THE FIRST RECOGNISED PAN-EUROPEAN MARKETING QUALIFICATION

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THE BEST MARKETING EDUCATION WITH INTERNATIONALLY FAMOUS TEACHERS

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5. Try an editorial style

I had the idea of offering these ideas before I knew exactly what they would be. I know of at least 101 that work - because I've tried them, or know someone who has.

But deciding which ones to talk about, then making them interesting and relevant to you - that's a different kettle of fish.

But I promise you, every single one of these ideas has worked not once, but many times. They are well worth you thinking about and trying.

Let me remind you of something I said in my last message:

"I suggest you turn on your TV any time in the early morning anywhere in the world. You'll see lots of 30 minute or even 60 minute commercials.

You just don't think of them as commercials because they seem like ordinary programmes. They keep running because they make money. Lots of it."

Nobody watches TV for the commercials.

A lot of people actually turn down the sound, switch channels or go and make a cuppa. Revealingly, the greatest single discharge into the US sewage system each year is during the half-time Super Bowl commercials - little exercises in creativity that cost over two million for 30 seconds.

If general advertisers depended on getting results for their money, they probably wouldn't buy those spots.

In much the same way nobody buys the paper or magazine to read the ads. They want the news and gossip. (And interestingly, John Caples discovered that after benefits, news is what attracts people to advertisements).

You can draw a simple conclusion from all this. Since people don't like ads, maybe yours should try not to look like one.

Amazingly, this doesn't seem to have occurred to many people. US expert Ed Nash states that 'The first law of layout is to be noticed.' I have found time and again, that, on the contrary, a very good principle is to do exactly the opposite. You should fit in with the environment you are in.

The results can be astounding. The late Richard V Benson, whom I quoted in my first of these helpful hints, claimed that an editorial ad will increase readership by 500-600%. Clearly the more people read your stuff, the more will reply.

"Good write-ups" beat good ads

When, some years ago, I tested editorial-style ads for a retail client - Magnet - people came into the stores and commented on the 'good write ups' we were getting.

Even one of their directors was fooled. This was although the ads were clearly headed 'Advertisement' as the publications always insist.

Claude Hopkins said: 'Some advocate large type and big headlines. Yet they do not admire salesmen who talk in loud voices.' 'Others look for something queer and unusual. They want ads distinctive in style or illustration. Would you want that in a salesman?'

'Do nothing to merely interest, amuse or attract. That is not your province. Do only that which wins the people you are after in the cheapest possible way.'

But does that mean all your ads should melt into the background by aping the editorial style? Does it mean that I am right, and others are wrong? No: it means you must test, and find out what works for you and whatever you sell.

Every time I have tested an editorial style ad, it has improved results - for everything from charities to washing machines, by up to 123%. So I suggest you try it, too.

Next helpful idea...