Our Secret

The Strategy of Supremacy Marketing System™ –

Is Divided into 2 Parts. They are:

Part 1. The 8 Essential Components of an Effective Marketing System

You must: Be Different. Be Better. And…Do it first!

1. YOUR MINDSET

Important! The best – and fastest – way to make money in marketing is to add value to the businesses and to the lives of our clients. So, the goal of your mindset must be to offer best way to help your prospects fulfill their wants or needs by focusing on marketing fundamentals. The best way to do this is to do it by creating and developing a powerful USP. Tell everyone why you are different – and better – than your competition…

Then prove it!

You do not have to be rich, powerful or even smart – you just have to care. The goal of all businesses is not to just sell, but to help people fulfill their needs and wants. Ask “Why” often. Listen well. Think differently. (See Al’s Pro Ad Lib #104)

This process creates all the steps necessary to make the right connection with your market.

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2. YOUR MARKET

Are potential clients looking for you… or are they looking for someone who does what you do? And, how is your business different – and better – than your competition? How do you find your best customers and clients - who and where they are? What do they need? Can you convert that need into a want?

3. YOUR MERCHANDISE

Create the goods or services that “Sell Themselves.”

4. YOUR MESSAGE

(The Most Important Part) Use the best ad format ever created (the one the Strategy of Supremacy Marketing System uses). Create sales messages so powerful they not only produce more sales, they also convert your customers into salespeople for your business. Begin with an attention-getting opening and end with a clear, strong call to action. Add appropriate graphics. Generate emotion – generate sales. To be successful, your ad must provide a high perceived value to the recipient. (See Al’s Pro Ad Lib #112)

This System helps marketing decision makers create “Monster” ads with a perfect balance of substance (features + benefits) and style (feelings + emotions) that will help prospects solve their problems (needs and wants) and dramatically increase sales.

We will help you create “killer ads” by using our version of the 5 Elements of a Great Ad –(See Al’s Pro Ad Lib #171). It eliminates the “trial and error.” We will share marketing tools, tactics and strategies that we have used and have seen work by working with other small and medium-sized businesses like yours. Remember, all marketers are in the “idea business” - the business of creating, developing, sharing interesting, unique and compelling ideas. These ideas are intellectually interesting and emotionally compelling.

5. YOUR MEDIA

Traditional and Digital – Create a balanced attack by choosing the best combination of media for a great marketing ROI! Success is in the strength of the message.

6. YOUR Money

Create an effective, profitable pricing structure by adding value.

7. YOUR METRICS

How, what and when to test for performance and credibility. Effective marketing should produce at least a $5 - $8 return for every $1 spent.

8. YOUR CONCLUSION

Very important too! Here’s how to reach the goals that have been set for your business. Find a mentor – in person, in books, online, etc. - one who has achieved what you want to achieve. Find out how it was done and try to duplicate it. This will work for both business as well as personal goals.

Develop both short and long term marketing plans that will help your business grow quickly and will help you make more money faster. Having a marketing coach is not a luxury, it is an absolute necessity to achieve maximum success in business.

Part 2.

The 5 Essential Components of an Effective Ad.

To be a great ad - your ad, if possible - or any ad should contain the following 5 elements. They are:

1.Your attention getting device

A headline, graphics, jingle, music, etc. We are bombarded with over 5000 sales messages a day. So, to be effective, your headline must be unique, get attention, and stand out from the others. Never use the name of your company as a headline. Nobody cares who you are. They only want to know what you can do for them. Remember your headline - your first 10 words - graphics or sounds - are more important than your next 10,000. Your headline must be related to your central message which is your offer to solve a prospect’s problem- along with any other benefit they will receive if they do business with your company. The headline is, by far, the most important part of an ad. It introduces your Strategy of Supremacy.

Here are 4 types of headlines that get a lot of attention:
1. How to…
2. A question…
3. Top 10 reasons, etc…
4. Testimonials…

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2. Your central message

It must educate your prospect by telling them why your offer and your business are different, and better, than your competition – and why. This is your Unique Selling Proposition (USP) – your Strategy of Supremacy. It must make your prospect think your offer is the best possible solution to their problem. Your solution should either move your prospects toward pleasure or away from pain. And, your message should make them think they would be foolish to do business with any company other than yours, regardless of price. This is a great place for a picture or a photo. They will connect your prospect with your offer. You can even use celebrity quotes – if they endorse your idea. Get creative!

Adding value, not taking it, is the key to making a sale.

Use specifics and substantiations, not generalities. Mention benefits, then offer proof. The truth is more important than the facts. If possible, your ads should cause your prospects to imagine a series of personal experiences - ones that are already stored. You should be able to interrupt a story already playing in your prospect's mind. Engage the prospect's imagination, not just offer a visual image. Use testimonials here. They are very powerful selling tools. Use unusual word combinations.

Here are some things about the advertising messages we create you might want to know. We use a marketing technique we call the Fuzz Factor Sales Index to avoid confusing a prospect. Confused minds always say "NO". Here are some interesting facts about sales messages.

Convenience versus price. Convenience wins. If it didn't, there would be no convenience stores.
Pain versus gain (pleasure). Pain wins. Negative - as in fear of loss - is a stronger motivator than positive, which is the hope of gain.
Sight versus sound. Sound wins. Although not as powerful, it stays in the mind 5 times longer.
Style versus substance. Style wins. Need a balance of both. Example: A diamond - a form of carbon.
Logic versus emotion. Emotion wins. For purchase decisions, logic only supports emotion.
Fear wins most of the time - especially when it is used to sell cigarettes. Fear of losing something or of not getting something are big motivators.
Things that will lessen confusion are: Less words per sentence, less syllables per word, and less words per paragraph.

Fuzz Factor Sales Index: You must communicate at a 6th grade level. Use:

• Simple, clear and compelling headlines. Read like a newspaper
• Simple, clear and compelling words, sentences and paragraphs
• Simple, clear and compelling action steps
• Simple, clear and compelling reasons to take the action your ad recommends
• One simple, clear and compelling proposition. Period.

But, here is another one of Advertising’s Best Kept Secrets! To be effective, your message must use your brand (your USP and SOS) to educate your prospects by getting into their minds and help them visualize how good they will feel if they accept your offer. Your offer must be something your competitors cannot or will not offer.

The perfect advertisement is one that stands out from the rest, gets the reader’s attention, stimulates interest and gets the desired action. And, above all, it gives them what they are hoping for and makes them think the product matches them and their particular needs or wants.

As we said before, your message must either move your prospects toward pleasure or away from pain. This is a great place to use testimonials and guarantees – they add credibility. Good testimonials have three parts: The prospect's problem. Your solution. The prospect's belief in the result - based on your solution.

Your message should also contain:

3. Your offer. Next to your headline, this is the most important element in your ad. It is your call-to-action in which you may use a monetary or some other type of incentive (i.e. free stuff, for more information, etc.). The only purpose of an offer is to lessen your prospect’s risk of doing business with your company. This is also a great place for a believable guarantee. Four of the biggest factors in the effectiveness of an ad are the strength and appropriateness of an offer, and the guarantee and the size of the market to which it is delivered. Be sure to include your powerful, focused USP, as well as the reason you are making this offer – it’s the “Why.”

4. Your memory hook. This helps your prospect remember your message. Ninety-five percent of those who receive your sales message are not ready to make a buying decision immediately. They should be able to remember your company, and your offer, when they are ready to buy. Do you remember this great tagline? I'll bet you do. "Melts in your Mouth, Not in your Hand". It includes a strong USP.

5. Your contact information. Be sure to include all of the necessary contact information to make it easy for interested prospects to contact you. Your goal is to make it as easy as possible for prospects to do business with your company.
Being a copywriter is all about the WORDS. And words sell across all demographics. Don’t underestimate the power of words. If the words you are using are only adequate, they will not get the job done. And in today’s competitive environment, you cannot afford to just use adequate words.
HOW you say something is at least as important as what you are saying. We normally edit myself as we write. And I’ve developed a silent alarm that goes off when we see or hear words that will turn off the reader. And we will admit to spending hours agonizing over the choice of just a few words in anything we may write. We struggle over whether or not to use them. If not, what words should we use that will work better?

The Strategy of Supremacy Marketing System™ –

Learn more about our unique, secret marketing strategy that consists of 8 parts in a step by step formula that sets you up for proven results and success.

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