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How To Instantly Double, Even Triple Response Rates To Your Advertising

How To Instantly Double, Even Triple Response Rates To Your Advertising

If you want to build a grow a successful business then you need to advertise. Some guru’s or whatever you want to call them say that advertising is dead or doesn’t work, which is completely ridiculous.

Advertising is and has always been a proven way to generate leads and sales. It’s a crucial component to marketing and getting more customers if you do it right from the start. It’s like anything you do in life, you need to at least learn what the heck you are doing before you can do it effectively. There are various types of advertising.

As a direct response copywriter I specialize in writing and creating ad campaigns that get people responding. I have seen throughout my career how many businesses fail with their advertising and what they are doing wrong. I have also seen how advertising can make you a massive profit if you do it right.

As I heard from Frank Kern once, “The fastest way to wealth is to turn paid advertising into profit.”

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Here are some methods of advertising that are proven to work:

  • Facebook/Google PPC
  • Direct mail
  • YouTube ads
  • Classified ads

Just to name a few.

If you are advertising and you’ve never gotten the results you want from your advertising campaigns then it’s because something in your strategy is flawed. There are numerous reasons why an ad campaign can end up flopping. Not advertising your offer to the right target audience. Poor ad placement. Poor sales copy.

And one of the biggest reasons why your response rates are poor – a crappy headline. Your headline has the power to massively increase response rates to your advertising.

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In this post I am going to teach you the importance of writing headlines that convert and show you some simple ways to start writing headlines that convert immediately. How your headlines are the key to getting people to respond to your ad, at least initially, and then some tips on how you can write a headline that gets readers responding.

The Biggest Mistake You Are Making With Your Advertising Is A Crappy Headline

One of the biggest mistakes businesses make when advertising their product or service is not making the most of their headline. Quite often you’ll see a headline that is simply advertising the name of the business. No one is going to respond to that.

It’s also important to note that context and the advertising medium plays a role in the kind of headline you write and how effective it is. The headline is your opportunity to make a great first impression to your prospect and is the first chance you have for selling.

Gary Halbert used to say how many prospects will decide whether or not to buy simply from reading the headline. David Ogilvy is famous for quoting, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

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Your headline is your first chance you get at selling so you need to make the most of it. Read on and I’ll show you how you can do that.

The Basic Fundamentals Of A Headline That Converts

A great headline does ONE thing and one thing only – grab the reader’s attention so they start to read the rest of your advertisement. That’s it and that’s the only goal of your headline. So what is it that makes a great headline?

What makes a great headline is essentially a headline that contains the CORE BENEFIT of your offer. The core benefit needs to target a core desire of your target audience. Basically, if a reader has a problem and they read a headline that targets a core human desire they are interested in, it’s going to be extremely hard for them to ignore it. The reason this works so effectively is because it stirs up the emotions of your reader regarding something they have a big problem with and desperately need a solution for.

Eventually, if the rest of your copy is effective they end up associating their desire with your product and then the selling process is almost complete.

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In the book Cashvertising by Drew Eric Whitman he explains how there are 8 core human desires that are impossible to switch off.

  1. Survival, enjoyment of life, life extension
  2. Enjoyment of food and beverages
  3. Freedom from fear, pain and danger
  4. Sexual companionship
  5. Comfortable living conditions
  6. To be superior, winning, keeping up with the Joneses
  7. Care and protection of loved one
  8. Social approval

This is what you should try to target when you write your headline. Now the next question is, how do you write a headline that effectively grabs a reader’s attention and gets them reading the rest of your copy?

Proven Methods For Writing A Headline That Converts

Throughout advertising history there has been proven headline templates that work time and time again. The following templates are perfect especially if you are a newbie to writing headlines.

Headline Templates

How To Headlines:

  • How to write a headline that converts in 30 minutes
  • How to get at least $1,000 on your tax return this year without using a tax accountant
  • How to get a beach body without going to the gym

Who Else Headlines:

  • Who else wants to know how to get 3 more new customers this month
  • Who else wants to know how generate an endless stream of clients within 30 days from now
  • Who else wants to self-publish a bestselling book on Amazon

Get Result Within Specified Time Frame Headlines

  • Get a rippling six pack within 6 weeks starting today!
  • Get 1 new lead on LinkedIn per day starting today
  • Get 5 new customers within 30 days using sales letters

The Truth Revealed Headlines

  • The truth about writing headlines that convert revealed
  • The truth about building sales funnels that generate leads and sales revealed
  • The truth about calorie counting revealed

Numbered Headlines

  • 7 reasons why your diet is helping you to lose weight
  • 3 reasons why you can’t build a rippling six pack and what to do about it
  • 4 ways to eliminate approach anxiety within the next 7 days

Conclusion

So here are a few things I hope you have gotten out of reading this post.

  • That you now also realize how important your headlines are to the overall response rate of any of your advertising, online and offline.
  • Now you know where you are going wrong when you write your headlines and now have a solid blueprint for effectively writing headlines that convert.
  • You now understand the importance of the targeting one of the 8 core human desires in your headlines.

If you want some more proven strategies for writing headlines that convert then check out my guide, Headline Gold.

After reading this you will know how to ‘twist’ your headlines using four simple categories that makes writing headlines that convert effortless.

More by this author

5 Tricks That Will Make Your Headlines Jump Out And Grab Your Reader 6 Simple Things You Can Do Today To Improve Your Marketing And Get More Customers 3 Reasons Why Your Marketing Strategy Sucks How To Instantly Double, Even Triple Response Rates To Your Advertising 10 Mindsets About Wealth All Billionaires Share

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Published on March 20, 2019

How to Write a Powerful Mission Statement for Your Business

How to Write a Powerful Mission Statement for Your Business

Have you ever felt lost in the minutia of your job?

As a business owner, I can relate to getting bogged down in the day to day operations of my business. Things like inventory, payroll, scheduling, purchasing and employee management take up the bulk of my day.

While these things are important and need to get done, focusing too much on the details can make you lose sight of the big picture. This is why having a good mission statement comes in handy.

What is a Mission Statement?

Put simply, a mission statement is an internal document that provides a clear purpose for the organization. It provides a common reference point for everyone in the organization to start from.

In other words, after reading your company’s mission statement, managers and employees should be able to answer the question “What are company’s main objectives?” For example, Southwest Airlines mission statement reads:[1]

“Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit. We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth.”

In this single statement, Southwest conveys the company’s goals of providing the highest level of customer service as well as providing a good working environment for their employees.

Mission Statement VS. Vision Statement

While the mission and vision statements are related, there are subtle but distinct differences the you should be aware of.

First of all, a mission statement is designed primarily as an internal company document. It provides clarity and direction for managers and employees.

While there’s nothing wrong with sharing your company’s mission statement with the outside world, its intended audience is within the company.

While a mission statement provides a general framework for the organization, the vision statement is usually a more inspirational statement designed to motivate employees and inspire customers. Going back to Southwest Airlines, their vision statement reads:[2]

“To become the world’s most loved, most flown, and most profitable airline.”

This statement inspires good feeling from the customer while motivating the employees to achieve that vision.

What Does a Good Mission Statement Look Like?

When coming up with a mission statement, it’s important to take your time and do it right. Too often, people (especially entrepreneurs) just write down the first thing that comes to mind and they end up with worthless or (worse yet) a generic mission statement that is utterly useless.

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Remember, a mission statement should provide a common framework for everyone in your organization.

When writing a mission statement, you should always try to incorporate the following;

  • What we do?
  • How we do it?
  • Whom do we do it for?
  • What value are we bringing?

Now, you can see how tempting it is to just come up with something generic that ticks off those four boxes. Something like “We provide the best widgets available online for the consumer.”

After all, that did check off all the boxes:

What we do? Provide widgets.

How we do it? Online.

Who do we do it for? The consumer.

What value we bring? The best widgets.

The problem with this mission statement is that it could apply to any number of companies producing the same widget. There is nothing to distinguish your company or its widgets from any of your competitors widgets.

Compare that mission statement to this one:

“We provide the highest quality widgets directly to the consumer at an affordable price backed up with a 100% satisfaction guarantee. If our clients aren’t 100% satisfied, we’ll make it right.”

What’s the difference?

Both mission statements answer all the same questions of what, how, whom and value. But in the second statement, they are differentiating their company from all other competitors by answering the question “what makes us unique”.

Another way to read that is, “Why you should buy from us.” In this example, it’s because our widgets are of the highest quality and we stand behind them 100%.

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You might have noticed the statement didn’t say that we sell widgets at the lowest possible price. That’s because we are emphasizing quality and satisfaction over price.

A different company’s mission statement may emphasize selling widgets at the lowest possible price with little to no mention of a guarantee.

Hallmarks of a Good Mission Statement

1. Keep It Brief

Your mission statement should be no longer than three sentences. This is not your company’s magnum opus.

You should be able to distill the what, how, who and why questions into a succinct message.

2. Have a Purpose

A company’s missions statement should include the reason it even exists.

Make clear exactly what the company does with statements like “We strive to provide our customers with …….”

3. Include a “How”

Take this as an opportunity to differentiate your company from its competitors.

How do you provide a product or service that’s different or better than how your competitor provides it?

4. Talk About the Value You Bring to the Table

This is where you can really set yourself apart from the competition. This is the “why” customers should buy from you.

Do you offer the lowest prices? Fastest delivery? Exceptional customer service? Whatever it is that sets you apart and gives your particular products, services or company an advantage talk about it in the mission statement.

5. Make Sure It’s Plausible

It’s okay to shoot for the stars just to settle for the moon, but not in a mission statement.

Being overly ambitious will only set you and your employees up for failure, hurt morale and make you lose credibility. You will also scare away potential investors if they think that you are not being realistic in your mission statement.

6. Make It Unique and Distinctive

Imagine if someone who knew nothing about your business walked in and saw how it was operating, then they read your mission statement. Would they be able to recognize that mission statement was attached to that business? If not re-work it.

7. Think Long Term

A mission statement should be narrow enough so that it provides a common framework for the existing business, but open enough to allow for longer term goals. It should be able to grow as the business grows.

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8. Get Feedback

This is very important, especially from managers and employees.

Getting their input can clarify how they currently see the company and their role within the organization. It’s also a good way to get people “on-board,” as studies show that people are more likely to go along with an idea if they feel included in the decision making process beforehand.

9. Review Often and Revise as Necessary

You should review the missions statement often for two reasons.

First, as a reminder of what the essence of the company is. It’s easy to forget when you are in the day to day grind of the business.

And two, to make sure that the mission statement is still relevant. Things change, and not everything can be anticipated at the time a mission statement was written.

For example, if a mission statement was written before the advent of the internet, a company that use to sell things door to door now probably has a website that people order from. You should always update the mission statement to reflect these changes.

The Value of Mission Statements: Why Go Through All of These in the First Place?

It may seem like a lot of work just for a few sentences that describe a company, but the value of a well written mission statement should not be discounted.

First of all, if you are an entrepreneur, crystallizing the what, how, whom and value questions will keep you focused on the core business and its values.

If you are a manager or other employee, knowing the company’s basic tenants will help inform your interactions with both customers and colleagues alike.

Strategic Planning

A relevant mission statement acts as a framework for strategic planning. It provides guidance and parameters for making strategic decisions for the future of the company.

Measuring Performance

By having the company’s mission in a concrete form, it also allows for an objective measurement of how well the organization is meeting its stated goals at any one time.

Management can identify strengths and weaknesses in the organization based on the criteria set forth in the mission statement and make decisions accordingly.

Solidifying the Company’s Goals and Values for Employees

Part of a well run organization is nurturing happy and productive employees.

As humans, we all have an innate need for both purpose and to be part of something larger than ourselves. Providing employees with a clearly defined mission statement helps to define their role in the larger organization. Thus, fulfilling both of these needs.

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Now I’m not saying that a mission statement can overcome low pay and poor working conditions, but with everything else being equal, it can contribute to a happier and more productive workforce.

To Hold Management Accountable

By creating a mission statement, a company is publicly stating its highest values and goals for the world to see. By doing so, you are inviting both the public and your employees to to scrutinize how well the company lives up to its ideals.

So if you state that you only provide the highest quality products, and then offer something less, it’s fair for both the public and the employees to question, and even call for a change in management.

If management doesn’t take the mission statement seriously, no one else will either; and the legitimate authority that management rely’s on will be diminished.

To Serve as an Example

This is the opposite side of the coin from the previous statement. If the highest levels of management are seen taking the mission statement seriously and actively managing within the framework of the statement, that attitude filters down throughout the organization.

After all, a good employee knows what’s important to their boss and will take the steps necessary to curry favor with them.

Finally, use the company’s mission statement as a way to define roles within the company. You can do this by giving each division in the company a copy of the mission statement and challenge the head of each division to create a mission statement for their respective departments.

Their individual mission statements should focus on how each department fits in and ultimately contributes to the success of the company’s overall mission statement. This serves as both a clarifying and a team building exercise for all parts of the organization.

Final Thoughts

Developing a mission statement is too often just an after-thought, especially for entrepreneurs. We tend to prioritize things that we perceive will give us the biggest “bang for our buck.”

Somehow, taking the time and effort to sit down and think seriously about the what, whom, how and value of our business seems like a waste of time. After all, we got in the business to make money and become successful, isn’t that all we need to know?

That mindset will probably get you started okay, but if you find yourself having any success at all, you’ll find that there really is such a thing as growing pains.

By putting in the time and effort to create a mission statement, you are laying the groundwork that will give you a path to follow in your growth. And isn’t building long term success what we are really after?

More Resources About Achieving Business Success

Featured photo credit: Fab Lentz via unsplash.com

Reference

[1] Southwest Airlines: About Page
[2] Fit Small Business: 10 Vision Statement Examples To Spark Your Imagination

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