The Ultimate Top Secret Marketing Report for Small Business Owners, CEO’s, Marketers, Affiliates, Sales People & Entrepreneurs

Follow this advice to the letter to make sure that you don’t make the same marketing mistakes everyone else makes. Have you ever wondered why most new businesses fail in the first 1-3 years? here’s  why!

If You Can’t Accurately Measure Your Advertising Then You Must Stop It Right Now!!!

Most people advertise because they believe they have to or they see their competitors doing it.  It’s a big mistake to think “if they’re doing it, it must be working”.

It most likely isn’t working for them because they, like 99% of all advertisers, don’t test and measure their advertising. It sounds hard to believe but it’s true.  Most advertising reps and ad agencies know this and that’s why they make so much money.  One of their tricks is to tell you that your competitors are advertising in a particular magazine or website and YOU SHOULD BE DOING IT TOO.   They used the same script with your competitors.

You see it all the time – people advertising something for no reason.  If there is nothing exciting for you to advertise, don't waste your money to advertise it!

This is precisely what the smart & wealthy online/offline marketers have been doing successfully for years, yet most people are too lazy to take the time to implement this simple but highly effective strategy in their marketing.

One of the reasons that Radio and TV Advertising can be so high risk, is because it's virtually impossible to accurately test it on a small scale. You should never invest in Radio and TV Advertising unless it's money that you can afford to lose.

Most businesses have got so much advertising going on and are probably doing ok, but what they don’t know is that the 80/20 rule applies. Or more accurately, the 95/5 rule.
So 95% of their business comes from 5% of their advertising. Imagine what they could achieve if you knew precisely what 95% wasn’t working, stopped it, and placed 95% of your wasted advertising revenue into the 5% that is working? The results would be mind-boggling!

An excellent ad tester, split tester, Autoresponder, Database, Affiliate manager & shopping cart that I personally use can be found here.

There are effectively two types of advertising – direct response advertising and brand advertising.

One of the 7 great lies of advertising is “Get your name out there and run some ads.” This lie was the key reason for the big DOT.COM crash in 2000.

Here is a top secret tip. The ad agencies and newspaper reps don’t know how to advertise! I’m serious, ad reps and ad agencies haven’t got a clue how to advertise effectively.  Sure they’ll create great looking ads, with nice images and cute headlines but guess what? Here's an ugly truth:  Ads that win awards rarely generate sales.  And ads that sell rarely win awards.

The only type of advertising you should use is direct response advertising. The only purpose of direct response advertising is to produce a clear response.
If you want to save yourself a fortune in business then remember this - All advertising MUST do one of two things:

Generate Sales……… or……… Generate Sales Leads

By doing this you can instantly tell if this ad, newspaper, banner, campaign is working!
Your ‘branding’ and ‘image building’ is a secondary benefit of direct response advertising.

Here are the 3 fundamental reasons why most corporate advertising doesn’t work:

The trick is to get people to send you their contact details in exchange for a Free offer, report, guide or DVD so you can then plug them into your marketing funnel.  If you have a larger business, you may even want to set up a separate phone line with a number that only appears in your ad. If you’re directing people to a website, you may want to set up a special web page that also only appears in your ad. This will ensure that you can clearly identify who, if anyone is responding to your advertising.

Tell this to your ad agency or ad rep and watch them get angry, go red in the face and start stamping their feet.

Here's why:

You have LESS than 10 seconds to get your visitors' attention, and show them you've got the perfect solution to their problem. So the first thing they should see is a headline that clearly states the biggest benefit your site has to offer!

Red always out performs black!

If no one sees your headline they are unlikely to see your ad. The most important element of any ad is the headline. One small change here can increase or decrease your response rate by as much as 700%.

Everything you say in advertising must be very, very specific. A headline should talk about your customers, not about you because no one cares about your company. It should grab people's attention and get them to read your ad.

A headline should not attempt be cute or clever, unlike ad agency style advertising, it should offer a benefit, provoke an emotional reaction or just get people interested enough to read more. Do NOT mention your company name; it’s a waste of space. No one cares about your company, they only care about their problems and how you can address them!

Here are some real examples:

Bad Headline: New Weight Watchers Diet Hit the Shelves

Good Headline: New Diet Burns Off More Fat Than a 98 Mile Run Every Week

Bad Headline: New Study from Sydney University Claims 35% of all men are unfaithful

Good Headline: 7 Ways to Tell If Your Partner Is Cheating On You

Which ad is more interesting? Which one grabs you?

The company/Institution should never be in a headline.

A good place to study good ads is in the Cosmopolitan magazine. The Cosmo editors admitted that they spend more time choosing good headlines than they do on choosing the articles to put in it! After all if the magazine doesn’t get bought and taken off the shelf, it doesn’t matter how good the stories are! Anther good resource is the headlines on the ww.msn.co.uk homepage.

Here are some powerful headline strategies, which also work extremely in newspapers, magazines and with Google Adwords:

Every piece of advertising, every webpage, sales letter, brochure or banner ad that you send out must….MUST …. include ALL of these ingredients.

Not some stupid wimpy statement like ..please contact us for more information….yeah that’s going to make them jump of their seat and lift the phone………………………. Think about it!

Strangely most advertising doesn’t include any of these ingredients or at best, there’s at least one missing! If you do NOT include all of these ingredients in all of your advertising then please send your advertising budget to a good charity where it might do some good.

Remember newspaper ad reps, yellow pages rep, ad agencies….. anyone who makes money selling advertising will do anything to convince you otherwise, after all that’s how they get paid but they really CANNOT to be trusted! You have been warned!!!!!!!!!

“If someone buys a drill, they don’t want a drill, they want a hole. So if you want to sell drills, you should talk about holes”

I don’t know who wrote that originally but I got it from Perry Marshall. This is another classic mistake most people make.

You should always talk about the benefits of your product or service - not the features. This is fatal marketing mistake made by nearly everyone.

Here is a great example of a bad brochure:

"The 2001 model has a 220-horsepower V8 engine, antilock brakes, traction control, automatic safety restraint system, and both front- and side-impact airbags."

This statement may excite the car fanatics, but the average consumer (and by "average consumer" I also mean you, me and "most of them") is lost after the word "model."

Speak to consumers in their language:

"This car has a very powerful engine, so it won't need to work as hard as one with a smaller engine. You'll find it a pleasure to own, especially when you want to merge or pass. The extra power will also help you avoid obstacles and quickly get you and your family out of harm's way, while the extra safety features ensure you're all safe and secure. And it's great fun to drive!"

Emotions are the gateway to making a buying decision. People buy on emotion and then they justify it with logic.

Therefore, appeal to their emotions first and foremost. Benefits are the language of emotion. Features are the language of logic. Even people who insist they buy logically or based on features do so because that's what makes them feel better.

I often meet people who will insist that they only ever buy on logic. There’s a big difference in what people say and what they do! If it was true that everyone only bought using logic, they would all be driving Skoda’s!

One of the common problems companies have translating their product or service features into benefits is that they are "looking at the label from the inside of the bottle," in the words of best-selling author and ad guru Roy H. Williams. “In other words, because they know too much about their businesses, they often assume that others, too, not only want to know them but also should know them. These companies all their spend time (and money) "assuming."

The Steak: Here's another example to illustrate my point:
"This ring features a 1.4 carat, pear-shaped cut white diamond with an SI1 clarity grade and an H colour rating….."….. What ?

Unless you're a gemmologist that's just nonsense

The Sizzle: Here is what will sell diamonds better:
"Imagine that special evening when you gently slip this on her finger and stare intensely into her eyes. She peers at this symbol of your devotion, the promise of your future together, and tears begin to glisten. An adoring smile spreads across her face, and at that moment your love is sealed forever."

Ok, I know I’m pushing it here but you get the point!

This applies to EVERY business, industry, product or service. Sell the Sizzle, Not the Steak!

Don’t for a minute think that all your competitors are advertising somewhere because their ads are producing great results. They’re more likely to be there because everyone else is and most of they won’t have a clue if their advertising is working. Don’t let your ego make you advertise somewhere just because you want to be seen to be in with the big boys.
A few years ago I did some market testing for a large student Gap Year organization who's strategy was to simply advertise on every website their main competitors were on. We discovered that none, I repeat, NONE of the banner ads we tested produced any sales. Yes, they produced clicks to the website but not one of these visitors signed up! This compared to 2% of clients who found them via Google Adwords. By stopping the banner ads I saved them over 50,000 USD per year.

Can you see the power of testing and measuring?

The Emperor Has No Clothes - by Dan Kennedy

"Most people and companies and institutions are not what they appear to be or represent themselves to be. I realize this is a pretty cynical approach; I'd substitute realistic, but take your choice. However, the really astute businessperson NEVER takes anyone or anything at face value.

For example, there's a tendency for small businesspeople to be impressed and intimidated by their big business counterparts. But if you could really get inside those giant companies, you'd discover they are like giant dinosaurs; big, bulky bodies, pea-sized brains. If you can't outsmart them, you can't outsmart anybody!

For example, there's a tendency to be intimidated by experts. Patients are reluctant to question or challenge their doctors (and die left and right because of it), clients are reluctant to question their lawyers or accountants. As somebody who sells himself as an expert, I suppose I should keep my mouth shut about this - but, my experience is that most experts are full of BS. For starters, I'd watch out for "fat doctors" and others who do not live their own expertise. The last thing a blind guy needs is a blind guide dog.

Most emperors have no clothes. The right way to look at this, I think, is as a confidence builder, not a cynicism builder. It should encourage you to take responsibility, to make your own decisions, to act on your ideas." - DK

Generally speaking, advertising is one of the least effective ways to grow your business. Surprised? MBA’s graduates and ad reps will never understand this unless they were spending their own hard earned cash, which of course they never have.

So if you shouldn’t advertise, how can you generate customers or sales?

There is seldom any MAGIC BULLET in marketing, rather it’s a series of many automated systems that come together to produce a steady stream of customers. There you have it there’s the secret right there. Just don’t go throwing your money around and hoping for the best.

You should be using a combination of up to at least ten other marketing strategies and you must test and measure each one, continuously.

Wrong Question - Wrong Mindset

A marketing genius in New York back in the 1960’s (I can’t remember his name) who said he always got asked the same question everywhere he went.

The question was “What is the single biggest thing you do that generates most of your customers”. His reply was “I don’t know of any one thing that brings in most of my customers. I do know however of 48 things I can do, and I will do, to bring in one customer”

Brilliant!

In other words, you should be using a combination of up to at least ten other marketing strategies. It might take a bit of work at first but there’s no other way around it. Implement these 11 strategies below into your business, sit back and watch the sales come in.

Here are some examples of the top marketing strategies:

Conclusion - The Reality of Marketing

The biggest objections that I get happen to be some of the biggest myths in marketing. It really amazes me that many who starts out in business seems to have various opinions of what does and doesn’t work, even though they have never even read a book on marketing. Some believe that my emotional marketing methods and seemingly unconventional approach won’t work in their business or their industry. Or they’ll say “That’s fine for consumer marketing what about selling to large businesses or corporations?”

Well here’s the truth………..if you’re easily offended then don’t read on!
Businesses don’t buy anything, they never have, they never will. People buy things….human beings…..the same emotional creatures who buy things on the internet for EXACTLY the same fundamental reasons they did at the local market 2,000 years ago! The only thing that has changed is the tools & media we use. Why is it that despite advanced modern technology, ‘word of mouth advertising’ remains the most powerful form of marketing available?  Yes, it's true; hands down it’s still the best!

Stop and thing about this for a second………

There’s no such thing as an internet business. If you advertise in a newspaper does it mean you have a newspaper business? The internet is an advanced media, a fantastic lead generation and delivery tool...if used properly! Those who think they have an ‘internet business,’ have gone bust or they will go bust.

Mark my words! Attitude Is More Important Than Aptitude

I almost finished this report off by saying “I wish you the very best of luck” but luck has really got nothing to do with it. Your success will depend on your burning desire to succeed and if you’re prepared to learn the skills necessary to succeed in any business.
Most, if not all, successful entrepreneurs learn from their mistakes. They keep making mistakes and they keep learning. They are able to see the reality of what happened. Those who fail in business and in life consider these mistakes and misfortune as bad luck or they blame others. It’s no coincidence that most successful people have gone bust a few times before they picked themselves up, re-evaluated what happened and started all over again.

Everyone Has an Opinion and Everyone Has a Bum
Your opinions don’t matter. The opinions of your friends, family, spouse, other business owners, the guy down the pub… DON’T matter. What works, works. Why It works….. doesn’t matter.  The definition of luck is, “When preparation meets opportunity”. All you need to do it get prepared and the opportunity will not pass you by.

If you don’t agree with me on any of these points, then please don’t bother writing to let me know because I’m not interested in wasting my time debating things i KNOW works V things you THINK works.

I’m not on some crusade to educate those who don’t want to be educated.  I will not scream at deaf ears.  I no longer waste my time in email conversations or forum debates and I often sack clients who I consider to be tire kickers or just too negative.
I am looking to form long term relationships with special people who want to learn and who want to succeed. Even if you’ve failed many times before, you may well be the person I’m looking for to be my next success story!

Are you ready?

To your success

Jimmy Krangol

PS. In my inner circle coaching & mentor programs I teach people all the top secret marketing and success strategies necessary to; start a profitable business online from scratch, reinvent their existing business, avoid the most common mistakes, raise their prices, work less while earning more, eliminate advertising waste and instantly double their profits. There are only a few seats left so join today......... before your competitors do!

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