The 2 Steppin' Boogie

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Author: Troy White

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at his main blog.

In the day and age of advertising overwhelm, you need to stand out from the crowd like a zebra in field of flamingos. One recent number I saw said that we see as many advertisements in a 4 hour span than we used to see in a 30 DAY period.

Now that is overwhelm!

So, how do you stand out from the crowd and get qualified prospects to respond to your marketing and advertising? 2 step advertisements are how.

What are they?

The 2 step ad is not designed to sell you anything - it is designed to give you something for free - as long as you take action. The 1st step in the 2 step sequence is to have a smaller advertisement "sell" them on asking for your free report. Your ad, of course, must have a headline that makes them stop everything they are doing to read your ad.

For example.

Moving company

"Free Report Reveals The Secrets of Packing and Moving Your Household Possessions without a Scratch, Dent or Ding"

Travel Agency

"Free Booklet Reveals How To Buy Your Airline Tickets at 50% Off Day After Day... Without Relying on Advertised Specials"

Car Sales

"Learn How To Negotiate Your Next Used Car Purchase and Drive Your Car for Free for 90 Days... With All Your Gas Paid For... Guaranteed! Free Book Reveals All"

Basically all you need to do is fill in the following template... Free Report Reveals How To (benefit, benefit, benefit)... Call For Rush Delivery (or Call for Free Recorded Message)

The ad needs to describe what they get, and why it's important for them to read.

ALL you are selling them on is to get up off their chair and phone, email or fax you for the free report.

The report needs to give them good information they wouldn't otherwise know - AND it must sell them on the benefits of using you, your products and your services.

Step 1 - Get them to say "yes, I am interested - please send me more information"

Step 2 - Send them the free information along with a sales letter (should actually be a sequence of follow ups) to sell them on becoming a paying customer.

This is much easier - and much less intimidating - for your prospects to respond. Free things still pull well.

You can use this for all your marketing in the following:

Direct mail Yellow Pages Advertisements Handouts Postcards Referral system follow ups Posters Car Decals Business Cards Door hangers

And pretty well anything else that gets in front of your ideal client.

I have successfully been using the following headline to sell my marketing course in a 2 step sequence...

"If a Corporate World Flunkie Can Write a Simple Letter That Made $47,857 in 48 Hours... What Can You Do? Free Report Reveals All."

Try testing some 2 step marketing this week - and see what kinds of results you get.

You'll be pleasantly surprised!

To your success, Troy White PS: Discover how to make your cash flow surge with the street smart marketing tools at my blog http://www.blog.smallbusinesscopywriter.com You also get one of my favorite case studies of marketing done exceptionally well, The Million Dollar Lobster Report when you sign up for updates on my blog. Discover how two young twenty-something year old brothers turned a simple lobster sale into a million dollar business in just 3 months! http://www.blog.smallbusinesscopywriter.com

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