"The TEAM! NONE of us is as strong as ALL of us!"
Now THIS is an AD!!!
One of the things I'll always preachin' to you guys about is that to be successful ya gotta learn to write ads!
You have to learn to write NEW ads, different ads, unique ads. Ads that will make your prospects sit up and bark. Ads that will set YOUR sales message apart from the other umpteen-gazillion or so ads that are in your prospects email box at any one time.
Folks, I'm sure that I don't hafta tell ya that I been around the track a few times. I regularly (as YOU should) check my marketing email box just to "see what's out there," to keep myself in the loop of what's goin' on on the Internet, and to see if I can spot any ads that will make even ME stop and check it out.
Needless to say, 99 out of 100 subject lines and ads I see do nothing more than make me yawn. But every so often I discover a jewel amidst the rubble. This week I found an ad that was so unique and clever, I just HAD to (with the author's permission) show it to you. And believe me, an ad has GOT to be good for ME to click on the URL for the sales page!
First of all, let's take a look at the Subject Line.....
"Been there. Done that. Got the T-shirt"
I just HAD to chuckle when I read that subject line! Is there anyone who hasn't been on vacation and not been confronted by the endless T-shirt shops that line the streets of just about every resort town in the nation!?
So this guy's subject line is really saying, "I've tried lots of other programs - just like YOU probably have - and I've got the "T-shirt" (i.e. the battle scars) to prove it." But!.....he's saying it in a cute, unique way that immediately sets HIS subject line apart from the rest.
Shucks, I just HAD to open that email and read his ad!
Now let's take a look at the sales message itself, and then I'll point out a few things.....
"Been there…..Done That…..Got the T-Shirt!!"
"During the 70s & 80s I was a high roller. Every thing I put my fingers on in the real estate industry turned to GOLD, until the real estate crash in the late 80s & early 90s. We got totally wiped out. We lost everything we had accumulated, all my businesses, my retirement money, our savings, my life insurance, my real estate investments......everything!!"
"I found myself 60 years old and totally broke, with no income. I had to start all over again.""I couldn’t get back into the real estate industry where I lost millions so I turned to the Internet. I thought that earning money on the internet would be quick, easy and something I could do from the comfort and safety of my home with little to no physical activity. Boy, was I wrong!! Until I found this program....."
http://www.adminder.com/c.cgi?grisaffe&BeenThere
"BEFORE I found this program, I jumped on the internet with both feet - posting ads, posting ads, posting ads, posting ads - and putting in some un-godly hours with ZERO success. Then one day, just prior to me giving up my Internet “business” and taking a "real" job, I ran across a program that I had (and you have also) deleted several times and said to myself, ' What the hey, I’m I quitting the internet anyway. Why not look at one more 'OPPORTUNITY.'" (This is where the WOW!! comes in.)"
"Like most, I was using all the FREE classifieds and I was definitely getting my monies worth - zero dollars in and zero dollars out."
"But this new program....."http://www.adminder.com/c.cgi?grisaffe&BeenThere
".....has given me a new lease on life with my Internet business. I now can see the light at the end of the tunnel and it’s not the train!"
"I hope that most of you who NEED to make money on the internet AND from the comfort, privacy and SAFETY of your homes will take a REAL HARD look at this program....."http://www.adminder.com/c.cgi?grisaffe&BeenThere
"Don’t delete it as I foolishly did several times!"
"This life saving program is totally user friendly, instructional, educational and most of all VERY profitable. It works! It will show you how to market more effectively and more efficiently. It will cut your online time to 2 hours per day and your marketing and promoting expenses to ZERO.""And what I like most……(other than the MONEY) it provides us with a step by step written game plan on HOW and WHAT to do WHEN, in an easy to understand format."
"I put my name and phone number here to show you that I am a real down to earth PERSON and Southern gentleman.
(I’ve earned the title now that I am 64 years old)."
"I’m putting my life back together with this amazing program and hope that you will join me and share in our mutual vision of having financial independence once again."
"I’m on my way to recovery!!…..are you??"
"Great Marketing and See Ya!!"
"Joe Grisaffe
(phone number)
http://www.adminder.com/c.cgi?grisaffe&BeenThere"
The ad copy was well written and I thought, "what the heck," and clicked on the link.
Lo and behold, the link took me to the Big Dogs sales page!
I can be a little dense sometimes, but I actually didn't see that coming! In re-reading the ad a second time, I naturally saw a few key phrases that SHOULD have told me it was one of our guys, but initially I simply though it was yet one more marketer capitalizing on the renown of some of the key points of the Big Dogs program.
Now let's scrutinize that ad and see what it was that made even ME "sit up and bark".....
First of all notice that the cute, clever subject line of the email is repeated at the top of the ad. Remember that the subject line is ALSO the title or headline of the ad itself and SHOULD be repeated, if nothing else but to remind the prospect just WHY he opened that particular email.
Secondly, you'll note that the first few paragraphs of the ad are written in a very personal, "let's grab a cuppa coffee together," style. The writer of the ad has IMMEDIATELY established a rapport with his prospect.
Thirdly, the target URL - the URL of the page that the writer wants you to go to - is repeated a total of FOUR times throughout the sales message. Internet prospects have a notoriously short attention span, and repeating the URL multiple times allows the prospect to go right to the sales page as soon as they read a key feature - their individual hot button - rather than waiting until they reach the bottom of the ad - IF they ever do!
You will also note that the writer of the ad is NOT using his hoplink, but rather a tracking URL. This shows good sense for three different reasons:
1. Obviously, as I've stated in the past, if you are NOT using an ad tracking program, you're not taking your business seriously. You MUST track your responses to see what ads are winners and losers.
2. Using a tracking URL "cloaks" your affiliate link. You're all familiar with the term "commission hijacking" - where an unscrupulous person will insert HIS nickname into your affiliate link, thereby scarfing up YOUR commission for himself. A tracking URL cloaks your affiliate hoplink until the prospect is on the sales page, and then it's a little too late to try any shenanigans.
3. Using a tracking URL also "cloaks" the PROGRAM you're promoting. "Product cloaking" is a very well known advertising technique that is being used with increasing frequency by mainstream, OFFline ad agencies.
"Product cloaking" is an important topic, so let's expand on it a little.....
You may have noticed recently that a lot of the TV ads you see almost make you ask yourself, "Hmmm, just what IS this commercial advertising?" This is done on purpose. You see, quite often when a product becomes VERY well known, standard, routine advertisements become psychologically "invisible" to the consumer. Prospects subconsciously say to themselves, "I already know all about that product, so there's no point in paying attention any more." BUT...when the actual product is "cloaked" to the consumer's consciousness until the very last moment, there is a much greater chance that the consumer will "bite" and then go on to make the purchase.
A current TV ad shows two smiling children as they hop into the back of their parent's SUV singing, "We're going to the water park, we're going to the water park!." Suddenly, they glance behind them and see their school lunches! The doors lock and as one of the children tries to get out, the door handle comes off in his hand - while scary, horror movie music plays in the background. The trailor for the latest alien invasion movie? Not at all! It's a commercial for Gateway computers, but you don't KNOW that until well after the commercial has captured your attention. This is a perfect example of "product cloaking."
Now getting back to our Internet ad, you will notice that, not only is the product (the Big Dogs program) cloaked in the URL's in this ad, THERE IS ALSO NOT ONE MENTION OF "BIG DOGS" ANYWHERE ELSE IN THE AD!!! "BIG DOGS" IS CLOAKED IN THE ENTIRE AD!!!
There are very few programs on the Internet that have withstood the test of time as well as Big Dogs - we all know that. But this stability and reliability is actually a two-edged sword. There are those folks that are brand new to the Internet - they've never heard of Big Dogs, so our standard "Big Dogs" ads will grab their attention. Then there are those experienced individuals who generally won't even consider becoming involved with a program until it is several months old. Aware of the "here today gone tomorrow" nature of the majority of Internet programs, they crave a company that is mature and stable. "Big Dogs" ads will appeal to this group as well. Finally there are those folks who need to see something a hundred times before they really take notice of it. I get emails everyday from folks who say things like, "I've been seeing Big Dogs ads for over a year and I finally decided to buy your book."
On the other hand.....
On the other hand are those people who - consciously or subconsciously - like the idea of getting on board that "hot, new" program. Or maybe they've seen all the "standard" Big Dogs ads and are already familiar with many of the features of the program. They may discount Big Dogs simply because they've seen it so many times. For THESE groups of people, a unique new ad may be just the thing that makes them take a second look!
The ad certainly made ME take a second look, and I obviously took the bait!
Should you ALWAYS eliminate the direct mention of "Big Dogs" in your ads? Certainly not! That's not what I'm alluding to at all. Your ads SHOULD capitalize on the high regard and the fame of the Big Dogs program. On the other hand (The "two-edged sword" we talked about. Remember?), to a certain group of individuals, this actually has a negative effect. Thus occasional "product cloaking" DOES have it's benefits, and should be one of many "arrows" in your advertising "quiver."
Only AFTER our fellow Big Dog has established himself as "the good ol' boy next door" does he go on to outline the benefits of the program, once again in a conversational, friendly tone.
Finally, he gives his FULL name, as well as his telephone number. All in all a VERY well crafted ad!
Now let's take a look at another ad that appeared in my email box the same day that the above ad appeared.. This ad, on the other hand, has none of the positive attributes of the one we just looked at. (Note: since we are interested only in the content of the ad, I have blocked out the name of the company and the individual.).....
It's Rocking The Net RIGHT NOW! - $50! $200! $500..INSTANT PAY 4LIFE!
OH YES!...XXXXXXXX does what it says.
CASH DAILY* WEEKLY* MONTHLY* INTO YOUR PAYPAL ACCOUNT.
100% of the Profit on every order you receive.
A steady stream of $20, $50, $100, $200, $500+ Monthly
Income going into your account. Nothing to install.
Immediate automatic set-up.
(URL)
DONT Miss the EARLY BIRD Special Price!!!
NEW!!! Unique Strategy for Success...
* True Financial Growth!
* XXXXXXXX
* Not MLM!
* No Matrix to fill!
The products are top notch and the support is excellent.
Get Paid Hourly, Daily, Weekly, Monthly (residual)!
Extremely Fast, Start Earning within minutes!
What you are about to Discover will shock you to
the Core. I'm Serious!
Hurry! Get in before everyone else!
(URL)
Have Fun!
John
********************************************************
$$$$ FREE! FREE! FREE CA$H $$$$!!!!
After all, who doesn't need FREE MONEY ???
(URL for a second program)
********************************************************
"Wealth Is Created When The Right People Get In Front
Of The Right TREND, Recognize It AND Take Advantage
Of IT!"
Until Now, there has never been such a revolutionary
income program that can enhance people's lives at
such an affordable price.
(URL for a third program)
Did YOU chuckle and heave a deep sigh like I did when you read the above ad?
The company and program advertised (actually, you'll note that not one, not two, but THREE separate programs are being advertised here) may very well be rock solid and reputable, but, but golly, doesn't the way this ad is written make it seem like just one more of the so-called money games!?
"John" (not his real name, of course) certainly doesn't come across as someone who you'd like to sit down and have a cup of coffee with, does he! There's no personality to the ad, no friendliness.....
"Instant pay 4 life!"
"Early bird special price!"
"Start earning within minutes!"
"Hurry! Get in before everyone else!"
"Free cash!"
"Free money!"Are those supposed to be power phrases that encourage a person to join a program? To any reasonably intelligent individual, they fairly shout "hussle!" and "scam!" They are certainly not going to attract hard working, team-oriented folks that you would want as your associates!
And just what the heck ARE the "top notch products" that John is talking about in his ad. There is no mention whatsoever of a legitimate product or service - just "money, money, money - quick and easy."
Finally, "John" gives only his first name and no telephone number and no email address - no way at all to contact him for a personal Q&A session.
Is there ANYONE who would respond to such an ad, other than the truly naive or the truly desperate? NEITHER of whom you would want in your organization for true long term, stable growth and income!
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