THE 12 REASONS WHY MOST ADS FALL FLAT ON THEIR

THE 12 REASONS WHY MOST ADS FALL FLAT ON THEIR
FACE, COSTING YOU A FORTUNE INSTEAD OF MAKING
you the money you deserve!
by: scott wilson
1.YOU THINK YOU NEED `IMAGE' OR `BRANDING'
advertising because that's all the so-called
`top guns' use in their advertising. you don't
USE DIRECT RESPONSE ADVERTISING THEY DON'T AND
you'd think they know best.

2.YOU NEVER OFFER COMPELLING BENEFITS THAT CAUSE
your prospect to want to do business with you of
your competitor.

3.you don't use powerful, benefit driven
headlines that literally stop your prospect in
THEIR TRACKS AND DRAW THEM INTO THE BODY OF YOUR
ad.

4.YOU DON'T TELL YOUR PROSPECT WHAT'S IN YOUR
offer from them. but you do ramble on about your
image, your business and what you are trying to
SELL HIM.

5.you don't talk to your prospect like you know
HIM. YOU DON'T GET SPECIFIC AND DON'T MOTIVATE
him.

6.YOU DON'T ADDRESS YOUR PROSPECT NEEDS, WANTS
and desires in your opening headlines. you're to
busying thinking about yourself or your company
IMAGE! REMEMBER, YOUR PROSPECT IS THINKING OF
one thing only wiifm (what's i it for me?)

7.YOUR ADS ARE BORING AND DULL AND LOOK LIKE ALL
the other hundreds of ads. you don't motivate
your prospect to take action. you don't use
ENERGETIC, EXCITING, ACTION WORDS! YOUR ABOUT AS
exciting as wet paint!

8.BECAUSE YOU COPY WHAT EVERYONE ELSE IS DOING,
or do as the ad agency suggests, your ads are
full of "white space" which leaves little room
TO ADD ANY BENEFITS. (THE ONLY THING YOUR
prospect is looking for) you never have ads with
a lot of copy. it's the copy your prospects
WANT. INFORMATION IS KING!

9.you don't give specifics in your ads. your
PROSPECTS WANT EXACT NUMBERS, PERCENTAGES,
results and testimonials. they want all the
facts before they will make the decision to move
TOWARDS A BUYING DECISION.

10.you don't give your prospects any reason to
ACT ON YOUR OFFER NOW. TELL THEM HOW TO IN A
step by step process. unless you tell them, them
may not know what the next step is?

11.you don't see your marketing, sales and
advertising as a total system. it's this total
SYSTEM THAT CAN EITHER MAKE OR BREAK YOU AS A
profitable business. they are not separate
functions, with separate goals.

12.you focus on you, your company, your logo,
your credentials, instead of focusing on what
ALL OF THIS CAN DO FOR YOUR PROSPECT. WHAT
benefits will them get if they buy with you?

NOW YOU KNOW THE 12 REASONS WHY MAYBE, SOME OF
the ads you are running are not pulling any
responses at all! in fact they will be costing
YOU AND YOUR COMPANY MONEY EVERY TIME YOU RUN
them!

about the author:
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