Jan 21, 2023
Canmore, CANADA
“Here’s a new restaurant honey. Indian food. We should check it out.”
“Ok – what’s the name and where is it?”
“Uh – it doesn’t say!”
(Can’t read the full email – click here for the online version.)
This was a conversation my wife and I had a week or two ago. She was perusing our local paper when she came across this 1-page advertorial. We like Indian food and the thought a new restaurant of that type opening in our community was very appealing.
Alas – there was no website, no name, no physical address readily found.
Plus, no alluring offer.
So disappointing yet all too common.
In front of me is a very high-end, semi-annual magazine – targeted to affluent folk who live in our valley. Some excellent articles with beautiful photographs.
Yet, with maybe one or two exceptions, every ad, be it a national or local advertiser is poor. 100% brand oriented with the “look at us, we’re great – locate where we are and buy”…sometime…hopefully soon.
If you do plan on a promotion or would like your website to do a bit more work in the marketing and sales
department, it behooves you to craft it with the following in mind.
- Interrupt
- Engage
- Educate
- Offer
Most ads do a decent job in getting an audience’s attention. Notice I
didn’t say, their audience. That’s because most companies do a poor job at identifying and then targeting, their best and ideal customers.
Where most everyone falls
apart with their ads (and websites) is with the other 3, necessary and vital steps.
They don’t ‘engage’ with those they’ve gotten attention from. They don’t offer up a
promise to a solution, a problem or desire.
If they do, then they fail to educate well, why their solution, service, product is better than all other
options.
Lastly – the biggest failure of all.
They give no reason for their reader, their prospect, to take immediate action. Doesn’t have to be “buy now”. But it could and should be, at least, an offer to give more information or a coupon (with an expiry date).
Something, anything, to get the prospect to raise his or her hand, giving you information that allows you to follow up with them with the goal of a sale down the road.
Wondering if your ad, promotion, or website is set up properly? Click here for a free tool that will help you evaluate their effectiveness.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
P.S. If you own or operate a business that uses appointments to drive sales, and you could use more, this month, we’ve
developed a new system where we can get you all the appointments you want, or you don’t pay! Check it out here.
★ BECOME A HIGHLY PAID BUSINESS COACH WITH #1 COACHING PLATFORM ★
I am looking for individuals to help handle the exploding global demand for business
coaching services. I’m willing to
train [at my expense] the right individual with a
passion for wanting to help small business owners become successful.
NO travel - work from home. $225,000 first year income. If you or someone you
know is interested, click here and an 8 minute video will explain it
all.