Assisted Living Homes: Nov 5, 2007

Hi peace,

Welcome back to 'Selling to Human Nature'. Proven Sales,
Marketing, and Advertising tips and resources that tap into
the incredible power of human nature appeal. To Sell More~!

This week's feature,

'What Great Advertising Really Is'

Many business people have a distorted view about the
distinction between sales and marketing. The common view
looks something like this. 'Market by advertising to get
your name out there, so that people will be familiar with
you when you come knocking on their door to sell your
products and services'.

And off they go, to promote their company with image
advertising that shouts to the world how great they are.

They hope, and they pray that some how, some way, the
message about their brand will stick in people's minds.
Never knowing if it does, or if it doesn't. Or whether their
marketing dollars are paying them back in increased sales.

Some even think that a cutesy jingle, or slogan is enough to
get their phones to start ringing.

This all too common approach, is a huge waste of time, and
money. Never let an advertising rep tell you any different.

Sales and Marketing are far more alike than most people
realize. The sole purpose of marketing, and advertising is
to make sales. Full Stop.

If you don't know how many sales dollars your advertising is
really bringing in, stop advertising.

Advertising must do much more than just get your name out
there. It must educate, qualify, convince, and persuade.

Great Advertising is Nothing Less Than 'Salesmanship in
Print!'

Think of it as a sales presentation that's geared toward
accomplishing a carefully defined objective, whether that
objective is the actual sale, or a step toward it.

Most successful campaigns are in fact a series of graduated
commitments, leading up to a transaction. It might start
with something as simple as an exchange of information. For
example, the prospect's name and address, in exchange for
some information about solving a problem. That's always a
winning formula.

When a prospect takes this step, they are actually
qualifying themselves, persuading themselves, and giving you
permission to follow up with them, all at the same time. And
without any investment in personal selling.

After all, why should you waste your valuable time talking
to a prospect that isn't already highly qualified, and
predisposed to buying from you?

The key to profitable sales, marketing, and advertising lies
in the response. Yet 90% of businesses fail to ask for, and
track incremental response in their advertising. The only
thing they track are sales, and then wonder why their
results are so abysmal.

Why Is Incremental Response So Important?

Because it tells you what you're getting, so you can change
what you're giving, until you get what you want.

The majority of people need to be exposed to your value
proposition more than once, before opening their wallets
anyway. Why not play an active role in the process, and
track the response you get to each successive stage of
commitment?

Think of a pyramid, with rows of blocks piled one on top of
the other. The wider you build each row, the better your
chances of getting to the top.

If all of this sounds just too simple, and you don't believe
it has the power to line your pockets with all the money you
want, think again.

There are millions of businesses out there that just don't
get this.

Nobody knows for sure how an individual will react to a
given message. But en mass, human nature is as predictable
as the hands on a clock. If you broadcast a message, the
collective response will consistently come back to you
within an amazingly small variance. So measure your
response, try things, and repeat. It's that simple. Stick
around this newsletter for ideas.

Sounds great Daniel, but how do I do this without going
broke?

Throw up a website (If you need a good hosting account,

http://www.hypertracker.com/go/dlevis/sitebuildit2/), open
an Adwords account with Google, and track your investment in
real time. You'll get instant feedback, and changes are no
cost. The whole set up runs for about the cost of a few cups
of coffee a day.

Think of it as your own personal marketing laboratory. When
you get a winner, you can replicate it in other more costly
forms of media.

Speaking of Google Adwords, it's an amazing tool, but it's
not as easy as I just made it sound. Getting your targeting
just right, so you don't get your keywords disabled is a bit
of a trick. Most people find it extremely frustrating at
first. It's like a bucking bronco.

My colleague, Perry Marshall has written a very helpful
e-course called '5 days to success with Google Adwords', and
there's no charge for it. You can find out about it here

http://www.hypertracker.com/go/dlevis/adwords2.

And remember, it doesn't matter if you're selling printed
circuit boards, herbal remedies, or anything in between, the
same principles apply.

Until next time, Good Selling.

Best Regards,

Daniel Levis
Selling to Human Nature

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