January 2018 article
When writing for greater response
I was stuck. My advertising - online and offline - wasn’t working. I’d been so confident, so determined, so focussed - and there was barely a trickle of response!
The advertisements were for my new sideline business when I was in my late twenties. The business: Running workshops in the area of improving a person's intuition. I’d run these workshops, after hours, whilst I continued to work my day job in marketing promotion. Well that was the plan anyway.
Brian Sher, my friend, had solved some marketing problems that had baffled everyone. I called him to ask for some feedback over lunch.
Brian listened carefully to the scenario and then stated, “Mike, you’ll never write a good headline unless you understand the specific pain of your prospect.”
“You’ll never write a great headline unless you understand the specific pain of your prospect.”
The words struck me so strongly. I knew this was something I'd have to remember. We ordered our lunch at Tropicanas in Darlinghurst, Sydney.
Brian then talked about his experience with the principle as it related to response oriented advertising (not branding type campaigns - they are a different ballgame).
“When we started the Redwood Clinics, we were so focussed on anti-aging as being the next big thing - the next big market. We talked about anti-aging, read about anti-aging and attended anti-ageing conferences.” said Brian.
“The problem was, Mike, that our ads weren’t pulling. This went on for a couple of years.” I was intrigued by his confession of failure. Brian continued, “one day I got some feedback from the only guy I knew in that industry who happened to be making money. To read the full article, click here.
Michael's May 2017 article:
This might sound like a big claim but, believe me, the opportunity is very real. I've achieved exactly this for a number of local clients in recent months. The results are a huge standout from all other customer acquisition tests.
To do this we need to investigate one social media offshoot. It's known as Google Plus Customer Ratings.
Before we look at Google Plus Customer Ratings in depth, I want to say something: A very small number of social media opportunities are immensely powerful for marketers. Most, I believe, are over hyped and many are just plain useless. Read more...