ColinCopy’s Eight Advertising
& Marketing Principles
- Advertising Must Be Held Accountable
If you cannot track the number of leads or sales you get from a marketing campaign, you’re wasting money.
- Every Ad Must Make An Offer And A Deadline
You track response by having a clear offer with a deadline for the prospect to act.
- An Ad Is A Salesman
Salesmen don’t ring doorbells, flash a logo, shout a slogan, then leave. They pitch. Advertising is a pitch that’s been written down and duplicated.
- Any Piece Of Communication Can And Should Become An Ad
Always be selling. On your websites, e-mails, receipts, invoices, newsletters. If not a product or service, then an action. Get your prospects to do something. Anything.
- Test, Test and Test Again
Advertising can always get better. Try new headlines, try new media.
- Sell To Everybody, Sell To No One
Target the “ideal prospect” in you mind. Write to that ONE person. Ignore everyone else. If you sell to multiple and different segments of the marketplace, write an ad for each one.
- Use Sequences & Use Multimedia
80% of sales are made on the 5th-12th contact. You must reach out to your prospect in different ways, multiple times, and repeat your message over and over again.
- Copywriting is 10% Writing, 90% Marketing
You can throw grammar, elegance and style out the window and still make sales… if you’ve done your homework on your prospect. The point of great copy is to optimize your marketing, and get more sales. Copy cannot save mismatched products and prospects.
