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what's possible in your environment.
Bob: Great. Well, we've just kind of hit our ten-minute
mark, and you've covered a tremendous amount in a short time,
so I thank you, Paul. I want to take a minute for you to tell
people what you're doing now and how they can get in touch
with you.
Paul: Okay. As you mentioned, I'm president of a
company called Quantum Growth Coaching, and we've
developed the world's first completely system-based approach
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to growing businesses rapidly. We call it "More Profits and
More Life", and our goal is that entrepreneurs get to double
their businesses while enjoying their life even more than they
already have.
You can reach me at our website, which is
http://www.paullemberg.com. That's probably the easiest way
to get me.
Bob: Great. And the people who are interested either in
getting that type of coaching or in acquiring a franchise to be
able to do that themselves can contact you. Is that correct?
Paul: Yes. And let me give you a phone number, as well.
It's our main office number. It's 858-951-3055.
Bob: Great. Well, Paul, again, I want to thank you very
much for sharing your wisdom today. It's been really
illuminating, as it always is when I talk with you.
Paul: Well, thanks, Bob. Thanks for having me.
Appreciate it.
Bob: My pleasure.
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Clayton Makepeace
How to Increase Your Credibility and Sales with
Advertorials
Bob Serling: Today I'm talking with Clayton Makepeace.
Clayton is a copywriter and marketing consultant with 33 years
of experience. Probably the best way to sum up Clayton's
expertise is to tell you that his copy and marketing advice has
sold over one billion dollars' worth of products for his clients,
and today he's going to share his expertise with you. So
welcome, Clayton!
Clayton Makepeace: Thanks, Bob.
Bob: I have one question and one question only for you,
and that is, "What is your favorite marketing technique that's
working really well for you and your clients right now?
Clayton: I think the advertorial is really the best marketing
technique out there right now. At a time when the marketplace
is full of people making outrageous claims, especially on the
internet, offering a report that brings value to prospects' lives
and offering that report for free, either through the mail or on
the internet, is a great way to engage prospects on a very
credible level.
Whether you're selling a newsletter on investment or on
health, or a supplement product or anything else, offering a
report that gives people practical tools that they can use to
achieve their goals, or more specifically, to alleviate a fear, to
assuage a frustration, or to fulfill a desire, will get them reading
and will get them on your side.
We've been using advertorials in the financial newsletter
and health newsletter promotion industry for years now, and
have found that instead of going to prospects with an obvious
pitch and becoming one more of the hundreds of pitchmen that
approach them every day in various media, approaching them
as an advocate and a friend with help to offer, and then
providing that help prior to asking for a sale, gets the prospect
on our side, increases readership, attention-getting power and
response for a promotion.
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And so the advertorial is really, I think, the most powerful
technique out there right now.
Bob: Great. Can I ask you to elaborate a little on the
structure of an advertorial, both from a copy standpoint and a
design standpoint?
Clayton: Sure. Well, design, of course, depends on what
medium you're using, but as far as the copy is concerned, an
advertorial, actually, how would you say it a torialadver,
because it starts by engaging the prospect on something he's
already interested in, and it feels more like a report than it does
like a promotion.
In a promotion, for example, let's say your product is
something that lowers blood pressure. You might start out
with a big headline that says, "Amazing little-known substance
lowers blood pressure 20 points in 30 days or less". That
comes across as feeling like promotion, like you're about to sell
me that substance.
But if, instead, the promotion begins, "America's number
one heart health advisor reveals three ways (or 7 ways or
whatever) to lower your blood pressure without drugs" and
then goes into actually revealing that information, giving them
in the report the value-added material the actual advice, the
names of the substances, telling them that they can buy them in
any health food store or whatever, so that the person can just
take the report and apply the principles that are given them in
the report, to bring value to their lives, to benefit in some way.
By doing that, several things happen. First of all, the
prospect is not on guard. He's not saying, "Oh, this guy's
trying to sell me something, and therefore I'm going to be
skeptical now." He's going with you as you're trying to help
him do something that he already wants to do.
The second thing that happens is that because he's engaged,
he's going to read more of your copy.
Third, by presenting this information, you're proving your
qualifications to him, and you're proving the quality of any
additional information or any additional products you might
offer him later on, and so it becomes a proof elements of sorts.
You basically don't have to tell him (although I still would),
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you don't have to give him a million testimonials that what
you say works, or expect your prospect to take it from total
strangers that this guy knows what he's talking about. The
person is actually experiencing that expertise in the article.
Typically, an advertorial then, a half or two-thirds of the
way through, after you've delivered this value, you've made
this person thankful to you, you've made a friend out of him
because you've provided this value then you offer to give him
even more value through a free gift that expands on the subject
at hand and gives him a complete program, for example, for
lowering blood pressure.
And then from there, you simply say, "And I want to send
it to you free. Here's how to get your free copy.
And then you introduce, finally, in the back third or so of
your advertorial, the product that you're actually selling.
It's stealth advertising, and it's stealth marketing, but it's
very ethical, because you are providing value at every step of
the way.
Bob: You know, I'd like to add something, because it
sounds disarmingly simple and it is, but I've got clients who are
using advertorials to sell $30,000 to $40,000 consulting
programs. Another is selling a very high-priced insurance
program.
I recently used an advertorial to sell a high-priced
marketing seminar on information products that I was doing,
and we sold out all the seats in six days. It's a very effective
method. I might say that when I sat down to write mine, I had
this huge swipe pile of promotions from Agora and Boardroom
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