Go To Work In Your UNDERPANTS!
Go To Work In Your UNDERPANTS! By Neil Moran
http://www.forfreedom.ws Copyright © 2004
A Step-By-Step Guide for creating imaginative order pulling
adverts for both on and offline marketing
OK, let’s get started!
Rule One - The Headline The headline is without doubt the most
important part of your advert, that big chunky text at the top
of your ad, if this doesn’t grab their attention then you’ve
lost a potential customer/sale.
The sole function of your headline is to get the readers
attention so that they will read the rest offer your offer,
right? That’s obvious, but pick up any newspaper and take a look
at the classified section and look at all those lousy headlines
:-
Increase Your Sales Today Beat Inflation
The above headlines hardly make you want to read on, do they? In
fact they’d be lucky to get a second glance.
Let’s say, for example, you was trying to promote a book about
working from home on the Internet, what would be a good
imaginative headline?
Learn How To Work From Home On The Internet
Yawn!…Boring! Not exactly imaginative is it?
Or
Go To Work In Your UNDERPANTS!
Hhmm….No prizes for guessing which headline would get their
attention!
Rule Two - The Sub-heading With the sub-heading you should just
give the reader a couple of lines of text to draw them into the
main body of your advert, such as:-
Millions of people all over the world are making a fortune
working in their underpants! Discover how YOU can do it too.
Now they’ve just got to read on, I haven’t even mentioned the
Internet yet, I’m pretty sure they’ll want to know what I’m
talking about.
Rule Three - The Body Text The body text of your advert is where
you have the chance to ‘sell’ the reader your product, it’s time
to make that sale!
This is where a lot of people blow it, instead of concentrating
on what benefits the customer can gain from their product or
service they just ramble on how good their company or product is.
For example, for the Internet book I could write:-
“I’ve been marketing on the Internet for over 20 years, last
year alone I made over £250,000 from selling just one product…”
So what? Big deal! I’m not interested in how good you are, what
can you do for ME, the customer?
Make a list of all the benefits people will get by buying your
product and work them into your body text keeping the focus on
your reader.
So, for the Internet book we could have:-
Discover the free way to get thousands of people advertising
your product and YOU keep all the profit!
Learn how to start your own Internet business for less than the
price of a pizza.
How to get your hands on top selling Internet products free.
Get a systematic marketing system that works while you sleep.
Insider secrets to e-mail marketing revealed.
How to TRIPLE your sales using one simple technique that doesn’t
cost a dime!
How to advertise your product just once and keep on selling it
for years to come automatically.
How to build websites which really pull in the money and that
take less than an hour to build. etc. etc.
That’s better, now we’ve got their interest peaked, they are
surely intrigued by now, we still need some more body copy to go
along with these bullet points, such as:-
Discover how you can earn what you want, when you want without
leaving home!
For the first time ever a top Internet marketer teaches you how
to stake your claim on the Internet spending little to no money.
You don’t need any Internet knowledge, business premises or
employees, just a home computer and this powerful book. This
step-by-step book will teach you how to….
Rule Four - The Coupon / Order Form The coupon or order form
should ALWAYS restate the price and briefly describe what you
are selling.
If the price is right for them, they will then read your entire
advert before making a buying decision.
Keeping this in mind, it would be WRONG to have the coupon or
order form say:-
“Please send me a copy of How To Work In Your Underpants, I
enclose a cheque for £14.99 made payable to Joe Bloggs….”
This is wrong because you haven’t resold the product, it should
look something like this:-
“Yes, I would like the secret inside information on how to make
money on the Internet, please send me a copy of the book How To
Work In Your Underpants. I enclose a cheque/P.O. (Includes
postage and packing) for £14.99 made payable to Joe
Bloggs…..etc”
Now anyone who has just scanned your ad and gone straight to the
order form will be intrigued enough to read the whole advert!
Don’t confuse your customers
You must be very clear as to how much your customer is going to
pay, don’t confuse them, a confused customer won’t buy!
If your product costs £20 plus £5 postage and packing then your
order form should say:-
“I enclose a cheque/P.O. for £25 (£20 plus £5 p&p) made payable
to Joe Bloggs”
If you do not P&P then you should state this in on your order
form:-
“I enclose a cheque/P.O. for £25 (price includes p&p) made
payable to Joe Bloggs”
It is common practise to inflate the p&p price in order to
deflate the product price, don’t go over the top though.
Whenever you see the word ‘handling’, as in ‘post, packing and
handling’, you know that you are seeing an inflated p&p figure.
The word ‘handling’ can be used to justify any amount of expense
if someone queries the fact they have been charged £8 p&p and
when they get the product it’s got a 50 pence stamp on it.
Rule Five - The Guarantee You’re selling a quality product,
right? There shouldn’t be any reason why the customer will be
unhappy with your product, is there? So you should be able to
offer customers a full, no questions asked, money back guarantee.
Don’t put any conditions on your guarantee, i.e., “if you’re not
100% happy with your product, just return it with it’s original
packaging for a full refund”, with a guarantee like that the
customer will think, “Oh, I see, if I actually take it out of
the wrapping they won’t refund my money! sneaky !#@&*!”. Keep it
simple and put a time limit on your guarantee:-
“If you’re not totally satisfied with the book Go To Work In
Your UNDERPANTS! simply return it within 30 days of receipt for
a full refund.”
Rule Six - Typefaces & Graphics The purpose of your ad is to get
the readers attention, there’s no need for fancy typefaces,
colours or images (unless it’s a picture of your product).
Make it easy for the customer to read, there’s no need to give
them a headache or eye strain when they read your advert.
Rule Seven - Always ‘Close’ The Sale Anyone who’s had any kind
of training in sales will be able to tell you the importance of
closing a sale which is basically a quick run down of the
benefits of your product and then asking for the order.
No matter how good your advert is, if you don’t close the sale
at the end of your advert, that’s another potential customer
lost! You must evoke some kind of buying action, make them see
that they’ve got nothing to lose by just trying your fantastic
product, get that order! i.e.:-
“Order your copy of Go To Work In Your Underpants TODAY and try
it out for 3 whole months, if the secrets of Internet success
outlined in this incredible book don’t work for you just simply
return it for a FULL, no questions asked, refund.”
Rule Eight - Make It Easy To Order Offer as many different ways
for them to pay as you can, cheque, postal order, credit card,
egold, or paypal etc.
Try and offer a FREEPOST address for them to send the money,
it’s bad enough trying to find an envelope in most households,
never mind a stamp.
Make sure it’s clear EXACTLY how much they have to pay for your
product, including postage and packing, i.e.:-
“I enclose a cheque/P.O. (Includes postage and packing) for
£14.99 made payable to…”
Don’t expect people to calculate it for themselves.
If you don’t have a coupon or order form on your advert, let
them know they don’t have to write you a letter explaining why
they’ve sent you a cheque in the first place. For a no coupon
advert you would write something like:-
“To order your book, write your NAME and ADDRESS on a piece of
paper, enclose a cheque/P.O. for £14.99 (includes postage and
packing) and send it to Joe Bloggs FREEPOST, 14 Anystreet,
Sometown, England.”
Rule Nine - Know Your Target Audience & Market It’s very
important that you know who your target audience is and that you
craft your adverts accordingly.
Don’t use long words that most people wouldn’t know the meaning
of, keep your sentences short, simple, and to the point.
How would your product benefit your target audience? Why should
they buy your product? What are it’s key features?
Never talk about ‘you’ in your adverts, the customer only cares
about ‘themselves’ and how your product will enhance THEIR lives.
OK that concludes the rules for crafting order pulling adverts,
you may not be able to sell ice to the Eskimos, but you’ll at
least have a better chance than most!
