Lie #7:

‘People need to see your advertisement

6-12 times before they’ll remember it.’

~~~

Kevin,

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.

I talk about this in ‘Guerilla Marketing for Hi-Tech Sales People’ (www.perrymarshall.com/gm) in Principles number 3 and 6.  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.  I’ve written a free, 5-day mini-course on Google Adwords:

http://www.perrymarshall.com/google

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.’

Talk to you soon,

Perry Marshall

http://www.perrymarshall.com/renaissance

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Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, IL