The Sneaky Little Secret ...
Which 9 Out Of 10 People Don't Know ... About How To Send
Your Sales Soaring
Using The Yellow Pages Ad!
To hear my personal
message to you
just click on the "PLAY" (4) button above
From: Brett McFall
THE MCFALL REPORT
The World's Best Advertising Secrets - MADE SIMPLE
G’day my friend,
Hey, it’s almost time for my wife and I to skoot off into
the sunset on our mountain bikes (for our regular
afternoon ride). But before we do that, I wanted to
share with you a lesson which is so important it could
literally triple your profits overnight.
You know, the month of January has been the busiest for
me in a long while. So many entrepreneurs wanting to get
their marketing right for the New Year. And what smart
people they are too.
Why? Because they realise one very important thing about
being in business – if you don’t have your marketing working
like a precision timepiece … you don’t have a business.
How many ideas and products fail
because of boring, no-idea marketing?
Who knows. But I’m guessing that it’s damned high.
Goodness, I just had a peek this morning at the brand new
Yellow Pages for my area. And as I flicked through – looking
at the ads – I felt empty. Empty for the 99% of businesses
in there who have yet again been sucked in by a well-meaning
… but marketing-dumb … sales rep.
And I’m talking about thousands of businesses pouring out
tens of thousands of dollars on ads that will do very little
to put any serious money in the till.
To me it feels as if the Yellow Pages is a giant Roulette
table. And each business owner is placing let’s say … a
$10,000 chip … down on a single number, in the hope that the
little silver ball will land on it.
Except, you know what? Most of them would
have better odds at making a profit if they WERE placing
their money down on a Roulette table!!
Isn’t that stupid?
Because nearly every single one of the ads in my local
Yellow Pages … and I dare say yours too … are leaving their
profitability in the hands of the “Gods.” So the “Gods” now
are their marketing managers.
Trouble is … the line must be engaged –
because no sane marketing message is getting through!
So, assuming that you don’t want to employ the “Gods” to
determine whether you make a profit or not, perhaps let me
(a lowly work experience boy in the land of the “Gods”)
suggest a way to make BIG money from the Yellow Pages.
Here’s what I want you to know…
And it’s a very simple concept. If you want your ad to
stand out from the rest (and surely that’s the whole purpose
for advertising in the first place), then WHY would you ever
think of making your ad look just like the rest?
Why would you do that?
If you’re going to be surrounded by tons of other ads ...
why would you look and say pretty much the same thing as
everyone else?
Let me ask you something: Have you ever seen a photo of
hundreds of pink flamingos? Or if not a photo, then perhaps
a documentary on TV? Where they stand in their hundreds
together in the wetlands. It’s overwhelming, isn’t it? Just
a sea of pink feathers. You can hardly focus on a single
thing.
Well, guess what? One of those birds is you baby. If
you’re advertising like everyone else in the Yellow Pages,
then you’re one of those pink flamingos.
Why would you do that unless you wanted to blend in
and be incredibly hard to pick out?
It’s crazy, isn’t it?
Why wouldn’t you make dead certain that you were in fact
a big fat hippopotamus standing in the centre of those
flamingos?
I was watching “Joe Millionaire” on TV last night (a show
where 20 women have the chance to capture the heart of one
guy – who they think is a multi-millionaire, but in fact is
anything but. A sick concept. But captivating viewing, all
the same). Now each of the 20 girls had to make sure they
stood out from the rest if they wanted to be noticed by
“Joe.”
Why? Because those that didn’t, got eliminated. Out of 20
girls, 6 would be eliminated the first night. Then another
12. So some ladies did anything they could to get noticed.
And man, you should have seen the performances.
Form the hair-tossing … to the plunging neck-line … to
the touchy-feely approach … to the batting of the eyelids.
You name it.
All perfect lessons for the budding entrepreneur. Which
is you billy-bob, right?
Because business is a series of “elimination rounds.” And
if you don’t stand out from the crowd you WILL be
eliminated.
So what are you going to do about it? Please tell me that
your ad is not like the other 99% of ads in that poorly
printed yellow book.
You have taken action to stand out, haven’t you? What’s
that? Huh? You want me to tell you how to do it? You say
that’s what I’m here for? Oh … sure, I thought you’d never
ask. And it’s so simple, you’re gonna’ whack yourself in the
head for not thinking of it before.
Listen to this: Research has proven that people are 400%
to 500% more likely to read your ad …
WHEN IT DOESN’T LOOK LIKE AN AD!!
Ain’t that something? What a gift that revelation is
...if you’re switched on.
So what do people WANT to read?
Well, think about it - isn’t it true that a whole
truckload of people buy certain things every week like they
were going out of style?
Things like … magazines and newspapers? Of course
they do. They happily pay for these things. In fact, they
hunt them down. Making it a part of their daily routine to
go and get them.
And I can tell you something – they’re not buying the
magazines and newspapers for the ads. It’s only me and a few
other smart copywriters that do that (copywriters are always
on the prowl for hot ads).
They’re buying them for a clear reason – for the content
... the articles ... the gossip – in other words ...THE
NEWS.
So that tells me … and I hope you too … that if this is
what they want to read, then you should be giving them what
they want! They don’t want ADS. They want NEWS.
And if all the other knuckleheads in the Yellow Pages are
providing the same old boring ads year-in, year-out (the
stuff most people don’t want to read), then what about if
you were the only one offering news?
How about if you were to make your ad look like an
important piece of news … or an urgent memo … or a community
announcement … or an emergency message?
What if you were to do that?
What if you were to write a headline which is so
compelling that few people could resist reading a little
further. Let’s say you’re a carpet cleaner for instance:
WARNING: Before you have your carpets
cleaned, you must read this:
Or…
The Amazing Health Secret For People With Sensitive Noses
Or…
Confessions Of A "Banned" Carpet Cleaner
Or…
The Ugly Truth About Having Your Carpets
Cleaned
Or…
A Little-Known Secret That Could
Slash Your Carpet Cleaning Bill In Half
Or…
Did you know that not all
carpet cleaners are the same?
Any of those babies could stop thousands of people in
their tracks and lock them on to your ad.
Then what you do is this: You actually give them some
good information (not your company’s features). Some news.
Something useful and worthwhile. Something they didn’t know.
What if the copy was to run something like this:
Some carpet cleaners only understand the Chem Dry method of
cleaning. Or perhaps the Steam clean method. But did you
know that both of these methods can damage your carpet?
In fact, both methods can age your carpet 37% faster than a brand
new method which is much more sensitive to the fibers. It’s
called “Wonder Clean.” Scientifically designed to clean your
carpet more thoroughly (including getting those annoying
spots out that some cleaners say is “impossible”), while not
damaging it.
What it means is, your carpets stay cleaner for longer. And they
retain their colour (unlike some treatments which can
actually suck some of the colour right out). That’s the good
news. The bad news is, there’s only 1 company in Sydney
which uses this new method.
So, if you need your carpets cleaned, you should call (00) 0000
0000 and make an appointment with John Smith, for a free
demonstration of this amazing new technology.
Now listen: I don’t know anything about carpet cleaning.
I totally created that out of my head. The point is, you can
read this ad and understand WHAT yours needs to say.
And you actually make it look like editorial from a
newspaper or magazine. (What does that look like? C’mon …
get with the program here – grab the nearest magazine and
have a look.)
Wanna’ boost your
response even more?
EASY! Offer something for free.
Get them calling you for something free first. That way
their mind will be off the price and on to the free bonus.
Perfect!
How many more calls do you think you’ll receive using
this technique?
Well my friend, I create these sort of ads all the time
and they quite often double … triple … and quadruple their
response OVERNIGHT!
Isn’t that something? What you’ve just discovered is
simply a million-dollar idea. But you know what? It’s only a
million-dollar idea ONCE you do something with it.
