Dear Subscribers,

Here's your copy of my latest marketing newsletter.

After reading just today's issue, you'll have enough
information to double or triple the profitability of your ads,
mail campaigns, press releases and website.

Speak to me! I'm always eager to hear what you have
to say and I always respond.

Sincerely,

Perry S. Marshall
(708)788-4461

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A Rock Solid Formula For Effective Ads
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What REALLY works in an ad is the same thing that works when
you're face to face with a potential customer. You say
exactly the same thing in the ad as you would in person.

Because advertising is selling in print.

How do I know this works?

Because all the advertising I've ever done, I've measured.

When you make changes and measure again and again, you
get feedback. Colder...warmer...warmer...colder...warmer...hot!

Most companies don't "sell in print." They just give
you nice pictures and cute slogans.

What they get is ads that create awareness, but don't
sell anything. And they can't prove otherwise, because
they don't measure the results in the first place.

Today I'm going to give you two formulas. One that most
big companies use (and works poorly) and one that works
GREAT. (it's the one that all companies who carefully
measure and improve their advertising use).


*The Unsuccessful, "Conventional" Advertising Formula:

1. Cute picture + entertaining slogan or pun

2. A few sentences about how great some product
or institution is

3. A website, phone number, and possibly an address -
with no compelling reason given to call or visit.


*The Successful "Selling in Print" Advertising Formula

1. A headline that makes a bold, clear statement of
tangible value - and makes you want to read more

2. A STORY that explains what's unique and special
about what you're offering - with pictures as necessary
to support the story

3. A call for your reader to respond to you in a very
specific way, with a very persuasive reason to do so.


I'm flipping through the April 29 issue of NEWSWEEK right now.
Here are examples of each right out of the magazine:

Formula #1 Example

1. Clever slogan: It says "Be Brilliant. Be Sharp."

2. A few sentences about how great their new PDA is

3. The company's website.

There's a big picture of kids building a sand castle.
Tells you *nothing* about this very sophisticated,
very capable new product that's probably very cool.

What a waste.

But a few pages later, an example of a good ad. From
an insurance company, no less:

1. Headline: "How can a 529 plan help your college
fund?

2. Story: Explains how new tax laws can boost
your child's educational fund and give you more
tax breaks, with a list of advantages.

3. Offer: "Call now for your free guide!" Explains
in detail how 529 plans work, also offers a free
"education savings review." Uses a special phone
extension so they knew how many calls come from
each magazine they advertise in.


Although there are several things that would
improve the second ad, I'm certain it generates
TEN TIMES the sales as the first one. Writing
good ads takes a lot of thought and hard
work. And most of all, salesmanship.

You should ALWAYS use Formula #2. Formula #1
is just lazy and it doesn't produce results.

Oh yeah, and one other thing. A million dollars' worth
of advice:

Use this SAME formula in EVERY form of communication
you have with EVERYONE. Letters, emails, press releases,
website, articles - you name it. It's the most rudimentary formula
of human communication that there is. It's as old
as language itself. And nobody will ever trump it.

I always use it because it just WORKS.

In the next issue: An "acid test" for good headlines.

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Reader Feedback

Mitch Axelrod from New Jersey said this about the
"Conversation inside your customer's head" issue:

"Thanks, Perry for the newsletter. thought-provoking.
What does it say if the Simpson's, Malcolm and the
Osbournes are among your favorite Tv shows?
Probably in need of some time off :-) "

Mitch is already a very successful marketer, but I told
him that with a mind like that he's sure to get a rabid
following from Generation X!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Praise for my 21 Secrets audiobook continues to
pour in! Here's one from Paul Tesini, President of
Diamond Technologies in Maynard, MA. Paul is one
of the sharpest hi-tech sales people I've ever worked with,
so I was excited to get his positive remarks:

"I listened to the extremely professional, extremely
entertaining, extremely captivating CD you sent.
I have been planning on stepping up marketing this
year (keep putting it off).

Sign me up! Lets go!"

~~~

You can get a free copy of the CD, just visit
www.perrymarshall.com.

If you've already listened and would like a friend to
receive a free copy, email his / her name, company,
and street address to me at news@....
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

To subscribe or unsubscribe, email news@....

(C)2002 Perry S. Marshall & Associates
Phone (708)788-4461 Fax (708)788-4599
www.perrymarshall.com