Sales and Marketing - 9 lies you need to be aware of:

Lie #7:

'People need to see your advertisement 6-12 times before they'll remember it.'

If your ad does not work one time, it ain't going to work twelve times.

This lie is used to sell all sorts of advertising space and campaigns that are a waste of money. And because the people who tell you this ALSO tell you you can't measure advertising, you have no way of knowing whether they're right or wrong.

You pull the big black checkbook out of your desk, spend a bunch of money, and you have no idea what you got back. What a horrible feeling that is!

First, figure out how much response you need to make it pay off. Play with the elements of your ad, running it in an inexpensive place, until it gets the response you need - THEN run it six to twelve times.

When you measure the effectiveness of advertising - and systematically improve it - you'll discover that some ads produce 20 times as much results as others. When you discover formulas that truly work, you won't just run them 12 times - you might run them for years. And you'll make profits all along the way.

And when you actually test marketing messages for performance and experiment with them, you'll find that tiny changes in wording have ENORMOUS effects on response.

Example: just this week I was experimenting with an advertisement I'm running for a client. I did not change any words; I just reversed the order of TWO SHORT LINES of text. The response to the ad increased by THREE THOUSAND PERCENT (!).

It's absolutely SCARY to think about what can happen if you're not testing things. And it's absolutely incredible what happens when you are.

By the way, you know where those two lines of text were? They were on a little advertisement running on the right side of search page on GOOGLE.

Google has a system called AdWords which enables you to bid on any words or phrases you want, have your ads ONLY show up when people search, and you only pay when people click and visit your website.

It's hands-down the FASTEST way I know to generate sales and sales leads. My colleague Perry Marshall has written a free, 5-day mini-course on Google Adwords:

Perry Marshall/Google Adwords

I took this course when I first started using Google Adwords to promote affiliate products. His insight into this marketing tool saved me a lot of money. More importantly it helped me make money. Once I completed this mini-course I purchased his "Definitive Guide to Google Adwords" which actually provides screen shots of Google ads he created in various marketing experiments. So you get to see from start to finish how it's done and more importantly you begin to understand the mindset that's needed to succeed with Adwords.

The good news is, 95% of companies don't test their advertising. Your competitors almost certainly don't. If you do, you have a clear advantage over them.

Tomorrow I'll attack Lie #8:

'If you want to educate customers about new ideas, you have to buy 'em all doughnuts, lunch or dinner, and do a big dog & pony show.'

Comments? Ideas? Feedback? I'd love to hear from you. Just reply to this ezine and tell me what you think.

I'll be in touch very soon,

Luis

www.internet-home-business-builder.com

P.S.