esterday I received an email from Robyn from Magic Music FM in NZ which read…

I find most of your information helpful.We own and operate a Radio station in NZ.

And I figured a number of you would be interested in terms of this subject, so  I thought I would take a moment to cover it now.

Firstly, it doesn’t matter if you are writing for the radio, television or whatever, the key advertising principles outlined in  http://www.copywritingthatsells.com.au/cashflow are exactly the same.

You need a catchy headline which grabs their attention.

You need a great second line to lead in from the headline.

You need a great offer.

etc. etc.

Nothing changes in terms of that because you are still communicating with people.

The only thing which changes is your headline is your opening sentence. And  because you are normally limited in terms of air time you need to be very concise.

The general rule is you can fit in 3 words per second. So if it’s a 30 second ad you can fit in 90 words… if it’s a 60 second ad, then you’ve got 180 words…
a 15 second ad, you’ve got 45 words… and so on.

And you should repeat the phone number 3 times to ensure people have time to  write it down and remember it.

Here’s a few opening lines you could play around with…

Attention homeowners…

Here’s how you can cut your cleaning time by 50%…

Here’s 4 reasons to call John’s Car Detailing before the 23rd of August and say “I’m a dirty wowee hoowee monkey”

Here’s why 30% of kids will get bullied in primary school… and you’ll find over 100 more great headlines which can be used as opening
lines when you get http://www.copywritingthatsells.com.au/cashflow

The bottom line is you need to start with an opening which stops people dead in their tracks and makes them want to listen to the end.

Same principles as any other advertising medium – but with a small twist

All for now,

Scott Bywater

P.S. Been thinking of getting my Cashflow Advertising Manual, but not quite sure?
Just listen to what Cameron Strachan from www.cameronsgolfblog.com has to say…

—
Hello Scott,

I’ve been reading your stuff for some time now and have become a fan. I purchased
your Cashflow Advertising product earlier this year and it’s the best that I’ve
read. I’ve done a lot of courses in the past but haven’t found anything that teaches
a newbie to attract new clients and build a profitable business as effectively and
concisely as this product. Every small business owner should purchase this if they
are serious about building a better biz. It will teach you more about advertising
and marketing than any university degree! You’ll also leave your competitors for
dead. It’s that good.

Cameron Strachan
—

I’ve got a mate who was telling me about a story of when he was young and foolish in the US of A. And they had some dodgy car he bought from another backpacker… and took a wrong turn… ending up in a very dangerous section of New York.

Anyway, if you’re in that situation without a map, you’re going to move slowly, aren’t you? You’re going to tread carefully because one false move and it could be D-DAY for you.

Kind of like starting a business on a low budget.

It’s dangerous. You’ve got to watch your expenses. You’ve got to tread carefully. And you’ve got to use proven templates such as those you’ll find at
http://www.morecustomersmadeeasy.com

In a nutshell, you might need to try a number of different roads only to end up in
dead ends.

You might run an ad and have it fail.

You might send out some direct marketing letters and have them fall flat on their face.

You might have to brake and turn around in a totally different direction.

But after a number of twists and turns (it could be 3 or it could be 100) you see the light at the end of a tunnel… THE HIGHWAY!

The other day I was reading a book and saw the growth curve of Walmart. It was flat as a tack for years and years while Sam Walton took his twists and turns…

Then he saw the highway and his sales and profits shot up like a rocket.

And that’s what can happen to anyone.

For instance, you might get a copy of http://www.copywritingthatsells.com.au/cashflow and write several ads which pull a meagre response because you’re learning what works and what doesn’t.

But then one day you hit a home run. You write an ad which pulls off the charts.

You make $7 back for every $1 you spend.

What are you going to do?

You’ve found your highway.

Now what many people do is they continue to play it safe after they get out of the dangerous suburbs and find the highway.

My advice is to take your foot off the brake and drive this baby home – FAST!

Because if you’ve got an ad which is punching out more money than it’s costing you on an ongoing basis, why wouldn’t you advertise it everywhere you could?

So today, take a moment to think about how you can fail fast… find your highway… and then grow your business faster than you ever dreamed possible.

I noticed over the weekend that the book “4 ingredients” is the number one, two and three best seller in non-fiction books at the momement.

And there’s a very good reason for this which can be summed up in two words:

quick
and
easy.

After all, 4 ingredients is a very clever idea. And while it’s a cookbook, what the authors have done is look at what people really want.

And given the fact we are busier than ever, they figured we don’t want 27 ingredients
to our meals. We only want a handful.

So 4 ingredients was born and now they have sold over 1.4 million copies.

What’s more, they have tapped into the intitial success of the product and after the initial book, they came out with 4 ingredients 2 (always a good idea to produce another #2 book if the first one is a BIG HIT) and 4 ingredients gluten free (this is also great thinking as a good percentage of the entire population is now glutenfree).

Anyway, what’s this got to do with you as a business owner?

Well, what they are selling is as old as time, right?

Cookbooks.

But they have found a way of positioning these cookbooks to appeal to something people really want.

Cold Rock Ice Cream did the same when they had the idea of allowing people to add all their favourite lollies to their ice cream and combining them.

And they are one of the most expensive (as well as one of the most popular) ice cream chains around.

Let’s take a look at how another business could do this. Maybe a mechanic…

The only mechanic who offers a loaner car
The only mechanic especially designed for women
A mechanic which gives your car a free clean while it’s there
Or perhaps a fixed price mechanic

Are you starting to get the picture. The ideas above basically involve a mechanic doing exactly the same thing… offering exactly the same service… but with a twist.

How could you implement a little “twist” into your business and get an unfair
advantage over your competition?