I picked these tips up at a recent "Winning Edge" seminar with Siimon Reynolds, one of Australia's leading advertising gurus. Seminars of this kind, run by top people in their field, are the kind you should go out of your way to attend. 

After the seminar, motivation and marketing kits were on sale for around $600. I could hardly believe how quickly they were selling. It was obvious that people were buying while they were still "hyped up" by the showmanship of the presentations. The kits were "walking out of the door", some people buying 2 or 3 them to give away to clients. 

By the way Siimon's not a spelling mistake, just his ever so cool way of spelling Simon. For you Aussie readers  he's the one who, at the age of 21, came up with the  infamous Grim Reaper adverts. 
 

Sii's 5 Golden Rules of Yellow Pages Advertising are: 

• Use the biggest ad on the page. It costs 4 times more, but gets 11 times the response. 

• Use logo's small. No one really cares about your logo unless you're coca-cola or the Big M. The bulk of your ad needs to be the persuasive stuff. 

• List 5 reasons to use you, and why you're the best. 

• Put a headline in your ad. 

• Use a photo in your ad. 

Advertorials, because people believe newspaper copy more than they believe the adverts. And don't boast in your copy, fill it with interesting facts. 

A couple of interesting quotes: "if you want to be a winner make sure that your actions of each day are different to what other people are doing. Be different. Be different." 
and "the characteristics of all successful people include persistence and hard work, and vision and action." 
 

Sii's 7 important rules of writing body copy: 

• Write long copy. A lot of people will tell you that long copy doesn't work because people aren't interested. But it does. 

• Remembert that length is not important. It is the relevance and validity of the message. Here's a rule of thumb: if your product is inexpensive or common keep copy short. If your product is unusual or expensive, make it longer. The more expensive, the more copy you should use. 

• Don't make your message longer than it has to be. 

• Say what you have to say and stop saying it when you've said it. 

• Speak the language of your prospect. Use the language, expressions, colloquialisms of the target market. 

• Keep sentences short. This makes your copy easy to read and easy to understand. 

• Vary your paragraph length. This keeps people interested and gets more "air" (white space) into your copy. 

• Be CHARMING. You can't BORE people into buying from you. 

• Ask for action. Tell them where, how, and why they need to respond. Include a direct response coupon or free phone or fax. 

Phil Wiley is publisher of "all the secrets..." the FREE weekly email newsletter which will show you all the secrets of achieving online business success.newsletter you can subscribe at ttp://www.networx.com.au/mall/secrets or send a message to: mailto:majordomo@networx.com.au with subscribe secrets in the BODY of the message

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Wanda Loskot - Success Connection
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Professional business coach, author & speaker specializing in Internet marketing.
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