“Half the money I spend on advertising is wasted; the trouble is I don't know
which half.” John Wannamaker.
How To Ensure Your Advertising Works Every Time
Marketing Magician Practical Guides
Advertising Secrets: How To Ensure Your Advertising Works Every Time
In 1896, retailer and political figure, John Wanamaker open his first store in New
York. His empire then spread to London and Paris and he became the father of
modern advertising. You might have never heard of John Wanamaker but you will
probably have heard his famous advertising comment.
“Half the money I spend on advertising is wasted; the trouble is I don't know
John Wanamaker was an advertising genius but recognised that half his advertising
spend was wasted. Most business owners aren’t nearly as good at advertising as
John Wanamaker and the result is that things have got worse:
Today most advertising doesn’t work.
This Practical Guide is designed to give you an insight into the various forms of
advertising you might employ to promote your business. It considers why people
advertise; why most advertising doesn’t work, the various types of advertising; why
and how you should test & measure your advertising; the common sales techniques
some advertising sales staff use to get you to buy space, how to write compelling
adverts that work and, finally, how to negotiate a good deal for your advertising
In the following pages you will discover no fewer that 22 Advertising Secrets that, if
properly applied, will see your advertising success improve beyond all expectation.
Why do people advertise?
You might think it is to promote their product and improve sales but that is not always
the case. Look at the following reasons for advertising that people have given me in
· I know we should market our business and that means advertising….. doesn’t
· Because everyone else advertises
· My boss / accountant / business advisor said I should
· Because we are hounded by advertising sales people who are persistent and
· I’m told all our competitors are advertising with my local paper or magazine
· We are offered special offers by advertising sales staff
· Advertising sales staff tell us they only have one space left and will discount
· I don’t know any other way to market my business
These are not good reasons to advertise.
You should only advertise if advertising is part of your marketing plan and will give
you the level of response you need for your business.
Why am I advertising?
Is advertising part of my marketing plan?
Does it generate the business leads or sales I need? How do I know?
How can I measure my advertising success?
How can I improve my advertising results?
Would I be better spending my money on an alternative marketing channel?
Remember: You should only advertise if you have a clear reason for doing so ….. or
can afford to waste money!
Advertising Secrets Revealed
Advertising Secret Number One
The First Rule of Advertising is an Advertising Secret few people know ….…
If your advertising isn’t working …. Stop advertising.
This rule also applies if you haven’t a clue how effective your advertising is or if you
aren’t prepared to constantly review your advertising.
Once stopped then consider the following Advertising Secrets, most of which the
advertising sales people don’t want you to know. Then you can ensure your
advertising works for you every time.
Advertising Secret Number Two
Most advertising doesn't work!
The advertising industry is very high earning and supports the cost of running
newspapers, TV and radio stations. Some would say it is a self serving industry
more interested in earning money for themselves than for you. Certainly a lot of
people make a lot of money out of it. …. But I’ll leave it to you to decide if that is true
So why does most advertising not work? Advertising isn’t an inherently bad way to
market your business. It can be a very good way to market your business. It is just
that most people haven’t learnt the secrets of good advertising … and sadly that
includes a lot of the people that sell advertising for a living!
Advertising Secret Number Three
Advertising Sales Mangers often don’t understand that most advertising doesn't work
.... the few that do realise it don't admit it and many don't understand why.
One question you should ask them is "How do you promote your publication?" They
will probably tell you about their Sales Team and all they do …..but only mention
advertising at the end ..if at all. It is ironic but the only place many papers and
magazines are likely to advertise the benefits of advertising in their publication ……
is in their own publication .... and only then if they have failed to sell the space!
Advertising can create interest and sales without much effort BUT you have to
understand the rules. The sad fact is most people just don’t understand advertising
and that is why most advertising just doesn’t work.
So lets look at Advertising in more detail.
Advertising Secret Number Four
There are Two Types of Advertising
The first is Brand Advertising. It is great at getting over generic messages but of
little use when selling a specific product for a particular small business. Companies
like Coca Cola use it to create brand awareness. It is good at creating emotive
messages that make you want to be as successful as characters in the advert ... all
you have to do is buy the branded product. Now this might sound cynical but it is
true. This is a waste of time and money if you are a small business.
The second type of advertising is Direct Response Advertising ..... done correctly it
will give you a measurable response AND raise the profile of your brand at the same
time. This form of advertising gives the best Return On Investment (ROI).
Direct Response Advertising can be split into
· Sales promotion adverts This gives a one off sale
· Lead generation adverts – where you gather respondent’s details so that you
can keep engaging them.
Remember there is the potential to sell your product, or a related one, to your
customer more than once. It’s true that items like groceries are purchased every
week whilst a new kitchen will have a long interval before it is replaced; but if you sell
kitchens you will have products upgrades e.g. new handles, drawer inserts, lighting,
ovens etc you could be selling to a satisfied customer a few years down the line. A
satisfied customer who is still in contact with you is also more likely to pass your
name on to others.
Advertising Secret Number Five
Lead Generation adverts are much better value than a sales advert as they allow you
to keep in touch with a prospect for months or even years.
There is no point in working hard to make a sale via advertising if you do not capture
the name of the customer.
An example of this is, if you sell carpets and floor coverings, where you might offer a
video or short leaflet on "How to choose carpets and vinyls for domestic or office
use". Disneyland use this principle in their TV advertising. They get you to phone for
a video on holidays at Disneyland. There is no mention of holiday price or any other
detail as all they really want are your contact details.
Your lead generation advert might be run in conjunction with a paper’s reader offer.
There are advantages to this as they will often organise the sending out of your
promotional packs and will give you a list of recipients at the end. This might cost
more money but does take the pressure off your office.
Once you have a prospect's contact details you can send more information, and work
on creating a relationship, where you can make repeated sales
Advertising Secret Number Six
Test and Measure Your Advertising
If all you do is advertise and chase contacts you are missing a real trick. How can
you be sure your advertising couldn't give you double the response rate and double
the profit? You need to know what ROI you are getting from your adverts.
How do you know your ROI if you don't Test & Measure (T&M)?
By using T&M you can keep improving your copy and methodology, which allows you
to create compelling messages that sell.
You can T&M by
· Asking people how they heard of you. This isn't totally reliable, as people
forget, but does give an indication.
· Use tracking methods like
· Alternative phone numbers in your adverts
· Alternative text numbers
· Alternative email addresses
· Different landing pages on the web
· Years ago I used to use department numbers in the address but these
days people prefer to respond by other means and, even if they write, will
often forget to add them to the address.
The idea is to link a specific response mechanism to each advert. Then you can
measure the response to each advert. This isn't as expensive as it sounds a new
email address linked to your website will probably be free; a telephone number can
be as cheap as a Pay as you go phone contract, a new web page can be produced
via a Content Management System in a few minutes and, if you have a CMS system,
will be free.
You need to work out your figures (consider your sales pipeline)
How much was your advert
How many responses?
How many conversions?
What is lifetime value of these customers?
Advertising Secret Number Seven
What should you Test and Measure?
The answer to this question is …everything.
· Different copy
· Different photographs
· Different pages/positions in the paper
· Different colours
· Black and white versus colour
· Different benefits
If it can be changed you can test it. Subtle changes can often give big differences in
response rates. The incredible thing is that you might get a 10% or even 300%
improvement in your response rate but the cost of your advert remains the same.
The rule is to always scrap poor performing adverts and to replace them with the best
performing advert. It is that simple.
One problem with Testing & Measuring is that if you can only afford one advert in
your chosen paper or magazine you cannot do this. Wrong! You can Test &
Measure on your website at no cost whatsoever or via Pay Per Click advertising
(such as Google Adwords – see below) at very low cost. These results can then be
applied to your hard copy advertising.
Deciding which benefits to promote
Obviously if you have a product that has maybe 67 benefits it will take you quite time
to test all the combinations of changes you could make and Testing and Measuring
can become quite time consuming.
There are some short cuts you can take.
The quickest and most effective of these is to use Google Adwords to test the
benefits on line. This can be done in a matter of hours or a few days at most. What
you are trying to achieve is to understand what is most important to the customer and
use that to differentiate your product or service
This is a technique I frequently use and it costs very little. For example I recently
advertised the Conference Facilities for an international conservation charity near
Gloucester. Within a short time I could see which of the eight benefits I had selected
to test came out best. Checking this over a longer period confirmed the situation and
the results can now be used offline as well as online.
Mini Case Studies
I have used both brand and responsebased advertising with several colleges.
At “College A” I created a brand that said they were the Premier Equine College –
they were the first college to offer Full Time equine courses, the first with National
Diplomas, the first with HNDs and the first with an Equine Degree course. Later they
were the first to offer both BA and BSc Equine Degrees.
At “College B” I sold the brand that promoted the best equine teaching facilities in
Europe and the widest range of equine courses in one of the most "horsey" counties
In both cases we had a very positive response to brand advertising ….. but it was
part of a much bigger campaign that also included Direct Response Advertising and
PR. This combination worked because we dominated the market place. Smaller
colleges couldn’t compete and brand advertising did no good at all … except raise
awareness and send prospects to these market leading colleges.
Both these colleges are big in their field they are a bit like Coke and Pepsi.
The other colleges that offered generic equine courses roughly equate to the lesser
known soft drinks and were no more a threat than "Stefan's Fizzy Drink" is to Coca
So having considered the types of adverts and learnt about Testing & Measuring
where should you advertise?
Where Should You Advertise?
There are hundreds of places you could advertise. Obvious ones include
newspapers and magazines but you should consider all the options. Some will be
huge like the sides of a building – the largest advert I’ve seen in recent years was on
the side of Fort Dunlop in Birmingham, no one travelling on the M6 could miss it;
others might be small – there is still a place for a calendar or good quality pen printed
with your contact details.
The following are some of the more usual places you might consider advertising.
There are a number of things to consider when thinking about advertising in
newspapers, magazines and directories:
Advertising Secret Number Eight
Page & Position
Our natural inclination is to look at the top right hand page when opening and reading
a paper or magazine. Testing & Measuring has shown that the response rate to
adverts on left hand pages, especially bottom left hand pages, is much lower than the
same advert on a right hand page … especially a top right hand page. This is why
you should never advertise on a left hand page. There is one exception here .... it is
OK to advertise on a left hand page if you pay a really low rate and get a better ROI.
The problem with buying advertising in a paper or magazine is that a lot of it is sold
as "run of paper". That means that the publishers decide where your advert goes.
Agencies fight for right hand pages and you will probably be left with what remains
...usually a left hand page.
Early pages have the highest readership. People generally lose interest after page
812. The news is at the front of the paper and an advert on page 57 will be seen by
far fewer people unless they are specifically looking in this part of the paper. So an
advert on page 57 is worth a lot less as it will generally give a lower ROI. The
exceptions to this rule are the classified pages where a totally different pricing
strategy is used. If you are trying to sell a car then it makes sense to advertise it in
the classifieds section where people will be looking for this type of advert. An advert
selling spa pools is unlikely to sell in the car section so think carefully about where
you want your advert to appear
Another issue to think seriously about is that of buying specific spots like the back
page or inside front cover of a magazine. Sales people will tell you it is worth more
but where is the evidence that it will sell more product or create more leads. What
you need is evidence. Ask them to show you some verified figures that prove that
the position they are trying to sell you is worth more. I'll bet they will tell you how one
of their customers swears by this page ... but will not be able to provide proof of how
many more sales/leads the page gives.
My strategy with advertising sales staff is to offer the same money as a “run of paper”
advert and offer them a commission if we get a better response. This works
occasionally… but usually they turn it down.
It is sometimes possible to get a prime spot and pay nothing at all. I’ll tell you how to
do that later.
Advertising Secret Number Nine
Check the circulation figures
How do you know how many people read the publication you are considering
There are verified audits made of circulation figures. The Audit Bureau of
Circulations (ABC) figures provide a good guide to help you judge which paper you
might advertise in. Don't be mislead by figures that sales people give you like the
number of readers as these are usually estimates based on an in house survey of
how many people read each copy ... and are not very accurate!
Just because they have a good circulation doesn't mean a paper is ideal for you.
Think about it; would you sell fishing tackle in a fashion magazine? You need to
understand the profile of the reader as well as the total numbers.
Another tip is that ads in “paid for” publications generally give a better response than
the free publications.
Some more about ABC This provides an independent verification of circulation data
to facilitate the buying and selling of advertising space within national newspapers.
ABC has now developed into a bigger organisation and provides verification of data
for a wide range of titles, exhibitions listings and databases, as well as
Advertising Secret Number Ten
ALWAYS negotiate; never pay the list price or first price offered.
It is helpful if you can find out when deadlines are for
· Month end the sales staff have targets to meet and want their commission.
They will give better deals so ensure you know when their month ends
sometimes it is the 15th of the month.
· Going to Press The closer to press time the more they will negotiate to fill
NEVER pay a rate card price. Rate cards are a negotiation tool for sales staff. They
don't expect to sell at that price …... but will be delighted if you are prepared to pay it.
Agencies automatically get a discount from a rate card AND it is not the same rate
card as you will be shown.
If you agree to block book adverts in several editions the price will go down. Only do
this if you have Tested and Measured and are getting a good ROI.
Advertising Secret Number Eleven
Don't fall for the "last space" ploy
The number of times I get calls offering me a huge discount, for the “last space we
have left” is simply amazing.
I've some questions about this. Why didn't they contact me before? If I buy now will
they offer me the same price when I want to buy next? Where in the paper will they
run this advert? If they really want me to spend they will give me a "top right" space!
Be tough when negotiating last minute space, don't be bullied or rushed into a
decision and only buy productive space.
Advertising Secret Number Twelve
Don't fall for the "we can offer it cheaper" ploy
Papers you have never heard of will often offer you space at a ridiculously low price.
Beware of Trojans bearing gifts!
Here is how it works. They see your advert in a competitor’s newspaper and offer
you the "same advert" at a really low price. They also tell you that you will not have
to send copy as they can use it from the other paper in other words they will
photocopy the page! Beware, this will give a blurred image and do you no good
whatsoever, so avoid it like the plague.
Many of the above "rules" apply to other forms of advertising.
You really need to T&M radio as it is potentially very expensive.
Advertising Secret Number Thirteen
Don't listen to what the sales people tell you about the need buy lots of spots and the
need to advertise for weeks. A good advert will sell the first time someone hears it.
Too much repetition just bores people and can reduce sales .. but the sales people
will never tell you that.
Radio is good for Brand advertising but not so good for Response Advertising as
people rushing for work, or driving, cannot respond to your Call for Action
Strangely enough "Drive Time" is often more expensive than other times of day. You
need to T&M this to see if it is worth the extra money response rates could be much
Having said that, if you are a school promoting an Open Day, it is quite a good way to
raise profile. People often know where the schools are so don’t need to remember
too many details – just which day you are open.
A quick tip you can use here. An advert on radio for an Open Day will cost you about
£1000 a week – and you will be told you need to run the campaign for at least three
weeks. You can promote your event on those big yellow AA signs for much less.
Ten signs displayed for a week cost something like £300500. Worth considering.
Advertising Secret Number Fourteen
Radio’s left hand page
The radio equivalent of advertising on a left hand page is your advert being run at
3am! Make sure that the spots you book give you air time when you want it and not
when the radio station can't get anyone else to advertise.
Advertising Secret Number Fifteen
Advertising on the big screen is a form of advertising that few businesses bother with
and yet it can be very low cost and very effective.
It works like this. You buy a slot on every screen in the complex and your advert is
displayed before every film. Contracts usually last a full year so assuming, say, two
films per day on each screen, that means your advert is shown 730 times per screen.
I ran a cinema campaign like this quite recently in a complex that had 18 screens, so
our advert was shown 13,140 times over the year.
Often you find that, as in the above case, not all the slots have been sold and your
advert is shown more than once before the film.
The advertising sales staff use rate cards and quoted me just over £5k from the card.
This soon dropped to £3k but after some hard negotiating we managed to get the
package for £1000. That’s just 13.4 pence per film.
Cinema advertising is really good if you can tie it into people’s lifestyle. So
advertising a pub, bowling alley or Indian Restaurant before a film is a great way to
encourage people to see a film and go on for a drink, game or curry.
Cinema advertising is especially good if your customer demographic is similar to the
cinema. Ask them about this; they will have published data. Look to see if the
audiences they get match your targeted customer in terms of age, gender, socio
economic group etc.
Cinema isn’t going to be ideal for every product or service and it is important that you
Test and Measure your campaign.
TV is very expensive and needs a big budget. You will of course be advertising to
many more people and regional TV stations might give you the exposure you need.
It depends on your product/service and budget.
TV is best for brand advertising and can work well when you are selling double
glazing, fitted kitchens and financial services such as car insurance!
Remember the Disney example. Holiday companies that can get you to ask for their
DVD can really sell here.
You have to admire the people that sell space in Yellow Pages and on Yell.com
because they are very good at what they do. I frequently get calls from prospects
that have the rep from Yellow Pages coming to see them. They are really worried
about how much they spent last year on Yellow Pages and ask me how they can
reduce their bill.
Yellow Pages can be good for distress purchases – if you need a plumber at 3 am.
In fact I sometimes think plumbers don’t advertise anywhere else. They don’t seem
to realise that when you want a new bathroom you will most likely look on the web
The Yellow Pages answer is extremely easy …. but not often the one they want to
Advertising Secret Number Sixteen
The answer to Yellow Pages, and all other advertising, is never to advertise
anywhere a second time unless you have evidence that you had a good response
the previous time.
The problem is that most businesses haven’t Tested & Measured the response to
last year’s advert and have no real idea if they have worked or not.
Personally I don’t use Yellow Pages to advertise in or to research suppliers so I can’t
offer any advice on how effective they are. The only way you can find out is by T&M.
What my callers say is that if you tell the Yellow Pages rep that you are not happy
with the response rate they will try to convince you a bigger advert will give a better
response. Well it might … but where is the evidence.
There are several strategies I can suggest when it comes to advertising in Yellow
Pages and none of them involve bigger adverts!
Banner ads have probably had their day. Banner ads were very much part of the dot
com boom and I’m yet to be convinced that they were good value in most cases. It
was often a matter of slick sales succeeding over proven benefits. If you decide to
go for banner ads you need to T&M very carefully after looking at visitor numbers and
Advertising Secret Number Seventeen
The great thing about web advertising is that you can measure response rates very
accurately via your site stats.
Advertising Secret Number Eighteen
Add Google Analytics to your site if you don't have an accurate site stat system.
Analytics is free and very effective.
Advertising Secret Number Nineteen
Try to negotiate a deal where you pay per response as opposed to a fixed rate. After
all why would you want to pay £££££s without a guarantee of success. Most sites are
very adverse to this because their sites do NOT give good response rates.
Pay Per Click (PPC)
Advertising Secret Number Twenty this is my favourite Advertising Secret,
because it has the potential to make you money very quickly and is
exceptionally low cost.
In my opinion PPC systems like Google Adwords are the best thing since sliced
bread. You only pay when someone clicks on an ad. You decide what you are
prepared to pay and the results are very measurable.
This is a huge area that you need to master. Look out for the Google Adwords
courses on the Marketing Magician website.
Free Advertising Case Study
Sometimes, if you really play your cards right you can persuade advertising sales
staff to run an advert without charge.
OK, they don’t often do this but here is an example of where I managed to persuade
a national title to run my copy without charge.
The advert was a brand advert and the magazine was ********* (they will not thank
me for revealing the secret of their name).
At the time I was promoting the Equine Centre at College A and our advertising
spend with the magazine was around £12k a year. We ran a full page advert about
once a month and got the best response at Christmas when we could expect about
500 responses to a single advert. At £1k per page this was quite good value.
The sales staff were always chasing us with late offers but I rarely purchased (the
only time was when I wanted an extra advert that month and guessed they might
make me an offer. This is of course a dangerous strategy as they may not phone
and then your advert doesn’t get placed!).
On one occasion when offered a late space I replied by saying that I would gladly
place a late advert but only if they would give me 100% discount! Of course they
refused but then I explained my offer. I would write short letter saying how effective
advertising with them was and I would allow them to use the letter as an advertiser
testimonial. I even agreed to write alternative letters for any other time when they
couldn’t sell space.
Here is the “testimonial” advert they ran for me. We actually had people contact us
after reading it so, as well as being a brand advert, it acted as a direct response
advert as well.
Free Brand Advertising in a national title
Writing good adverts
Advertising Secret Number Twenty One (Actually there are numerous
Advertising Secrets in this section)
A few thoughts:
· HEADLINES are all important
· T&M different headlines
· Use a colon to create a compelling headline
· Don't use your company name as the headline. People want to know what
benefits you have for them and this needs to be at the top of the advert. Your
logo, strapline and other details should go at the bottom of the advert.
A good advert should:
· Attract Attention,
· Create Interest
· Create Desire
· Prompt Action
This is the AIDA principle that you will find in most marketing books.
All adverts should sell the product or service BENEFITS rather than its features
YOU is the most important word in your advert.
Never use the word “I” in an advert …..I can only think of a couple of times when I
have seen adverts that successfully break this rule.
Be COMPELLING and SUCCINCT ...... get to the point
ALWAYS have a Call to Action
A “call to action” is a feature of response based advertising. Without a call to action
readers cannot respond.
Examples of calls to action include
· Phone Stefan on 01926 632794 NOW, .
· Click Here
· Visit www.stefandrew.com
Don't forget to add your contact details AND always T&M them.
Advertising Secret Number Twenty Two
A good headline makes the reader want to keep reading. Consider the following:
· Man bites dog
· The Secrets of Advertising: that advertising sales managers don't want you to
· Why most websites don't sell
· Four ways to improve your website without spending a penny
· How I successfully filled my order book for less than £350
· How I doubled my sales and profits in just one month
· Why you should never advertise on a left hand page.
Great advertising headline words
Advertising Secret Number Twenty Three
Some words give a better response than others when used in headlines.
Some Examples of Good and Bad Advertising Practice
Dodgy Delaer Car Company
We’ve been selling cars since 1910
There’s nothing about cars we don’t know
Specialists in small cars, large cars, luxury cars, sports cars, off road cars,
And 4 wheel drive cars
We are agents for Audio, Ford, Vauxhall, Toyota, Nissan and Volvo
16 valve OHC Speedster
With Mk 7 alloy wheels
And gofast strips
£ 1750 ono
Call in for some great bargains
£1000 trade in guaranteed on your old banger.
It’s a pity that this dodgy company made a spelling error in their advert – especially
as it was in their own name.
Never start an advert with your company name. You need to catch the readers’
attention with something they can relate to and show them the benefits offered. No
one is interested in your company as such it is the product or service benefits that
are going to solve the problem or need they have.
Is the fact they have been trading so long of any interest to most readers? Probably
not … so why waste space highlighting it.
Making claims you can’t substantiate isn’t good. There’s bound to be lots about cars
that this dodgy company doesn’t know: so why make ridiculous claims?
In the UK most car dealers have an agency agreement with one manufacturer.
Claiming six is highly suspect and makes the reader think twice.
The Managers Special certainly establishes the company as a second hand car
dealership. If this is what they are then this is good but ….. writing about technical
details like “16 valve OHC” is unlikely to be understood by most potential buyers and
will exclude most people.
Quoting a price in an advert is useful in a number of ways; it prequalifies the buyer
(if you had a £70,000 price ticket on this car a lot of people, that can’t afford it,
wouldn’t bother you for test drives). This price ticket says cheap without saying
The Call to Action is vague and isn’t likely to make me rush over quickly.
Where is this dodgy company based? There is no address or telephone number.
All car dealerships offer finance so why advertise it unless you want to effectively say
you can come here even if you can’t afford these cars?
A price guarantee is a great way to attract customers in many cases. Here it just
highlights that the Managers Specials is yours for £750 and everything else is
probably cheap and nasty as well.
Green Motoring Advice
Worried about the Environment?
Concerned about Motoring Costs?
Thinking of Future Generations?
Considering a Dual Fuel Vehicle?
Obtain your copy of
Green Motoring Advice
Before making your next car decision
To receive your copy
Call 01111 123456
Or pick up a copy from our forecourt
Greentown Car Sales Ltd
99 High St, Greentown, Anyshire UK +44 01111 123456
Greentown Car Sales have taken a different approach to their competitors. They
have made no attempt to sell anything in their advert. Their approach is to give away
some advice, gather contact details and build a relationship with a prospect that is
interested in what they have to offer.
In their advert they raise a few topical issues and offer some free advice. They know
that a large part of the population profess concern about environmental issues and
climate change and are helping these people make motoring decisions based on this.
They are working on the basis that their advice will be help build a relationship and
will make them appear to be the experts in this field. They downplay the fact they
also sell cars and recognise the fact that having their contact details at the bottom of
the page addresses several issues; it doesn’t promote them as much as their advice,
it doesn’t highlight “sales” but does include their “green” website URL which they
bought for less than £25.
They have also used telephone numbers and an email address that allows them to
test and measure the adverts response rate.
What you should do now?
I started by saying most advertising doesn’t work and I stand by that statement.
However by now you will realise that advertising can be a powerful means of
promoting your product or service if done correctly. It isn’t that difficult to do. All you
need to do is read this practical guide and apply what you have learnt.
Something like 99% of businesses fail to ensure that their marketing, especially their
advertising, works for them. Having read this practical guide I would love to see you
think about these Advertising Secrets, apply all you have learnt and join the 1% of
people who really make their advertising pay.
If you don’t want to join the 1% who ensure their advertising works every time, read
Advertising Secret Number One again.
About The Marketing Magician
Stefan didn’t start life as a Marketing Magician.
For years he worked for household names in “ traditional big budget” marketing. The
name Marketing Magician appeared later when, after he established his consultancy
business, a client introduced him to their staff as our “Marketing Magician.”
Recognising a great free marketing tool he trademarked the Marketing Magician
brand in 2007, since when it has become recognised worldwide.
With 30 years marketing experience, and having handled £mulltimillion marketing
budgets for leading UK organisations, prior to becoming The Marketing Magician,
Stefan Drew, was used to spending large sums on marketing. Then he saw the light
and realised that marketing needn’t cost a fortune … that often the best marketing
strategies were free or cost very little. This was a turning point and was the
foundation on which his present success is based.
Stefan’s career started in small businesses; he founded, owned and sold several
small businesses. As time progressed so did his career… and with it the size of his
staff and budgets. With £multimillion budgets it is easy to think in terms of
expensive, high cost marketing solutions. The mark of a true marketing professional
is the ability to also understand and use the hundreds of free and low cost marketing
channels available to every business. In his own business Stefan spends less than
1% of his turnover on marketing and believes that most other businesses can do the
same if they follow the basic strategies he advocates.
It was his ability to harness these low cost and free strategies that changed Stefan’s
life and helped him grow businesses at a rapid pace. In many cases the businesses
he worked with doubled in size very quickly; in some cases they saw a tripling or
quadrupling of business size and profit. In one case the business grew 1400% in just
This is why his clients call Stefan the “Marketing Magician”.
Marketing Magician Practical Guides
Advertising Secrets: How To Ensure Your Advertising Works Every Time
Recommended Price £ 99.75