The Art Of Fresh Advertising - Strategies To Refresh Your Marketing And Sell More Premium Products And Services With Ease

By David Lauber

How do I sell more of my premium products and services? Does marketing really have to be so complicated? Why is branding so important? How does social media work? And why is copywriting the most important column of advertising?

In this book, David Lauber, an international copywriter and author specialising in advertising premium products and services, reveals all the strategies you need to sell more premium offers the easy and uncomplicated way.

Knowing a lot is good, but applying the knowledge is even more powerful. This book is for all brands and professionals who wish to give their marketing a fresh touch while focusing on what really matters—their business. All this without having to deal with a headache.

• Language: English
• Publisher: Lulu.com
• Release date: Jun 11, 2020
• ISBN: 9781716974779

David Lauber

David Lauber (Ph.D., Princeton Theological Seminary) is associate professor of theology at Wheaton College in Wheaton, Illinois. He is author of Barth on the Descent into Hell.

Book preview

PACKAGE YOURPRODUCTDIGITALLY

WhyPackingYourProductDigitallyMakesSense

S

ome ‘experts’ say, Just put a lead magnet onyour landing page and flood it with traffic. Ifyoualreadytriedit,youmighthavealreadydis-

coveredthatthisisineffective.

After investing a lot of financial resources and timeinsendingtraffictoyourlandingpage,yousoonnoticed that people aren’t giving away their bestemail address. Unfortunately, around one-third ofthose email addresses are fake. And the ones thatare real have usually been created by people tocollect junk mail, which is how they categorize yourmarketing-related material. So, as you can imag-ine, the email addresses you get are not checked,and therefore they’re as effective as a fake emailaddress. Those people rarely buy anything. At thispoint, struggling businesses realize that their emailsare getting lousy opening rates of 5% and there-foregeneratingnorevenue.Allthetimeandeffortputintocreatingalandingpageandaleadmagnetwas, metaphorically speaking, flushed down thetoilet. They give up internet marketing and catego-rizeitasahoaxorscam.Thishappensto95%ofpeoplewhotrytosellonline.

You might ask yourself what the successful 5%aredoingdifferently.It’ssimple—theyarerepack-agingtheirownproducts.

When you create and sell your own products(yes, a product can also be a service. You just havetobrandandpackageyouroffercorrectly),you

are creating another type of list. A list of buyers.In comparison to people who only want free stuff,buyers give you their real contact details and theywillactuallybuysomethingfromyouaslongasyouprovide real value. (I know it sounds insane, but it isreallyassimpleasitsounds.)

Why is this strategy so effective? It is simple, be-causetheemailaddressesyougetfromthemorig-inate from their information, which they providedwith their payment details. And those addressesareusuallycheckedregularly.

Beyondbuildingyouremaillistandsellingyourownproductsdigitally,youarealsoenjoyingan-other benefit. You are controlling the cash flow. Youdon’t necessarilyhave to split any revenue withanyone(butyoucanifyouwishto.Forexample,ifyouhaveaffiliates).It’suptoyou.

Today’s marketplace is crowded with companiesandtobecompetitiveyouneedtobeperceivedascredible.Andyourownrangeofproductscanaf-fect your perceived credibility. It will not only affectthe probability of selling your products and ser-vices, it also affects the probability of selling yourfutureproducts.Besidesthat,it’salsoakeyfactorthatdetermineshowpeoplerecognizeyourbrand

and read your stuff. Finally it increases your reputa-tion in terms of potential affiliates and JV partners.Havinganownflagshipproductorserviceisoneofthe best ways to increase your credibility. Start withoneandthengofromthere.

Maybe you’re asking yourself if this really is some-thing for you. Well, take a look at the emails comingfromtop-performingbusinessesandcompanies.So if that is something all big players are doing,takeaguess—youneedtodothattoo.

Packaging&Sales

After you have created your offers, you need topackagethemandgetthemready.Iwillsoonshowyouamorein-depthwaytolaunchyourproduct,butfirstlet’slookatthebasics.

Remember the last time you went to the cinemaandorderedpopcorn?Didyoutakeasmall,regularorlargebox?Mostpeoplewillalwayschoosetheregular because they perceive small as not enoughorlargeastoomuch.Thismodelofcontrastpric-

ing has been effective for years and the fact thatit’sbeingusedstilltodaymeansthatit’sstilldoingits job. I highly encourage you to create three offerslikethistosellyourproductorservice.

One of the first things you need to think about isan identity or brand for your product or service. Youhaveprobablydecidedonanameforyourproduct,butincaseyouhaven’tyoushouldstarttodosomebrainstorming.Assoonasyoudecideonaproduct/brandname,besuretocheckthatithasn’tbeentak-en. A few checks at the respective trademark officesortheinternetorevenaskinganattorneyareamust.The next thing is your logo. Logo creation can eitherbedonebyyouoryoucanoutsourceit.Alongwithyourbrandnameandlogoyouwanttodevelopaunique selling advantage. What problem does yourproductorservicesolve?Whatkindofvaluedoyouprovide?Whyisyourproductbetterthananyotheralternative? Come up with a unique selling advan-tage(USA),preferablyjustashortparagraph.Thishasn’ttobenecessarilypartofyourlogo,although

somebrandsdothat,butyourUSAwillinfluenceyoursalescopy.Pleasedonotskipthisstep.

You need nothing more than your logo and someprofessional Photoshop templates. There are nolimits for creativity here, but remember that yourproducts should look appealing and professionallypresented. If you’re not versed in graphic design Ihighly recommend that you outsource this step toa professional. If you’re on a budget a freelancerfrom an online platform will do the job. As I men-tionedbefore,therearenolimitsforcreativityandthere are, of course, no right or wrong styles, butit’s always worth looking at recent top-selling pack-agesinyourindustrytoseeifthereareanytrends.Nowadays, clean and minimalist seem to performpretty well. The presentation of your product or ser-viceshouldmakeyourproductslooktangible.

Ifyouwanttosendyourprospectstroughafun-nel with low-ticket products, where the back-endproductsgetgraduallymoreexpensive,youcould

consider splintering your offers. You split your offerintomultipleoffersandrepurposethemthroughoutthe funnel, in the way where a problem solves an-otherone.So,forexample,ifyoubuyshoesyoumighthavethembutyouwillautomaticallyhavetodealwithkeepingthemclean.Soaproblemfol-lows the next one. Let’s suppose you have a largecoursethatconsistsofaneBookandmanyvideolessons. With a little bit of effort you can easily turnthis into a four-step funnel. You could tweak thefirst few pages of your book and