Most entrepreneurs are optimistic. But not necessarily realistic. Not surprisingly, they expect success with every action they take. But, that is not how the business world works.
For example, when most entrepreneurs run a single advertisement in a magazine, newspaper, or on the Internet, or send out a mailing, they are often shocked and discouraged at getting poor, or even non-existent results.
This view, while understandable, is completely unrealistic. It is a result of an attitude based entirely on flawed assumptions.
I’m perhaps the highest paid copywriter in the world. But no one, including me, hits a home run with every sales message. I can tell you I’m thrilled when I bat 300% (3 out of 10) on new products and/or new advertising program. My high batting average earns fortunes for myself and my clients.
But, approached correctly, you can create great wealth for yourself with a far lower batting average.
Plus, I can’t count the numerous advertising campaigns I’ve created that at first achieved poor results. Then, after going back to the drawing board and creating a new headline, or new offer, or new copy, turned a flop around into a big success.
Other hugely successful people experience similar results. Recently I spoke at Mark Joyner’s conference in Los Angeles, ”Survival Strategies for Tough Times.”
One of my fellow speakers was Joe Sugarman. Joe is undoubtedly one of the most successful entrepreneurs in America. He is known as a world-class marketer and copywriter. He is best known for his BluBlocker sunglass infomercial that has run for years. And also for electronic products in his company, JS&A, heavily promoted in space ads and by catalog.
In his presentation, Joe commented as follows: “I’m thrilled if one out of ten of my ads work, because this one product and ad can earn me a fortune.”
In actuality, I’d be deliriously happy if just one out of twenty ads, mail pieces or Internet offers were a home run.
Please note the vast difference in attitude between myself, Joe and entrepreneurs who are looking for the quick, instant success.
Sugarman is the best example I know for a wealth-building attitude that underlies his incredible success. Providing you have quality products people want, over time the willingness to keep digging until you find something that is profitable never fails. It’s as close to automatic as you can get in the business world. And it will work for you too.
You simply work the percentages. You test small, and then test again until you get a product and offer that works. Then you roll out big.
Bottom line. Don’t be discouraged by a few flops. Expect them. Honor them, as they are necessary. When you flop, just say ”next.” Each time you are one step closer to success.
The reality is that with new product and copy launches, there is no such thing as failure. You always get results. Plus, each test brings you critically important marketing information regardless of results.
Your correspondent,
Ted Nicholas
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No one reads your advert just for the sake of reading it. If you want your reader to continue to read your advertising, give him a reason to do so. Otherwise he will take one look and switch off. You’d be surprised by the numbers of ads which actually do just that.
When you write a sales letter, don’t make it so blatantly obvious you’re selling something. And certainly do NOT make it dull.
You cannot bore people into buying your product. You can only interest them in buying it. David Ogilvy
What you want to ensure is to write your advert in such a way as to ensure your reader’s attention is grabbed… and kept. This is what increases the value of your advert: The fact that people actually remain interested in it from the headline to the subhead; from the subhead to the first paragraph; from the first paragraph to the next. And so on.
As you can see from the paragraph, the sales message begins with the headline. If your headline can grab your reader’s attention by the eyeballs, and keep hold of it, 80 to 90 percent of the job of the ad is accomplished.
… the headline is 50 to 75 percent of the advert. John Caples
David Ogilvy went even further. He said:
On the 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.
When you take into account the fact your headline is competing with other headlines, especially if your advert is in a print magazine or newspaper, you can see why it’s even more important to get it right.
One way to ensure you have a successful headline is to ensure it contains some news element. You could announce a new product; a new way of doing something which already exists or a new way of making use of it; a new way of saving money. Or basically anything with news which pulls at the heartstrings of your reader: An emotional desire.
Whatever it is you say you need to make a big promise. As far as your reader is concerned it has to be worth his while taking the time to stop everything else and reading your message.
Leave your comments and let me know what you think.
Best,
Rezbi
Filed under Advert, advertising, copywriting, David Ogilvy, Desire, Headlines, Heartstrings, John Caples, Reason, Sales Message by on Nov 1st, 2009. Comment. 
