Lead Generation Experts by Dr. Karl Ruegg

Sales Letter – Sample Lesson #7 By Dr. Karl Ruegg Lead-Generation-Experts.com

Posted by Dr. Karl Ruegg on March 16, 2018

Sales Letter by Dr. Karl Ruegg Lead-Generation-Experts.com

Video Transcript:

Welcome to our e-learning marketing system mini video series. The purpose of this short video presentation is to show you a specific section on our site that you can use right now to generate more leads, attract more clients and make more money for your business. This mini video series has been carefully created to guide you to the content that can impact your business right now and our goal is to put some dollars in your pocket. The only thing that will prevent this from happening is you! We have everything on our e-learning site you will ever need to build the business of your dreams, however if you don’t apply the information we have here for you, naturally you will never see any results.

Please remember that these videos will only cover a mere fraction of the money generating strategies and tactics tools and resources we have available for you in this program. While these videos will indeed make you a lot of money right now, that revenue will pale in comparison to what we can help you make when we work together moving forward and please keep in mind that these many videos are going out to a wide diverse group, so I will need to select various businesses to use as examples throughout this series. However all of the strategies and tactics we will show you are applicable to every business on the planet.

Seventh Marketing Strategy

So let’s cover our seventh marketing strategy in this series. Up to this point we’ve helped you to create your own million-dollar message using a 10 second and 30 second elevator pitch, we then helped to redesign your business cards so when prospects hear you’re compelling elevator pitch and ask you for your business card, that card will continue moving them along in your sales process. We then unveil to you all the tools templates and resources you have at your command that will now enable you to create competition crushing marketing. We showed you the ad library where we have ready to go ads and marketing collateral for individual businesses. These ads can be used as is or they can act as guides to help you revise them to fit your specific business.

We also gave you access to our ad template and headline bank so you could create your own marketing and advertising from scratch. The ad template makes creating your own marketing as easy as the paint by numbers coloring books we all grew up with. Most people can’t draw a straight line but when they use a paint-by-number template they can quickly create a beautiful picture that looks very professional. That’s what our ad template does for your marketing. It can help you create marketing that will have your competition thinking that you’re a marketing professional by trade.

And finally we helped you learn the hidden secrets to building a lead producing revenue generating website. We showed you why most websites fail to generate leads or make any money whatsoever and then we gave you our paint-by-number website template so you could forever avoid making those same costly mistakes.

We have provided you with all of these resources to help you instantly generate more revenue for your business, but keep in mind that these tools are only a small fraction of the resources and world-class marketing information we have waiting for you in our e-learning marketing system.

We simply started with these because we know from working with our past coaching clients that these resources produce instant and immediate profits. All that’s required from you is to take these resources and actually use them. If you will you will see immediate revenue gains for you and your business.

So now that we’ve helped you create your million-dollar message, help you design competition crushing marketing and help you build a market dominating website let’s help you take all of the new leads you’re now attracting and close them into actual sales and paying clients.

Most business owners never know what to actually say to a prospect in order to close the sale. I’ll bet this won’t surprise you but we just happen to have a template to help you do this we call it the:

Compelling message template

and it’s designed to provide you with a paint-by-number outline for writing the ultimate sales script, sales letter, cold call letter, voicemail message or live in-person sales script. That’s quite a template isn’t it? We thought you might like this template. Master it and it will make you a fortune! One thing though before we continue. You might become confused as to how this template differs from the elevator pitch template. At first glance they may appear to be very close in design that’s because they are and it’s critical to your success as a small business owner to understand. Why?

Do you remember how we previously discussed the marketing equation?

Interrupt > Engage > Educate > Offer

We also said that those four components must be used in all of your sales and marketing collateral going forward, that’s because the marketing equation follows the exact same format as the human minds use this to make important decisions, so naturally every template we use, the ad and website templates, the elevator template and now this compelling message template, will follow the exact same format.

Elevator Pitch vs Compelling Message

The difference between an elevator pitch and the compelling message template is subtly in nature, but dramatically different an outcome. The elevator pitch is essentially there to help you market your business and create leads by arousing interest in potential prospects. The compelling message template is designed to sell your product or service to those leads the elevator pitch helped you produce.

So in essence the elevator pitch is a marketing tool where the compelling message template is a sales tool.

That’s the difference!

So let’s take a look at our wealth creating, compelling message template and explain the 8-step format that works so well your prospects will be begging you to let them buy what you sell.

Step 1

says to begin with an attention-grabbing, interrupting headline and if appropriate and engaging sub headline. This means to always begin each type of communication with an all-important grabber. This may be headline and sub headline in a letter or email or if that is an appropriate for your business then the grabber should be the first sentence or the first paragraph. If you’re using radio the grabber must be the first thing your listeners hear.

If you use local or cable TV it must be the first thing your viewers see and hear. Please remember that all of us today live in a media-saturated world we’re exposed to more than 3,000 marketing and sales messages every single day and most of us have conditioned ourselves to tune them right out it’s absolutely vital that you always open with an attention-grabbing hot button hitting opening that figuratively smacks your prospects across the face and all but forces them to pay attention to your message.

Remember Dr. Smith our child psychologist? He did this on his website with his headline that said:

“Are you sick and tired of the yelling, screaming and belligerent attitude of your child?!”

What a great opening headline! And not just for his website. That would be a terrific way to open a direct mail letter to targeted parents with these types of children. It would be a compelling way to leave someone a message on their voicemail. It would be a real grabber for a live sales presentation by your sales team. It would even make for a hard to resist opening statement from a telemarketer and we know how much all of us love them, but do you see what I mean?

That opening has you hooked. It’s like driving past a bad accident you don’t want to look but you simply can’t resist a glance, it’s too compelling. That’s why you start every message with an attention-grabbing, interrupting, headline or opening statement. If you don’t no one will bother to read the rest of your message no matter how well it is written.

Step 2

says to list the specific benefits and outcome they will receive. Remember that your prospects don’t care anything about you, they don’t care what you have named your business or what you look like or that you’ve been in business for 35 years. They don’t care about any of that, they only care about finding the solution to the problem they have. It’s really that simple! This is where you very briefly explain your product or service and its benefits and features focus heavily on the benefits because ultimately that’s what prospects buy. Never forget the old saying features tell – benefits sell. After you grab them with your opening statement or paragraph tell them how they will benefit if they keep reading or listening to your message.

Let’s again revisit Dr. Smith’s website. We just said his headline would make a great opening both verbally and in writing, but a slightly revised version of his sub headline would make for a tremendously powerful benefit driven outcome. Imagine you have an out-of-control child and you open a letter one day that started out by saying:

“Are you sick and tired of the yelling, screaming and belligerent attitude of your child?”

The next thing you read said this:

“How would you like to discover the secrets to controlling your child and instantly restore peace and quiet in your home?”

Think that parent might keep reading? Try to pry that letter from their hand right now, you couldn’t stop them from reading the rest of that message even if you try.  Are you starting to get the hang of this? See how this template makes the a paint-by-numbers exercise?

Step 3

Step three says to state the reason they should purchase the product or service and why from you. Whatever you do don’t forget the last part of this step. Why? You remember that all prospects actually make two buying decisions when they purchase anything. They first decide to buy the product or service and then they decide who they will buy it from.

This explains why so many business compete on price. I first decided I’ll buy a new car by selecting the make and model I want and then go to only those dealerships that sell that make and model and choose the dealer who gives me the best deal. The key word here is best deal not lowest price. The single biggest mistake all small business owners make today is they blindly assume all of their prospects are only shopping for the lowest price and in most cases they’re absolutely right their prospects are indeed shopping for the lowest price simply because the businesses owner hasn’t given them any other reason to buy from them!

Your prospects are not shopping for the lowest price they are shopping for the best deal, that means they’re looking for the most value for the price they do pay. Do you currently drive a hyundai Accent GL? It’s the lowest priced car available today if you don’t then I guess price wasn’t a deciding factor when you bought your car was it?

I’ll also bet you don’t eat at McDonald’s for every meal either, it’s not price we’re after its value. It’s important for you to step back and ask yourself if your product or service is really any different from your competitors, if it’s not you’re doomed to forever compete on price.

Your job as a small business owner is to innovate your business so you offer more value than your competition does. You must find a way to offer a much higher value proposition than anyone else in your industry.

Remember our real estate agent with the killer elevator pitch targeted to sellers? Her value proposition was selling the prospects home in 29 days or less or the sellers don’t pay a commission. No other real estate company offers the same guarantee, so who would you list your home with?

See how this value proposition makes the prospects choice a total and complete no-brainer? However in order to offer that guarantee our real estate agents broker innovated his business, purchasing a marketing package that capitalized on the use of social media to position their properties in front of a global audience. Naturally the more people who see the homes you have for sale the more sales you will get. After they tested this new system for six months and tracked their results, they discovered they were selling ninety-two percent of their homes within 25 days. They reasoned that by offering the 29 day guarantee they would easily triple their business and what few homes they didn’t get sold within the 29 days the additional expense incurred for selling those homes without a commission would be minuscule compared with the additional revenue that guarantee would generate. The 29 day guarantee gave them the winning value proposition among all real estate companies and allows them to totally dominate their market.

So first always look for ways to create additional value for your prospects and highlight that value. In step 3, when using the compelling message template that establishes the reason why they should buy the product or service from you and you alone.

Step 4

Step number 4 says to inform them of a specific action you will take. Tell them exactly what you will do to assist them with their purchase. Will you offer them a complimentary assessment, place the order for them, send them a free report or provide them with access to a teleseminar, a webinar or a live event? Perhaps you will give them a complimentary bottle of champagne for ordering at your restaurant or staying at your hotel or you might provide them with a free home cleaning after they purchased their first one.

Never keep them guessing. Let them know right up front what you do to ensure they receive the benefits you promised and the features you will provide.

Step 5

Step number five says to inform them of the specific action they are to take. If you don’t tell your prospects what to do they won’t do it plain and simple. If you want them to download your free report, then you must instruct them to do so and make it very obvious how they should go about doing just that. Remember Dr. Smith’s website? Notice his offer box has a compelling title for his free informational report for parents and immediately below that title it instructs his prospects to enter their first name and their email address. Then at the bottom it says to sign up now. This leaves no doubt whatsoever in the prospects mind what they need to do to get their hands on that valuable information. It also explains why Dr. Smith’s new website converts more than seventy percent (70%) of all prospects requesting the report.

However in a sales situation you may want the prospect to buy right now by entering their credit card number and billing information. Then be sure you have a simple format set up that’s easy to access and simple for them to understand.

You may want them to call for an immediate appointment or to schedule to speak to an advisor. Whatever you decide is the appropriate action step for them to take in your sales process that’s what you want to highlight in step number five.

Step 6

Step number six says to offer them a compelling incentive or bonus if appropriate. Everyone loves to feel like they’re getting a deal so if it’s appropriate go ahead and sweeten the pot. However just a word of caution here I see internet marketers all the time that sell an online product for thirty nine dollars and then throw 50 bonuses on top of it, until the bonuses alone are over five thousand dollars. That immediately makes me question the true value of their original product. They do this because their original offer simply doesn’t perform as they say it will and they’re hoping all of the additional stuff they throw in will convince you that you’re still receiving excellent value for your money and to prevent you from requesting a refund.

Even though ninety-nine percent of all internet marketers follow the same tired process did you know that they still average fifty to seventy percent return on their initial product offering? What am I trying to say is this. Add for your prospects a bonus that will truly add value to their lives and make sure it complements your original offer as often as possible.

Example

For example if you own an oil change shop and you send them an offer to change their oil at their next appointment for $19.95 then offer them a bonus discount if they agree to let you change their transmission oil at the same appointment. Instead of them paying the normal price of $79.95 you will discount that service to $59.95.

If you sell men’s suits offer them a bonus such as a free silk tie with every suit they purchase or fifty percent off all dress shirts.

Dr. Smith offers a free report which is seen as extremely valuable to his prospects but a compelling offer may be that for everyone who requests his report they will also receive a complimentary 30-minute consultation with the doctor himself. Now you may be asking yourself why the doctor would be willing to offer 30 minutes of his time for free? Probably because he knows from past experience that he closes 85% of all prospects he speaks to directly into his private coaching program. The 30-minute consultation is simply a vital part of a sales process that results in increased revenue for is practice.

Remember what we said earlier about value? Prospects buy value not price, so whenever appropriate offer an incentive or bonus that continues to add more value to what you sell.

Step 7

Step 7 says to highlight how you will minimize or eliminate their risk. When a prospect contemplates making a purchase they mentally go through a risk/reward analysis. They compare the benefits they think they’ll receive with the potential risk they may incur if the product or service fails to deliver as advertised. I see the vast majority of small business owners today offering a 100% money-back guarantee. They think that is the ultimate risk reversal technique and by offering it, that all is right with the world. They couldn’t be more wrong. Please don’t misunderstand me if you sell a high dollar product or service then guaranteeing they will receive one hundred percent of their money back is indeed a powerful risk reversal technique but the majority of small business owners don’t sell high-ticket items. If you sell something for under $100.00 the hassle involved in getting my money back is more important to the typical prospect and the return of their money. So often in the past all of us have had a situation arise where we wanted our money back then we found out much to a horror that to qualify for that refund we were required to jump through an entire series of Hoops so to speak.

I remember several years ago I purchased a hewlett-packard computer it came with mail-in rebate for $200.00. Who doesn’t want two hundred dollars? But in order to receive that money I had to send in the original sales receipt, I had to circle in pen not pencil the stock number, the price I paid and the store locator number, along with the special inventory print out which naturally the store forgot to give me at the initial purchase.

Doesn’t it seem that most risk reversal techniques have the same type of fine print in their offers? That’s why a 100% money-back guarantee has all but lost its appeal. In today’s time starved society the process required to get our money back just isn’t worth the time and hassle involved to do it.

Same thing with various products I see advertised on TV. The ads all say that if this product fails to perform as we advertised just bring it back and we’ll replace it. I don’t want to bring it back! I don’t want my money back! I want the product to do what it’s supposed to do and if it doesn’t I don’t want to be the one who has to put forth all the effort to make things right!

My point here is to find a way to completely remove all risk to your prospect and do it in such a way that they view it as truly one hundred percent risk-free to them and in every sense of the word, let them know that not only is their money not at risk but also their time, effort and energy.

One of the best risk reversals I’ve ever seen was a car dealer who advertised a total no hassle maintenance plan for new vehicle purchases:

“If at any time in the first five years of ownership the car has any mechanical trouble we will come to your home have the car towed to our dealership for repair bring you a loaner car equal to or better than your current model and bring the car back to you when the repairs are completed…”

As the prospect my only requirement in all of this is to make one quick phone call. Now that’s a risk-free offer! So look at your own business and ask yourself how you can come up with something similar. If something goes wrong with what you sell how can you completely eliminate any hassle on the part of your prospects can you go to their home to perform a repair or take them a replacement product?

If you provide a service, can you offer a 14 day satisfaction guarantee where if they’re not satisfied they have 14 days to contact you and you will come back and perform the service until they are satisfied.

If you don’t know what would totally remove the fear from your prospects when they buy what you sell, then just ask them. Believe me they’ll be happy to tell you.

Step 8

Step 8 says to always add a PS the end of your letter or email. However if your message is being delivered verbally this is saying to always summarize your key benefits at the end of your presentation. There’s an old saying:

“Last thing heard – first thing remembered…”

The last thing you always want your prospects to see or hear are the key benefits you will provide to them. Restate the most compelling part of your message and drive it home to your prospects.

Example

Follow these eight steps when delivering any form of message and that message will compel your prospects to take immediate action. Let me give you an actual example of this so you can see for yourself how powerful this format can be when you use it for your own business and let’s take what may be the single most difficult thing in the world to market to anyone these days, a health supplement.

There must be around a million or so of these on the market. Every two seconds you hear an ad for them on radio or TV, they’re all over the internet and in every form of print media and yet by following our compelling message template watch how we can compel even the biggest health skeptic into trying our supplement.

Let’s say you’re a chiropractor offering premium vitamins to their database of prospects and patients.

Step one of the template says to always begin with an attention-grabbing interrupting headline:

“Dear John, I have seldom been so utterly impressed with a product for improving health and vitality that I felt compelled to recommend it wholeheartedly to my patients…”

This headline grabs attention because it instantly arouses curiosity. What could possibly have impressed this doctor so much that he’s writing me to make a personal recommendation?

Step two says to tell them of the specific benefits of these supplements and the outcome they should expect if they use them:

“Over the last year I’ve been recommending state-of-the-art nutritional supplements to my patients that have had specific health related conditions. It recently occurred to me that I’m doing a disservice to all my other patients who want to improve their general health. These supplements represent a big breakthrough in my opinion. Why? Because typically vitamins including most you find in health food stores only have an absorbency rate of twenty percent that means eighty percent of the benefit is lost. However the supplement 2000 line achieves a remarkable fifty to eighty five percent. In addition they’re coated so they’re easy to take and have no bad taste…”

Notice how he gave a logical reason for making his recommendation without resorting to hype or promotion. Now let’s move to…

step three and give them the reason they should purchase the supplements and why they should get them from this doctor instead of a different doctor:

“These supplements are available only through physician so you can’t buy them in a store which by the way I feel is ridiculous. Therefore I’ve gotten the folks at supplements 2000 to agree to let me offer them to all my patients. In addition I wanted to make sure they were affordable to you, so I’ve gotten the manufacturer to allow me to offer them to you at 25% off…”

step 4 says to tell them the specific action the doctor will take:

“Based on the results I’ve experienced with other patients, I have the utmost confidence that you will be thrilled with these supplements, however just to be sure I insisted that the company unconditionally guarantee 100% of your money back if you don’t feel noticeably more energetic and just plain healthier…”

step 5 says to let them know the specific actions they will take:

“Enclosed is an order form for you to fill out and send back to us. We will then order these for you so you get the full twenty five percent discount. You will receive your order in about two weeks…”

step six is to offer them a compelling incentive or value added bonus if applicable:

“Plus for the first 100 of our patients that place their order the company will throw in a $25 travel supplement pack for free…”

step 7 is to do everything you can to minimize or preferably eliminate all risk to the prospects:

“Even though the company has agreed to unconditionally guarantee you a complete and total refund if you’re unhappy for any reason, I don’t want you inconvenienced in any way. If these don’t work for you as I indicated just call my receptionist Debbie and let her know you weren’t impressed and we will issue you a full refund ourselves so you don’t have to hassle with the manufacturer. We will simply issue you an immediate credit to your account. Let me take this time to share with you how much I value your business and hope my discovery can help you and your family live a healthier life to your health Dr. Raymond Johnson”

step 8 is to always end a letter like this with a formal PS that highlights the benefits you offer:

“PS: The incredible thing about these supplements is the fact that they’re so much more effective and yet cost less than the premium supplements you find at the health food store…”

Pretty powerful isn’t it? Please remember that this template is designed to compel a prospect to actually purchase your product or service. It’s a selling tool not a marketing tool. So follow it whenever you want to sell a prospect your product or service. But you now have a paint-by-numbers template to guide you each and every time you need to create any type of sales message and you’ll do so with more confidence and certainty and maybe best of all this will position you light years ahead of your competition!

Wrap-Up

We created the e-learning marketing system to give you and your business the competitive edge all small business owners need in today’s media saturated world. So what are you waiting for? Start designing your own compelling sales letter with the help of the compelling message template.

Thanks to the e-learning Marketing System we’ve taken the guesswork out of the equation when it comes to creating effective sales and marketing and giving you the ability to not only create your own marketing quickly but to create marketing that will crush your competition and make your business the obvious choice when it comes to buying what you sell.

Use the vast array of tools templates and resources we have here for you. You’ll explode your revenue and profits and build a world-class business. As you are witnessing through this mini video series we have everything on this site you will ever need as a small business owner and it’s as easy to use as point and click and this is just scratching the surface.

For what we have in store for you, our next mini video we’ll continue to follow the same format it will feature another strategy, designed to make you money and grow your business. We will walk you through it step by step so you not only know where the information is on this site but so you know exactly how to apply it so it works and makes you money in the process so until next time here’s to your success!

Revenue Generating Website – Sample Lesson #6 By Dr. Karl Ruegg Lead-Generation-Experts.com

Posted by Dr. Karl Ruegg on March 15, 2018

Revenue Generating Website by Dr. Karl Ruegg Lead-Generation-Experts.com

Video Transcript:

Welcome to our e-learning marketing system mini video series. The purpose of this short video presentation is to show you a specific section on our site that you can use right now to generate more leads, attract more clients and make more money for your business. This mini video series has been carefully created to guide you to the content that can impact your business right now and our goal is to put some dollars in your pocket. The only thing that will prevent this from happening is you!

We have everything on our e-learning site you will ever need to build a business of your dreams, however if you don’t apply the information we have here for you, naturally you will never see any results. Please remember that these videos will only cover a mere fraction of the money generating strategies and tactics, tools and resources we have available for you in this program.

While these videos will indeed make you a lot of money right now, that revenue will pale in comparison to what we can help you make, when we work together moving forward and please keep in mind these many videos are going out to a wide diverse group so I will need to select various businesses to use as examples throughout this series. However all of the strategies and tactics we will show you are applicable to every business on the planet.

Sixth Marketing Strategy

So let’s cover our sixth marketing strategy in this series. If you recall our last two strategies focused on using our e-learning marketing system add library and add template to help you gain instant access to competition crushing marketing. The add library contains more than 100 individual businesses with each business containing various marketing collateral we have accumulated for them over the years. For the vast majority of business owners all that’s required is to select your specific business browse through the available marketing collateral located in your section make a few adjustments so the content of the marketing fits your specific product or service and you should be ready to launch your new marketing program.

We also discussed that in the event you don’t see your business listed in the ad library you can use our ad template in the resources section to create your own marketing and advertising from scratch. During that presentation we showed you child psychologist Dr. John Smith’s website. You saw both his original website and then the site we revised for him. We think you’ll agree that the difference is night and day, the results he experienced certainly were and that’s the purpose of this presentation, to teach you a proven process for designing developing and creating a website so compelling it practically forces your prospects to take action.

How to create Your Revenue Generating Website

This powerful presentation will have a major impact on your revenue and profits as well as the ultimate success of your business so let’s dive right in. One of the most critical things for you to know as a small business owner is the difference between a website home page and a landing page. Your website homepage is the first page your prospects come to if they simply want to visit your website to see what’s on it to find out who you are or to learn what your business is all about. A typical website homepage offers multiple options and no specific call to action, therefore it’s easy for prospects to drop out of your sales process especially if your prospects are distracted by multiple offers or irrelevant content which is often the case.

Separate Landing Pages

You can avoid this risk by creating separate landing pages for your individual marketing campaigns. By integrating your marketing campaigns with specific landing pages online you not only reinforce your message but keep them laser focused on your offer. You can also use your landing page to capture leads and prospects information that might otherwise be unavailable.

If your prospects were responding to an advertisement, email or a direct marketing piece that featured a particular product or service the link in that marketing piece should take them to a specific landing page that would be relevant to their specific situation that link could take them to your homepage but you will risk losing them.

Trust me most prospects today will not spend their precious time and attention hunting around on your website to see if you offer what they want is to create specific landing pages designed to let them know the moment they land on that site that they have come to the right place to solve their problem or relieve their concerns. Landing pages save your prospects time and effort and get you a much better response to your specific call to action.

That was the key to Dr. Smith’s site as well. We made it completely relevant to the prospects by making some simple and easy changes just adding a compelling headline and sub headline combined at the top of his site and changing the name of his free report to resonate with his prospects hot buttons propelled his site to an entirely new level and helped him dramatically increase his revenue and profits.

Headline and Subheadline

We previously covered the importance of the headline and sub headline combination and we showed you the website template that guides you and the proper placement for each of them. We also provided you with a critical tool to help you write your own compelling headlines and sub headlines with the help of our headline bank with more than 400 powerful and compelling headlines available.

The headline bank may be the world’s greatest swipe file and it’s here for you to use whenever you need to create compelling marketing. But let’s provide several additional suggestions that can help you build powerful revenue generating landing pages.

Specific Landing Page Objective

First be sure you set a specific objective for each landing page. Typically that objective is to get them to respond to your offer. That offer maybe to go ahead and make a purchase online or to request additional information allowing you to follow up with them at a later time with a drip campaign. In fact you could ask prospects to register for an event, complete an information request form, download a white paper, subscribe to an online newsletter or in some cases request a sales call.

Dedicated Offer

The key is to stick to one offer only and even though your landing page is dedicated to a single offer you should not crowd that page with excessive information about the product or service you’re offering. We would prefer you used a video on each landing page that explains the most relevant information they want to know and explain why they would be foolish to ignore your offer.

Educational Video

Your video should typically be one to three minutes in length but what should you say in that video? A great place to start is with your 30-second elevator pitch. That information may be all that’s needed to entice your prospects to respond to your offer. Or you may want to add additional detail to your video script.

Tell a Story

If possible present your information as a story your prospects can easily relate to. People respond best to stories and they can quickly relate their situation to the one you’re describing. A story is one of the best ways to compel prospects to take action. Never forget to include a call to action.

Call to Action

A call to action tells the prospect what they need to do to take advantage of your offer. For example:

  • buy today
  • buy now
  • limited offer
  • register now for your free gift

Create a clickable button beginning with an action word such as:

  • register here
  • contact us
  • download now
  • buy now

The buttons should be linked to an order form or registration form. Free offers on a landing page can be extremely effective provided you require your prospects to give you their contact information so you can follow up with them later. We refer to this as a drip campaign. Even if your prospect doesn’t accept your main offer by offering a free report and requiring them to enter their first name and email address in order to download it, you will be able to maintain future contact and make further targeted offers.

A free newsletter, a report, a white paper, will allow you to build a relationship with your prospects over time. Your call to action should appear in a separate offer box on the right side of the page and specifically above the fold to attract prospects and encourage them to take immediate action.

You often see the offer box below the fold. Your prospects typically will not scroll down to find it. Don’t make them look for it. Place it on the right above the fold. If you include a video as suggested, place it to the immediate right of the video and be sure you mention that offer box at the end of your video presentation.

You can also include other calls to action and areas on the page below the fold to get prospects who want further information before making a decision. But always remember that the call to action should be the main focus for any landing page.

Build Trust

If you have a number of products or services to promote create separate campaigns and separate landing pages to keep your prospects focused on a single call to action. Your landing page should consist of more than a simple order form or registration form it should present the relevant information expected by your prospects with an encouragement to take further action. Landing pages that are too aggressive tend to have very low conversion rate, while a more informative approach builds trust before requesting action as a second or even third step.

Keep in mind that your prospects are searching for a product or service that will solve a problem, overcomer frustration, relieve a fear or remove a concern that has intruded into their lives.

Another Example: Furnace Repair Company

So let’s take a look at what happens when you put all of this together. Always keep in mind that the headline and sub headline are responsible for eighty percent of the success of your landing pages and web site. In this example let’s look at a furnace repair company. Here’s the original website. Notice all of the typical mistakes: Company name at the top, no headline or sub headline, their menu or services for the body copy and the only offer is their phone number!

Seriously do you see even one thing on this site that is compelling to you? But what if we changed this website? What if we made some slight modifications? What if we follow the website template and redesign this website with the prospect in mind? What if we speak directly to the prospect and give them exactly what they want?

When a prospects furnace goes out in the dead of winter all they really want is the heat back on. Then why don’t we create a landing page that does exactly that? What if we create a headline at the top of the site:

“It says furnace out? House freezing? Need someone there within the hour?”

Geez, do you think that might just grab the attention of a prospect who’s furnace just went out? Now what if we create a sub headline that says:

“Three ways we guarantee your heat will be back on within 90 minutes…”

I would then have a one-minute video on the left that quickly explains and reinforces the points made and the headline and sub headline with assurances that the 90-minute guarantee is real and then back it up with a compelling offer on the right that says:

“90 minutes to heat guarantee. Call 1-800 Heat Now!”

“We will have the heat back on in your home within 90 minutes of completing your call to us or you don’t pay! 1-800 Heat Now!”

Which website would you be more likely to call? Kind of a no-brainer isn’t it? This website is obviously a rough template that we would now give to a web designer to make it look great. But I think you get the point and by the way this took all of three minutes to create from scratch. How can we do this so quickly? We simply used the website template along with the headline Bank.

Imagine having access to all of these tools templates and resources in the future as you create your very own competition crushing marketing program!

We created the e-learning marketing system to give you and your business the competitive edge all small business owners need in today’s media saturated world. So what are you waiting for? Start designing your own marketing and advertising campaign with the help of the ad library. Thanks to the e-learning marketing system we’ve taken the guesswork out of the equation when it comes to creating effective marketing and giving you the ability to not only create your own marketing quickly but to create marketing that will crush your competition and make your business the obvious choice when it comes to buying what you sell.

Use the various array of tools templates and resources we have here for you  and you’ll explode your revenue and profits and build a world-class business. As you are witnessing through this mini video series we have everything on this site you will ever need as a small business owner and it’s easy to use as point and click and believe me when I say that this is just the beginning of what we have waiting for you.

Our next mini video will continue to follow the same format it will feature another specific strategy designed to make you money and grow your business. We will walk you through it step by step so you not only know where the information is on the site but so you know exactly how to apply it so it works and makes you money in the process so until next time here’s to your success!

Create Your Own Marketing – Sample Lesson #5 By Dr. Karl Ruegg Lead-Generation-Experts.com

Posted by Dr. Karl Ruegg on March 14, 2018

Create Your Own Marketing by Dr. Karl Ruegg Lead-Generation-Experts.com

Video Transcript

Welcome to our e-learning marketing system mini video series. The purpose of this short video presentation is to show you a specific section on our site that you can use right now to generate more leads, attract more clients and make more money for your business. This mini video series has been carefully created to guide you to the content that can impact your business right now and our goal is to put some dollars in your pocket. The only thing that will prevent this from happening is you!

We have everything on our e-learning site you will ever need to build the business of your dreams. However if you don’t apply the information we have here for you, naturally you will never see any results. Please remember that these videos will only cover a mere fraction of the money generating strategies and tactics, tools and resources we have available for you in this program. While these videos will indeed make you a lot of money right now, that revenue will pale in comparison to what we can help you make when we work together moving forward.

And please keep in mind that these mini videos are going out to a wide diverse group, so I will need to select various businesses to use as examples throughout this series. However all of the strategies and tactics we will show you are applicable to every business on the planet.

Fifth Marketing Strategy

So let’s cover the fifth marketing strategy in this series. If you recall our last strategy focused on using our e-learning marketing system ad library to help you gain instant access to competition crushing marketing. The ad library contains more than 100 individual businesses, with each business containing various marketing collateral, we have accumulated from them over the years. For the vast majority of business owners, all that’s required is to select your specific business, browse through the available marketing collateral located in your section, make a few adjustments, so the content of the marketing applies to your specific product or service and you should be ready to launch your new marketing program.

We also discussed that in the event you don’t see your business listed in the ad library you can select a business that compliments your business and use the ads for that business as a guide to create your very own. We previously used the example of a home cleaning service that used the ads from a daycare center to create a competition crushing marketing program for her company, since day care and home cleaning are both service-based businesses it stands to reason their ads would also be similar in nature and tone.

But what if they’re not? Or what if your product or service is innovative and unique? In other words what if your product or service doesn’t fit the sample ads located in the ad library? That’s the purpose of this presentation. To provide you with the opportunity to create your own marketing and advertising from scratch.

Persuasion Marketing

And for any marketing to be effective it must be persuasive. The business owner who understands how to create messages, ads and marketing collateral that follows a persuasion format can literally gain the ability to dominate their market. In order to do this effectively we will need to ground you on some very basic marketing fundamentals. Persuasion marketing is simply organizing the buying and selling processes, so you can present compelling information about your product or service that will persuade your prospects to take a specific action. All marketing should inform and persuade your prospects. To make this really simple, remember this one important fact:

Marketing is a Science

Marketing is a science and like everything in science there’s a very simple equation that when followed will always produce the right result. That equation is known as the marketing equation.

The Marketing Equation

The marketing equation can be broken down into four specific components:

  1. interrupt
  2. engage
  3. educate
  4. offer

It’s based on one of the oldest and most durable models known, because it helps business owners appeal to consumers emotional and social wants and needs.

Marketing Must Do 3 Things

Let me explain why this equation is so important for business owners to fully understand. For any type of marketing to work it must do three things:

  • it must grab the reader’s attention
  • it must facilitate the prospects information gathering and decision making process
  • and it must provide a specific low-risk easy to take action that helps them make a good decision.

Why are these three steps so important? Let’s go through them first.

Grab Attention

All marketing must grab the prospects attention. If it doesn’t it’s worthless. They’ll never read, watch or listen to the rest of your ad. That means you must have a great headline if the ad is in print. If it’s on the radio the headline is the first thing they hear. If it’s on TV the headline is the first thing they see and hear.

Facilitate Process

Second every prospect, no matter who they are or what they buy is always looking for the best deal. That doesn’t mean the lowest price, it means the most value for the price they pay. In order to know if something is the best deal they must have decision-making information. Your marketing must help the prospect gather information that aids them in their decision-making process.

Compelling Offer

And third your marketing must contain a low or better yet no risk offer to further facilitate the prospects decision-making process. You have to give them a compelling, yet safe way to take the next step. Note that this next step may not necessarily be to plunk down the credit card then and there and buy your product or service. It may be to pick up the phone to make an appointment so they can learn more, to order a free trial or to visit a retail location wherever it is. What you want is a concrete action step that get your prospect actively involved with your business.

These three principles must always be present if your marketing is going to be effective. Now, to help ensure that you always include these three principles all you need to do is follow the marketing equation for every marketing piece you develop. The marketing equation goes like this:

Interrupt > Engage > Educate > Offer

Brief Overview of the Marketing Equation

Let me give you a brief overview of these four…

First you have to interrupt your prospect. In other words you have to gain their attention. This is done with an attention-grabbing headline. The headline is by far the single most important part of any ad. If your prospects don’t read the headline then they won’t read the rest of the ad. And no matter how well it’s written if your headline doesn’t do its job the rest of the project is nothing but a waste of time, effort and money.

In a print piece the headline is placed at the very top of the ad. Most businesses place the name of their company here and again that’s the worst thing you can ever do. Your prospects don’t care what you’ve named your business and they don’t care what you look like either. So stop putting your picture at the top as well. Prospects only care about one thing: Themselves!  W-I-I-F-M maybe the five most important letters for business owners to remember. When creating persuasive marketing those letters stand for:

What’s in it for me?

The headline must resonate with the hot-button issues faced by that specific prospect, in that specific niche market. If the battery dies in your car and you go to a website looking for replacement, do you really want to see ads for tires, spark plugs or brake pads? Of course not!

So then why do chiropractors offer wellness classes on their website, when prospects are coming to it looking for back pain relief? Why do child psychologists offer a free report to “Learn the secrets to nurturing well-behaved children”, when prospects are desperately looking for ways to control their yelling, screaming, obnoxious child?

In other words…

The headline must address the single biggest problem your prospects have and that they’re desperately seeking a solution for.

Example

Let me give you a real life example. Meet Dr. John Smith. He is a child psychologist who specializes in helping parents with “out of control” kids. You know the kids I’m talking about don’t you? The ones at the store that are yelling, screaming, throwing a tantrum and virtually out of control. These kids range in age from 6 years old up to teenagers. Take a look at Dr. Smith’s website.

First off notice that he makes the classic small business mistake. He has the name of his business at the top of the ad. That’s the most valuable real estate for any ad and he instantly loses the impact he could make with his prospects. No one cares what you’ve named your business they care about finding a solution to their problem. After all that’s why they’re online. They’re looking for a solution to the problem they have.

In Dr. Smith’s case the prospects problem is an out-of-control child and the solution they’re looking for is to regain control and get them to stop the bad behavior. So look at the rest of Dr. Smith’s site and see if he’s doing any of that? He has a headline on his website that says “Parenting advice and Resources from Dr. John Smith”. Does that appeal to a parent with a screaming out of control kid? Will that headline hit their emotional hot button? Do they really care anything at all about advice and resources or are his prospects looking for a solution to their problem?

Key to creating effective Marketing and Advertsing

Here’s the key to creating effective marketing and advertising and by the way this applies to all marketing and advertising, such as print ads, websites, email, brochures, flyers, postcards, radio or TV and so on. You must always start your ad with an interrupting headline that is focused on the problem your prospects are having.

Then you must have a sub-headline that engages the prospect by promising them that there’s a solution to that problem. Remember the first two marketing equation components interrupt and engage? That’s the job of the headline and sub headline and please take note that the sub headline only promises that there’s a solution, it does not give the prospect the solution. In order to get their hands on that they will need to opt in for your offer.

So again looking at Dr. Smith’s website, his headline “Parenting advice and resources from Dr. John Smith” does not address the problem his frustrated parents are experiencing with their child. He has no sub-headline whatsoever, so there is no way for him to engage his prospects to keep them interested. In fact it’s doubtful that any prospect visiting this site will stay here more than a few seconds.

The latest research shows that the typical prospect visiting a website remains on the site for just three to five seconds. If during that brief period of time they don’t find something that looks like it will provide them with a solution to their problem they’re gone for good.

Educate

The third component of the marketing equation says to educate the prospect. This simply means that after you interrupt them with your headline and engage them with your sub headline you must then educate them with what it is that makes your product or service so much better than your competition. This is typically done in the body copy. If you’re running an ad on a website it can also be done with body copy or in Dr. Smith’s case by video.

Just make it short and sweet when it’s the point of first contact (1-3 Minutes). You can offer much more information once you have them compelled to want to know more about what you do. And the final component of the marketing equation is your offer. A low risk or better yet, no risk offer gets them to take a specific action, such as request more information, take a test drive, register for a free 30-day trial or similar offer. The key here is to make the offer so compelling that it’s literally irresistible to the prospect. In fact you want them to be thinking to themselves that they would have to be an absolute fool to not take your offer.

Offer

Look at Dr. Smith’s offer: “The secret for parents. A special report on how you can learn the secrets of nurturing well-behaved children”. Here’s the problem: His prospects don’t have well-behaved children! They have one that’s screaming, yelling, cursing, belligerent, back talking and completely out of control! Nurturing a well-behaved child is not the solution they’re looking for. Getting the kid under control right now is what they’re looking for.

Can you see why this site failed Dr. Smith in every area? This site wasn’t building his business, it wasn’t helping him generate leads to attract new clients and it certainly wasn’t adding any revenue to his bottom line and it didn’t matter that this was his website either. These exact same problems would have existed if this was a print ad, his brochure or his TV ad.

It simply doesn’t follow the marketing equation. If you’d like to go back and review the daycare ads we showed you in our previous presentation, every one of them follows the marketing equation. If your specific business is listed in the ad library there’s an excellent chance those ads also follow the marketing equation.

How to create your own marketing and advertising

This presentation was designed to help those of you whose business is not listed there. You will need to create your ads and website from scratch but not to worry we have all the tools templates and resources you need to do this like a pro, even if it’s the first time you have ever attempted to create your own marketing and advertising.

First go to your dashboard and click on more leads scroll down and click on the “How we generate leads using are done for you competition crushing marketing” link. Click on the link labeled “master ad template”. Download that template. This template makes ad creation as simple as those paint by number coloring books you played with as a kid.

This template literally walks you step-by-step to help you create your very own competition crushing marketing. Now go back to the resource section again and click on the link labeled “Website template”. Go ahead and download it. It shows you step-by-step how to design and layout your website and landing pages.

However did you notice that both the ad template and the website template require compelling headline and sub headline combinations? If you have never created marketing and advertising before how are you supposed to create compelling headlines and sub headlines to use for your own ads?

World Largest Headline Bank

Go back to the resources section again and click on “Headline Bank”. Here you will find the greatest swipe file for headlines on the planet. There are more than 400 proven and tested headlines archived here for you to use. Just browse them and write down the ones that appear to fit the overall attitude and tone that you feel will best match your ad and by the way if you feel you need some additional help to learn how to complete the templates go back to the resources section and click on the link labeled “Sample ad templates”.

This will show you how we complete our template using strictly text at first and then we give that template to a graphic designer to produce a proper ad. So now you have access to all of the tools templates and resources you need to create your own competition crushing marketing and advertising.

But let’s make sure you know how the two most critical parts of your marketing must work together. Those two parts are the headline and sub headline. Always remember that the headline must directly address the biggest problem your prospects are facing and the sub headline promises them that there’s a solution to the problem addressed in the headline.

Website Template

Remember Dr. Smith’s website lousy headline that completely failed to interrupt and no sub headline whatsoever to engage his prospects? Here’s how Dr. Smith changed his site using the tools and templates we have waiting for you in the e-learning marketing system. The prospective parents coming to Dr. Smith’s site have kids that are constantly yelling, screaming and have belligerent attitudes. That’s the problem they’re facing isn’t it so?

The headline needs to address that specific hot-button the sub headline needs to address the solution they’re looking for. They want to restore peace and quiet back into their home by getting their kid under control and they want that solution right now. They will do almost anything to get it.

Sub Headline

The sub headline engages them by promising them that there’s a solution to this problem that is making their life miserable. Since the video on the website is typically short in nature there isn’t sufficient time to educate the prospects to the techniques Dr. Smith uses to produce his solution so the offers should do the majority of the education for Dr. Smith. In this case a free report can educate them as to how the doctor can provide his solution and perhaps show them some temporary techniques that prove the doctor can actually do what he says.

So the headline, sub headline and offer all work together as a coordinated team. Notice how Dr. Smith’s new website follows the website template. His headline at the top of his sight no longer has his name in it. Instead it says:

“Are you sick and tired of the yelling, screaming and belligerent attitude of your child?”

Would you say that headline hits the major hot button for virtually every prospective parent that comes to this site? Do you think that these prospects, the moment they read that headline will immediately think to themselves that they have just come to the right place where they can find a solution to their problem? In other words did this headline just interrupt Dr. Smith’s prospects? Of course it did!

Now let’s engage those prospects by promising them a solution in the sub headline. It says:

“Now you can discover the secrets to controlling your child and instantly restore peace and quiet in your home…”

Isn’t that what the prospects want and will do almost anything to get? Absolutely! See how the headline and sub headline work closely together to interrupt and engage every single prospect who comes to this site?

Now that they’re engaged the video can spend one to three minutes reinforcing the fact that our good doctor has the solution they so desperately seek and his offer has been changed so it’s not only more relevant to the prospect situation but so compelling it’s virtually irresistible the offer says:

“Learn the secrets to gaining and maintaining complete control of your child in less than 60 seconds…”

Show me just one prospective parent visiting this site that won’t download that report. They all will and when they do Dr. Smith captures their first name and email address so he can set up a drip campaign and continue to keep his prospects informed until they’re ready to buy his services.

If this were a print ad you would follow the exact same process using the ad template. The main difference is the video. Videos works great on a website but you will need to replace it with text in your ad. However the message you would use in both mediums would be identical. In fact for a website video you will want to write out the script you will say in the video. That script simply becomes the text and your print ad. Pretty simple isn’t it

Wrap Up

Can you see how the ads we have in the ad library give you everything you need as a small business owner to create a competition crushing marketing program? So first always look to see if your business is already listed in the ad library. If it is just use the ads there to get you started. In some cases you may be able to use the exact ads that appear there with little to no change.

Typically though some slight revisions will need to be made to match the way your specific business delivers its product or service. But the ads in the ad library will get you ninety percent of the way there and make creating your own marketing a much simpler process. However if you need to create your ads from scratch, then use the resources and templates section in the e-learning marketing system. Use the ad template, the website template, as well as the headline bank to help you create your very own competition crushing marketing. These are the tools and resources that will help you dominate your competition.

Conclusion

We created the e-learning marketing system to give you and your business the competitive edge all small business owners need in today’s media saturated world. So what are you waiting for start designing your own marketing and advertising campaign with the help of the ad library. Thanks to the e-learning marketing system we’ve taken the guesswork out of the equation when it comes to creating effective marketing and giving you the ability to not only create your own marketing quickly but create marketing that will crush your competition and make your business the obvious choice when it comes to buying what you sell.

Use the various array of tools templates and resources we have here for you you’ll explode your revenue and profits and build a world-class business. As you are witnessing through this mini video series we have everything on this site you will ever need as a small business owner and it’s as easy to use as point and click. And believe me when I say that this is just the beginning of what we have waiting for you. Our next mini video will continue to follow this same format. It will feature another specific strategy designed to make you money and grow your business. We will walk you through it step by step so you not only know where the information is on this site but so you know exactly how to apply it so it works and makes you money in the process so until next time here’s to your success!

Attention Business Owners: Are You Struggling With Marketing? By Dr. Karl Ruegg #14

Posted by Dr. Karl Ruegg on March 13, 2018

Video Transcript:

Are You Struggling With Internet Marketing? Are you a struggling business owner who is seeking professional help in the areas of marketing and sales leads? Tired Of The Affiliate Marketing Hype? Are you sick and tired of the hype, promotion and wild claims of instant riches made by many of today’s so-called sales leads professionals? Looking For Internet Advertising Help? If you’re looking for professional help and expertise without the non-stop B.S. and ridicules claims then let us provide you with the resources and support you need to generate free leads you want. Generate More Leads Online! We help small businesses world-wide learn what it takes to generate more leads and attract more clients. Proven and Tested Internet Marketing Strategies We can provide you with proven and tested strategies and tactics that will eliminate any short term cash flow problems you may be experiencing and then help you build your business so it reaches its maximum potential.

VIP Group Coaching Teaches How to generate leads And to make sure you know exactly what to do and when to do it, we offer VIP group coaching sessions every week. Where you will learn proven strategies and tactics from the top sales and marketing experts available today. Let Us Prove Ourselves With Free Leads But do not just take our word for this let us prove that we can do exactly what we say. We will show you the 3 biggest lead generation mistakes small businesses make and how you can overcome them all.

Create Your Own Marketing – Sample Lesson #4 By Dr. Karl Ruegg Lead-Generation-Experts.com

Posted by Dr. Karl Ruegg on

Create Your Own Marketing by Dr. Karl Ruegg Lead-Generation-Experts.com

Video Transcript:

Welcome to the e-learning marketing system mini video series the purpose of this short video presentation is to show you a specific section on our site that you can use right now to generate more leads, attract more clients and make more money for your business. This mini video series has been carefully created to guide you to the content that can impact your business right now and our goal is to put some dollars in your pocket. The only thing that will prevent this from happening is you!

We have everything on our e-learning site you will ever need to build a business of your dreams. However if you don’t apply the information we have here for you, naturally you will never see any results. Please remember that these videos will only cover a mere fraction of the money generating strategies and tactics tools and resources we have available for you in this program. While these videos will indeed make you a lot of money right now, that revenue will pale in comparison to what we can help you make when we work together moving forward and please keep in mind that these mini videos are going out to a wide diverse group, so I will need to select various businesses to use as examples throughout this series. However all of the strategies and tactics we will show you are applicable to every business on the planet.

Fourth Marketing Strategy

So let’s cover our fourth marketing strategy in this series if you recall our first three strategies focused on selecting a lead generation strategy for a real estate agent who is brand new in the business and had no leads no contacts no clients and of course no money she used networking to generate leads and created two separate elevator pitches one for buyers and one for sellers that highlighted a major compelling reason why these real estate prospects would be absolute fools to buy or sell their home from anyone else but her she used our revenue generating elevator pitch template to create her seller elevator pitch and our elevator pitch library to select the one that would work for her buyers they both helped her to immediately separate her business from her competitors and made her the logical choice to do business with.

Business Card

But she also knew that when she found and interested prospect at her networking event they would want to learn more about how she could help them so she needed to have a business card ready to hand them that would continue to build on their interest and keep them actively engaged with her she used our business card template in our Resource Center to create a lead generating money making business card that did all of this and more so thanks to the e-learning marketing system she has her networking strategy in place her elevator pitch is created and her business card are ready to assist her in closing sales just using these three simple elearning tools helped this agent go from a struggling agent to a first-year income of more than 150,000 dollars.

Up-Side of Networking

But once these tools help you get money coming in the door doesn’t it make sense to make even more money by expanding your marketing efforts this is certainly nothing wrong with networking to generate leads except for the fact that the time you’re spending at that event is taking away precious time that could be used closing additional sales remember our real estate agent chose networking as her lead generation strategy because she started out broke and networking is for all intents and purposes free but it does require an investment of time so if you use networking to generate leads for your business.

Down-Side of Networking

Once your networking efforts begin to generate revenue it may be time to consider the use of marketing to generate leads so you can focus your efforts on selling your prospects your product or service unfortunately most small business owners have no clue whatsoever as to the best way to create their own marketing and advertising so we decided to take the guesswork out of this critically important business building fundamental we created an entire ads library for you to access that currently has specific marketing and advertising sample ads for you to either use as is or to act as templates so you can create your very own from scratch.

How to Create Your Own Competition Crushing Marketing and Advertising

Watch how simple this is for our real estate agent she would simply go to her dashboard and click on more leads then she would click on resources we use to generate leads using our “done for you” competition crushing marketing where she would have her choice of 9 competition crushing marketing resources now at her fingertips she would simply click on the first link labeled market dominating advertising and marketing samples and then click on select your specific business and scroll down to real estate here she can select specifically targeted marketing collateral to fit virtually any area of marketing she wants to use to generate leads and build our business for real estate agents.

Reactivation Letters

We have reactivation letters for those prospects you haven’t been in touch with for a while a report so you have a compelling offer you can use to compel potential buyers and sellers to raise their hand and indicate they’re interested in speaking with you a rental letter that can be sent to prospective investors so they can see how easy it will be to rent out the property they are considering for purchase we have sales letters to page flyers a video script you can use to create a compelling visual message that can be placed on YouTube as a sales tool or send to prospects as a video email.

Website

Or this script can be used to place the video on your website and if you’re thinking that you don’t have a clue how to use video on your website we have a website layout format here for you to use to create your own we also have an entire array of website and landing page templates for you to look over and select from.

This gives you the luxury of finding just the right one that reflects the unique style and tone of your business so if you’re real estate agent you’re probably thinking right now that this is great this library contains ready-made marketing and advertising that you can tap into immediately and use it to generate leads without you spending your time effort and energy having to do it on your own.

Example for other Business Types

But what if you didn’t see your specific business in this section even though we have well over a hundred businesses listed you may not see your specific business listed here not to worry in fact this situation occurred just the other day with one of our members who owns a home cleaning service here’s what she did she went into the marketing library and checked to see if her business was listed when she discovered it wasn’t she began to look for businesses complementary to hers since she owns a home cleaning business it can easily be classified as a service type business.

She essentially provided a service to busy moms who work outside the home and just don’t have the time to adequately clean their homes. So she asked herself what other types of businesses do pretty much the exact same thing? What other business is service based and provides help too busy working moms the answer was instantaneous a daycare.

Change the Content

Busy moms need someone to watch their kids while they work just like they need someone to clean their home they are both service oriented businesses targeting busy working moms. So therefore their marketing and advertising will basically be the same. Oh sure the information will be different but the format style and tone will be virtually identical all that’s really required is to simply change some of the content to home cleaning instead of daycare services.

Create an entire Marketing Program in Hours

These are very simple word changes let me show you how our e-learning system made this entire process very easy for our member, in fact she created an entire marketing program for her business and just a couple of hours. First she clicked on daycare. She was thrilled to see the unprecedented amount of marketing content we have archived for the day care industry. We have marketing ready to go for billboard ads, in store signage, landing pages, a postcard drip campaign, print ads, ad templates and a daycare report that can be used for lead generation.

Everything is here, that a daycare owner would need to create a competition crushing marketing program. Our home cleaning client wanted to create several print ads that she could place in her local newspaper and to also repurpose them as flyers that she could hand out at various events. She clicked on the print ads link and then on print ad number one. Here is the image that appeared. She knew how to write the content for the body of her ad, but she constantly struggled with the two most critical important parts of creating any type of marketing and advertising… the headline and sub headline.

Headline and Sub Headlines

If you fail to use a compelling headline and sub headline combination, no one will ever read the rest of the ad, no matter how great the information is. She noticed in this daycare ad, that the headline and sub headline said:

“The big hairy secret national chain dare care centers don’t want you to know about their employee screening process! Hint they don’t have a process!”

She felt the tone of this ad would be perfect for her home cleaning business, since the people she had cleaning for her work typically alone in the clients home. The client was usually at work so the maid cleaning the home had full access to everything and no one was around to supervise them. In fact the question of honesty was always one of the biggest concern she had to overcome with her prospects when they were considering hiring her company to clean their home.

She simply took this daycare headline and changed the words: “national chain daycare centers”, so it read “national home cleaning services”. This took her all of 30 seconds. Her new ad sounded like this:

“The big hairy secret national home cleaning services don’t want you to know about their employee screening process…” and “They don’t have one!”

She then used the rest of the day care ad as a guide, to format her body copy content and offer. And of course she had a graphic designer change the overall style from a daycare theme to a more appropriate theme for home cleaning.

Sample Advertisements

Let me show you several other ads she did using this same technique. She randomly clicked on ad number 6 and this ad appeared. The headline says:

“How much should you pay for a good day care center?”

Let’s face it when it comes to hiring a home cleaning service, price will always be a factor. Our client was not the lowest priced service in her area in fact she was the highest, because of the additional value she offered as a standard part of her cleaning service. She knows this would be a winning ad for her company since it gives her the chance to explain her value and reset what we call the buyers criteria.

This means we need to educate her prospects so they know what they should expect from a great maid service. She simply changed this headline to say:

“How much should you pay for a top quality maid service?”

She then added a sub headline that said:

“Three critical characteristics to demand from your cleaning service. Does yours do these?”

This gives her a form to build her case and justify her higher pricing. This one ad alone almost doubled her business!

Another Terrific Ad

Here’s another terrific ad that helped her dominate her market. This ad says:

“How to avoid daycare centers full of freaks and incompetent staff members.”

She altered it to say:

“How to avoid cleaning services that may be letting freaks thieves and incompetent cleaning personnel into your home.”

This again plays up on one of the biggest fears and concerns every homeowner has when hiring someone to come into their home. The safety issue. So to make sure her ad engaged her prospects she added a sub-headline that addressed this major concern. It said:

“Clean right is the only home cleaning service that requires every employee to undergo these four rigid background checks.”

By using the daycare ads as source material she was able to create her entire ad campaign in mere minutes. Look at this ad:

“Is your day care’s idea of good educational curriculum watching barney on TV?”

Notice that this headline is tapping into a major concern daycare parents have in regards to their child. Our client just followed the same process for her ad and created a headline that played upon a hidden fear that every woman has when someone else has cleaned her home. Her headline said:

“Is your maid using the bathroom sponge to wipe off your kitchen counters? Keep telling yourself that could never happen to you.”

Powerful stuff isn’t it?

Another Example

How about one more? This daycare ad says:

“Introducing a daycare center that doesn’t consider mac and cheese to be one of the four major food groups.”

Her ad said:

“Introducing a professional home cleaning service that doesn’t consider the stove or refrigerator to be a $300 upsell.”

Are you starting to get the hang of this?

Why are Headlines so Important?

Now you may be asking yourself, why she is so focused on the headline and sub headline for her ads? Let me give you the startling facts… The vast majority of small business owners spend ninety percent of their time writing the body copy for their ads. The remaining ten percent is divided equally between creating their headline and sub headline combination and then their offer.

This is absolutely the worst thing they can ever do! Do you know that the vast majority of prospects never read the body copy? They read the headline and sub-headline first and then they decide based on those whether or not this ad is of any interest to them whatsoever. In other words they ask themselves is there something here in this ad that will give me what I want? If they determine that answer to be no they’re gone. They won’t bother to read the rest of the ad, no matter how great it is.

The headline and sub headline must work together to grab the prospect attention and engage them, so they want to read the rest of the ad. But even then, most prospects never read the body copy. They will skim the sub headlines in the body copy to get the basic idea of the ad and then head straight to the offer.

The Offer

If the offer is low-risk or preferably no risk whatsoever, they will take that offer and see if you deliver on the promise you made to them in the headline and sub headline. Look at this daycare ad. It was created to address a major concern of all day care mothers. Does the daycare treat my child as a person or simply a source of revenue? The headline says:

“Ever felt like your daycare treated your child like a number instead of a little person?”

The sub headline engages by promising a solution to that problem:

“How to ensure your child gets loving caring one-on-one attention…”

Sub Headlines

That’s a terrific headline sub-headline combination. Any day care mom that reads that combination will definitely want to read more, so she will instantly scan the sub headlines in the body copy. If there are any sub headlines in the body copy. Most small business owners don’t realize they need to have these critical components in all of their marketing and advertising. So in this example here are the sub headlines used in the body copy. Notice how together they create a flow of their own and pretty much convey everything a daycare mom needs to know about how this specific daycare delivers on its promise that the prospects child will indeed receive love and care when attending this daycare.

The first sub headline says:

“Do you know what the teacher child ratio is at your daycare?”

The second says:

“Thirty-six percent percent of children most daycare workers can’t name by name.”

The third sub headline says:

“How other daycares try to disguise their lack of adequate supervision.”

The fourth says:

“We guarantee no more than eight children to every staff member.”

And the final sub headline sets up the offer:

“FREE Report compares teacher to child ratio at 17 leading area daycares.”

Show me one day care mom that will not want that free report. Notice that the offer is prominently displayed in the lower right hand corner of the ad. This is critical for you to know since we have been conditioned from kindergarten on to read everything from the top left to bottom right. It’s our natural reader flow so to speak and almost everyone processes information using this precondition behavior.

Can you see how the ads we have in the ad library give you everything you need as a small business owner to create a competition crushing marketing program? So first always look to see if your business is already listed in the ad library. If it is, just use the ads there to get you started. In some cases you may be able to use the exact ads that appear there with little to no change.

Typically though some slight revisions will need to be made to match the way your specific business delivers its product or service but the ads will get you ninety percent of the way there and make creating your own marketing a much simpler process. Then use the other ads we have here as source material for future marketing campaigns, so you stay on the cutting edge of marketing and continue to dominate your competition.

In fact your competitors will be scratching their heads wondering where you’re getting all of your terrific marketing ideas and concepts. Whatever you do don’t give away your secret!

Conclusion

We created the e-learning marketing system to give you and your business the competitive edge all small business owners need in today’s media saturated world. Please remember that the vast majority of ads we have in the ad library are already proven and tested and have shown they can produce results. This may be the single greatest marketing and advertising swipe file that has ever been made available to small business owners.

So what are you waiting for? Start designing your own marketing and advertising campaign with the help of the ad library. Thanks to the e-learning marketing system we’ve taken the guesswork out of the equation when it comes to create effective marketing and giving you the ability to not only create your own marketing quickly but to create marketing that will crush your competition and make your business the obvious choice when it comes to buying what you sell.

Use the vast array of tools templates and resources we have here for you. You’ll explode your revenue and profits and build a world-class business. As you are witnessing through this mini video series we have everything on this site you will ever need as a small business owner and it’s as easy to use as point and click and believe me when I say that this is just the beginning of what we have waiting for you.

Our next mini video will continue to follow the same format it will feature another specific strategy designed to make you money and grow your business. We will walk you through it step by step so you not only know where the information is on this site but so you know exactly how to apply it so it works and makes you money in the process. So until next time here’s to your success!