Advertising how to make it. #3 - Most Effective Free Online Advertising Method

Any product sold must be presented to the buyer. The effectiveness of sales depends on the effectiveness of advertising. The correct presentation of information that distinguishes the product from the general mass of similar products is a guarantee of success. Properly composed advertising will ensure the sale of even useless things. There are many recommendations for highlighting the value and indispensability of the goods being sold, but the question of how to make advertising correctly remains relevant.

Advertising principles

To do this, you need to choose a spectacular, eye-catching image, since the purchase always occurs after a visual assessment of the offer. The sale begins with the presentation of a bright beautiful picture. The formation of the image will not interfere with a memorable loud slogan, the attractiveness and relevance of which eats into the mind and makes the consumer repeat it mentally with pleasure.

Even the most successful advertising can be ineffective without its promotion. It was originally intended for a viral impact on the mind of a potential buyer. However, to have an effect, it must be available to the target client, so it must be placed in their habitats. Social networks are a universal place for publishing, since you can find your client in them, but for this you need to work on placing it on the right sites.

Independently or through the services of an advertising campaign?

However, in some situations it is more efficient to order its development in advertising agencies. When it right choice advertising campaign, the object of promotion will become known in a few days.

Where should your ad appear?

in newspapers;
in magazines;
V in social networks;
through flyers and brochures;
through elements outdoor advertising.

For each type of product, its own advertising method is effective, suitable for a specific target audience. With the right choice, potential buyers have the opportunity to familiarize themselves with the offer in several sources.

To date, a separate niche in advertising is occupied by social networks. Most citizens have accounts on Facebook, Vkontakte, Odnoklassniki, Twitter and Instagram. Modern features mobile phones cause users to be constantly connected. Publications in groups and on personal pages can receive an instant response to an advertising post.

Do not spam, so as not to annoy users with constant notifications. To achieve the effect, one post per day is enough. Regular publications of various designs, drawings, promotions and contests will ensure the popularity of the group or personal account of the seller. The more interest and attention to it, the more views of publications and the more sales revenue.

Advertising in the media

Publish ads in media mass media, such as newspapers and magazines, is not always free for sellers. In most cases, they have to pay for the placement of their article on the allocated space of a printed or online resource. To date, the return on such advertising is small, since most often people get acquainted with advertising magazines and newspapers purposefully, when searching for a specific product to purchase.

For this reason, if a person does not need anything, then he will not acquire and read such sources of information, which excludes the possibility of emotional purchases. However, if the subject of sale is of a specific nature, which is difficult to state in other sources, advertising in the media will have a good effect on the results of doing business, which is important when selling movable and immovable property.

Read also: How to check the counterparty by TIN on the tax website

Advertising through promoters

Handing out flyers on the street seems like the most in a simple way advertising your product. However, handed brochures are read by only five percent of the population. The rest of the people safely throw them in the trash. In order to increase the number of people who read the leaflet, it is necessary to take care of its appearance. The advertiser is given only a few seconds to impress the potential client and keep his attention on his offer. Text ads are not recommended. All information must be reflected in the image.

Outdoor advertising

The category of outdoor advertising includes banners, light boxes and 3D logos. Her distinctive feature is attraction. Many people view advertising elements, but not everyone reads the advertising text. Images make an impression, so they need to be chosen in such a way that the sentence is clear without words. Outdoor advertising is not cheap, so it is necessary to take responsibility for the development of the design of the project and the choice of its location. This type of advertising should be resorted to only when planning large batches of products. It is important to take into account that the material of the brochure should be easy to install and maintain without any problems.

Internet expanses

She does not require a large number investments and can be issued by the entrepreneur independently. You should think about promoting your products through social networks in advance, because before publishing posts, you need to take care of the presence of readers. To do this, you should attract the maximum possible number of friends and subscribers to your account. The creation of a group, community and the involvement of the target audience in them, which may potentially be interested in the product, will contribute to increasing the effectiveness of promoting a publication. To select such participants, you should use the search option with targeting by interests.

Such a global preparation for promotion not required when placing ads on specialized portals. To receive a response to a publication, it is enough to format it correctly and publish it in the section corresponding to the category. If it is chosen incorrectly, the effect of advertising will be minimal. Additional paid promotion options via the Internet are the placement of an ad on popular portals, the number of which exceeds the million mark, as well as raising the publication to the top positions.

No special skills are required to create a post or ad. On all portals, placement is carried out according to intuitively understandable schemes. Choosing a way to advertise your products, you need to analyze its relevance on the Internet. If the consumers of the product are citizens living in areas where the Internet is not popular or unavailable, then publication on social networks will not have any effect.

Advertising on the Internet will only be effective when it flickers in front of users quite often. This is ensured by reposts and publications of new ads, which should be designed in a new design that attracts the user's attention so much that he has no choice but to call and order.

How to write an advertisement: examples

An offer to buy or receive a service should be interesting. It should make a potential customer want to make a purchase right after viewing the ad. This effect is formed by discounts, bonuses, promotions, gifts when making a purchase.

Instruction

Required advertising elements

1. Title

Picking up a book, you first look at its title, and only then start flipping through the pages. It's the same in advertising: people first look at the headline, and only then at the rest of the text. In fact, the headline is the name of the advertisement. According to research, the title of an advertisement is read five times more often than the text of the advertisement, so it should be five times more thoughtful.

The title can be either short or long. And it is not necessary to associate it with the name of the product or service. The main thing is that it attracts attention and arouses interest among the target audience, as well as unobtrusively informs about the benefits of the product or service. Writing a working headline is a job for experienced advertisers and marketers. To achieve the best result, several headings are always carefully considered and analyzed before the final one is approved.

2. "Buttons"

"Buttons" in advertising are those phrases or sentences that should motivate the consumer to buy a product or use a service. We often see such signs on food products, such as, "does not contain artificial colors", "suitable for consumption by children", "only from natural meat" and so on. These are the "buttons". They again attract attention, forcing the consumer to think that he really needs this product. A “button” for advertising language courses can be the phrase "Classes with American teachers", and for a law office - “We have more than a *number* of cases won.” To correctly compose the content of the "buttons", you need to determine what consumers are most dissatisfied with in similar products.

Based on the examples described above, the button "does not contain artificial colors" in ketchup advertising will work well when most consumers are unhappy that many other ketchup manufacturers add dyes to them. Phrase "classes with American teachers" will be beneficial if consumers are not satisfied with the fact that in other courses, classes are held only with Russian teachers. You can find out what consumers want through oral surveys or questionnaires. “Buttons” should be located closer to the heading so that they also catch the eye, but be highlighted in a different color and font.

3. Image

none good advertising it is practically impossible to do it without an accompanying image - a photograph, a drawing, a picture, etc. The image is perceived by the consumer even faster than the title, and acts on the subconscious. It is necessary to determine what emotions you want to achieve from consumers through your advertising. What will be the mood of the advertising image, the same mood will arise in the consumer of advertising. A wilted flower in the picture will evoke sad emotions, a cheerful dwarf - joyful, a calm sea - peaceful and melancholic.

It is difficult to say unequivocally what works better - photographs or drawings. Many foreign advertisers believe that photographs are more effective in advertising business, as they look more authentic and "alive". However, there are many examples of excellent advertising campaigns(including in the domestic advertising world), where the figures appear. To a greater extent, this applies to advertising products aimed at children.

4. Value

Instead of describing the dry characteristics of the product, it is better to show consumers what value it brings to them. The consumer must understand that with the use of your product, his life will become better and more comfortable, one of his problems will be solved. If you are selling a coffee maker, then the problem is that people do not have time to brew their favorite coffee in the morning, and with your coffee maker they will always have time to enjoy it before work. This approach to advertising text will work much better than if you simply write “our coffee maker makes coffee very quickly.” When compiling advertising text move away from specific and incomprehensible to a wide audience of words and phrases. The clearer and simpler, the better. Try not to use too big words, such as "amazing", "chic", "amazing". As a rule, this only causes ridicule or irritation, but does not make the product attractive in any way.

5. Availability

Having reached this stage, the consumer should already want to make a purchase. The task of advertising is to show that he can do it quickly and without much effort. In the course are indications of the addresses of stores, phone numbers of the delivery service, the web address of the online store. If the price of the product is favorable compared to competitors, then you can specify it.

Advertising design

How to properly format an advertising message is a question in the solution of which mistakes are often made. It is important to understand that the perception of advertising is a subtle psychological subconscious process. Entire books have been written on this topic, and it is still being researched by many advertisers and psychologists. Here are a few rules that should be followed when designing the layout of an advertising message.

Since people perceive advertising elements in the order “image - headline - text”, then they need to be placed in the appropriate way. That is, at the top of the image, below it is the title, and then the text itself. You can also place the text to the right of the image, with the title a little higher;
text font plays a big role. On the one hand, the font should attract attention, but on the other hand, it should not be too twisted and difficult to perceive;
do not write the name or slogan of the advertisement in all capital letters. Several consecutive words that are written in capital letters will be worse perceived by readers and tire him;
if the title is printed directly on the illustration, it will make the advertisement attractive. But make sure that these two elements do not interfere with each other: the title should not clutter up the image, and it, in turn, should not interfere with the readability of the title;
The image should occupy a much larger area than the text. On average, the most successful is the following ratio: 80% of the entire advertising space is occupied by an image, and 20% by text;
effectively use the psychology of color perception. As you know, some colors are able to give solidity and importance to advertising, others will excite the appetite, and others will encourage active action. Depending on what you want to achieve from consumers of advertising, and choose the color scheme that decorates it.

Walk through the streets of the city: you will see that at best one out of a dozen ads really does its job - attracts attention. How to invest in advertising so that these investments turn out to be beneficial for your business, and not undermine it?

1. Don't copy your competitors

The main thing to remember: the height of recklessness is an advertisement like “We are open” (and it doesn’t matter that just such an advertisement hangs on three neighboring houses). It is regrettable to state this, but the share of such advertising does not decrease from year to year, and its effectiveness is reduced to zero.

2. Remember your target audience

An example of an unsuccessful choice of a channel for promotion is the advertising of products intended for pensioners on the Internet. As well as advertising new high-performance microprocessor controllers on the forum for housewives. I think it is unnecessary to clarify that the positive result from such advertising is negligible, if not completely absent.

3. Conduct a preliminary performance analysis

In most cases, entrepreneurs are looking for some way to advertise their products and services, invest a significant (or even all) amount in it, and after a couple of weeks or months, all the money is safely flying down the drain. To prevent such an outcome of events, follow a few simple rules.

If you have only one phone number, then you can indicate different contact persons in the advertisement: for example, in one case you indicate that you need to ask Svetlana, in the other - Yulia

Never bet on only one type of advertising. There are a lot of channels for promotion today, from contextual advertising in search engines and targeted advertising in social networks to outdoor advertising and mailbox advertising, from handing out leaflets and flyers on the street to direct advertising in the media or on transport.

If the result from advertising exceeds the costs of it, this promotion channel has the right to life for you and your business. For such methods of advertising, it is advisable to increase the budget, but not by much - about twice. If it works the second time, it will double again, and so on. In any case, you should not sharply increase the budget of advertising that works well right now, since you cannot be sure that it will be effective tomorrow.

4. Make your own measurements of the effectiveness of advertising channels

Every type of advertising you use must be measured and calibrated. This means that when advertising in one or another source, you must know exactly how much potential clients you got it from there. It's easy to do.

Use a different phone number for each ad or, if you are promoting goods and services on the Internet, provide links to pages with different addresses (the content of the pages, of course, must be the same).

If you have only one phone number, then you can indicate different contact persons in the advertisement: for example, in one case you indicate that you need to ask Svetlana, in the other - Yulia.

5. Remember: any advertising medium must have three components: an offer, a restriction on any parameter, and a call to action

The proposal must be interesting in itself. It should make your potential customer want your product or service right now. An offer can be a significant discount, a gift when purchasing your product, as well as other bonuses or certificates for receiving interesting services.

For example: “When you buy two products “A”, you get the third one as a gift”, “40% discount on the entire range of products”, or “Buy product “B” and get a certificate for visiting the water park for the whole family”.

Do not forget about the presence of a limit - it can be by time, by the number of customers or by the number of orders. For example: “Only until the end of the week, when buying a laptop, you get a coupon for a 50% discount on any product in our store”, “We give the first three customers a day when buying a washing machine, we give a microwave”, “When buying a table, delivery is free. Every day, 20 tables participate in the promotion.

A call to action means that it is necessary to clearly indicate to the client his next step to purchase a product or service (otherwise with big share probability that the consumer will do nothing).

For example, for offline advertising: “Call 123-456 right now”, for online promotion: “Fill out the form on the website and our manager will contact you” or “Click the Order button below.” Only the presence of all three points will make your advertisement effective and allow you to stand out from the competition.

You are not Coca-Cola, not Unilever, not Hulet Packard and not BMW - so why are you copying these titans of the market? No one is interested in your logos and half-page advertising slogans - they do not sell. The name of your company on a half-screen in a television ad will not increase sales either - remove it.

In small and medium-sized businesses, the desire to "hit the square" and copy the giants is too expensive. You don't have eight digits advertising budgets in dollar terms, you don't have the huge margin of safety that these companies have. And, most importantly, you have no right to make a mistake - it can cost you your business. Then what kind of advertising to use?

The response to each of your advertising messages, for each channel for delivering this message to the target market, must be measurable. The secret to success in marketing is measurement and control. You need to know what the ROI (return on investments) is for each message. If you put in a dollar and take out ten, this ad works. If you put in $10 and take out $2, that ad needs to be eliminated from your marketing arsenal. The big mistake many companies make is that they don't even know which ads work for them and which ones don't.

3. One message - one idea

Let me give you a real life example of how Not need to do. I recently heard on the radio ads: “Horn&Hoof Company offers installation services satellite dishes Tricolor TV. Installers required, experience, salary is high. There is also an office space for rent at…. Telephone: …"

You might think that the company is participating in the competition "Find the most mediocre way to throw advertising dollars down the drain."

Don't try to cram more than one idea into your ad unit! Formulate one catchy marketing message for your target audience and try to convey it as juicy as possible in your advertising. By trying to kill several birds with one stone with one stone, you are wasting your marketing efforts. As a result of such "savings", the effectiveness of your advertising decreases non-linearly, and you lose money.

4. If your market is everything, then your market is nobody

Don't try to sell to everyone. The wider the network, the more holes in it. Instead, be clear about who your target audience is and focus your marketing efforts on them. How at the same chosen niche, the easier it is for your potential buyer identify yourself in your marketing message. The reaction your ad should evoke in the mind target consumer: "ABOUT! Yes, it's about me! Then it will be much easier for you to sell. Did I say "sell"? I'm sorry. - Then and buy it will be much easier for your potential consumer. After all, people do not like being sold to - people like to buy.

5. Focus on your market, not media

A big mistake of many entrepreneurs who are suddenly "impatient" to advertise is the concentration on the advertising channel. "Where else can I advertise?" - typical question typical businessman. If you don't know who you are selling to ( target market), and if you don't have a compelling message for your market, spend your advertising dollars on lottery tickets or playing cards.

Imagine that you saw in the newspaper an ordinary advertisement for a regular dry cleaner. And while your suit is clean. Do you remember the name and coordinates of this company? And what are the chances that when your suit gets dirty, you will go to this particular dry cleaner, and not to one of the dozens or hundreds of others in your city? The problem is that regular advertising in 90+% of cases does not coincide with the client's need. Conventional advertising sells to only one or two percent of potential customers, namely those who, by a lucky chance, had their suit stained at the very moment you ran the ad.

7. Forget about design... until you write the text!

Wherever you advertise - in newspapers, magazines, on TV, on the Internet - don't let designers dictate what you do and don't do. This issue is especially acute when creating websites and advertising in print media. Sells text, not design. And until you have a well-articulated and written marketing message for your target audience in text form, don't think about design. The purpose of the design is to draw the reader's attention to the selling element, that is, to the text. If you need the phrase "Call Now" on a half-page trade magazine written with your left foot to increase sales, and your designer says that this will not work - write exactly such a phrase and with your left foot. After all, you know what works in your ads and what doesn't, don't you?

Have you ever driven in a car past an IKEA banner advertising some small things for a penny and after a couple of hours you find yourself leaving the store with a full cart of things you don’t need and forgetting the very little thing that you originally went there for?

Yes, IKEA advertises towels at cost, but makes money on nightstands at high margins. The Magnit chain of stores advertises sausages for 99 rubles, and earns on alcohol, sweets and other goods with a high margin. When you buy a printer, you make virtually no profit for the printer manufacturer. But when you buy cartridges - they bathe in your money. The X-box is selling at a loss of more than a hundred dollars, but the discs for it are worth much more than their cost. McDonald's advertises hamburgers at almost cost, but every time you get Coca-Cola, French fries and other products at a high markup. Simulate.

9. Use strong headlines to draw attention to your advertising message.

The main purpose of the heading is to encourage the reader to read the text that follows it. Do not reinvent the wheel - model the headlines of advertising texts that already sold billions of dollars worth of goods and services around the world.

Headings like

"Only here!",

"Only for you!",

"Excellent quality!",

"Autumn Sale"

"Come to us",

"Most low prices» and the like...

stopped working a long time ago.

Try

"12 Proven Ways..."

"Secrets that are silent about ...",

"A terrible secret about ...",

"The Truth About..."

"Learn how..."…

and look at the market reaction. Chances are - unless you're selling Martians scuba gear to swim in hot lava - the response will increase.

10. Use "Irresistible offer» - an offer you can't refuse

Of the three available ways increase in sales volume (number of customers, number of purchases and average check), customer acquisition is the most expensive.

Most advertising messages suffer from the lack of a compelling reason for a potential customer to be interested in your offer. If you cannot convincingly show why he should turn to you and right now, and not go to one of your competitors or even pass by and save his hard-earned money - you are just throwing money away and killing all chances of success.

A good move is to build your sales so that you almost don't earn on the first one. The purpose of the first sale is to “buy” the customer. Then turning it into regular customer, you will be able to sell him much more, making more profit.

11. Use limits

“No deadline – no offer”. Dan Kennedy.

Without a constraint, your proposal will work many times worse. If your potential client has the opportunity to postpone the decision "for later", then in most cases he will not buy from you. Such is human nature. The secret to the success of restrictions is that they affect one of the most powerful human feelings - the fear of loss. Fear of losing the opportunity to buy at a low price and losing money, fear of losing additional bonuses, fear of having time to buy something from you.

The best way to make a client forget about your offer is to give him the opportunity to think and postpone the decision until later.

Do not give clients such an opportunity - set a deadline. The restriction can be in time, in the number of available bonuses. The deadline can be in the form of a “melting” discount or an increasing price - when the client sees how the discount decreases or the price increases every day.

You can phrase the constraint as "Only the first X buyers will receive Y". The deadline may be based on the quantity of goods. But keep in mind: for such a deadline, you must have a solid and logical explanation why the number of goods is limited - otherwise you will not be believed.

As a general rule, time limits work best. Deadline for more than a week almost does not work. Deadline of 3-4 days works much better. Even better is a 24 hour deadline.

Don't be fooled into thinking that your potential customer knows exactly what action you want them to take in the next step of your marketing communication. If he read your ad, where your phone number or address is indicated, then it is not a fact that he will guess to call you or come to your office. Do not force the client to think - tell him what he should do right now. “Call now”, “Right now, fill out this coupon and send it within 24 hours to …. – to get a special bonus”, “Order free consultation”, “Go to our website, fill out the form and receive your discount coupon” - and so on.

Try this method and see how the response changes.

Sounds difficult? In fact, everything is quite simple.

To do this, you need to know two key numbers in your business: the cost of acquiring one new customer and the lifetime value of the customer. The first figure is the sum of all the expenses (including advertising) that you spent on attracting one new customer. The second figure shows how much money the average client has brought you for the entire time of cooperation with you - from the moment of the first transaction to the last.

If you know that you need to spend $100 to acquire one new customer, and within a year (not all at once!) you will earn $10,000 from it, then advertising becomes a predictable and measurable way to attract customers and generate profit.

What do most small businesses do when sales drop? They are cutting advertising costs. This is because their ads are not working. Or rather, they do not know which advertising works for them and which does not.

14. Don't Sell Features, Sell Your Product Benefits

“People do not buy things for what they are; they buy things for what they do.” Daniel Kennedy.

“People buy things not for the sake of the things themselves, but for the sake of what these things give them.” Dan Kennedy.

Many people know an example from Kotler's marketing "bible" about holes and drills. When people buy a drill, they don't need the drill itself. They need holes in the wall. The result, not the tool itself.

Remember when there were slide rulers and abacus? With the advent of calculators, they disappeared from the market. It turned out that people do not need slide rules or abacus at all. They need the ability to calculate quickly.

Virgin Airlines did not advertise flights, but comfortable travel from point A to point B - and won its piece of the market from the giants. Successful law firms do not sell lawyer consulting- they sell peace of mind. Successful security salespeople sell a sense of security and safety. Volvo sells the same. What are you selling?

15. Use reviews

Testimonials from your happy customers greatly increase the conversion of any advertising message. People believe what other people say about you many times more than what you say about yourself.
Disney: "The most The best way be successful in your promotion, make sure that people keep telling others about you.”
Dan Kennedy: "What others say about you will be 1000 times more credible in the public than if you tell about yourself."

Reviews are one of the fastest ways to build trust. Therefore, you simply have to collect feedback, and do it systematically.

The main goal of reviews is to close typical customer objections. When you sell something face-to-face or over the phone, with the help of certain technologies, you have the ability to identify any objections of a potential client: spoken, unspoken, false and true. Your advertising text does not have such an opportunity! Therefore, ideally, for each typical objection, you should have an appropriate response. It is better that the reviews were with photos. In addition, it is useful to indicate the contact information of the author of the review: phone or e-mail. Very few will call / write, but the very possibility of contacting the author of the review increases the conversion.

16. Free PR in industry media

Whatever you're selling, there's bound to be specialized media in your industry. Usually they are magazines. This also includes newspapers, electronic editions, professional forums and communities. Often, these publications lack quality content. Therefore, if you send them your articles, reviews, research, publications, then in many cases they will post your information for free. Moreover, some publications will even pay you extra for publication. Don't miss this great opportunity to showcase your company.

17. Give a guarantee or guarantees

If you do not give a 100% guarantee for your product, then you yourself are not 100% sure of it. But how do you instill that confidence in your potential customers if you don't have that confidence yourself?

Usually a guarantee increases sales. Of course, the best guarantee is a full money back guarantee. There are even cases when the company guarantees to return more money than the client spent on the purchase.

Of course, you will have such customers who will buy your product and return it using your guarantee. But in most cases, the increase in profits due to this guarantee at times covers the losses from returns.

Of course, there are markets where moneyback is not possible due to objective reasons. But you still need to give some kind of guarantee. This may be a guarantee for an additional service. For example, free service and technical support for three years from the date of purchase. Think about what guarantees you can give to customers in your business, and start giving them.

Today, any of us are bombarded with thousands of advertisements every day. They rain down on us from the pages of newspapers, magazines, monitors, TV screens, outdoor advertising surfaces, radio, flyers, etc.

If your advertising merges with the general flow, then you will receive the same mediocre results, "like everyone else." Stand out! The more your ad differs from others, the more likely it is to be noticed by your future customers.

19. Don't talk about yourself, talk about what your customers care about.

Most companies in advertising messages talk about themselves and their product. The fact that the company "Horns and Hooves Limited" was founded in 1700 shaggy year. About what her production capacity located on the territory of 99 square kilometers. The fact that during its existence it has won well-deserved recognition from its customers, which already number over a billion people.

And not a word about what excites a potential client. Not a word about what problems of a potential client you are going to solve, how it will happen, what the client will get as a result, and what he needs to do for this.

20. Sell on emotion, not logic

Even if you are selling industrial equipment for oil companies (what could be more boring and gritty), remember that buying decisions are made by people, not faceless companies. In addition, people with a purely technical, analytical mindset, who make decisions based only on logic (if there is such a thing), never occupy key positions where the purchase decision is made. There are completely different personalities in leading, key positions. Even in the most "technical" businesses, when we are talking about buying and selling, you come across quite ordinary people who, like all normal people, are subject to emotions.

I will tell you interesting story from Dan Kennedy about a man from a company that supplied semiconductors to electronics manufacturers.

Just imagine huge price lists with endless lists of resistors, transistors, microcircuits, capacitors, overflowing with technical specifications and complex descriptions. This is a very boring, homogeneous and harsh market, where the buyer is only interested in the price and, perhaps, on-time delivery. After attending a copywriting workshop with Den, he sent out a sales letter to potential clients (Sales Letter), the headline of which read: “69 things you can do after work, when your head is completely free from worrying about whether your order will come tomorrow on time or not. In the first paragraph of his three-page Sales Letter, he briefly talked about his huge production, 24/7 order processing, air courier delivery, and guaranteed delivery times. The rest of the letter, you guessed it, contained a list of those same 69 ways to spend the evening with a manager free from the above concerns. Some of them were funny, some were casual but enjoyable, some were outrageous, and a few of them were weird. In the envelope with this letter was their usual catalog of radio-electronic components, on which there was a blue stamp "BORING BUT NECESSARY".

Result? He sent out 100 such emails, received 22 calls from intrigued clients, and received 18 orders from companies he had never worked with before, each of which was converted into regular customer! That year, he earned an additional $200,000 as a result of this mailing.

21. Learn to copywrite

Copywriting is not about creating slogans, writing content for websites, or even colorful product descriptions. Copywriting is the art of writing sales texts. The sales letter, which I described in the previous paragraph, was just written according to the rules of good copywriting. Long sales texts always work better than short sales phrases - because a long sales letter can replace face-to-face sales. Practicing personal selling you can't talk face to face with hundreds or thousands of potential customers at the same time. Sales letter (Sales Letter) allows you to "clone" yourself - because you can send it to an arbitrarily large list of recipients.

After all, "there is no problem in business that can't be solved with a good Sales Letter" (one of the great copywriters).

First