Advertising Made Easy

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Advertising Made Easy

By: chet holmes

How You Can Make Advertising Pay Big Dividends (source:

McGraw Hill once commissioned an extensive study to determine what marketing weapons make a company famous in it's market or community.

The study went on to show that advertising created more product, service, or brand awareness than all other marketing weapons combined.

The fact is, we know that Coke is "The Real Thing" because Coke advertises, not because it has good salespeople or does great direct mail.

Advertising stays in front of your prospects when you can't be there. While a handful of salespeople can only be in front of perhaps a hundred or so prospects per month, advertising can reach thousands of potential buyers each and every month, week, or day.

Studies also show that advertising inspires confidence from your current clients. When current clients see your ad, it reinforces their belief in you.

It makes them feel like they made the right decision to be your client. But advertising can also waste money if you don't use it properly.

To avoid wasting money, keep these three tips in mind. Don't spend money on an advertising vehicle if the majority of its listeners/viewer/readers will never buy your type of product or services.

For example, let's say that you own a commercial real estate company or a business bank. In both cases, you are only interested in business people.

Broad-reaching television or radio stations or general-interest daily newspapers base their rates on how many consumers they reach.

An examination of their audiences may easily show you that a high percentage of their listeners or readers are not business people, yet you will have to pay to reach all of them.

Conversely, there are more specialized advertising vehicles that target a far greater percentage of your potential buyers.

A business radio program or a business publication will offer you an audience comprised mostly of your potential buyers.

If you do advertise, do not expect that a single ad, or even a few ads, constitute effective advertising. Effective advertising needs to be consistent and steady.

However: If you don't have the budget to take a full advertising schedule, I often recommend that my clients buy one, well placed ad in the ideal magazine and then use that piece for years sometimes with a banner that says: "As Seen In Industry Today."

This ad then works very hard for you as a direct mail piece, promo piece, or even a hand out at a trade show.

Don't spread your advertising too thin. Some years ago, a corporate training company launched its services by buying a few spots per week on seven different radio stations.

Since it was not on any one station long enough to give its message a chance to take root, the advertising was a total failure.

The company should have taken its entire budget and sunk it into one or (at the most) two primary vehicles. Each advertising vehicle has a loyal audience.

You are far better off having a heavy schedule in one vehicle, where you have a chance to break through the clutter and get noticed, than to take a few spots in a half-dozen vehicles in which you get lost in the commercial clutter.

Today, repetition and concentration are the keys to successful advertising.

Another important point along the lines of advertising smart is that cable TV today can virtually change your life in a week. I know a fellow who has an electronic repair business.

He would fix VCR's, TV's, Toasters, etc... and he also would come to your home to hook up your entire entertainment system if you needed him to do that. The name of the business was Mr. Tim's Home Electronic Repair and Installation Service.

First, on my advice, he took an insert in the newspaper. (An "insert" is a flyer that is printed separately and "inserted" into the newspaper as a loose piece of paper).

This is generally a very good way to go with B2B in a trade journal or B2C in a newspaper.

These are good because they fall out of the magazine or newspaper onto your desk or kitchen table and they are less expensive to buy than printing your ad right in the vehicle of choice.

When I ran magazines and newspapers, we discouraged them because we NEEDED ads in the magazine/newspaper, but when we had a client we were going to lose over lack of response, we ALWAYS recommended the insert because they almost always worked.

So Mr. Tim's Home Electronic Repair and Installation Service took the newspaper insert in the local newspaper and bought, specifically, the major neighborhoods where he felt they have more time than money.

That's the other beauty of newspaper inserts is that you can generally buy a small piece of the circulation to test the idea or to concentrate geographically. This worked for months for Mr. Tim, as people kept the insert around until they needed him.

But one of the people that spotted that insert was the local cable salesperson who told him he could make him famous. Mr. Tim thought TV would be WAY too expensive, but, as it turns out, in some markets, you can buy just a neighborhood. You can buy by zip code.

So for $200 per week, Mr. Tim was on TV like 60 times per week, spread all over 50 different cable channels.

It was amazing. You'd be watching re-runs of Seinfeld and there would come this Mr. Tim's Home Electronic Repair and Installation Service ad and his phone would ring. It worked great.

Then one day he walks into a bike shop and someone recognized him from his TV ad. He was becoming famous from this mere $200 per week.

Not for everyone, but if you sell B2C, look into local cable and concentrate with a lot of spots.

Every business action requires some kind of cost justification. Does the effort justify the cost? Company X advertised its professional educational materials.

When it seemed as though the advertising was not working, the company was going to cancel its ad campaign.

Then it discovered a startling correlation between its advertising and its direct-mail efforts: Its direct-mail response went up by 30% in the months it advertised to the same audience.

This is typical. The more penetration you can get to the same audience, the better the possibility that you will get noticed.

In the '90s, getting noticed is everything. In today's commercial clutter, you get noticed only by continually reaching the same potential customer with a consistent theme, message, look, and feel.

If you advertise in a print medium (magazine, newspaper, etc.), you will find that most publications will rent you their mailing lists.

This means you can direct mail to the same audience to which you are advertising! This is a very smart usage of marketing dollars.

Look at the lifetime value. If you have an inexpensive product, your advertising has to deliver a high number of leads, or every lead has to turn into a repeat customer.

For example, say your average customer spends $25 with you. If you are spending $1,000 per month on advertising, you will need to attract 40 new customers per month to break even on the ad, not counting any of your other costs, such as product costs and overhead.

If those customers are one-time buyers, then you have to find a way to make your advertising more effective or less expensive. If they become regular buyers, then you can accept lower response rates.

The key here is to look at the "lifetime value" of a customer. A customer who spends $25 a month and comes to your store only once is only worth $25 to you.

But if you can get that customer to be a repeat customer, then that customer is worth $300 a year, or $1,500 over five years!

Most business people do not understand the power of advertising; they do not realize that each new $25 customer is potentially a $1,500 customer!

Advertising brings in the customers, but it is your job to keep them buying from you.

Advertising promotes word-of-mouth

Often, a loyal customer will see your ad while with a friend or business associate. Your customer will show your ad to the friend and say, "Hey Joe, now this is a really great company/product/service."

Joe will come into your business, and you will ask him how he heard of you. He will say that his friend referred him and never think to mention that it was your advertising that prompted the friend to open his mouth in the first place.

I headed up a Neilson study that tracked hundreds of ads and the response rate each ad generated. Each month, a computer printout listed the ads and how much response each had generated. The first printout came and it looked like this:

  • X Company............22 responses
  • Y Company.............20 responses
  • Z Company.............23 responses
  • K Company...........223 responses
  • J Company..............26 responses

In the midst of all the other ads generating responses in the low 20's, one ad was generated more than 200 responses!

Turning to the ad, we expected to find some totally new or unique offer, product or service.

Instead, we found that the product advertised was nearly identical in price and features to four or five other products in the same publication.

Thus, it wasn't the product that made the response jump so significantly, it was the ad!

After a year of tracking the highest response generating ads, we learned that, for the most part, the ads that pulled the greatest response followed four primary rules:

Rule No 1: Is it distinctive? You must design advertising that is so distinctive looking (or sounding, if you're on the radio) that it pops out of the clutter.

In print, the first goal of high-response-oriented advertising is that it be visually distinctive. On radio, the audio must be distinctive. Naturally, TV has both visual and audio possibilities.

I ran a TV spot advertising a free seminar I'm doing with Jay Abraham. Among other images we used in the spot, I put a shot of me throwing a double side kick (I have 23 years of karate training) to the head of a business owner (we're both in suits).

What's the point of that? One point. It makes you want to find out "what the heck is going on there?" Today, 70% of TV watchers are muting out the commercials.

But if you see something really intriguing, you will UN-mute just to see what the heck is happening there.

There's a spot running right now where this kid sprays his mother with a squirt gun and she pulls the hose out of the sink and nails the kid with it.

I saw that spot several times and it finally got my goat. I wanted to see what they were advertising.

So make your ad distinctive. Something that makes it STAND OUT.

Rule No. 2: Tell me what you want to tell me. If you page through a magazine, you will quickly notice that you do not read the ads that make it difficult for you to figure out what they are selling.

"Clever" is only better if it is "super clever." Clever headlines that do not tell you what they are trying to sell are simply not effective.

Most ads in most publications today don't have headlines that tell you what they are trying to sell. In the information age, don't hint around; say what you want to say, right in the headline.

A good headline follows these four criteria:

  • It tells you what the product or service is.
  • It starts with the word you or your (not always, but mostly).
  • It contains a benefit to the reader. Most companies brag about themselves, rather than talk about the benefit to the reader (prospect).

    High-response-oriented advertising focuses like a laser beam on the benefit to the customer.

  • It makes the consumer want to read on.

The headline is the ad for the ad. If the headline isn't good, no one will read the rest of the ad. Responses to ads have jumped ten fold by simply changing the headlines.

Rule No. 3: The body copy should...

Be curiosity driven, unfolding the story you want to tell.

By highly benefit oriented. So many ads talk about features, when it is benefits that motivate buying.

Give you a reason to take action now! Can you offer something for free that will help you engage the potential customer?

Rule No. 4: Ask for the order. Too many ads do not give explicit instructions as to what action you would like the customer to take: "Order today and save," or "Call us today and receive this free....". You must always ask for the order!


Advertising is a powerful tool for becoming a well-known player in any market.

Even if you take a small schedule and a small ad, by consistently letting it run in an appropriately targeted vehicle, over time that ad will have an impact. People will see your logo and it will register.

Advertising supports everything else you do in your business. But it is only part of a total package.

You must have other marketing, and you must make sure, ultimately, that you are treating the customer like gold. Happy customers will spread the word faster, and advertising will help facilitate that. Happy advertising!

Chet Holmes is President and CEO of Jordan Productions, an international training firm that helps companies accelerate growth using Chet's proprietary techniques. See to attend a webinar about Chet's concepts.

About The Author

Chet Holmes is author and creator of the popular business series Guerrilla Marketing Meets Karate Master with Jay Conrad Levinson, Business Growth Masters, and Zero to $100 Million.

Chet charges $5,000 an hour and has been paid fees up to $1 million dollars from a single client. He's personally had 50 Fortune 500 clients and has 60 products selling in 19 countries.


cheerket03 06.05.2007. 20:21

How can I attract more clients? I am the owner of Advertising-Made Easy, and the company is a marketing/pr company. How can I attract more potential clients to our company website? Also, how can I attract my potential clients to become an active client?


Admin 06.05.2007. 20:21

I see a real problem here.

Your job is advertising/marketing, yet you are looking for an answer from strangers on how to do your job.

No wonder, you are having a problem getting clients.

I think the best thing for you to do is to go back to school and learn how to advertise and market.


jloe22 28.08.2006. 06:41

Does "forex made easy" system work? Can someone explain the trading of the four currencies. Should I get this? Does "forex made easy" system work? Can someone explain the trading of the four currencies. Can anyone do the trading from their home computer?


Admin 28.08.2006. 06:41

The headline and name "Forex Made Easy" is a gimmick to get new customers. I would say the company is legitimate, but the name is simply an advertising ploy to draw new customers. They've tried to make the "process" of setting up a Forex account "easy," but you have to go through the same process anywhere you open an account.

The gimmick here is that it implies that "trading the Forex" is "easy." It seems to imply that all trading is "Easy" as long as you sign up with them. If that were true, we would all be rich.

Trading is the most difficult endeavor you will ever undertake. To think it could be "easy" is unrealistic, unreasonable, irrational. Dream on.


Callie 15.06.2008. 21:22

Members: How Much Do You Earn With Data Entry Made Easy? I'm thinking of joining Data Entry Made Easy and I'm just wondering what the average I could expect to earn is? I'm pretty sure it's not as much as is advertised on the sales page so I'm prepared for that, but I'd like to know how much work I'd have to do to make maybe an extra $100 a day? I only have about 2 hours to spare as I have lectures during the day.


Admin 15.06.2008. 21:22

It is purly scam. Don't think of joining Data Entry Made Easy. If you want some proof, just search in Google "Data Entry Made Easy scam" u will find the answers.

There is a site where u can find genuine Data Entry jobs/Work at Home jobs online without any up front costs. Work at home data entry Resources. Guides on identifying Work at home Job Scams and a lot more.

Visit here:

Also Visit:
Free Resources, Reviews and Ideas for Legitimate Work at Home Opportunities:



GENERALE 11.01.2008. 00:34

Has anyone tried the Forex Made Easy software that is advertised on television? If so, is it as good as they advertise it to be or is it just another one of those make money from home scams that only makes its creators rich? As with all other home based business "opportunities" it seems far too good to be true.


Admin 11.01.2008. 00:34

I've not tried this but as a rule would say don't until you're fully up to speed on the in's and outs of forex first. The main problem is that it's very pricey and you need a lot of money up front to get it and then use to trade with it. If you don't have that money available to lose then don't do it.

I made the mistake a couple of years ago getting some spread betting software called Goldline. It cost me 5000 and I had to start with a 2000 pot. The creators sell pitch was that that 2k was for 20 trades and they'd never had 20 go against them in sequence...

That sounded fine until you think, well how about if 15 go th wrong way,m you win 2 and then 10 more go bad - wipe out.

Anyway, it was rubbish, I'd have been better of taking the signals and betting the other way! And so not only did the 2k pot get burned I was left with 5k of software that was worse than useless.

So coming back to thing, software that promises a lot. be very careful and only use money for it and the trades that you can afford to lose.

To start with get starter courses and when you feel ready get an account, a mini type that you can dummy trade on and do dummy trades for as long as it takes to get comfortable and confident.

Also, any decent account will have lots of built in software tpe features, you just need to learn how to use it and learn about signals and what they mean.

Once you've gone all though this then maybe it's time to look at dealer type software solutions.

Hope this helps anyway. Anyone reading this who is looking at Goldline for index trades - don't!

For forex software, I've recently started a blog on forex (link below) which includes some articles and links to further sources e.g, which is a site offering a free forex basics course as well as a paid product.

Hope this helps and good luck making money :-)


dahlia 09.07.2007. 14:31

How do you think the advent of the DVR in many households will change commercials in advertising? Many cable providers have made it really easy to get a DVR. I dislike commercials, but understand their importance in the advertising culture in our society. Once I realized I could watch ALL my television without commercials, even live TV, I stopped watching them. How is this going to affect the advertising industry in the future?


Admin 09.07.2007. 14:31

We market a fantastic advertising tool, video e- mails .This is the cheapest and simplest way to advertise


Christine 13.04.2013. 03:52

How is technology an issue in the travel and tourism industry? so i've got this research proposal to do about issues in tourism that's due on monday for my teacher to check and i'm still not really sure about my topic, actually no i just haven't done any research yet but i have my reasons so i'm allowed :d

anyway, so i picked technology because i'm lame, technology is actually a positive impact on travel and tourism right because it has made it easier for holiday makers to advertise etc. but i was thinking because of this, it has become an issue because it's changing the structure of the tourism industry. like, because it's so easy to book a holiday now compared to 50 years ago, travel agents are no longer needed in a way, and i'm predicting tour operators will be affected in the future also. because anyone can book their flights now really or hotels so it will encourage more people to just create their own holidays by booking to different companies rather than getting a package in one company that's more likely to be expensive.

so i'm including abit of both, i think i'm making this more complicated than it is and confusing myself. but hey it's 3am so i'm allowed to. i'm also not sure how i'm gonna do my research. lol please help me or something, that would be great thankies! peace out


Admin 13.04.2013. 03:52

Technology is very clearly providing a nice way to growth and development for the tour and travel industry. You have listed some useful points above as well to show how it benefits. Hope the below article will give some good points to you make contributions in your own work:

All the best


Aaron 22.08.2009. 16:12

Has anyone tried the Forex Made Easy software that is advertised on television? If so, is it as good as they advertise it to be or is it just another one of those make money from home scams that only makes its creators rich? As with all other home based business "opportunities" it seems far too good to be true.


Admin 22.08.2009. 16:12

If you are looking for the best forex software, visit this site

Here you'll find the best software that can help increase your trading profit and user friendly.


L-train 18.01.2009. 05:32

How should I promote my new passion parties business? I just started doing passion parties. I have had some great parties but only for people I know and I'm having trouble getting new people to host.

What are some good ideas for advertising?

I made a myspace and a facebook for my business and got TONS of business in under 48 hrs but then i was notified that I was no longer allowed to mention passion parties on such websites.

What should I do? What has worked for you?



Admin 18.01.2009. 05:32

Hi again! This is Karen from Passion Parties. We spoke once before.

You can promote your business online and on facebook freely. I will email you.You should talk to your sponsor. I also have a myspace account and get lots of leads that way as well. You just need to stay within guidelines which is very easy to do.

As with any website you advertise in our business you need to be especially careful - due to the nature of the products we sell, we need to proceed with caution with ANY online advertising. Most courts have upheld arrests of those who have been in contact with minors ? unknowingly ? for adult purposes. Even if the person was not intentionally soliciting them. Posting in and participating in chats when you can?t verify the person?s age can lead to trouble. So please you should be careful.



LiveLaughLove 15.02.2007. 10:44

How many and what opportunities do I have? I am very worried about my future, because I don't know yet what I want to do for a living when the time comes to decide; for the university.
I'm not so good in Math, Chemistry, and Physics.
I'm more the "Literature" person. I'm good in learning languages, and I do well in Biology. I'm also very creative; I like to do creative things...

Now, I hope I made it easier for you to answer my questions-:

What do you think would be best for me to become???

How did you decide what to do for a living?

What do you regret about your choice, and what mistake/s have you done?

What can I do to make the best choice?

Thank you very much for taking your time to read this far, and I would really appreciate and take your answers into consideration.
(Don't try too hard to answer my question, just write what came to your mind while you read the text above, and be as honest as possible.)

This really means a lot to me!

Thank you very much in advance!


Admin 15.02.2007. 10:44

More & more employers are not looking for a particular degree to be held by a candidate , mainly that they have a degree. Though there are some exceptions , of course. Try taking a couple of aptitude tests to see what indications you receive about compatible careers. There is one at most major job search sites like monster , careerbuilder , & your home state probably has an employment site w such tools (mine does) They are designed to ask you questions about your likes, dislikes , comfort zones, work concerns or non concerns.

You don't have to be committed to a major right away in college. Take your foundation courses first, & then see what really makes you come alive. Use your electives to take versatile courses like public relations, or advertising/marketing.

It sounds like you are more of a people person in general so seek a career that has you using your creativity (like writing, design, sales)

I never expected to spend ANY time as an insurance professional while in college, but I just retired to start a new career after 20 years doing insurance. I met lots of people, & made very good money.

And now I have the flexibility to consider something different for a second career. Feel free to email me w any more specific questions. (via my profile) Good Luck!!


dahlia 10.07.2007. 01:21

How do you think the advent of the DVR in many households will change commercials in advertising? Many cable providers have made it really easy to get a DVR. I dislike commercials, but understand their importance in the advertising culture in our society. Once I realized I could watch ALL my television without commercials, even live TV, I stopped watching them. How is this going to affect the advertising industry in the future?


Admin 10.07.2007. 01:21

Product placement. I think you will either see company logo's in the lower right hand of the screen just like the networks do now or you will see lots more products in the shows you watch. Also if you noticed the internet is having lots more ads now.


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