The heartburn advert! Opens with a guy shovelling into a wheelbarrow, then goes to him clutching his chest with a face shot of discomfort. It then pans to the roadwork’s sign and a stick figure bashing away at the pile of dirt which then erupts like a volcano. The dialogue running with all of this captures this guy’s pain very well.

“Getting People’s Attention Is Successful Advertising!”

By using all the right emotional triggers they’ve engaged the viewer with shots of the guy clutching his chest, another shot of belching, the volcano erupting to depict the burning sensation and using the sounds of gasses gurgling from inside.

Then the orator uses words that sufferers will relate to and starts to aggravate the problem with – “if left unchecked it can lead to other medical problems” and “with proper treatment it may end your discomfort for good”. The last shot is a bulldozer clearing the pile and a shot of the worker smiling and looking relieved getting back to shovelling.

Very emotive and engaging… especially if you’re a heartburn sufferer!

The ad finished with the orator directing people to “Talk to your doctor” or visit “www.heartburn.com.au”

This is a better than average ad model. They got my attention, held my interest and told me what they want me to do – Go see my doctor or go to the website. Those elements they got right. Very clear steps.

OK, I’ll go to the website – easy! Nice looking site, lots of good information but here’s the thing.

Why would you spend all that money on a TV ad, direct me to your site and not want to get my details? (Apart from a lame newsletter signup that was hard to find.) Why not have a compelling offer of free information that people get when they submit their details. If you have my details you can then market to me… forever!

“Successful Marketing Is What You Do With Them After!”

Flawed thinking! It’s a classic case of what I call a library site – lots of information and the business owner lives in the ‘hope’ that the prospect will call the business or maybe opt-in to the lamely named newsletter… maybe in your dreams.

I found the company name in tiny print in the footer and it turns out it’s a huge pharmaceutical company. It’s the classic branding style ad process. They spend truckloads of money on ads and strategies that are not directly measurable. Dumb or dumber? They are not leveraging off their website as they could. This is the marketing cancer of the big boys.

“YOU Have the Edge!”

This is how smart small to medium business owners can get the edge over the big boys. Here’s the ironic thing – people actually want to do business with people, that’s you! The trouble is that you are not making it easy for your new prospects to become clients.

You might not be running TV ads but why would you have a sexy website, then bust your gut getting people to go there without an offer of information in exchange for their details?

This is how the average business owner can take toll position and run rings around the big boys.

Here’s my number 1 question to all business owners!

Out of 100 visitors to your website how many are you now able to market to?

The answer should scare you!

If you want to know how to make a compelling offer for prospects details and generate fresh leads and actually convert your website from a glossy online corporate brochure that sits out there as internet flotsam then click here NOW!

I am offering a FREE Marketing and Website Audit valued at $350.00 for the first three, that’s 3 as in 1, 2, 3 ONLY! Why 3? – because they take a heap of time and frankly, that’s all I have time for.

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To find out more go to Peter Butler or go here to get your FREE Marketing and Website Audit! valued at $350.

I got the sort of email from a client that we all like to get. Here’s the subject line and content.

______________________________

Oh My God People are Contacting me and leaving messages

I received these two comments last night from my site…………WOW……

David O

Nice Site layout for your blog. I am looking forward to reading more from you.

Tom Humes

Very interesting analysis. Moves my thinking along in terms of helping clients measure the impact of the leadership development work that I do, mostly with non-profit social service organizations. Thanks.

Larry Wenger, MSW
Workforce Performance Group

David O

______________________________

David O was ecstatic! After 8 years of having a website that suffered rigor mortis (it was stiff and dead).

David was so excited because we had only re-published his site 2 weeks prior and after 8 years of disappointment, well, I’m sure you can see why he was over the moon.

You need to understand this. To be indexed by Google, found by the search engines and then these articles even found by humans in that time frame is nothing short of miraculous.

How did we do it? I’ll cut straight to the chase.

The WordPress Platform!

…and our little box of tricks and very sexy plug-ins and how we use them. You didn’t expect me to give all our secrets did you?

Why was David so excited even though we told him to expect this sort of thing?

Because he’s been told similar things in the past. David had spent $18,000 over the past 8 years with 4 different web developers with all the promises in the world and none had delivered.

Here’s the thing…

• Did any of those websites generate leads? – No
• Did they capture lead details? – No
• Was he able to market directly to his clients to those visitors  after they left? – No
• Was he able to relate and market to existing clients through his website? – No
• Did he actually make any money through those websites? – No

We’re all told we need to have a website in these modern times but we’re not told the specific functions that the website should perform and how it really is just a tool in our marketing toolbox.

If you answered no to any of the above then you have to question everything you’ve ever been told about website world. The problem with most web designers is that they are not marketers.

It’s not their fault, they know how to do sexy graphics and know some code and stuff but they don’t understand marketing. And especially direct response marketing. For the most part all you end up with is a very sexy online corporate style brochure… and that’s it!

It won’t actually make you any money. Makes you wonder why you would bother doesn’t it. The whole point of a website is to build your business so you make more money through…

• Generating leads.
• Generating fresh and qualified leads consistently.
• Being able to start a relationship with prospects.
• Capturing the prospects details so you can market to them consistently.
• Being able to relate to and market to existing clients.
• Actually make money.

So David was well on his way to achieving that with his new style website based on the WordPress platform and our template, big box of tricks and hosting. Already he had 2 people respond to the information that he was able to post easily and quickly on his own to his own website, he was rapt.

He was able to respond to these ‘comments’ and start a relationship with these people. That seems to be a fundamental flaw in most peoples thinking with websites and business today. So many people have forgotten the basics…

People want to do business with people!

That’s what this style and model of website will achieve. It’s all about being able to relate to your prospects and clients. The side spin to this is other people visiting his site will see this and it starts to bring the barriers down and the trust factor up. The world will see that you’re a real person who knows what they’re talking about and not some big impersonal corporation.

The Google Gods will smile upon you!

Not only that but it means that the Google Gods will smile upon you because you have a web 2.0 based website platform. Without going all techy it basically means the search engine world will love you and your site which means that more people will find out about you and you can actually interact with them.

And that’s without any marketing per say. This style is the way of the future for websites but more importantly for NOW because you really don’t want to get left behind and have your competition getting the jump on you.

David is now able to run direct response marketing pieces, both online and offline and direct people to his site, qualify them, capture their details and market to them at will.

How good is that?

I’ll keep you posted with David’s progress as it all really starts to snowball for him.

“Breaking News”! I’ve just done an interview with David so can listen in to what David actually had to say! Hear David O’s Rave Here NOW!

Do you want these sort of results? Jump on this NOW and I’ll talk you through it! Contact me NOW!

Make 2009 Your Best Year EVER!