Posted by: Troy White
July 4, 2008
Issue #452

More lead generation help on the way …

Fellow Business-Builder,

Again, thank you for all the fabulous comments around the last two weeks’ lead generation articles. 

Some of you had questions I wanted to help address.  The way I see it, if I can help you double or triple the amount of leads you are getting, then convert them to sales, my articles have done their job.

First, lead generation ads done simple.

I am not a graphic design person (if you can’t tell :o)  - - but I do appreciate an ad that is laid out properly.  It helps draw in eyeballs and get them to at least start reading the headline.  If the design is poor and the ad doesn’t stand out, your job just got harder.

Kari does my graphic and ad design, but I have picked up a thing or two about simple ad layouts for the average small business.  The following references are from Word 2003 - they changed everything in the 2007 version, and I have not taken the time to figure out the differences.

1. Offline and online, text only ads do work.  We have all seen the text-heavy pages online, and the advertorial-looking display ads in the newspapers and magazines.  Your opinion of them (mine included) doesn’t matter.  All that matters is the response they get. 

So, if you are looking to design a small display ad (Yellow Pages, newspaper, trade mags, etc.), and don’t want to hire a graphic artist, here is the simple way to do it.

First, create a text box.

In MS Word, go to Insert -> Text Box -> Horizontal.

You will get a little box like this …

 

As you move the mouse over the box – specifically over the edges - you will notice that when you click on one of the lines, it highlights the box and makes the mouse change to …

… cross hairs …



… or arrows. 



If you use the cross hair, you can move the text box around. If you use the arrows, you can stretch the size of the ad to whatever layout you prefer. 

[SIDE NOTE: If you are held to a specific size of ad – position the mouse on one of the text box sides, then right click the mouse.  Click on “Format Text Box”, then “Size.” Enter the exact dimensions of the ad and the box will resize automatically. Your text must fit inside the ad, as is.

Let say we were creating an ad for some skin cream, and we are running it in some community newspapers (as an example).  The ad must be 2.7” x 6”.  After following the above directions, here is the size of the box (with the ad text put in).

SKIN CARE NEWS FLASH: “Australian Rebel Emu Confronts Plastic Surgeons – and WINS!”

The Ultimate All-Natural Aging and Anti-Wrinkle Breakthrough is finally here from the Australian Outback.  Exclusively formulated to reduce wrinkles, improve your skin’s firmness, moisturize from the inside out and guaranteed to help you look 10 years younger. 

The Australian Emu has a natural gift that eliminates signs of wrinkles and aging. Call xxx today at xxx.xxx.xxxx to receive your FREE Special Report – “Emu Secrets to Youthful, Wrinkle Free Skin.” Look years younger without Botox or other painful, expensive surgical approaches.  Call today to reserve your time for a FREE Report – while they last.  xxx –  xxx.xxx.xxxx

2. Nothing fancy, but it works (as did this ad).  You can also make it stand out even more with the borders of the ad.

Take the same ad and right click on one of the ad’s lines. Click Format Text Box, then the colors and lines tab. Adjust the type of line, and the weight of the line, and you will get a completely different approach.


3. Next, try adding in a picture. This will change the amount of text in the ad, so either buy bigger ad space or cut out some of the text.

Photos (ones that help support the product or service offer) can make a substantial difference in results.  In some of the previous ads I showed, the addition of my cowboy cartoon actually increased my leads by ~ 15% (depending on the week it ran). 

Click the mouse in the ad approximately where you want the photo.  Then insert a picture from file (you need to have the photo saved to a convenient place on your computer). Move and resize the photo as described above. 

MORE EXAMPLES

I had some requests to show a few more examples of ads I had written for others that worked.  Again, lead generation ads work – it is up to you to find ways to make them fit your business and industry. 

Reports work really well – qualified people are usually very interested in learning as much as they can before making a decision. Price shoppers don’t care – but you probably aren’t going after the low cost buyers (tough to win that game if you are a small business).

I have also used a free dessert offer for a restaurant (bring in the coupon).  Free car wash. Free coffee mug. Free calendar. Free samples.  Basically, anything free that you can make fit your main product or service will work.

Examples … Classified ads

From Roller Coaster “Test Pilot” to Successful Entrepreneur! Discover the Success Secrets of The Young, Wealthy, and Healthy. 3 Simple Steps You Can Take Today To Love a Life of Your Dreams. Call Tammy right now at 403.xxx.xxxx to get your FREE SPECIAL REPORT – before they’re gone

Or …

Shame Shame Shame! It’s a real shame for you not to make good money when these two Calgary ladies do it so easily! She went from Roller Coaster Test Pilot to Successful Entrepreneur in 3 simple steps. Discover the Success Secrets of The Young, Wealthy, and Healthy. 3 Simple Steps You Can Take Today To Love a Life of Your Dreams. Call Tammy right now at 403.xxx.xxxx to get your FREE SPECIAL REPORT – before they’re gone

I have used the exact same copy, graphics and layout on postcards, and mailed them out to an inactive list and to rented lists as well.

Anyone in the real estate or mortgage business; this is a great way to build your database. Offer free reports on buying a home (or investing) in __<insert your city or neighborhood here>___. 

In a city of a million people and 5,000 realtors, I have yet to see anyone using this! 

I have mentioned it previously, but it’s worth repeating … out of 5,000 realtors, I only know of one who has positioned herself properly as “The Pet Lovers Realtor." 

There are a million different ways you can position yourself uniquely using these ideas. 

Get creative – get innovative. 

And get busy enjoying your long weekend!

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE™

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A Final Note:

If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.

"Don’t wait. The time will never be just right.”

–Napoleon Hill

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• 300 Million in 10 Days … Year After Year. How Do They Do It?

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9 Comments »

1. Comment by Larry Owen — July 4, 2008 @ 10:38 am

   Ouch!

   Kari, halp!

2. Comment by Glen Kohlenberg — July 4, 2008 @ 1:46 pm

   Troy you are the best! You touch the lives of so many because we are the little people but we are also the one’s that built our country to greatness. Thank you for sharing your wealth with us.

   May we all use it to help us all grow our companies and to give back and inspire others around us.

3. Comment by Michael Cooney — July 4, 2008 @ 4:12 pm

   Thank you for giving a valuable lesson, Troy! Something you did caught my eye, so I thought I’d offer something back in return that will be fun for you and your readers who may not know this.

   In your item 1, "Offline and Online, Text Ads Work" you used the hyphen and arrow like this: ->
   Try this instead (for MS Word 2003 users):
   Type two hyphens and the arrow (no spaces) and see what happens.
   Then, type two equal signs and the arrow and see what you get.
   Then, type three equal signs, the arrow, and hit Backspace.
   Those are some fun ways to create a more "real" arrow.
   All the best,
   Michael

4. Comment by Dr. Vikrama — July 5, 2008 @ 2:27 am

   Hi Everbody,

   It is an amazing post by Troy about ads in text box. Michael has really refined the approach with his comments to introduce some fine artistic tools for creating arrows with merely two or three keystrokes.

   Regards,
   Vikrama

5. Comment by Rod — July 6, 2008 @ 6:29 pm

   Thank you for another great article, Troy! Can you explain the use of ‘Tammy’ in the additional classified ad example. Did you include ‘Tammy’ to key and track the ad response? Or to personalize and improve the response? Have you tested the use of ‘Tammy’ against a ‘24 Hour Recorded Hotline’ statement? Thanks again! Rod   

6. Comment by John Anderson — July 6, 2008 @ 10:37 pm

   Thanks for this Troy, really practical advice. This board is the first place I came for information on writing a great direct response space ad for a new client…and Ta Da..there your article was. Good luck with your wild west seminar. John

7. Comment by Gwen — July 7, 2008 @ 11:03 am

   Thanks for this practical and effective tip! Especially for the artistically-challenged people like myself.

   Mabuhay!

8. Comment by Troy White — July 7, 2008 @ 11:48 am

   Thanks everyone.  I wasn’t sure if something like this is helpful to all of you - it appears it was to many. 

   Rod - your question about the Tammy reference… yes and no.  In this case, I left her actual name in. But I have done many different campaigns with made up names in there for tracking. A very simple way of knowing where your leads are coming from.  In this case she only wanted live calls - no recorded msgs.  Both work.  The messages add in another layer of qualification, which can be a very good thing in some businesses - not so goo in others.

   Michael - great tips - who knew?  Not me (obviously) as I use 2003.  Thanks again, troy

9. Comment by Keith — July 10, 2008 @ 1:36 pm

   Troy,
   For offline methods specifically, how would you create the "Free Report" mail piece? From a cost effective standpoint.As a newbie to this, you bring simplicity.Thanx!keith