Advertising Frequency, Marketing on the web, Podcasting

Before I get too deep into this post, I want to tell you about Chet Holmes, he is one of the nation's top executive coaches and business builders, he has worked with Jay Abraham and many of the top marketers in the nation today. Inc. Magazine is currently doing an article naming him one of the nation's top executive coaches. Chet owes me a little bit of a favor, so I called it in for you. Chet is going to put the first twelve of my readers to sign up through one of his unbelievably powerful webinars for FREE! I strongly encourage you do this now. Simply follow this link, fill out the info and put 307DL in the registration box and then, come back and dive in to find out . . .

How To Make All Of Your Advertising At Least 100X More Effective

One of the secrets that I focus on with new clients here is the idea that if you hope to convert someone to a customer through advertising that you have to convince them 100% of the way before you move to another media.

While that idea may seem obvious to you, the largest majority of advertisers, maybe even you, don't follow the rule. Let me ask the question this way: Would you rather influence 10 people 100% of the way or 10000 people 10% of the way? Of course your answer would be 10 people 100% of the way. And to that point everything makes perfect sense. Then you go out and start to buy media.

The moment you begin looking at how many people you can reach the above logic flies directly out of your head and you begin to look at the number of people a television station reaches and even though it is more expensive than the competitor, it DOES reach more people so it should be the right choice, better to stretch and get more people than to buy more ads on a smaller audience station, right?

WRONG!

Any time you put an ad out, there is always someone in the market for what you are selling right then. And if you pick those people up that is an added benefit. Chances are very high though that those people have either already developed a relationship with another company or have invested significant amounts of their time in choosing before they hear about you. If they come, they will likely be price shoppers hoping to use their new education to find a better deal.

If you hope to influence your audience you must influence them through repetition. You should only advertise in the media that you can afford to influence frequently enough to build high levels of awareness over time. Short term memory is electrical, much like the memory in your computer. If you turn off the computer anything unsaved is lost. The same is true of your brain, when you go to sleep at night, anything not converted to long term memory, a chemical process, is typically lost. Only through significant repetition through time can your message be loaded into long term memory. Roy Williams of Wizard Academy says that the rule is three exposures in seven nights sleep over 52 weeks when applied to radio. This is a good rule of thumb, but there are ways to make it happen more quickly. Powerful writing is one of those ways.

The more you learn about copywriting (for example at the big seminar or on their free calls in advance) the more you'll understand the role of emotion in advertising. You are a combination of all of your emotions and feelings, many of which you learned right away and many which you easily apply to other situations. For example, when your pet died as a child, you instantly learned the emotions associated with death and were able to make the leap between your pet and your parents and knew instantly that you didn't want that to happen to them. Your customers are really no different.

The more you can connect their currently existing emotions to your advertising message, the quicker they'll remember it. This is one of the reasons so many people try and use humor. Humor can be effective, but think about how hard it is to remember a joke and even if you do remember it, try remember who the person was that told it to you. Focus on the core emotions. Increase pain and provide a solution, move them toward a feeling of euphoria, solve a problem they've been laboring over, give them instant relief. When you do that they are motivated to remember, they make the attachments even more quickly.

I discuss how to make advertising more effective on my website at www.boldapproach.com/mmw , go and take a look, I think you'll find it very interesting.

Marketing On The Web

I've been getting a lot more questions about marketing on the web and the skyrocketing prices of Google Adwords and Overture, one of the best techniques any business can use today to drive more traffic to your website is a blog.

Carefully study the keywords that you want to optimize and begin blogging around those keywords. An ideal length for your post is about 200 – 400 words and try and include the word or search phrase in the headline when possible.

This tactic is brutally effective right now because of the relevance of the post and the recent timeframe of the post. Both of those keys will get your blog posts pushed up high in the search engines. Be sure that you have an easily identifiable link back to your site from your blog if you are not hosting the blog right on your site.

If you have information that is updated regularly on your website beyond your blog, you'll definitely want to explore RSS marketing. I don't have time to go into how it all works today, but I will in a future newsletter.

Podcasting

I'll be podcasting regularly very soon. For those of you not familiar with podcasting, it is creating your own radio show via the web (creating a show and saving it as an MP3 file) then broadcasting it to everyone interested in hearing your topic. Basically what I'll be doing is taking my now paused offline radio show and moving it online. If you subscribe to the show, you'll by notified by RSS (don't worry, I'll tell you how to subscribe in a future letter) and then you can either listen on your computer or download it directly to your digital music device.

Podcasting offers great opportunities for nearly every business. Your customers want to learn more and hear more about what you do, build a show around it. I can think of dozens of shows for local businesses just off the top of my head:

A garden center might have “Grandma's Garden Tips” a weekly show podcast to active gardeners.

An Antique store might have a program similar to Antiques Road Show

A beauty shop might have a local gossip show or a beauty tips program

I'll have Making Marketing Work, a weekly podcast on how to make your marketing work. It will be 10 – 15 minutes long delivered every Monday morning so you can start your week off profitably.

The list goes on and on.

As I mentioned, I'll be exploring Podcasting in much more detail as the months go on.