Almost ALL advertisements fall short of the advertiser's expectations and most of them are just a plain waste of money! How can I say that?

Just look around, you'll see ads everywhere. How many of them actually make you stop and pay attention. Not many, right? Why? Because most of them only look good. They DON'T: • Capture the attention of the target market • Give enough information to make the decision making process easy • Minimize the risk of taking the next step in the sales process

Every successful marketing campaign MUST reach the prospect at these 9 Touch Points to avoid the most common & costly mistakes! As you will see, the design of a successful piece of marketing material is not that hard to put together. The goal is simply to get your message across in the clearest way possible.

Effective copy is fundamental for the success of any marketing material. For a marketing piece to be effective, it only needs to contain the elements described below:

1. Grab their attention

Fight for their attention with a powerful headline that brings up emotion! Depending on your product or service, and your target market, your headlines should promise them one of two things: Promise to take them away from their problem or promise to bring them towards pleasure. • Dentists remind us that our untreated cavities will lead to loss of our teeth • Cosmetic Dentists focus their advertising on how beautiful our smile will be if our teeth are straight and "pearly white". How confident we will feel...

Think about your target market, what's their state of mind? Are they more likely to take action to gain pleasure? Or to make the pain they're in go away?

2. Shake their confidence in what they are doing NOW! OK, you’ve got their attention. For you to keep your prospects’ full attention, so they will continue to pay attention to your message, they need to wonder: • Are they getting the best possible service or product for their money? • Are they doing enough? • Are they doing the best they can?

3. Build their confidence in you Now that you have shaken their confidence in what they are doing, you need to build their confidence in you… • You have to prove you have the solution to their problem. • You’ve got to convince the prospect that you are good at what you do and that you’re qualified to solve their problem. • Show them how your product is something they can count on to do what you promise. • Prove to them that your product can do what you promise. Start by telling them: o How you differ from the competition? o What are your credentials? o Do you have documented test results? o Do you have a very high percentage of satisfied customers? o Do you have professional recognition from peers within your field?

4. Wow them with your service You may be the best at what you do or have the best product but if your customers can’t get a hold of you when they need you, how valuable are you? Here are some examples: • 24 hour hotline - to answer common questions • Do you make house calls? (especially if it's not the norm in your industry) • Do you offer one on one service, convenient hours or pickup & delivery - going that extra mile brings great rewards

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