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"Introducing The ONLY "Do-It-Yourself" Guide To
Creating
Compelling
Television Commercials for Your Local Small
Business that Will Create a
Stampede of Customers and
Make You a Bonafide Celebrity In Your Home
Town!"
From the
Desk of David Frey
4815 FM 2351 Suite 201
Friendswood, TX 77546
(281) 993-5657
Dear Business Associate:
If you’re in business for long-term success, I have a
wake-up call you simply can’t ignore. What I’m about to
tell you isn’t even on the radar of most small businesses
that depend on their local trade areas for survival. . .
"If you aren’t using TV to
trounce your competition,
get a lock on your customers, and generate a steady
stream
of new cash-in-hand buyers. . .
You could be setting the stage to become
another small business failure, and not even realize it."
It’s not my usual style to hit small business
owners with in-your-face scare tactics, but today’s market is more than
competitive, as you know. It’s brutal. I know because I field calls every
week from small business owners.
Some are hanging by on by sheer force of will. Others are baffled because
their businesses simply won’t kick into high gear. For all their efforts,
they haven’t been able to crack the code to get their businesses on track
for predictable, even explosive, growth.
Does this describe you...
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Are you limited by a small marketing budget?
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Are you frustrated because the many low-cost,
grassroots marketing techniques you’ve tried are not worth the
effort or time?
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Are you tired of spending good money on
advertising that produces pitiful results?
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Are you disappointed that your business hasn’t
taken off the way you imagined it would?
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Are you fearful that your business could
easily become a casualty with the slightest downturn in the
economy? |
Or...
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Are you exhausted from just trying to
hold your own in your market?
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Do you struggle to get your share of
the business that’s available?
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Is your cash flow hog-tied by seasonal
ups and downs?
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Are your plans to expand stifled for
lack of enough business? |
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Does any of this sound
remotely familiar? If your small business could use a shot of adrenalin to
improve traffic and sales, I want to introduce you to someone you need to
know – Brian Baumann.
He’s THE Go-To Guy for small business owners who use local TV advertising
for short- and long-term growth.
Brian Baumann helps small business owners
achieve explosive growth – even on a small budget.
His 25 years of local TV advertising
experience is distilled in. . .
The Do-It-Yourself
Television
Advertising System
For Small
Business Owners
Brian has a stable of clients
who’ve seen almost unbelievable results (you’ll read some of the case
studies in a minute). After 25 years in the business, he has documented
the exact 6-phase system he uses with his own clients.
That means you can “turn on the tap” to get an endless flow of new
customers month in and month out using TV advertising.
How would you like this to happen to your
business...
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See old customers who drifted away
come back and become loyal fans. |
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Welcome new customers who may
drive miles and miles – past your major competitors – to spend
money at your business. |
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Overwhelm the competition. The
competitors who barely knew you existed won’t know what hit them
when you step up as the leader. |
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Become a local celebrity,
recognized on sight by thousands of people in your area. This can
lead to appearances at civic events, parades, games and so forth.
(The kind of exposure money can’t buy.)
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Secure more floor space to
accommodate your expanding business. (One of Brian’s clients grabs
the spaces abandoned by failing businesses in his building!)
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Scoop the lowest prices for
airtime – or even get free ads – while other businesses mindlessly
lose precious ad dollars out of ignorance.
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Maximize your ad dollars.
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"If you’ve ever spent money on advertising
that didn’t
even pay for itself, get ready to celebrate. Your TV ads
will pay for themselves, and a whole lot more, when
you follow Brian’s program. It’s a ROI-generator."
If you think about it, isn’t that the whole point of advertising?
What could the power of TV ads do for your bottom line? You could
literally turbo charge your business IF you follow Brian’s guidance to
leverage television advertising for your business.
I’m thrilled to be the one to introduce you to this amazing course from a
TV industry insider.
You know me as the author of The Small Business Marketing Bible and
Instant Referral Systems, or as the originator of Consultants Marketing
Bootcamp.
My life’s work, defined by my corporation’s name – Marketing Best
Practices, Inc. – is to create or find the absolute best marketing
strategies for small businesses and independent professionals.
Rarely have I seen something that could so quickly and completely
transform a small business. And in all my years of research – looking for
this type of direction – I’ve never seen any course about TV advertising
for small business.
So let’s get down to the nitty gritty. . .
First, I’ll debunk the notion that TV isn’t for “little guys.”
Then I’ll tell you why Brian is probably the one – the only – person in
the U.S. today with the expertise (and willingness) to share exactly what
you need to know to run your own successful TV ad campaign.
"If
you’ve been brainwashed to believe
myths and outright lies about TV advertising. . .
...then you could be leaving a ton of money on the table."
If you’re like many small business owners, you have deeply
ingrained “reasons” why TV won’t work for you. You and your fellow
business owners may even keep reinforcing these myths and lies to each
other.
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Common Television Advertising Myths |
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Myth #1: “TV advertising is too expensive for a small
business like mine.”
Myth #2: “Production of television commercials can run
thousands of dollars. It’s out of the question for my business.”
Myth #3: “TV spots are good for brands, but useless for
generating traffic and sales. My marketing dollars have to produce
cash flow, not just awareness.”
Myth #4: “There’s no way to measure ROI (return on
investment) for television advertising.” |
"Not one of these Myths are true!
And if you continue to buy into that 'party line,'
you may be shutting the door on explosive growth
over the next 5 to 10 years."
Brian has 25 years of successful experience in the TV advertising field,
and has helped over 1,000 small business owners discover. . .
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TV advertising is very affordable.
(You can probably redirect your current ad budget to TV and reach far
more paying customers for less. A little research will prove it to
you.)
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Production costs
for a 30 second spot are often as little as $500 (or free).
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TV is ideal for generating a steady stream of new customers.
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Figuring ROI is easy
– once you understand the formula.
Advertising on television is not only possible for a small business like
yours, it can multiply your sales like no other media
– and give you an unfair advantage in your local market.
Unfortunately, the small business culture has such a blind spot about TV
advertising that it may have never been on your list of possibilities.
Or, maybe you were sold a bill of goods and waltzed into TV advertising
– or more likely cable advertising – without the benefit of an insider’s
knowledge. If so, you probably lost money and said, “Never again.”
Like Toto in the Wizard of Oz,
Brian pulls back the curtain to demystify the magic. In fact, he says
point-blank, “If you’ve ever bought ads in a newspaper or spots on the
radio, you can learn to buy television time at affordable rates.
It just isn’t that hard.”
He shows you how simple it really is to create a larger-than-life image
for you and your business while connecting with more customers who want
what you sell. It’s all laid out for you step-by-step in. . .
The Do-It-Yourself
Television Advertising System
for Small Business Owners
This is a
one-of-a-kind course.
There is simply nothing like it on the market!
When I saw Brian’s system, I couldn’t wait to
introduce it to you and other small business owners.
As I said before,
I’ve looked for this kind of instruction and there simply isn’t any
other authoritative input available – and certainly nothing to help you
do it yourself. This is the first course of its kind that I’ve
ever seen.
Sure, there’s plenty
of information about TV advertising out there if you’re a big company
with a big budget and a fancy (expensive) ad agency handling all the
production details and media buys.
But this is the
definitive, step-by-step system for small business owners who want
to pull more customers from their trade areas at an affordable price.
It’s been proven successful over and over again.
I imagine once word
gets out about Brian’s course, there will be some hair-pulling going on
at the local TV network affiliate stations that benefit by keeping
certain little-known facts from advertisers.
But having the
inside story will really give you the edge you need to get the
most for your money.
Brian’s crash course
gives you the strategies, techniques and even the jargon so you can
look, sound and BE a pro. You’ll gain the respect of the television
account rep as well as the film crew.
In a matter of
weeks,
you can boost your sales and image when everything you do to
promote your business leverages these four little words. . .
“As Seen on TV”
"This is the
magical statement that
literally
hypnotizes customers to give you instant credibility. . .
and at least doubles the value of all your printed materials."
There’s just nothing
quite as convincing as having an in-store flyer or banner announcing “As
Seen on TV.” The phrase has never gotten tired. . . has never lost its
magnetic appeal.
You
see, although magazines and newspapers are losing readership, TV is
still strong – and growing stronger. Here are some common
television advertising facts to prove it.
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Common Television Advertising Facts |
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Despite dire
predictions that TV is losing its hold on audiences, the U.S.
Census Bureau predicts an INCREASE in television watching
in the next few years – 65 days in front of the TV, up from 61
days in 2000.
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Businesses seen on
TV are presumed to be successful. People like to do
business with successful people.
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TV lets you
demonstrate the benefits of your products or services in a
way that is impossible on radio or in newspapers. |
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When your face or
your business is on TV, your credibility goes up because
you’re seen alongside celebrities, major newscasters and top
national brands. |
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TV engages
consumers emotionally. Emotion says, “I want it.” (Logic justifies the want with
really good “reasons” to buy.) |
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Research
tells us 55% of all communication is visual. |
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80% of
adults believe television is the most influential advertising medium,
according to an industry survey. |
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TV is a
primary source of information for new residents in
any area. They have no established customer loyalty and are
looking for the best places to shop. |
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85% of
small businesses are out of business
in 5 years or less, and only 4% that make it that far generate a
sizable profit. TV advertising can turn that around, as
Brian’s clients can testify. |
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However, launching a TV
ad campaign without specialized knowledge won’t get you very far,
because as Brian’s clients have learned. . .
"There’s a secret to
generating an endless
parade of
customers to your business.
Let me tell you
about several small business
owners who know how to use
this secret
to explode their
cash flow and profits."
Here are a couple of
quick examples Brian told me about of how TV made small (even
tiny) businesses into market leaders in their local areas.
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A modest party
shop – selling paper goods, balloons and other party items –
used TV advertising to build a strong business that has grown
dramatically to three large “party warehouse” type stores
throughout the local market area.
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A funeral service
company competed with traditional funeral homes by offering “at
your church or chapel” services for about half the cost charged
by funeral homes with expensive facilities.
Thanks to TV
advertising, the firm grew to become a chain of eight
funeral homes. |
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Here
are more detailed case studies directly from Brian’s client files. .
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Window and Door Business
Quadruples Sales
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The Problem
The client purchased a 50-year-old window and door business and
needed to reposition it for growth.
The Solution
Focusing on the thoughts and emotions that go through
customers’ minds when they ultimately make the purchase, a
commercial was written to address the wants of the target audience.
Airtime was purchased on shows that were perfectly targeted to match
the ideal customer.
The Results
The simple television commercial was aired for over two years
straight without a single change. The client quadrupled
sales, expanded the store and is planning another
expansion. The company has grown to become the largest dealer
of a leading brand of windows and doors in the region.
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Niche Furniture Store Expands
Twice
_______________________The Problem
The client is a niche market furniture store selling only bedroom
furniture and bedding. The store is in a small community located
about 30 minutes north of a major city. They had done a good job of
marketing to the immediate area but needed to reach outlying areas
in order to grow the business.
The Solution
The client was reluctant to consider TV advertising, fearing it was
too costly. But the store owners were surprised to find out that
for a reasonable amount of money, they could choose specific
television shows to reach their target customers.
Even though they are
some distance from the city, people in the entire area see their TV
spots and can easily drive to the store. The low-cost production
uses photographs of the furniture with a voiceover.
The Results
After nine years on the air, the client has
seen sales steadily increase. And the store has expanded twice.
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Sporting Goods Store
Doubles Sales
Volume
_______________________The Problem
A sporting goods store moved to a new location in the suburbs, but
the established clientele did not automatically follow. The client
needed new customers.
The Solution
A new slogan (included in the store’s signage) was developed to
emphasize the store’s point of difference. A production crew shot a
commercial on site that focused on the three main areas of the
client’s business.
Airtime was
purchased on a show that recapped all of the high school sports for
the week, including interviews with student athletes.
Additional
spots were bought during late night programs and on weekends.
The budget for the first two years of television advertising was
only $2,000 per month.
The Results
The business has more than doubled since first consulting
with Brian. The ad budget has increased over time to further expand
the store’s exposure.
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"Read about the Real Results that Small
Business Owners Have Achieved Using the Television Advertising System In
their Own Businesses."
CERTIFIED "REAL"
CUSTOMER AND CLIENT EXPERIENCES
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These results are
compelling. But even more important, they are representative of the
successes of hundreds of small businesses that Brian has
worked with – both at the TV stations where he was employed and with his
independent clients for over 15 years.
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"Went from $2.5 Million
to $10 Million in Sales!"
_______________________ “We had just purchased a 50 year old window and door business and
needed to boost revenue.
Brian Baumann recommended we use television advertising on the major
stations to attract new customers. After we spoke with some of his
clients, we moved forward.
Brian immersed himself in our business.
He wanted to know what thoughts and emotions went through customer’s
minds when they ultimately made the purchase.
He put together a
commercial that really spoke to the wants of our target customers.
He purchased airtime to run the commercial in shows that were
perfectly targeted for what we were trying to accomplish.
We used a simple television commercial for several years without
changing a thing. We have produced other commercials since,
capitalizing on what we have learned.
There have even been times
where we stopped the ads for a while because we could not handle any
more business.
We went from $2,500,000 in sales when we started
with Brian 9 years ago to over $10,000,000 today and have expanded
our store, and need to expand again. We've also grown to be the
largest Marvin window dealer in our region.”
David L. Wilhelm
President
Lisbon Storm, Screen & Door Inc.
Milwaukee, Wisconsin
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"The Calls Keep Coming
In Every Day!"
_______________________"Your marketing system is very effective in getting new patients in the door.
We get a consistent flow of new patients calling us about our ambulatory phlebectomy procedure.
Even after using your system for almost two years, one would think that the results would slow
down, but the calls keep coming in every day!
I've learned that any practice can go after new
patients directly without having to rely on other Doctors for referrals."
James D. Surso, M.D.
Alabama Vein Center
Madison, Alabama
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"Our Business Has
More than Doubled!"
_______________________
"Brian Baumann approached us about 10 years ago at a weak moment. We had been doing our own
advertising for years, and when we got busy it was put off and often forgotten.
Brian showed
up at the right time and we took a chance with our small budget. We did some radio and TV,
sometimes at 3:00am, but no print.
He forced us to plan and execute and be a consistent presence in the market place. Brian is
very professional and has put us in good spots while staying within our budget.
We are now spending much more on advertising because our business has more than doubled since
we started with him."
Chip Burghardt
Owner
Burghardt Sporting Goods - Since 1881
Brookfield, Wisconsin
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"As Soon As We Started Running Your Commercials, Customers Came In."
_______________________
"With Brian's help we made three TV commercials, one for each major area of our business.
As soon as we started running them, customers came in. We ran the same commercials for two
years – they still brought customers in.
We even had the news anchor from our NBC station
come in and buy a hot tub. She said she saw the commercial for so long that she just naturally
came in to buy."
Joe Spychala
Co-Owner
Baker Pool & Fitness
Franklin, Wisconsin
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"We Experienced
10 to 30 Percent
Monthly Sales Increases"
_______________________
"When we first purchased our business, we used the typical advertising methods with typical
results. We had thought about television advertising but dismissed it due to the cost. Then,
we found Brian Baumann.
Brian showed us how to use television affordably with our existing advertising budget. As a result
of his television advertising strategies, we experienced 10 to 30 percent monthly sales Increases!
We continue to use television to this day. We feature our design services as well as our furniture
in the ads. All of the "actors" in the ads are myself and our designers. Customers tell us all
the time they see us in our television commercials!"
Joanne Ginster
Owner
Betty Johnson Interiors
Milwaukee, Wisconsin
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"Brian's Television
Advertising Strategies
Have Helped Our Sales
Increase Dramatically!"
_______________________
"T.V. puts a brand or stamp of legitimacy on your business that no other form of advertising can match.
I had always thought that television advertising was too expensive until Brian showed me how affordable
it really was.
He shows you how to create television commercials that not only bring in customers, but
how to do them at ridiculously low costs.
His advice is based on being in the business for years. He explains everything in a very straightforward
manner.
Most importantly, his television advertising strategies have helped our sales increase dramatically!
I would recommend him to any business that wants to bring in new customers".
William Knackert
Owner
Bedtime Bedroom Superstore
West Bend, Wisconsin
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"From Zero Bookings
to 25 Bookings"
_______________________
“Two days ago we had a lady come into the store, said she had seen the television commercial,
then placed a large order.
Last year at this time we had bookings of squat. Now we have 25
bookings and they’re not small either.
I can’t say enough about Brian’s TV promotion and how
he helped our business when we needed it most.”
Dave Burbach
Owner
Burbach’s Market
Milwaukee, Wisconsin
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"Brian Is a Valuable
Resource For My Business"
_______________________
"I've known Brian for over 20 years. He KNOWS broadcast advertising and how to reach customers.
Following Brian's suggestions have helped me maintain my advertising budget and still reach my
current customers along with attracting new ones.
Brian is intelligent, sincere and very comfortable to work with. He listens to your thoughts and
ideas; then gives his recommendations to help you. Brian is a valuable resource for my business
and any small business!"
Tomas E. Anheuser
Owner
Bazaar Home Decorating Center
Brookefield, Wisconsin
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"Can Your Business Really Use Broadcast
Television to Propel It to Super Success?
In case you have the
misconception that TV works for only a limited number of small
businesses, here’s a partial list of retailers and service companies
that use TV successfully:
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Air
conditioning & heating services |
Florists |
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Antique stores |
Funeral homes |
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Apparel
stores |
Furniture
stores |
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Appliance sales & service |
Gift stores |
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Art galleries |
Home health
care service |
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Attorneys |
House
leveling & foundation repair |
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Auto parts |
Jewelers |
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Boat dealers
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Landscaping
& fencing |
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Bridal and
formal wear |
Lasik vision
surgery |
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Building
supply & lumber |
Medical
clinics |
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Carpet and
flooring |
Plumbing
contractors & service |
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Chiropractors |
Restaurants
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Churches |
Shoe stores |
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Credit
Counselors |
Specialty
food shops |
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Day spas |
Sporting
goods |
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Dentists and
orthodontists |
Swimming
pools & spas |
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Doors and
windows |
Tax
preparation |
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Fabric and
craft stores |
Tires |
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Farm and
dairy supply |
Western wear |
Are you
surprised at the variety? And this is just a short list – there
are many more – but it should let you know that a wide variety of small
businesses are tapping into local TV to grow and increase profits.
And you can, too.
"In private
conversations, Brian revealed to me
several little
known quirks in the TV advertising business.
Could these be the 5 reasons you aren’t using TV?"
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The sad truth is
that TV account reps don’t often have to hit the streets to drum
up business. They become order takers. Since most small business
owners never see – much less speak to – a TV rep, they have almost
no knowledge about the actual costs.
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With nothing but
their assumptions, business owners think TV ads are expensive, but
they aren’t, compared to other media.
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Radio is not as much in demand as
TV. There are many more radio stations than TV stations in almost
every market. Their reps often have to do back flips to get enough
ads on the air to meet their quotas.
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It’s
easy to assume that radio, newspaper, ad packs, shopping
circulars, and other allegedly “low-cost” media are ideal choices
because their sales representatives are banging on the door or
calling on the phone.
Standing in front of a business
owner, their arguments sound great. But the question should be,
how many real sales and customers will you get from the so-called
“exposure” – and at what price? And what’s the return on
investment?
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Since the TV reps don’t even bother
to call, it reinforces the notion that TV isn’t the best choice
for a small business.
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"Don't be fooled...not only should you be
using
television, a significant part of your marketing
budget should be dedicated to this medium!
Here's 5 unbeatable reasons you
should be
marketing your business using TV!"
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Small business owners must wake up
to the fact that, first, TV advertising is affordable.
Spots on network affiliates are as low as $50 a pop.
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TV spots may be the only
advertising powerful enough to keep retailers and service
companies in business during the critical first five years when
most businesses die.
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TV lets you dominate your market.
With Brian’s guidelines, you’ll squeeze the most from your ad
dollars because your ad will reach the viewers most likely to
use your products or services.
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Production costs are reasonable. Get
your spot produced for as little as $500 – or even
FREE – with Brian’s cost-cutting techniques (with no
sacrifice in quality).
Standing in front of a business
owner, their arguments sound great. But the question should be,
how many real sales and customers will you get from the so-called
“exposure” – and at what price? And what’s the return on
investment?
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TV advertising has clearly proven
its ability to grow businesses for the long term. That means
family-owned and operated firms can be predictably stronger and
healthier when the next generation takes over.
It also means you can have a profitable business to sell at a
time of your choosing. This is a much healthier scenario than
closing the doors for lack of business, perhaps burdened with a
pile of debt.
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"Here's why Brian Baumann is the ONE, the ONLY
television
advertising professional in the U.S. uniquely qualified
to help small business owners like you."
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You could say Brian has advertising
imprinted on his DNA. His grand dad owned an advertising firm and
his dad was producing TV spots when commercials were live. (As a
child, Brian even appeared in TV spots for his dad’s clients.)
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He has 25
years of experience. He earned his stripes as a media
professional at both a FOX network affiliate and an independent
station.
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In 1992,
Brian launched out on his own. Unlike most media buyers, ad
agency account reps or TV sales reps, Brian has experience on
both sides of the desk. He has been a seller of media
and a buyer of media.
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He has
quietly produced one success story after another for clients
using his proven 6-phase system. He maintains long-term
relationships quite unlike the hit-and-run “experts” who are
gone as soon as the check clears.
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Brian is not
one of the over-hyped “wannabe” gurus who simply parrot
information they’ve cobbled together into an information product.
He’s the real deal with street credibility among clients and
TV station execs. He’s in the trenches every day, not afraid to
roll up his sleeves and get the job done.
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His course
is the same methodical process he uses when consulting with
clients. This isn’t “fantasy camp.” This is essentially
Brian’s operations manual. It eliminates the guesswork and
puts his tools in your hands.
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After spending hours
upon hours deep in conversation with Brian, I can clearly see that he
hasn’t held back anything. He has literally opened his files,
tapped his quarter century of experience and offers what he knows in a
way you can use it.
He has also pulled some
knowledge out his back pocket that some professionals would label
“Top Classified”. . . important stuff that he thinks you should be
familiar with, including the techniques even some industry pros don’t
know – or won’t share.
Why would he do that? I
asked Brian and he said. . .
“David, I have no
reason to hold anything back. I’m still a consultant, but I have
limited bandwidth to provide personal consultation.
“Creating this
easy-to-follow system is the only way I have to get my knowledge and
experience to the small business owners who need it, at a small
fraction of the cost of hiring me.
“Small businesses are
already at a disadvantage because they don’t have ready access to this
information. I want them to succeed – and they need the tools and
training in this course to be successful”
By now, I assume you can
see that you may have a blind spot and are willing to look at TV
advertising with a fresh perspective.
Imagine what it could
mean to your business if you used what you can learn from Brian.
The Do-It-Yourself Television Advertising System for Small Business
Owners
clearly lays out the roadmap – the six distinct phases of a
successful TV ad campaign.
Here’s what you’ll
learn. . .
The Eight Audio CDs
track with the printed part of the course.
Here’s the proven real-world know-how Brian shares with
you so
you can move forward with confidence. . .
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The Fast Start Guide
to Creating Winning Television
Commercials
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This audio program gives you a general
overview of the Do-It-Yourself, Television Advertising System for
Small Business Owners. It summarizes the six phases of
creating a winning television commercial and gets you started on the
right path to creating your own commercial.
It also includes...
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The 8 steps to
creating your unique value statement that will separate your
business from the competition.
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How to access secret consumer data
from television stations that is a critical element in helping
you create a winning commercial...for free!
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How to scientifically choose the
right TV shows and air times that have the most potential for
selling your product or service.
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How to write your own TV commercial
script that will capture your viewers attention, get them to
listen to you, and then motivate them to do business with you.
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PHASE 1 - DISCOVERY
How to Determine Your Unique
Selling
Proposition for Television
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How to grab the viewer
in the first three to four seconds so he or she will hang on tight for
the whole ride.
(Ignore this “hook” at the risk of your ads fizzling.
See page 3.)
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Push this “button” and
customers will shift into buying gear. (It’s not hard to find
the “button” when you know how. What to do is on page 4.)
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The single best “third party”
source for accurate and honest information about what your store actually
offers to customers.
(Hint: it’s not your employees. Check page 5.)
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The second best
“third party” feedback source about your business, products and service.
(Take note of this advice, especially if there are any surprises revealed. Page 6.)
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The vital “core” element
that’ll have qualified customers flocking to your business.
(This is a like a “homing device” for your target market. Look on pages 5-6.)
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The critical step
Brian insists clients nail down before a script is written or airtime is
purchased.
(Brian won’t let his clients move forward without this.
Neither should you. Page 6.)
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How to flip the switch
so customers can’t wait to buy from you.
(Why so few small business
owners do this is a mystery. Page 7.)
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The two powerful components
that will magnetize your ad.
(100% of the ads Brian creates include both of
these. See page 7 to learn how you can, too.)
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Phase 2: Research
How to Access Marketplace Data
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The two “Q’s” that unlock the mystery
of your target audience.
(Each puts you closer to your ideal customers. Pages 9-10.)
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How to get your hands on important
do-or-die information you need, without spending one red cent, before creating
your ads.
(This is almost like getting inside the heads of your best customers.
Page 12.)
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The Nielson Ratings are an
absolute goldmine of information IF you know what to look for.
(Check out pages 13-15 for this critical information to avoid disastrous and
expensive mistakes.)
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The sneaky little way –
that’s both ethical and completely legal – to find out what your competitors
are spending without tipping your hand about your plans.
(You don’t have
to outspend them to outsmart them. It’s all on pages 17-18.)
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The precise questions to ask
your sales rep so you can cherry pick the exact market information you need from
the TV station’s jealously guarded databases.
(Usually this information is kept
totally confidential, but Brian tells you his technique to get it, no questions
asked. Pages 15-16.)
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Brian’s secret formula
to cut through the fog that reps use to cloud the issue, so you can determine
the absolute best airtime value in your market.
(Knowledge is definitely
power. Don’t throw a single advertising dollar down a bottomless black hole.
Bone up on page 16.)
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The toe-in-the-water technique
that reduces your risk and anxiety.
(Brian gives you “water wings” to
keep you safe when you jump in for the first time. Page 18.)
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What you absolutely, positively must do
when new customers walk in the door in response to your TV spot.
(Get everyone on board
with this. It’s make-or-break time. Page 19.)
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The one stupid thing 90% of novice
advertisers do that’s guaranteed to tank revenue growth.
(Don’t even think of running a TV commercial before you find out
what this rookie mistake can cost you. See page 19 and make a
rule to stick with Brian’s advice.)
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The 20 principles that
apply, no matter what business you’re in. Use this as your
checklist to create a powerful cash generator for your business.
(Pages 21-27.)
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Phase 3: Write the Script
The Principles of an Effective Television Ad Script
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The one key principle you must
understand if you ever hope to turn TV ads into the money machine they are designed to be.
(Even big-priced ad agencies often miss this foundational principle.)
The one thing you can do that
commands the attention of viewers so they wouldn’t think of flipping channels or
getting another snack during your spot.
(You don’t need all the expensive tricks
big companies use to keep consumers glued to the screen.)
The element that “seals the deal”
so new customers will say “yes.”
(If you don’t include this in your ad, you’re
squandering the pulling power of your ad.)
Harness this one-two punch to
multiply the number of customers who respond to your TV spot.
(This is the basis
of all irresistible ads.)
The little 3-second “after thought”
that gets the phones ringing.
(Ka-CHING. This pulls in customers who might never
call you otherwise.)
Before a word is written, be clear about
this script-writing commandment.
(Ignore this and you’ll kiss your would-be
customers – and your ad dollars – goodbye.)
The one thing people want to see
in your ad. . . and don’t even know it.
(Countless small business owners totally miss
this because it’s one of those “hidden in plain sight” super-strategies.)
The surprising factor few small business
owners understand that makes production costs irrelevant to your company.
(No kidding. This all-important ingredient costs you absolutely nothing, and will pay
you over and over.)
The little-known secret about the
subconscious mind that results in more and more sales almost automatically..
(Pay attention to this because it’s key for creating “must buy” desire in the customers.
They almost respond like robots when you use this principle.)
Brian’s goof-proof strategy for
highly profitable TV advertising.
(This is as close to a “silver bullet” as you can
get to turn television advertising into your private ATM.)
Answer this question for the
customers, and watch your sales soar.
(It doesn’t matter what you sell. This works
for every business.)
The proven “formula” to make
your ad super-successful.
(Follow Brian’s advice on this and let the ad practically
write itself.)
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