Thoughts on Life, Liberty and Hybrid Marketing
Posts tagged Hybrid Marketing
How To Write A Killer Ad
Aug 14th
A lot of folks have been asking me how to write a killer ad.
Here’s how you do it in 11 easy steps, and of course this is a Hybrid Marketingtm strategy so it will work equally as well online or offline (Google Adwords, newspaper, Craigslist, etc).
- Talk it out first before you write it.
- Call a friend, associate or employee and explain your product or service to them.
(This will help you get common questions out in the open, and also help with overcoming common objections) - Tape record that call.
(Digital recorders work fine if you don’t have a tape recorder, guess I show my age haha
- Have that conversation transcribed onto paper.
(Or into a word processor, then print it out. I find it’s easier to work on real paper) - Label every single sentence in there with an
- F if it’s a feature (describes what your product or service does),
- A for an advantage (over a competitor), and
- B for anything that’s a benefit (tell your customers what it does for them). - Write the sentences rated 1-10 by their importance. 1 being the least important and 10 being the best. You will have an F-1, F-2, F-3, etc. B-10 would be the most important benefit.
- Combine all features, advantages and benefits ranked 6 or higher and create a headline from there. In other words, if you’ve got a B-10 and B-9, A-10 and A-9, an F-10 and F-9, you want to create your headline out of those. Use the 6-8 benefits to tell your story. Your 6-8 advantages will create interest and your 6-8 features will credentialize your story with details and facts.
- Tell them how to order and how to order now.
- Reverse the risk from them to you using risk-reversal.
- Reward them for immediate action.
- Re-write five different versions.
This seems like a lot of work, but it’s really not. (Hey, it likely beats the pants off what you’re doing now).
This is how you will end up with a killer ad.
Roll it out small and test it, and when it works, roll it out in a big way.
Easy enough for ya? Please comment below.
- Lee Collins
Sell Them What They Want, Give Them What They Need
Aug 8th
There’s an old saying that you should find a need, fill it, and you’ll get rich.
It’s not really true. You need to find a want and fill it.
People often do not want what they need. They need to eat right, but they don’t. They need to stop smoking, but they don’t. They want to be more healthy, but they make unhealthy choices.
You want to stand out from the crowd.
You want to sell them what they want, but give them what they need.
Your prospects and customers are people just like you and me and they’re going to respond to messages similar to ones we might respond to. They’ll get turned off by the same things and exaggerations that we do.
Filling their needs and wants typically involves things that we’ve talked about – convenience, long-lasting, time-saving, better-looking, more functional stronger guarantees, better service, etc.
We never know which hot button is their buying button.
We need to test one feature or benefit against another until we discover what their hot buttons are. Your objective is simply one of matching your marketing mission to the functions of the products or services that your business offers.
If your business offers products and services that by design are problem solvers, then you need to use this function in your marketing approach. You want to accentuate the types of problems they may have because your product or service will solve them. Point out a problem in detail and tell just how your product or service is designed to solve that problem.
Here’s a couple of examples:
- A diet program. You don’t want to sell the powder or the vitamin, but you want to sell better confidence, better health, greater attraction, and long life.
- Toothpaste. You don’t want to sell the fluoride, but you want to sell the whiter teeth, brighter smile, and less trips to the dentist.
How do you uncover their real wants and desires?
If you listen, you’ll discover the customer talking back to you in many ways.
They might speak directly with you, your employees, the media, other customers.
You have to pay attention.
You’ll hear more of what they don’t want instead of what they do want. They might say prices are too high or there’s not a big enough selection or the quality isn’t high enough. That’s telling you the opposite of what they really want.
However and whatever they say – listen to them!
You’ll learn something every time you do. Back to our quote from earlier, the truth is this:
“You can make a living selling people what they need,
But you can get RICH selling people what they want”
(excerpt from Lee’s “Book of Many Things”)
How do you fee about this? Comments very welcome…
- Lee Collins
Lee Collins Named to Stompernet Faculty
Jan 8th
StomperNet, the leading Internet Marketing training and educational company, has announced the addition of online and offline marketing veteran Lee Collins as StomperNet faculty.
Brad Fallon, StomperNet’s CEO announced the addition of Lee Collins at Michael Penland’s Internet Marketing SuperConference event in Orlando, Florida saying via Ross Goldberg that “Lee Collins adds tremendous value to Stompernet in his extensive online and offline expertise technology he calls Hybrid Marketing(tm)… when it comes to our members and the changing online landscape Lee is just the value-add that our Stompers need to succeed in 2010 and beyond.”
Lee adds, “It’s cool to be involved with a high-profile company like Stompernet and I look forward to adding value and helping in any way I can”.
If you’re a Stompernet Member, look forward to Lee’s first The Net Effect article this January.
Direct Response Marketing 2.0
Jun 23rd
What happens when you combine the power of Web 2.0 Internet and tried and true Direct Response Marketing techniques?
That’s the question we asked ourselves almost two years ago, and Hybrid Marketing was born.
But there was still a void. Maybe not a void but we felt there was something bigger. Something we were missing. So for the past 20 months we went searching for that missing ingredient.
You see, what we realized (and you will too when you really think about it) is the people making the most money online (consistently, and that’s important) were the people who came from the OFFLINE world.
People like Dan Kennedy. And John Carlton. And Ted Nicholas. And Robert Allen. And Frank Kern. And Mike Filsaime. And T.J. Rohleder. And Michael Penland. And… the list goes on, but I think you get the idea. These are the people who use Direct Response Marketing techniques as a WEAPON and consistently crush it online.
These are our mentors. And most are now close friends.
And through studying Direct Response Marketing DIRECTLY from the Masters, our Hybrid Marketing system took on a whole new life. A life that was MUCH bigger than me and Robin could nurture by ourselves.
So from Hybrid Marketing, and our study of OFFLINE Direct Response Marketing, a new era is born.
The era of Direct Response Marketing 2.0!
Direct Response Marketing 2.0 is the TRUE synergy of online and offline marketing. It combines the prowess of our Hybrid Marketing system, with the tried and true direct response skills of crusty “I was making money online before there was an Internet” marketer Alan Bechtold (we love ya man), copywriting genius “Million Dollar” Mike Morgan, and branding expert Erik Stafford into something that could change your perception of MARKETING forever!
- Did you know: If you’re just an Internet Marketer you’re leaving an estimated 72% of your potential profits on the table? The Internet is just ONE media for your message, so why limit yourself to earning so little?
- Did you know: An estimated 50% of email NEVER reaches the intended recipient? Contrast this to REAL MAIL where over 92% is consistently delivered to the intended recipient!
But rather than ramble on, I want to invite you to enjoy our creation – Direct Response Marketing 2.0: The next generation of online and offline Synergy! We’ll give you FREE access to a DVD we’ve put together for you and a complete, state of the art online eCourse that takes you from simple Internet Mar(ke)ter to a REAL Direct Response Marketer in 10 quick lessons.
Grab this now before we start charging for it => http://www.DirectResponseMarketing20.com
– Lee Collins and Robin Collins
Direct Response Marketing Experts
Response to Reader Email: “Our Results Aren’t Typical”
Dec 8th
We get the most interesting emails.
For example, we recently had a reader send us a long, ranting email about how he felt our disclaimer (and other marketer’s disclaimers) stating “our results aren’t typical” is unfair because it set him up for failure.
I disagree.
In fact, I believe with a small shift in mindset he will see that “our results aren’t typical” statement actually sets him up for success.
Here’s what I mean:
On a scale of 1-10, it has been proven statistically that 9 out of 10 businesses fail.
In reality, when we use a larger scale of 1-100, roughly 95% of businesses will fail in the first two years according to the Small Business Administration. You can Google the results yourself if you feel so inclined.
Think about that for a second. Ninety-five percent (95%). That’s an awfully BIG number.
And an average 95% failure rate within the first two years is the typical result.
You can probably see where I’m going here…
So, “our results aren’t typical”. It’s true. And that’s a good thing. Scratch that – it’s a GREAT thing!
Why in the world would you EVER want to learn how to build a business from people who only gets “typical” results? Typical results are a 95% failure rate.
Is that what you want? To stack the cards so heavily against yourself that you only expect to succeed a meager 5% of the time?
Now, we could go all into mindset and how this person is unconsciously sabotaging himself for failure – but we’ll save that rant for another day.
The point here is you SHOULD be learning from people who get ABOVE AVERAGE RESULTS.
Right?
I mean, you don’t really want to learn from some dude (or dudette) who fails 95% of the time DO YOU?
I know I don’t.
So, next time you’re trying to find an excuse for why you can’t succeed DON’T blame it on us… because “our results aren’t typical”.
I’d love to hear your thoughts – please comment below.
