Equally, being specific is a great attention grabber. Rather than saying `how would you like to make lots of money every week'; a better use is `make £1500 every week'. Be positive. Be specific. Grab attention!

2. FOCUS ON THE CUSTOMER

Always remember, your potential customers don't care about you, your products or services. They care about themselves. They are not interested in your profit and loss account or how much work you've put into your business or website.

Your customer, who ever they are, are interested only in their goals, dreams, expectations, needs and wants etc. Your customers will only be interested in how your product or service can address one of their needs or wants to either solve one of their problems or enhance their lives or themselves; their social standing etc.

For example, a recruitment agency advertised as "Join our agency and get that job!". A more customer focussed ad. would have been:

"A unique opportunity to progress your career few professionals will be able to take advantage of this year".

Rather than using `our', use `you' and `your'. Directly address your customer. The above example demonstrates direct communication aimed at it's market of professionals and adds that element of uniqueness making it appear special. It's all becoming quite obvious isn't it?

3. STRESS BENEFITS

Directly address `what's in it for me' factor all your customers will be subconsciously thinking of.

Your customers want or need to save money, make money, feel fitter, look younger, social climb, gain excitement, have a better love life or sex life. Highlight how your product or service is going to benefit them.

4. DIFFERENTIATE YOURSELF FROM YOUR COMPETITORS

Just think of when you visit supermarket. Why do you choose one product over another? Price? Packaging?

I used to work in packaging industry. Did you know that things like Christmas puddings, washing powder and baked beans are basically made by same manufacturer ? - they're just put in different packaging and branded differently.

You can differentiate yourself on price - lower to attract people wishing to save money. Higher if you are aiming at exclusivity.

Commercial companies with lots of money use celebrities to support their product or service branding. Just look at how many products David Beckham appears on, everything from mobile phones to cornflakes!

Of course, you don't have that kind of money. However, you can differentiate in all kinds of other ways. For example, your product offers a satisfaction guarantee.

5. PROVE YOUR CASE

How many advertisements have you seen that inform you that `9 out of 10 ??? prefer such and such'? Essentially, element 5 backs up element 3 `stressing benefits'. It's no good saying your product or service is best, fastest etc. if you cannot back it up with hard facts. Additionally, advertising law prevents you from doing so.

Probably one of easiest ways of achieving this on web is to include customer testimonials. Satisfied customers always encourage potential customers to try you out!

6. ESTABLISH CREDIBILITY

Though customer is predominately interested in themselves, who you are does matter. It matters because customer needs to be sure you will send goods they order and not run off with their money! The customer needs to know that your guarantees are not worthless - that you will be able to install, deliver, service whatever it is they are considering purchasing.

To do this, include some information regarding who you are, how long you have been established. It goes a long way in helping customer to decide whether or not you and your products or services are a good bet or not.

Don't tell lies or state false claims - research shows that a satisfied customer will tell 3 people about you whereas a dissatisfied customer will tell 10 people about you. I know which one I would prefer.

7. BUILD VALUE

Stress total cost of ownership (TCO). Your product or service may be cheapest but what about in long-run? How long is your guarantee? 6 months or a year, or 2 years? The customer will weigh these factors up when making a purchasing decision.

After all, why should they select your product or service instead of one of your competitors? Spell it out for them.

8. CLOSE WITH A CALL TO ACTION

Advertising is really all about change. Changing habits, opinions, lifestyle choices etc. You need to tell your customers what you wish them to do, for example, cut out coupon, call freephone, click this or that, request a free estimate etc.

If you read and consider all above, identify your target market and directly aim your promotional activities at them - you can only succeed.

SOME KEY WORDS TO USE:

you your unique free friendly secure robust guaranteed special simple easy cost saving labour saving choice now click cut phone ask questions, for example, `have you ever considered...?' low price reduced offer

Remember, only ever use positive words and positive phrases.

Good luck !

©itilhelp.com 2004

They will pull YOUR credit report. Not business. And do you know why? Because you have not established a business credit profile separate from your personal credit profile.

Can this be done? How does a business establish a credit profile separate from your personal credit profile? There is a credit system that will help you:

1. Lease vehicles like Lexus or Lamborghini, with added tax benefits. 2. Get a business line of credit or Small Business Loan or Business Credit Card for expanded Advertising, Inventory and other expansions your competitors can't get. 3. Invest in large projects like Commercial Property or Land or Construction that your personal credit isn't enough to guarantee. 4. Protect your personal assets from that of business by not having to sign, no personal guarantee. 5. Start over with a new credit file if you need to, instead of just being stuck with your personal credit report Start new businesses you always wanted to start with Business Loans.

6. Separate your personal credit from your new shiny business credit profile

7. Get a new credit report for every business you start. Establish business credit that's good even if you have poor personal credit (it's true!)

Anyone who wants to establish a REAL BUSINESS, with CREDIBILITY that's bankable ought to establish business credit.