Numerous Success Margin subscribers are sweating
out today’s recessionary times.
Or what is perceived as tough times.
Remember this. In marketing, whether the economy
is good or bad, perception is reality.
I’ve lived through at least three recessions. And you
must adjust your marketing communications during
tough times.
I can’t think of a single product or service that
couldn’t be repositioned in such a way as to boost
sales for as long as the recession continues.
One good strategy is to help your customers use
your products to cope with the economy.
Adjusting my strategies has always caused me to
make far more profit in recession than in so-called
“good times.”
In the Ted Nicholas mentoring member newsletter,
as well as here in The Success Margin, I’m getting
lots of questions to which I’m providing unique,
invaluable marketing and copy approaches.
I just responded to a vitamin marketer who is a
member of my mentoring program. I believe my
suggested strategy and new copy suggestions will
win the day for him!
However, as with all copy, you must treat every
headline and copy as a test. This includes the
ones I may brainstorm on these pages.
One subscriber to The Success Margin writes:
“I’m a real estate developer and builder. Sales
are off by more than 50% in the last 6 months.
If you were me what would you do to revitalize
sales?”
Here, T.T., is my answer:
Tough times require creative solutions. Here is
a unique strategy. I would have an architect
design a duplex home project. I’d build a scale
model I could use to sell off plan. I’d start
advertising as follows:
“Live Rent Free”
(Headline)
Announcing the only real estate investment
that makes sense today!
(Subhead)
The rest of the copy would amplify these points.
Plus, I’d include how people always need housing,
no matter the economy. I’d then include:
“You could rent out both sides of the duplex. Or
live in one and rent out the other,” etc.
What positive sales arguments are you making for
your products during these recessionary times? The
right answer could maximize your success.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Creative Solutions, marketing, Marketing Communications, Mentoring Program, Profits, recession, Recessions, Ted Nicholas by on Mar 22nd, 2010. Comment. 
I think of a headline as an ad for an ad. As a
marketer, you should too. And be aware of the
following truth.
“On average five times as many people read the
headlines as read the body copy. It follows that
unless your headline sells your product, you have
wasted 90 percent of your money.”
Who said this? The late David Ogilvy, world-
famous founder of the ad agency Ogilvy & Mather
and author of the best-seller “Confessions of an
Advertising Man.”
I call today’s headline shortcut Ways To/Reasons
Why.
Here are some headline examples which illustrate
this powerful and underused technique.
*******
Seven Reasons Why Information Publishing is
Today’s Best Business Opportunity
*******
11 Secrets I Wasn’t Taught in School That Have
Put Millions in My Bank Account
*******
Ten Ways to Survive and Prosper
During the Current Recession
*******
Six Ways to Beat the Coming Tax Increase
*******
13 Inside Secrets to Getting the Best Deal
On Your Next Automobile
Car Dealers Do Not Want You to Know
*******
101 Little-Known Ways to Add
Perceived Value to Your Home
So it Sells Fast For at Least
98.5 Percent of the Full Asking Price!
*******
17 Ways to Make More Money From Home
With Your Own Internet Business
*******
There are Three Good Reasons an Internet Offer
Succeeds… And You Already Know Two of Them–
The Third Reason May Be The Final Piece of the
Puzzle That Makes Your Next Offer Click
*******
The main reason this wonderful technique works so
well rests on a very simple principle that is a
powerful motivator for all of us.
Curiosity!
Think about your own experience as a consumer.
When you see an ad that lists a number of ways to
do something beneficial to you, can you resist
checking it out?
I cannot. I’m always intrigued. I want to know the
“ways.” Or “secrets.” Or “reasons.” And once into
the copy, if it’s good, I often order.
Do you relate to this?
My experience has proven to me most consumers
feel the same way.
The formula for the technique Ways To/Reasons
Why is very simple. Here it is:
(Specific number) ways to dramatize (the big
benefit)
I look forward to seeing your highly charged
headlines and, as always, hearing about your greater
success.
Since the headline shortcut series began, so many
Success Margin subscribers have sent in beautiful
headlines. I’m considering a contest for the best
ones.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
