How to Increase Your Advertising Response by up to 721%!

It is easy when you know how… Marketing 101 is:

  • The Right Message
  • To the Right Market
  • At the Right Time
  • In the Right Media

Starting in 1976, I built and sold 3 service businesses in Newport Beach, CA against a horde of 1500 other competitors in Orange County. I was stunned when the Branding advertising strategies I learned in my college advertising and marketing classes did not work for local businesses.

Advertising Response and Profits are Directly Tied to

the Strength of Your Marketing Message

What I learned in the real business world was that the strength your marketing message will make or break all your advertising Return On  Investment. I excelled in the premiere Media at that time, Yellow Page advertising, to the point where I was getting most all the calls under my category, because I had the most compelling marketing message.

The same is true today with the marketing message a prospect sees at a dental practices website, Google My Business and Yelp pages. The information available about your business has to be the most compelling that your prospect sees to win their business, especially now with 85% of local prospects going to the internet.

When I improved my marketing message in my first business, my advertising Return On Investment shot up 721%! That more than tripled my profit margin. I knew I had a secret formula very few business owners knew. That ad was so successful Bill Blazer asked me if he could share it in his book, “Outrageous Advertising that’s Outrageously Successful”. It appears on page 26 of his book.

High Level Consultation

The top marketing consultant to my industry Joe Polish, who has the top selling marketing course at Nightengale-Connant, told me, “Larry you know more about marketing messages than anyone I’ve met. You should write a book!”

I thought about it, and he was right. So I went about assembling and researching every possible “response trigger” that could be added to a marketing message to make it so powerfully compelling that few prospects could resist its’ attraction. I assembled a list of 12 Response Triggers that pique the interest level of any prospect.

The Prospects’ Ladder of Interest

1) Between 1 – 3 Response Triggers = interest level barely raised

2) Between 4 – 6 Response Triggers = interest level increased

3) Between 7-9 Response Triggers = interest level increased significantly

4) Between 10-12 Response Triggers = interest level peaked and immediate response activated

Marketing Secret Discovered

The marketing secret I discovered was that by increasing the Response Triggers in the marketing message, I could increase my advertising response and profits by up to 721%, because it dramatically raises the prospects level of interest in what is being sold, so that they act immediately, which virtually eliminates the competition.

Hundreds of Dental practices I have worked with in 47 states have found that their powerfully compelling marketing message has created the dominant practice in their area. Doing tens of millions of dollars of “testing” of marketing messages for dentists all over the United States has shown me exactly which headlines, response triggers, and new patient offers outperform all the other options in attracting patients that pay, stay and refer their family and friends.

Having all your advertising outperform your competition gives you a competitive advantage because you are able to attract new patients at half or a third of the cost your competitors must spend. Now you can go “herd-to-head” and win against your toughest competition in the most competitive Media. This allows you to grow your practice and profits more consistently and predictably than all your competitors.

Several Doctors have commented that the marketing messages I crafted for their practices have paid for their vacation homes!

What Questions Need to be Answered for a

Prospect to Make a Buying Decision?

There are 10 questions that have to be answered in  the prospects mind before they make a buying decision.

The 10 Questions Your Prospect Has to Have Answered to Make a Buying Decision:

1) What’s in it for me?

2) What’s the risk to me?

3) Who can I speak to if I’m unhappy with my purchase?

4) Why should I do business with you above any and all choices?

The first 33% of prospects make a purchase here

 

5) Who else has done business with them?

6) How easily accessible are they?

7) How do I contact them and what do I do next?

8) Why should I buy or make an appointment right now?

The second 33% of prospects make a purchase here.

 

9) How can I find out more about this?

10) What if I want to speak to a real person to ask a question before I make a buying decision?

The third 33% of prospects make a purchase only after seeing overwhelming evidence that your business is their best choice of local provider.

Here are the 12 Advertising Response Triggers that are proven to work in ANY Media, online or offline

These 12 response triggers answer all 10 questions prospects have in their mind when making a buying decision.

1) Unique Selling Proposition – this details what makes you different and better

2) Targeted, Benefit Filled Headline – should stop your ideal target prospect in their tracks

3) Emotional, Pertinent Photo or Graphic with Caption

4) Guarantee, Personal Promise – shows you stand behind your work

5) Powerful Testimonials – adds credibility to your marketing message

6) Bullets – summarizes the benefits of doing business with your business

7) Secondary Means of Response

8) Offer For New Ideal Clients –their main judgment on the value you provide will be determined in their first purchase

9) Call to Action

10) Where to position key content, in your website

11) Reader Gravity, Continuity and Layout – continuous eye flow

12) Phone Number(s), Soft Offer

Avoid Wasting Your Marketing Dollars on Advertising that Will NEVER Work!

Many local practices wrongly believe that their advertising dollars should be spent on “building the Brand”. What they fail to realize is they are attempting to Build a Brand against Nike, Coca-Cola, Target and other conglomerates that spend $500 million to establish their brand, and maybe $100 million a year to maintain that Brand Identity”.

Advertising dollars for local practices need to be accountable and make the phone ring with new patients as a first priority, with Branding being secondary to building the practice.

So see how many of these 12 money-making response triggers are in your practices marketing message, especially in your website. Add as many response triggers as you can to increase your response.

Marketing Message Help is Available

If you want help upgrading your marketing message, I can assure you it is much cheaper to upgrade your marketing message to a powerfully compelling one than to keep losing patients you should be getting by using your weak old marketing message. Call me today for FREE, Friendly Phone Advice at (702)940-9750.

There are many facets to website development. One facet of website development is how your website navigation is set up. Some websites have the navigation tabs on the left column, and some have the navigation tabs across the top of the website, left to right. Either of these is more personal preference than a critical function, until you see what your website visitors prefer.

But should you own personal preferences outweigh the preferences of your website visitors? Not if you want to maximize sales from your website!

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I frequently get people asking me about profitable website design. I fix a lot of “broken websites”. Broken websites usually have to do with a website with no traffic, or website designs with traffic but no sales. In this post, I am going to address website designs with traffic, but no sales.

Clients call me to tell me that they completed their website design, and added all the content they wanted to add. They have initiated a pay-per-click or SEO strategy to get traffic to their website. They have qualified traffic to their website, but they get no calls or sales from their website.

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Every business owner has heard, “You need to have presence on the internet.” This leads to them usually at least building a rudimentary website. There is a belief that “If you build it, they will come.” This belief proves to be false when it comes to your website design and development.

Website Development for Henderson NV Businesses

A website on the internet is like building a convenience store in the middle of the Mohave Desert with no roads leading to it. Yes, you have a business. But no one knows how to get there, or how to buy from you. This is a major problem for many people with underdeveloped websites on the internet. Websites that are difficult to find because of their Google ranking will never establish traffic to the website unless you pay for Google AdWords or have another driving force directing traffic to your website. That is probably the most expensive way to get traffic to your website.

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When you hire someone to design and build your website, you need to be aware of some hidden pit-falls in building a website. Over the last few years, new clients have come to me with predatory tactics their former webmasters had used to hold them hostage for thousands more dollars at the end of their website design project.

One dentist had used a certain webmaster to build his website and do upgrades over the years. Then his webmaster became unresponsive, and would not make changes and updates to the website as requested. That is when this dentist came to me to do their website upgrades.

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In my website reviews, I see the same common, costly mistakes made that kills any chance of the website producing steady profits. Does your website contain these 5 costly common website design mistakes?

Website Design Mistake #1

Using a template to build your website. There are many interfaces that will offer you a free website. All you do is drag and drop your content and images into their template, and you “instantly” have a website. Some “professional” website designers build your website from a template because it is easier. The problem is Google has difficulty locating and indexing content from a template website.

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Most businesses have been told they need a website to be found on the world wide web, aka “the internet”. So many businesses now have a website. Some used templates that are easy to construct and build, only to find out Google and the other major search engines have trouble indexing their content. If the search engines do not index your content, it is as if you do not exist on the internet. That is why so many owners of template websites have trouble ranking well in Google. The truth is they will never rank well in Google until they upgrade their website to a Word Press or HTML site.

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When you go to hire a graphic designer, you need to ask yourself this question, “Do I want a pretty ad, or one that compels my ideal prospects to call me?” Any graphic designer can make you a pretty ad, but I see many pretty ads with horrible eye flow and typography. These mistakes kill your advertising response and profits.

Eye Flow in Graphic Design & Website Design

The eye flow in your advertising should start at the top left, and end at the bottom right. You should be able to take a pen and draw a continuous line where the prospect’s eye should flow through your ad or website. If your ad has bad eye flow, your prospects will jump over most of your copy, so they will not get your complete marketing message and call you.

Bad Typography Reduces Comprehension Which Reduces Sales

If your ad has bad typography, your prospect will not be able to comprehend what your ad says, and they will not be responding to your ad because prospects do not buy what they do not understand. The biggest mistake I see with typography is using all CAPITALS.

Typography is what creates your “voice inflection” when writing. WHEN YOU USE ALL CAPITALS,  it is like you are shouting at your prospects. Not only are you shouting at them, but studies have proven that you reduce comprehension when you use all capitals. Your comprehension will improve in your advertising when you use more effective methods like using Title Caps in your headlings and subheadings. There is only 1 place where you should use all capitals, and unfortunately it is the response trigger I see completely missing in most ads I audit.

So What Are the Biggest Graphic Design Mistakes I See

When I Audit Advertising?

The biggest mistake I see in graphic design eye flow is having too many graphics. Prospects are used to viewing the graphics in an ad first, especially the ones with pictures of people. When your prospects look at the graphics in your ad and then look right from there, (prospects read left to right naturally in this country) are they looking at the ad to the right of yours or turning the page? The job of a graphic or image in any advertisement is to draw the eye to the beginning of the ad, and to lead into your headline to help begin your marketing message loaded with response triggers. If your graphic(s) cause the reader to jump over some or all of your copy, this is killing your advertising response.

Another HUGE mistake I see in graphic design typography is ruining the comprehension by using difficult to read typestyles, using centering when it should be left justified as in the case of bullet points, and using colors and graphics behind the copy that reduces the contrast between the background and the copy. When you reduce the contrast, studies have proven that you simultaneously reduce the comprehension.

One commonly used typestyle actually reduces comprehension in scientific studies from 87% to only 12%! Ironically, I see many Henderson, NV graphic designers, web designers and developers that obviously do not understand the importance of a high comprehension typestyle as their entire website is in the typestyle that reduces comprehension from 87 to 12%. Prospects do not buy a selling proposition or offer they do not understand, so these typestyle mistakes kill sales and advertising response.

So next time you want to hire a graphic designer, I recommend you have me put your proposed ad or website design through my trademarked 60-Point Advertising Audit Process™. This Advertising Audit will show you the strengths and weaknesses in your advertising BEFORE you run it so you can maximize your advertising’s effectiveness and profits. Then I can show you how to get the most profitable graphic design or website design possible.

FREE Offer

For a FREE 60-Point Advertising Audit, email your best ad or website domain to contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website. I look forward to showing you how to increase your profits from your existing advertising with perfect graphic design eye flow and typography.

Website design and development are increasingly important in internet marketing. Google is where most prospects now conduct searches for local vendors. Small businesses need to have a website these days to be found on Google. There are many ways to build a website that range from easy to more difficult. But no matter what type of website you choose, you want it to be one where you can be found on Google.

The last 2 clients I have worked with both had template websites that were not ranked well by Google. Template websites are easy to build with many sources supplying them essentially for free. But is this really the shortcut to being found online?

The answer is a resounding “NO!” Unfortunately, template websites are not indexed well by Google, so part or all of your pages are unlikely to get indexed or ranked when you take the template website shortcut.

The Best Website Design Format Is…

The best format for websites now is Word Press. The Word Press format was specifically created so that Google would be able to index it easily. Both of my clients who had template website had problems with their Google ranking due to many pages not being indexed.

Once we converted their websites to Word Press, you can search Google and see that every page of their website is now indexed. Both of my clients had previously worked with someone on their SEO, but that person had failed to tell them that they will never get a great Google ranking with a template website. Maybe that SEO person didn’t know a template website will kill your Google ranking.

They both spent a lot of money on SEO on their website when upgrading to a Word Press format would have done more to get them ranked well in Google. So it turns out that template websites are the long way to getting a website that gets traffic because you will eventually have to upgrade it to Word Press or a more complex HTML website.

Most web developers that will convert your website to Word Press charge per page. So the sooner you upgrade to Word Press, the less investment will be involved. I recommend you convert your website now before you add more content that will just cost you more to convert over to Word Press.

Word Press Makes Changes Easy!

One of the tremendous benefits of a Word Press website is that most business owners can make changes to their website as easy as changing a Word doc. Word Press requires no HTML coding knowledge for text. Google loves new content so you can easily add new content or change existing content when it needs updating or correcting.

Word Press has many plug-ins and themes that can accommodate most every need. Some themes even take care of much of your SEO for you as they preset your keywords for all your content.

FREE Website Design & Development Strategy Session

If you want your current website evaluated because you want more of your prospects to find your website on Google, please contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website so that we can review where you are now, and where you want to go with your website traffic and sales.