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 Media the Majority of Prospects Use

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.

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There is a lot of confusion about what a good, legitimate business marketing agency can do for your local business. All too frequently I see business marketing agencies that push 1 Media because that is where their knowledge is the strongest. But that does not usually provide the best results for that business.

Business Marketing Agencies Should Audit Your Advertising

I have found that the best way to help any business is to analyze where they are spending their advertising dollars, analyze the strength of the marketing message in their advertising, and then make recommendations on how to make ALL their advertising more cost-effective. Frequently we choose to drop the worst performing ads and use those advertising dollars where they will return more profits.

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Testimonials are one of the most potent weapons a business owner has in his arsenal. They cannot be overused! 

“You want to capture and utilize as much social proof and testimonials

as humanly possible” – Marketing Guru Joe Polish.

Don’t operate on the arrogant presumption that what your claims in your advertising will be automatically trusted and believed. That’s just brain-dead stupid! At least half of everything that you claim in your advertising will be instantly discounted, discredited, and disbelieved.

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When I am consulting small businesses on website design and sketch animation videos, I usually get the same questions. One of the first the business owner asks is, “What content should I include in my website design?”

The answer most website design and sketch animation video consultants give creates a poorly designed website. When you really think about your website design, you want to identify the top keywords that prospects will use for your business that are achievable first. By achievable I mean you do not want to choose words other competitors are spending a lot of time and money on, unless you have a lot of time and money to compete with them.

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What are some of the biggest mistakes you can make when building a website? Well today, I am going to cover a mistake I have made and see many small business owners making – Hiring multiple contractors to complete different tasks on your website.

When you search Google for the keywords “website design” or “website development”, there are websites that will let you leave a summary of the work you want done so many contractors can bid on it for you. On paper, this seems like a good and workable idea. In application, I have found it to be a complete and total disaster. So why does it turn your website design into a disaster when you hire multiple vendors to complete different parts of your website?

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Everyone is adding short videos to the home page of their website to improve visitor engagement, and increase their national and local Google rankings. Video works great for website rankings because you can syndicate your video and get massive exposure. When your video is done right, your website will outrank all the competitors websites without video in the search engines.

3 Types of Video Produced for Websites

The first is just a basic video of your store or office, the owner, and possibly the staff. The second type of video is where still images are used in a video sequence. But the newest and most exciting type of video is the sketch animation video. Have you see sketch animation video on website or TV yet? You are going to see a lot more of it, because it works!

All 3 types of video are proven to be more engaging that plain text on your home page. Video is great for your prospects because it “spoon feeds” them your marketing message without them even having to read it. Now that’s EASY, and prospects like easy.

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Why are headlines so critically important to the success of any advertising, offline or online?

The biggest reason that headlines are so important is because if your headline does not stop your ideal prospect in their tracks, it is as if they never saw your advertising. This is true for print, radio, TV, and online advertising. It is said that your headline is 90% of your response in advertising, but it could be argued that it is 100% because if your headline fails to stop your ideal prospect in their tracks, they will not be returning to read the rest of the copy in your ad.

With print advertising, the prospect just turns the page if your headline fails to attract their interest. With your website, the prospect simply clicks the “Back” button or on another link, and they are on to the next search for the benefits they seek.

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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

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