"Helping Your Business Fly"
Issue 14
IN THIS ISSUE:
1. FLIGHT LINES: Take time to think before it's too late!
2. WING TIPS: "5 Powerful Ways to Market Using Autoresponders"
3. FEATURE ARTICLE: "Why Some Ads Fail Miserably..."
4. ALTER EAGLE: Success Secrets: How To Be More Successful!
5. EAGLE'S TALON: "The Promote-ivator"
6. EYE OF THE EAGLE: Here's another series to consider...
7. CONTACT THE FLYER: Send questions, comments and articles
1) ======= Flight Lines =======
[Observations on business and life]
You have to allow a certain amount of time in which you are
doing nothing in order to have things occur to you, to let
your mind think. --Mortimer Adler
Many people would sooner die than think; In fact, they do so.
--Bertrand Russell (1872-1970)
2) ======= Wing Tips =======
[A variety of business helps and tips]
"5 Powerful Ways to Market Using Autoresponders"
By Ralph Moore
1. FREE Reports
Similar to "fax on demand", this is a great way to
present dynamic content to your visitors. Place a link on
your website offering a FREE Report in exchange for the
visitor's email address. This is a great way to introduce
your visitors to your business and all of the helpful
information that you have to offer. And since this is
available from your website, they can access the info
24 hours per day, 7 days per week.
2. Tech Support Replies
If you offer tech support by way of email, set up an
autoresponder to let them know that you have received
their message. This lets the customer know that your
system is working properly, and reassures them that
they will be getting a personal reply soon. Then follow
up quickly, with a personal email, call or fax.
3. FREE Online Courses
If you have a large amount of information that will help
your customers, offer it in a FREE Online Course by using
a series of timed autoresponse messages. This is a powerful
way to stay in touch with your customers, and is the basis
for much of the marketing that takes place online.
4. [FAQ] Frequently Asked Questions
Collect the questions that your customers are asking you,
from time to time, and offer them in a [FAQ] file that is
sent when they give you their email address. This file
can then be easily updated as you answer more questions.
[FAQ] files are a great time-saver for you. By pointing
your customers to your website, and your autoresponse
system, you can reduce the amount of time spent answering
the same questions over and over.
5. Form Responses
Set up one or more forms on your website to allow your
visitors to request information from you, by email, and
use autoresponders to send your visitors a FREE report.
You can use a specific report tied to the particular form
that the visitor is responding to.
Autoresponders are powerful marketing tools. In addition
to offering immediate replies to your visitors questions,
autoresponders can be used to stay in touch, and build a
better relationship with, potential and existing customers.
By using autoresponders, you can add to your ever-growing
list of people who want the products and services that you
have to offer.
I highly recommend Postmaster for all of your autoresponder
email needs. http://post-master.net/rs/Eagle_Flyer/
About the Author:
Ralph Moore is the owner of Eagle Computers, a consulting firm
that shows you "How To Discover Technology That Will Multiply
Your Business Online". To subscribe to the FREE Eagle Flyer
Newsletter, visit our web site at: http://www.eagleflyer.com
3) ======= Feature Article =======
Why Some Ads Fail Miserably While Others Succeed Wonderfully
By David Garfinkel
The voice on the other end of the phone was tense and impatient.
It was a prospective client calling. After we introduced
ourselves, he got right to the point: "Our advertising isn't
working and we need some help."
Who I was talking to doesn't matter very much, because it could
have been almost any of my prospects before they start working
with me. That's because, statistically, most advertising doesn't
work -- if by "work" you mean, bring in new business. Think
about your own ads. Even if they already generate leads or
create sales for you, don't you have the sneakin' suspicion they
could be working a lot better?
Here are two reasons why most ads don't work at all -- or if
they work, why they deliver far less business than they could:
1. Most ads don't get the attention of your prospects. This is
pretty basic. It is physically impossible for prospects to
contact you unless they know about you, and if you're counting
on them to find out about you from your advertising, then step
one is for your ad to get your prospects' attention.
Unfortunately, some ads actually do get attention, but…
2. These ads get the attention of your prospect in the wrong
way. For an ad to generate a qualified lead or create an
immediate sale, it must start off on the right foot. That
"right foot" sets the right tone and invites a qualified
prospect to call you. I just saw an ad in Newsweek that still
has me wondering what it's about and why someone spent tens of
thousands of dollars on it. (Bet it wasn't their own money.)
The ad shows a boy on a bicycle flying through the air, out in
the wilderness. The headline, in a semicircle, says, "They will
always fall before they fly." Since I'm not a kid and I'm not a
parent, it doesn't do much for me.
But wait -- even if I were a parent or a kid, I still don't
think this ad is going to sell me on anything that would make
the advertiser any money. If I were a kid, the only thing this
ad could sell me on is taking these kind of risks to annoy my
parents. And if I were a parent, the only thing I can imagine
this ad would sell me on is making sure my kid never rides his
mountain bike in hilly terrain -- since, obviously, the kid in
the picture is on a collision course with certain death.
I've got to hand it to this ad in one department -- it's
interesting. It got my attention. But that's as far as it got.
The Headline's the Thing
Let's get off this negative track and look at some ads that I am
certain are making money. These are not from a glossy national
magazine, but small ads from today's local newspaper. (By the
way, small ads that run in the newspaper are usually paid for by
the person who wrote them. And these ads get to the point and
are likely to be profitable. Hmmm...I wonder if I'm noticing a
trend here...)
All I'm going to show you are the headlines of these ads. But I
promise you, the headlines are all you need to see. Tell me if
you can guess what each ad is about, and who its target market
is:
1. "Lose 3-5 Pounds Per Week With the System Proven by Over
90,000 Successful Patients"
2. "Up to 40% Savings on Heating and Cooling Costs With a
(Brand Name) Foam Roof"
3. "Men and Women -- Remove Unwanted Hair Today!"
Now, I know what you're thinking. Not very clever. Not very
hip. In fact, those headlines are downright boring!
Hmmm. I have two things to say about that. First, if you have
tried everything under the sun to lose 40 pounds and you are
frustrated to the point of tears, then headline number 1 isn't
that boring to you. (And I would say the same regarding people
in the target market for headlines 2 and 3.)
The second thing I want to say is, yes, and it's also pretty
boring to stand in line at the bank waiting to make a large
deposit into your business checking account. But you know what?
Once you've gotten past that boredom barrier, it's actually
sort of nice. You know?
And here's some interesting news: A good headline on your ad
will get you 90% of the way from the agony of defeat to the
ecstasy of advertising success -- so you can deal with weighty
issues like the boredom barrier and what to do with all that
money.
David Garfinkel has been described as, "the world’s greatest
copywriting coach." He’s a successful results-oriented
copywriter and the author of Advertising Headlines That Make You
Rich, which shows you how proven money-making headlines
customized for your business can increase your profits by 1700%.
http://www.roibot.com/r_hl.cgi?R19350_hl2tbaptext
4) ======= Alter Eagle =======
[Products and services that we recommend]
Success Secrets: How To Be More Successful!
(Requires Windows 95/98 and Internet Explorer v4.0 or higher.)
Through this e-book, learn how to:
Discover what you want from life and how to set the goals
Emulate the characteristics of successful people
Be wealthy by following a simple formula
Find opportunities as you develop a positive mental attitude
Attract friends, money and power
Gain the co-operation of other people
Program yourself for success
How to avoid the major mistake that most people make
http://www.ksinclair.com/ebooks.htm
