| The surest way to success in advertising is to find a | | | | $600. For a 50% increase in price - I can expect to |
| formula that works then copy it. | | | | see a 100% or better increase in leads. |
| Sounds simple...but is it? | | | | Why? |
| Yes...and no. | | | | 2 reasons - bigger ads mean they stand out more |
| I have been testing variations of one ad in different | | | | and second - there is more room for more text and |
| papers in my city. Trying to find the best words...and | | | | more reasons for them to call and leave their |
| the best papers...to keep my ads making money. | | | | information. |
| First step of my process is running a small business | | | | One ad I am testing right now was getting 7 or so |
| card sized lead generation ad. It costs me $200 - | | | | calls a day with the business card sized ad. The |
| $400 to run - completely dependent on the paper or | | | | 4″ x 4″ ad is getting 20 calls a day. |
| magazine. I have a very strong headline (which I | | | | Can you see the multiplication effect works in your |
| know because I ran only the headline in the | | | | favor here? |
| classifieds and it brought me business - a great test | | | | Now I test to see how people convert from freebie |
| of the strength of your headline). The body copy | | | | seekers to buyers. |
| offers them a free report and book when they call | | | | If it continues to be successful - I can take those 2 |
| and leave their information. | | | | ads (business card size and 4″ x 4″ |
| Some papers get me 5 leads a month - others are | | | | size) and run them in all kinds of appropriate |
| getting me 25 leads a day. | | | | magazines or papers. If it works in one market and |
| The true test is - how many of those leads end up | | | | one kind of media - it should work just as well in |
| buying from the sales letter that goes out with their | | | | others. |
| report and book. I find the best results (which many | | | | Then again, there are reasons why every single ad |
| times are surprising) and then continue to run them | | | | you run needs a tracking device in it! |
| there as that would be my control. | | | | Some media just will not work for you - despite that |
| Once I have found a proven place to run my ads - I | | | | all the logical reasons saying it should work are there. |
| increase the size of the ads to a 4″ x | | | | So test small, roll out big, and measure everything to |
| 4″ display ad approx) - costs run from $300 - | | | | make sure it is working as it should. |