online-marketingstore.com

Have you noticed recently that Alka-Seltzer has brought back one of its old ad campaigns: “I can’t believe I ate the whole thing”. Only this time around with Peter Doyle and Doris ?, most recently from ‘Everybody Loves Raymond.’ The thing to point out immediateley is that this marketing campaign is most certainly the right match, to the demographics of the product’s aging customers. Generation X’ers don’t use Alka-Seltzer.Why? Well first off it can’t be delivered by e-mail!!!

And as a minor point,we are certainly going to be noticing that the recycling of old advertising will become an ever increasing trend in the coming years.

The other day I also happened to stumble across a new TV commercial for the very first time. This time it was for a “new” extreme version of the old”over the counter” version of Pepcid. This is actually a medicine intended to treat a much more serious condition, but it is now being used as an alternative treatment to Tums or Alka-Seltzer.The big point of difference is that it is taken before eating the food, that you already know will give you problems and try to kill you! Rather than taken afterwards, as in most similar products case. In other words “pop the pill” and eat the pizza!

Some years ago, when Dan Kennedy was a heavy drinker, grossly overweight and eating junk food 24/7,he suffered badly from stomach troubles and used to joke constantly about sprinkling Tums on his food as seasoning! In his first sales job,he often tells the story of the guy that was duly appointed as his sales trainer. A 30 year veteran territory rep, who ordered a drink comprising of three glasses in the bar. The first glass, straight Scotch, the second glass, iced water, and in the third glass,ice only, to which he added Pepto-Bismol. Then he would sip glass #1, #2, #3,followed by #1, #2, #3 and so on!

Anyway, the new Pepcid slogan is a real dandy: FEAR NO FOOD.
If they are really smart,(and I bet they aren’t), they’ll make up T-shirts, start a “Fear No Food” Club, get a Club celebrity endorsement who is known for over eating, etc. It reminds me of the old “Plop, plop, fizz, fizz”, “oh what a relief it is!” slogan. This was also a terrific one, because it instantly tied the entire experience of using the product and the promise into the one single sentence.

USP’s (unique selling propositions),slogans,“elevator speeches” are all important items. Particularly When you get them right, when you can capture and hold a piece of the marketplace’s mind as your proprietary territory. When they think of product or service “x”, they think of you. Truth is, few marketers ever get close to successfully getting into such elevated territory,largely because they can never really,clearly, enunciate what they are about, and then consistently stick with that message. It’s definitely something to aspire to. That is, to being understood, as being about something.

Dan Kennedy hung one of his hats on the “No B.S.” tag for that very purpose. To ultimately be known, as the guy who tells it to you straight, who’s certainly blunt,maybe a little coarse, definitely insensitive, but always delivers value. And I think he’s been pretty successful making this positioning stick. It’s a promise that he has become known for, and known for keeping. This then begs the question for you and your business. Are you about something? Is there a promise you’ve become known for, and known for keeping? What is it? Can you define it in words? Are you communicating that message to the marketplace?

http://www.richardbutler.biz

If you own or operate a Small Business of any type:  How would you like to immediately stop being an “advertising victim”?…..Finally get accurately measurable, trackable results from every dollar you put into ANY kind of advertising, marketing, or promotion?  On demand, attract a flood of brand new customers?  Or spark a huge cash flow revenue surge?  Define and DOMINATE any “target or niche  market” of your choosing…..for less than $3.00 per prospect?  (It doesn’t matter if you own a company selling sophisticated software only to Fortune 1000 companies or a local retail store, what I’m about to reveal to you can “re-invent” your entire marketing process and improve it for the better!)

If you are a Sales Professional :  How would you like to end cold prospecting once and for all? Learn new powerful ways to magnetically attract prospects who are pre-disposed to view you as an expert and advisor, and already pre-disposed to buy from you?  Put an end once and for all to being “screened”, or to playing phone tag? Have qualified prospects eagerly asking you to make time to see them?

If you are a Sales Manager or Marketing Executive:  How would you like to eliminate the fat, waste, and even the uncertainty out of your company’s advertising…..AND…..make your salespeople immensely more productive?

All these benefits, and many more, are readily available — with these marketing strategies, notably the “Magnetic Marketing Systems”.

All this from Marketing guru -Dan Kennedy.  You’ve probably heard of him — or heard him speak.  He used to speak to over 200,000 people each year, appearing in big events with the likes of Zig Ziglar, Tom Hopkins, and Larry King, just to name a few.  Private clients pay him $1000.00 and hour for consultations; $7,500.00 to $15,000.00 plus royalties to develop marketing documents, tools, and campaigns.

One of his hottest, most in demand topics and consulting specialties is — “Magnetic Marketing” – and he gets rave reviews from the individuals and companies who acquire and use his Magnetic Marketing Systems and Strategies, across hundreds of different types of business or industry sector.    

I promise you that you, too, will be amazed at the power of his unusual yet proven methods. To be able to virtually transform businesses and sales careers from struggle or ‘average’ to meteoric growth and extraordinary success at amazing speed.

 I Outright Guarantee You’ve Never Got Your Hands On Anything Quite As Powerful And Practical As His Materials.

In this blog and the various resources that I will introduce, I will be looking at how Dan’s Magnetic Marketing can be utilized in all types of situations to deliver qualified prospects to the door!

How to implement his ideas and techniques in all types of business?  How to measure and track marketing campaigns? How to get the best “bang for the buck”!

Both offline and online. Plenty of tips and tricks to get the most out of his materials and ideas.

In summary what is “magnetic marketing”?

Magnetic Marketing is all about positioning instead of prospecting, about attraction rather than pursuit of the client. It’s a different combination of marketing message, target markets, and direct marketing strategies that come together in a SYSTEM, to magnetically attract the right quantity of customers or clients, affordably and effectively.

It changes the way that businesses and salespeople acquire their customers.

It involves the development of a compelling marketing message that is accurately targeted or matched to a very specific type of prospect. The quality of the match will determine how hard the marketing or prospecting will eventually be. Then the use of advertising that can be held responsible and accurately measured. No money spent unless this can be achieved. Then no chasing of new customers, which ultimately drives them away. You need to find ways to attract them, and bring them to your door, already pre-disposed to do business with you and not your competition.

This will need a big change in our thinking on how we sell!

http://www.richardbutler.biz

A good copywriter is a great communicator.  Very, very simple.  And copy is just like oxygen, it can
breathe life into any sales & marketing campaign, or take any business off life support.
If you’re finding yourself working harder and harder each day, only to get fewer and fewer qualified leads, learn to become a direct marketing copywriter.
If you can’t distinguish your marketing methods from your nearest competitors, learn to be a direct
marketing copywriter.
If you’re trying to squeeze out the last ounce of profit from a dying business model, learn to become
a direct marketing copywriter.
 On the web or off the web.  You owe it to yourself as a direct marketer … which means getting a direct order, it does not mean going to a store and picking up something to purchase, this is directly.  I’m communicating with you and I’m giving you a way to purchase from me directly.
You owe it to yourself and your business to use copywriting as a secret weapon for the next campaign that you launch, and it will seriously make your response rates soar.  Increase the pulling power of every ad that you have.
That may sound like a commercial, but it’s been indelibly etched in my mind.  I didn’t read it from
anywhere.  It’s just there to know because I remind myself how important it is to write copy.
If I’m not communicating with my reader then I don’t have a sale and I’m not giving them the opportunity
to buy.  I’m confusing them.  That’s what it means to be a great copywriter and it can be easier than
you think if you just record yourself, just like Eugene Schwartz one of the greatest copywriters of all
time.He took a tape recorder with him, wherever he could.
So all you have to do is record yourself or have someone interview you , and take those words about the subject at hand or maybe call your best sales people and ask them “Why do you do so well? 
Tell me how you go about selling all those customers?”
Take those words, transcribe them, and you have about 80% of the research you need.  You don’t
have to be a great writer, but you do have to be a great communicator.

This is an excerpt from the FREE Report “10 Steps To Killer Web Copy” that is available here:

http://www.online-marketingstore.com/download/10Steps.pdf