively.

It may be to focus on a market sector, write an article to gain you more exposure as an authority in your industry or it may be to write a better Yellow pages advert.

The more you do now, the more you will have to do down the road. There are all kinds of lame excuses and I've heard most of them. Excuses like "I don't have time" or "Maybe when I'm less busy"

Here's a blinding flash of the obvious ? the best time to market yourself IS when you're busy. Why? Because one day you won't be? You see, how you get less busy is by NOT marketing yourself.

To make sure you have a constantly increasing flow of customers, develop and implement marketing processes that you can put on autopilot. They run whether you're busy or not.

Of all of the things you've read or heard that you could or should do, how many have you actually done? You know what it's like ? you go to a seminar or read a book and say, "I should do that" but you never do.

Successful strategies are based on solutions and information. Your customers don't really care about you or your company ? what they care about is what you can do for them. Yet sadly, far too few companies bother to tell their prospects what they can actually do for them.

No, they're far too busy "getting the name out there" or "promoting our logo" If this is a little too close for comfort, consider this provocative statement:

"If you're advertising for any other reason than to generate leads or sales, you're wasting your money"

Run this checklist over your Yellow Pages advert and see how well it rates. Score 1 point for each Yes. Those points may save your ad from oblivion?

1. It looks like an article instead of an ad

2. It has a strong, benefit-rich headline

3. It includes a personal photo

4. It promotes benefits NOT facts

5. It uses testimonial(s)

6. It states your performance guarantee

7. It contains an irresistible offer

8. It has a strong call to action

9. The phone number is clearly displayed

10. The Company name and logo play a very small part

How many did you score? Six or more? Good, your advert might work for you. Less than four? Good luck?

© James Yuille, Brisbane, Australia, 2004.

About the author:

James Yuille is a sales and marketing consultant and trainer with over 32 years experience. He is based in Brisbane, Australia. His free weekly sales and marketing newsletter provides topical information for business owners and salespeople. Find out more at http://www.jamesyuille.com

In The News:


The Ultimate, ?Must-Have? Home-Based Business for YOU

The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

Moving Message Display

Moving message display are designed to be installed into environments... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

Constructing Business Advertisements

What many may consider the most important part of advertising... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

How to Advertise with Flyers

When you first start out on your business venture, money... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad

If you knew these 10 high impact insider's hidden psychological... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic... Read More

Prove It! - Give Your Marketing and Advertising More Credibility

Your marketing and advertising won't be effective if your potential... Read More

Advertising That Annoys: The Real Story

Critics conclude that entertaining or "creative" commercials sell better than... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More