Is subliminal advertising real?

You and I both know how invasive advertising has become. Drive or walk down the street and try to actually count the number of signs you see. Notice all the radio ads you hear. Notice all the ads in the newspaper or magazine you read. Or, gulp, count up all the spam you get in your inbox.

Hundreds or thousands of ads every day. 

Does it have an impact on you?

You may not buy from them… but is it making an impression?

This video I found on YouTube addresses this. Not sure if it is a real video – or staged.

Watch it anyhow.

The point is this: how can you leverage these ideas for your business? How can you plant subliminal messages inside your clients minds? How can you influence what they think about you using these kind of ideas.

NOTE: Watch the video and make sure you watch the very last clip to see what I am referring to.

There ARE ways to build your image and brand in your clients minds – but are you doing it purposefully?

This brought up some interesting ideas for me – and I hope it does for you too.

Troy

The Hells Angels are doing it – maybe you can too?

Last night I was watching the local news, and amidst all the typical doom and gloom stories the media loves to share, there was a fascinating interview that took place.

The Royal Canadian Mounted Police (RCMP – the way-over-made-fun-of guys in red with funny looking cowboy hats) blatantly egged on the Hells Angels. The RCMP officer being interviewed actually blamed the Hells Angels on pretty well all of the crime in

Canada

… you name it… they are to blame.

Now, I don’t condone what the Angels do, but I will say the RCMP are absolute morons to believe crime would disappear if the Hells Angels disappeared too.

There has always been crime – and there always will be crime… it’s one of the facts of life. There will always be people who take advantage of others, and those who thrive off the underground money making activities.

The Hells Angels did something VERY surprising… they went on television too. They actually asked a local

Calgary

news reporter for an interview to counter this officer’s claims.

#1 – for them to voluntarily give a tv interview is extremely rare.

#2 – they are

PO

’d!

#3 – they publicly stated they are

PO

’s – and they issued a challenge to the RCMP. Prove to the rest of the world that the Hells Angels are completely responsible for 100% of the crime in

Canada

– and prove to them that if the Angels were to disappear, crime would too.

They made the RCMP’s claim look as ridiculous as it is.

Yes, The Hells Angels do commit crimes – they never said they don’t. But to go on national tv with a ridiculous claim like this is a challenge – and the Hells Angels countered the challenge

So what does this have to do with advertising and marketing?

Lots.

Robert Allen issued a challenge to the skeptics – put him in a city he doesn’t know for 72 hours with only $100 to his name – and he would own at least one piece of property after 72 hours with NONE OF HIS OWN MONEY.

A big challenge to prove his system works.

And he delivered – actually he bought 4 properties in 72 hours with no money down.

He became massively famous by throwing down the gauntlet and challenging the media.

How can you use the challenge technique?

Challenge your customers to provide the best video testimonial of the benefits they have received from using your products (all kinds of corporations are using this idea now). You will get incredible video footage you can use in commercials – advertising – marketing campaigns – lead generation campaigns, etc.

Challenge your competitors to a dual. Southwest Airlines is famous for major media challenges – and EVERYONE benefits.

Challenge your suppliers to help you decrease your supply costs – best proposals win a year long exclusive contract

Challenge your employees to come up with one new business-improvement idea a week. The top ones can be implemented by the person recommending them, and are rewarded with status, even prizes and publicity.

Challenge the media with a big claim you make – and that you will prove that claim once-and-for-all in front of the world.

Find a challenge – and try it out

I have a challenge and a contest coming up for the most creative marketing techniques being used (not ideas – but ones actually used with favorable results). There will be cash prizes, rewards, and a ton of publicity for the winners. More to come.

Everyone LOVES a challenge… give it to them.

Could you do something like this?

A fantastic way to build a following is through video posts for
your clients.  Simple video clips sharing secrets of your
industry – ratings of competitive products – how to guides on
video – how to order videos (proven to boost some online site
response by 50% or more) – how to use your product or service –
etc.

The more you can get your prospects and clients listening to
you, the more devoted they will become.

Wine connoisseurs are seriously devoted to their hobby.  Some
will take it slow to start – then go into it head first and
credit cards in hand… others just dive in without regard to
taking it slow.

Have a look at the video on this site… it came from a client of
theirs… and imagine how much good will this is doing for this
business!

(http://tv.winelibrary.com)

After you watch this – think about how you could implement video
– or just audio into your marketing mix. Maybe you interview
other experts in your field and post the interviews on your site
(on a secret page only your newsletter subscribers know about).

You could post your videos to YouTube.com

You could put a number of videos on a dvd and mail it out as
part of your marketing efforts.

You could have competitions for your customers to create their
own videos (like this one (http://tv.winelibrary.com) – the best
one wins a years worth of purchases for free – or a free flat
screen tv – or a free ___(fill in the blank here – but make it
good and worthwhile)____.

Get creative with this!

By the way – if anyone knows of an expert in jewelry –
preferably one who has a deep voice with an accent – we need to
talk.  I have a potential project for them.

How do you make them ‘feel’ your advertising?

The biggest problem with most marketing and advertising is the
empathy that is displayed.  If the person reading your letter,
ad or webpage doesn’t feel that you are one of them – they are
gone.  If you can’t show them that you understand what is going
on in their mind right at this very moment – they are gone. If
you don’t understand the pain, excitement or passion in their
inner most protected thoughts – they are gone.

A famous quote sums it up “you must enter the conversation
already occurring in their mind as they read your marketing
piece”.

So – how do you do this?

First, you will never get this right if you can’t relate to
them.

If you have never smoked in your life – but are trying to sell
smokers on your quit smoking program – you are doomed (unless
you have done a ton of research to know anything and everything
a smoke goes through).

So, you must know their deepest secrets and desire first.

One thing I do when working with new clients is have them fill
out a questionnaire first.  Writing sales letters and
advertisements for a living – I work with all kinds of products
and services and I must find creative ways to understand what
their prospects and clients are thinking.

The questionnaire is 36 questions long – and most of them (if
not all) have NEVER been thought of by the business owner
before. They whine and complain on how hard it is – yet it is
marketing 101! If you don’t know the answers to these questions
– you have NO CLUE what your clients want.

Here are a few you need to think about for your own business:

(before you begin – make sure you have a visual of your perfect
client in mind)

1. What keeps your ideal clients awake at night, worrying
thoughts racing through their minds?

2. What is the feeling or experience you want clients to walk
away with?

3. What are they afraid of?

4. What are they angry about? Who are they angry at? Why are they
angry?

5. What are their top three daily frustrations?

6. What do they secretly desire most out of life?  How do you
help them achieve this?

7. What do you help your clients avoid?

8. What makes you, above all other available options, the one to
choose?

9. What is the biggest reason you can think of why people would
NOT buy from you?

This won’t be easy to do – but it is the most important thing
you CAN do.  When you understand your clients like your best
friends – THEN you can sell to them pretty well anything you
want. 

If you don’t “get” them – not a chance.

What can you do when a "good" ad goes bad?

It happens to all of us.  Either you write a great
advertisement or sales letter that kicks butt for a while...
then goes lame.  Or, you write (what you think) is a great
ad or letter - and it completely BOMBS.

Either way, you have to go into emergency mode.

Why?

Because your time and money is fully vested in the project!

You can't be wasting either.

>>>> If it performed strong then died out:

- did anything change in the media (magazines, papers, trade
newsletters)? If something happens to your media and
readership changes or drops - it can effect your ad. Start
looking around for any significant changes - then find
places to replace them with

- ads do tire out if the readership remains stagnant and
they keep seeing the same old ad from you every month - test
a new headline and lead. Try a new offer or close or price
(they will not remember how much you charged in the last ad,
trust me)

- have you tested other media forms with your message?  It's
like calling yourself an "internet marketer" only.  Severely
limiting your potential profits. The internet is just
another form of media.  Your sales letter that kicks butt
online may do even BETTER in print.  Or on a postcard. Or on
a teleseminar.  How would you know if you don't test it? Try
the exact same sales message in other formats - and see how
it performs there.

- test new headlines, offers, guarantees, subheads, prices,
etc... things change... and your ad may need a change.

>>>> If it was a bomb right from the start (which everyone
writes - I know I still get them - every copywriter does -
no matter what line of bull they try and feed you):

- take a serious look at why it went wrong. This is tough if
you wrote it yourself... you need to step back and look at
it from someone elses eyes.  Your customers eyes!  If the
headline targeted at them? Is it compelling? Does it promise
specifics rather than generalities?

SPEAKING OF HEADLINES....

  = = = = = = = = = = = = = = = = = = = =

   >>>> Can you pick the winners? <<<<

  Imagine what would happen if your copy
    suddenly began working 105% better?

What if suddenly, every Internet, direct mail and print ad
promo produced twice the new customers … twice the money?

Only a hot new headline can give a promotion that kind of
lift – and writers who produce them get richer than Midas!
Why not take this quick, fun HEADLINE IQ TEST – and find out
in seconds?!

You’ll get the chance to select the winners from eight
headlines that were actually tested in mailings to 1.2
million prospects at a cost of more than $600,000.  You’ll
get your score … the actual results each headline produced …
plus a valuable free gift just for playing!

http://www.advertisingblueprint.com

Its fun, its free, there are no strings attached, and what
you’ll learn could easily bring you bigger winners more
often in the months ahead!

So go ahead – accept the challenge:  Just click the link to
take THE HEADLINE IQ CHALLENGE!

http://www.advertisingblueprint.com

  = = = = = = = = = = = = = = = = = = = =

back to fixing a bomb of an ad...

- do the pictures support your approach in the ad - or do
they take away from it? The photos must work with the story,
hook, or angle you are presenting.  They must prove
credibility... and they must help move the prospect through
the piece to the end.

- is the ad following all sound direct marketing principles?
Consider it like a "greased" slide. When they jump on the
slide at the top (your headline) -- it should take them on a
fast ride to the end (the order). No bumps along the way -
or any reason to stop sliding.  A fun, fast ride that gets
them to the bottom.

- have you read it out loud? does it flow? no stumbling?

Try changing those things... and you may find the small
differences that mean the success or failure of your
marketing campaign.

Troy

Is it an investment, or an expense?

Some people amaze me. They will go out and spend $3,000 on
a big screen television, yet whine and complain about having
to invest $500 in their financial future.

How can that be so?

Does a television help you become more successful? Maybe if
you are watching training dvds or educational shows.  But
you certainly don't need a 60" screen for that now, do you?

So how can it be so easy for people to justify that kind of
expense... yet whine and complain about the price of
coaching programs, training packages - and live seminars?

It just doesn't make sense to me.

In fact, it boggles my mind.

That tv will not make you money. It will not help you
accomplish more in your business. It will not give you the
edge in your marketing.  It will do absolutely NOTHING to
help you realize your dreams.

The two things it will do?

Cause you to LOSE money (never heard of a tv that
appreciates in value)... and cause you to LOSE motivation
towards doing the things that are important.

Yes, they look great - and yes, they are a nice "toy" to
have.

But, if you have ever complained about your financial
situation - and you DO own a large tv - give your head a
shake!

That same amount of money can be invested in an advertising
campaign that could make you $10,000 profits (or much more).

That same amount of money could be invested in hiring a
coach - that helps you DOUBLE your revenues over the next 12
months.  Or it could buy you that home study course that
finally helps you understand how to write better ads and
sales letters - and finally helps you achieve that
consistent cash flow you want.

That same amount of time you spend GLUED to your behemoth
tv, you could be using to connect with others, or writing
articles to attract search engine traffic, or writing a new
sales campaign to test against your existing one.

A few hours a night X 5 nights a week watching the tube is
the equivalent to a FULL WEEK of work (focused work that
is).

Think about it - when you watch tv, you are stuck to the tv,
absolutely focused on what is going on, scared to miss a
plot line.  If you FOCUSED like that for a full 3 hours a
night on your business, WOW!, would you ever accomplish a
lot more.

Next time you sit down to your tv, think hard about how else
you could invest your time.

Financial freedom... or a big screen tv...
not a tough choice to make
(at least it shouldn't be).

Who's your scout leader?

We all need spies.  Lots of them.

As a business owner, it is always tempting to try and do it
all  yourself.  BIG mistake.  There is no possible way you
can be all and do all... so give it up!

Case in point: as mentioned previously, my firm has been
taken on as the premier marketing provider for a very large
land/home developer.  Their main target audience is the
affluent... those interested in buying million dollar plus
properties.

I have spread the word amongst business associates in the
cities we are working in to keep their eyes open.  To look
for new developments, existing developments marketing
themselves, to non-related but higher end products or
services... to anything that is being marketed to the
affluent.

And some amazing companies and developments have started to
filter down to my desk.

Ones that can make GREAT partners, and make for even better
marketing ideas.

Getting myself on all of their lists, announcements, and
sales campaigns is a true sign of what they do - and where
they fall apart.

Even the best of the best in this field seem to be lacking
in consistent marketing efforts.

Which is a great opportunity for us!

We can learn what they do that IS good - and what they are
missing the boat on so we can make sure we don't.

I urge you to do the same.

Plant the seeds with friends and associates to be on the
lookout for great marketing and business ideas - be it in
your exact industry or not.

One great idea can make you a fortune! PLUS save you months
or years or trial and error.

With that in mind... if you know of any high end housing or
commercial developments with stellar marketing and branding
campaigns in the works, PLEASE let me know!

Anything submitted to me will gladly be sent a very special
book set from me.

Send to troy@careswhite.com - make sure you tell me how best
to get ahold of you as well.

Here's to your scout leaders!

Are you a new generation marketer?

Denis Waitley wrote - 'Unless you join the generation
of the future, you will be relegated to living in the
past.

That could never be more true with regards to your marketing
and advertising efforts!

You now have an amazing assortment of marketing tools at
your disposal:

- websites
- magazine advertising
- newspapers
- emails
- autoresponders
- podcasting
- blogging
- vlogging
- plogging
- postcards
- direct mail
- dimensional mail
- print on demand books
- voice broadcasting
- fax broadcasting
- vehicle displays
- social networking sites
- chat rooms and forums
- word of mouth
- radio
- television
- yellow pages

...and probably a hundred and fifty other ones I could list
if I put more time into it.

The point is not the tools you have, but how you use them.
PLUS how you integrate them to all work as one.

A tool is just that... a tool. You can use the ones you are
comfortable with - or make do without. Lots of weekend
handymen (or handywomen) can do amazing things with the
tools they have. They don't have all the best, expensive
tools - but they can make do and get a decent output.

Then you have the pros: They have ALL the tools... and they
know how to use them all. When they work - it is like a
ballet... every step of the way looks carefully
choreographed... and the output always is a masterpiece.

It is no different in your marketing. You can make do with
what you know now... and with tools you have at your
immediate disposal.

Or you can hire it out to the pros... where you get more
done... in much less time... with a much greater output.

Or... you can do some yourself and hire some out to the
others.

My point is: The generation of the future will learn how to
use multiple tools and make them work together. Not all -
but enough to cover online AND offline marketing. Enough to
build long-term customer trust... AND to create massive cash
flow surges and new client acquisition programs.

The tools are there... are you learning how to use any new
ones?

What's YOUR backup plan?

The one negative/funny experience that my wife Kari and I
had in San Fran happened to be our "romantic dinner night".

We were highly recommended to dine at Cafe Kati in the
Pacific Heights Area.

A quaint litter restaurant with eclectic taste, narrow
hallways, dark exotic walls and the faint aromas of
delectable dishes.  We even got the best table, with the
best view, thanks to reserving online.  We ordered a nice
bottle of Merlot, some peanut crusted prawns for appetizers
and I ordered the miso glazed black bass in a dashi broth
for my main course.

Yum!

Watching the other dinners come out and be delivered to the
other guests was purely teasing... and only builds the
hunger pains.

The wine was excellent, and the prawns were to die for.

NOW we were really looking forward to the main course.

Until...

BANG! CLANG, CLATTER, BANG

Pots and pans went a flying in the kitchen area, someone
could be heard screaming in frustration.  Something BIG was
up.

Not quite sure what was happening, we kept enjoying our wine
until I noticed a mass exodus of our fellow patrons.  Just
then the waitress comes over and says...

"you have to leave NOW! Our chef/owner is having a really
bad day and is closing up for the night."

Then she gave us the bill for the wine and appetizers!

So we had to guzzle our $50 bottle of wine - and walk out in
search of some dinner.

Not impressed.

Now, what happens to a business that has no backup plan in
this kind of situation?

#1 - someone like myself goes online and tells the world
about our bad experience - remember - www.cafekati.com - who
knows how many people may read this, or hear of this from
others.

#2 - they have received a formal complaint from us

#3 - I have told everyone we know this story... yes, it is
funny, but I would never go there again

#4 - 10 tables x 2 at each table = 20 people who each tell
10 people = now you have 200 people at a minimum who know
the chef at this place is a flake!

and...

#5 - the person who recommended me there (all the way from
Calgary Canada) now knows and will never tell anyone else
again about this place. And he knows a lot of people!

Total damage done = massive.

What could they have done?

They should have had a backup plan in place.  Backup staff,
chefs, whatever... find a way to keep the doors open and
serve your guests. And NEVER ask them to pay for the crappy
service you gave them. You should bribe them to come back
not charge them for abusing them.

What do YOU have in place for your business for backup?

What would happen if your computers disappeared over night?

What would happen if you fell ill for 3 months?

You must think about your backup plan - if you don't the
damage can be massive and take you years to overcome.

Think about what COULD happen... then make sure it doesn't!

Follow this and you WILL prosper in your business

1. Create a great USP – something that stands out and tells
your clients why you are not only the best choice, but the
only choice in their purchasing decision.

2. Keep it simple.  Can a grade 8 read and understand what
it is you are saying in your promotions? If not, go back and
simplify it. 

3. Educate them – tell them about you, your business, what
it does and how it does it – and – MOST IMPORTANTLY – why
they should even care!

4. Ask the prospect/client to take action right now. Any
action – buy, phone, email, signup – whatever your marketing
message is – make sure it contains something they should
take action on.

5. Why should they believe you? The prospects you are
targeting WILL distrust you.  It is a fact of life.  You
need to overcome this distrust with proof that you deliver
(testimonials, case studies, pictures, professional sources,
anything and everything that shows you are the best at what
you do)

6. “What’s new?” is something your prospects AND clients
want to ask and know.  You must give them compelling
reasons to buy – buy again – and spend more each time.
And you can’t do that by boring them – what is NEW in
your business? Your offering? Your client success stories?
New bundles of products or seasonal promotions? Tell them
what is new in your personal life. Make sure they have a
good reason to read what you are writing!

7. Make sure everything you do is designed to get their
contact information.  From your business cards to your
letterhead, to your advertising and website – everything
must present a compelling case as to why they should give
you their contact information.  And when they do – FOLLOW
UP!

8. Find ways to raise your prices and offer an upsell every
time they go to make a purchase.  There is ample proof that
you can double your prices and not lose a significant number
of buyers – as long as you make the reason compelling enough
as to why they should pay the higher price – and what you
offer in return.

9. Call everyone (or hire professionals to do it on your
behalf) AFTER your direct mail efforts – it will increase
your response by a huge margin.

10. Find people to joint venture with and cross-promote to
their lists and your own.

11. Make sure your clients and prospects KNOW you
appreciate them. They pay the bills – so make sure they
are constantly told that you value them.

12. Invest a substantial amount of your time developing
good higher end products for your clients. Either on
your own or through partners, you need to present them
options at higher prices and better bundles of products
and services. A one-time buyer is twice as likely as a
prospect to buy again, and at a higher price. A two time
buyer three times as likely… and so on. Your entire goal
is to get them to buy once then offer them multiple
options to buy again, and again.

13. The greatest way to get referrals is by being the best-
of-the-best. Make it so they would feel guilty for NOT
telling their friends, family and business associates about
you.  Be the ONLY one they would through excellence. And
again, you have to ASK them to refer their friends and
family.  They may do it on their own – but chances are they
don’t feel comfortable doing it.  But if you position so
there is something in it for them, and for those who they
refer – they are much more likely to actually do it.