The pop-ups and banner ads are a great tool you need to create your automatic, robotic, hands-free marketing system that runs itself.
And it’s very low-tech.
There’s practically no technology whatsoever to learn.
You should include a banner ad system in all your advertising and marketing.
The banner ad is part of your sales presentation.
To get the most out of this system, you might not want to display it as sales pitch…
…you might want to rather display it as unbiased information for your audience.
Ads you run via a banner could read like this:
Sample realtor ad:
“The Seven Most Common Mistakes
People Make When Buying a Home”
Click here to download your free
Sample financial planner ad:
“The Five Worst Financial
Go here to get your free “Step-
By-Step Guide to Successful
Sample pest control company ad:
“The Seven Disease-Carrying Pests
That Are Probably Infesting
Call our support desk on 080__________
to get your free
“Consumer Survival Guide”
Sample home builder ad:
“The 11 Tricks Some Unethical
Home Builders Use To Steal Your Money”
Go here to get your free
“Consumer Protection Guide”
Sample ad for plastic surgeon:
“Don’t Have Plastic Surgery
until You’ve Read This
Consumer Protection Report!”
Click here to download your free
“Consumer Awareness Guide”
Sample ad for law firm:
“The Nine Most Common Mistakes
People Make When Hiring a Lawyer”
Call our support desk on 080____________
to get your free
“Consumer Awareness Guide”
Sample ad for other service company:
“How To Hire An Ethical
Go here to get your free
Notice the pattern of these ads.
The headlines either tap into an existing fear or create a fear or anxiety (a fear they did not know they should have before now).
This fear compels readers of these headlines to click the download link for their free “Consumer Protection Guide” or special report to find out what mistakes to avoid, what the most common scams are in the industry, or the threats consumers face if they don’t act now.
You can as well include the call line of your sales representative…which prospects can call to get their free report or guide, etc.
Remember, “Fear” is the #1 motivator triggering people to buy.
In the words of the great advertising pioneer, David Ogilvy, “you must first show the fire before you try to sell fire extinguishers.”
You must outline the threat, the danger, the crisis, before you sell a solution to the problem.
And you do this not with a lot of empty hype words that so many advertisers use.
You do this with facts and proof.
That’s why it is so powerful to offer a free “Consumer Protection Guide” or a free “Consumer’s Research Report” on the subject of interest to your prospect.
Because the ad shows them how to get a guide or report for free – contrary to what you might expect, people are more likely to call or click the link because they aren’t going to be subjected to a high-pressure pitch from a desperate salesman.
But how do you know you are reaching those who need this service?
Because you advertise in places where you know people are looking who want this service, such as the related display ads network, relevant social media networks, or section of newspapers where all your competitors are running their ads.
In fact, a great way to figure out where to run your ads is to find out where your competitors are advertising.
For certain kinds of businesses, don’t overlook classified ads.
As with all direct marketing, you will always want to start small with each advertising source and test.
You want to test ads and test sources.
Your ad might be great, but if it’s appearing in the wrong place, it won’t work.
Conversely, the ad won’t work anywhere if it’s no good.
Follow the copy guidelines in the ads above and you’ll be on the right track.
But it will be up to you to find the right places to run your ads.
The surest approach is to rely on the research your competitors have already done for you.
Run your ads where they are running their ads.
They run ads in those places because they’ve found they work.
As you get rolling, you will think of other places to test-run your ads.
But don’t be a pioneer yet.
Travel down the well-beaten paths your competitors have already cut for you.
Here’s the beauty of these ads.
They are short and therefore will cost you very little money when you run them in the related display ad network (online), in your local newspaper, in classified ads, or in magazines.
You can also put these ads on fliers you distribute, on your business card, and, of course, on your website, prominently displayed.
These ads are attention-getting.
These ads don’t look like other ads in the display ad networks.
They look almost like consumer protection public service ads, published to alert consumers to costly and damaging mistakes people almost always make if they don’t know about them.
People then call or click to get your free report or guide.
Your report can give many of the highlights of the free consumer protection guide you are offering, such as “how to avoid the common mistakes people make when hiring a lawyer” (if you are in the law firm business).
In addition, your report or guide tells your listener what your company does.
You deliver your offer – let’s say a free assessment of the pest situation in the prospect’s home (if you’re a pest control company).
If your prospect found your ad in the display ad network, chances are he or she wants the service you are offering right now.
So it’s fine for your report or guide to make your basic sales pitch.
A free assessment, a free analysis, a free consultation, 50 percent off for first-time customers, etc., are potent offers to bring in new buyers.
These free reports or guides are great places for your testimonials, listings of your impressive clients and track-record of achievements.
But be careful not to spend much time talking about you or your business.
Ninety percent of what you say must be about what you will do for your prospect.
Stress benefits to the prospect, and the dangers of not acting now.
It’s fine if your free report or guide is long, if what you have to say is interesting.
In advertising, the longer your prospect listens to you, the better chance you have for the sale.
So your report or guide can be a 10 pages PDF, or a 10 minutes audio or video, or longer, if what you have to say is fascinating.
Especially important is to stress your super-charged guarantee and your irresistible offer for first-time customers that no intelligent person looking for such a service can possibly refuse.
“Free trial” and “free for first-time buyers” is always a powerful offer.
At any moment, the prospect can click out of the sales pitch and order the free Consumer Protection Guide you’ve offered, and, hopefully, also the free consultation or analysis or free initial service you are also offering.
The prospect can make a call directly to you or a live sales person if it’s during business hours or leave a message if you include a way for them to reach you or your business.
You now have a hot prospect.
You must now follow-up immediately, or your prospect will find the service somewhere else.
This is absolutely essential because you are providing exactly the service he or she is clearly searching for.
This is money hanging on a tree that is simply waiting to be collected.
And you did no work to get this hot prospect.
Once the system is set up, it works on its own, automatically and hands-free.
It works while you sleep.
It works while you are on vacation.
Your banner ad is your unpaid sales force that never gets tired, never gets discouraged, never calls in sick, and works for you all the time, 24/7.
You just need to be ready to handle all the business that will pour in.
In addition, you can have any number of banner ads tailored for different products and services you might be offering.
And you can quickly and easily test different messages and advertising media with campaigns running side-by-side.
It’s even great if your report or guide can be an audio or a video.
An actual voice or visual is so much more powerful than print.
A bond starts to form as the prospect hears more of what you have to say.
People want to do business with people, not with a printed page.
People want a relationship with those they do business with.
You have a much greater chance of achieving this with a detailed, recorded presentation in your own voice or visual.
You are, in effect, conducting a seminar for your listeners.
You are marketing by providing information.
You are marketing by educating.
The recorded message, of the type I am describing, is the next best thing to standing in someone’s living room and having a one-on-one conversation.
But you are doing it automatically and robotically, while you are sleeping, while you are playing tennis, while you are watching the football game or playing with your kids.
You’ll never need to make your introductory sales pitch again.
Instead, you’ll just send prospects to your free report or guide to hear your sales presentation . . . over and over and over again.
This, in fact, is how you want all your marketing to function.
And it can — if you set up the system correctly.
Depending on the product or service you are offering, you might test whether to include in your ad a link to a website address leading your reader to a landing page that requires him or her to fill out a form to receive your free report or guide…although, this isn’t a general rule.
Certain people want the service now.
People who want service now use the phone.
People surfing the Internet or even the social media are more nibblers.
They are researching the subject but are usually not in need of instant emergency service.
Some people want service now.
But if you are running banner ads on websites related to your product or service, you’ll want your banner ad to link to your site, most likely a landing page.
You would then display your free report or guide there, on your site, on the landing page, perhaps throughout your site.
As with all marketing tools, you must use the tool that fits the task at hand.
A saw is a great tool, but not for hammering nails.
The folks who are calling your business hotline from the ad are usually people who want the service now.
When someone picks up the phone and calls, they are serious.
The phone is a “need it now” tool.
The Internet is used by researchers, dabblers, nibblers.
They are thinking about it and will get back to us when they are ready.
With all marketing, but especially with the Internet, your job is to find a way to capture email address of those who are interested in what you are doing.
And then develop a program that will keep you and your service in front of that person so that when the prospect is ready, the prospect thinks of you first.
Of course, these are general observations based on my own experience.
There are differing patterns of response depending on the product you are selling.
As with all your marketing media and tools, you must always TEST, TEST, TEST.
To regularly achieve effective and efficient success with all your business and marketing efforts, you won’t want to underestimate the importance of testing.
Let’s discuss the new lessons you’ve learned from this topic in the comments section below.