You wouldn’t give him more hours in hopes that one day something productive will happen. And you shouldn’t keep running those “name recognition” ads in hopes that one day sales will happen, either. You should fire those non-responsive ads and get some that pull their own weight. Here’s how:

1.Grab prospects with your headline. The single most important part of your ad is headline. If yours is name of your business, you are wasting your time and money by running it. Make it shout about biggest benefit if buying your product or service, and you could increase response by as much as 300%.

Just last week I was speaking to a group of 50 women and men. I opened by holding up a $20 and asking who would like this $20 bill. I also mentioned there were no strings attached. You would have thought that everyone would be raising their hand wanting $20 bill.

That isn't what happened. Less than half people raised their hand.

I gave $20 bill away and stood in silence. It wasn't a long silence but silence when everyone expects to be hearing you talk is long whether its 10 seconds of several minutes. I was waiting until I saw a few audience members began fidgeting.

Then one women spoke up. ¡°Darn, I could have used that $20 for gas today.¡± You guessed it, she was one of hesitant ones.

My topic was on marketing. The exercise demonstrated that even when we market from truth with no strings attached and even though we totally think of customer first, many people perceive, assume, that there is going to be a catch to offer.

This is a powerful lesson when you are expressing your offer, whether its written or verbal, majority of people reading or hearing it are going to be thinking with an ¡°it's too good to be true¡± mentality.

This means that whenever you are preparing any type of marketing material you need to see your offer from this perspective.