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“How to Join the Mile High Club for Only $20”

Part 3 of a Special 4 Part Series

 

by Glenn Shepard

April 21, 2015

Category:  Marketing

 

 

   

 

Lima, OH April  22
Cincinnati, OH April  23
   

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Dear Glenn,

 

   I had an employee who was a good worker, but tools were disappearing from the shop.

     I asked where they were and he said at his house, and he would bring them back but never did.

      Finally he didn't show up for work again and took with him the keys from the company

    Do I need to sue him for stealing tools and material from the company?

 

Andra in Manila, Philippines

 

 

Dear Andra,

   

      You need to speak to an attorney because yours is a legal question.

       I'm not familiar with business customs in your country, but in the U.S. it's common for companies to withhold part of final paychecks until tools, etc. are returned. But even this is prohibited by some state laws.

     Thanks for your question, and be sure to ask your attorney how Philippine labor law addresses this issue.

 

Glenn in Nashville, TN

 

Click the red Ask Glenn button to submit a question. You may remain anonymous if your prefer.

If you've ever thought about changing jobs and are looking for a field where you can make a six figure income, then this is for you.

 

Here are more answers to the marketing competency quiz in the 4/7/15 column.


4. What are AIDA and PAS?

These are two of the most well known formulas in marketing.

 

AIDA stands for:

 

Get the prospect's Attention, generate Interest, create Desire by explaining your product's benefits (not features), and call for Action.

 

PAS stands for "Problem, Agitate, Solve", and is the model we've used in my company for years.

 

All of marketing first describes the problem (i.e. It's hard to find high quality people to hire; the work ethic is going down the tubes, etc.).

 

Then the problem is agitated by making it sound disastrous if something isn't done. (i.e. It will cost you $3,500 to lose an employee; etc.)

 

Then the solution is offered, which in our case is to attend my seminars, buy my DVD's, etc.

8. When a graphic illustrator and copywriter disagree on how an ad should look, who gets veto power?

Run as fast as you can from anyone who can't answer this correctly, because their advice will put you out of business.

 

A graphic artist's job is to make advertising look the best it can, and they're usually highly creative and very talented.

 

A copywriter's job is to make advertising perform the best it can, which is why

copywriters get the final say. Their job isn't as flashy as a graphic artist's. They're wordsmiths whose work is tedious and often boring.

 

They can spend hours agonizing over a single word or punctuation mark.

 

Here are a few classic examples from some of the greatest copywriters in history:

 

 

"How to ____ without _____" 

i.e. "How to lose weight without exercising."

 

 

"Who Else Wants to _____" 

i.e. "Who else wants to make an extra $5,000 a month working part time?"

 

 

"If _____, Then ____" 

i.e. "If you have back pain, then this is what you've been waiting for."

 

 

"But wait, there's more!"

 

 

Copywriters make more than graphic artists because they bring in millions of dollars, and can quantify it.

 

This is hard for people to get their head around at first because some of the most profitable marketing pieces are also some of the ugliest.

 

In his best selling book "The Ultimate Marketing Plan", marketing legend Dan Kennedy included a section titled "Warning Signs of 'Experts' to Avoid Like the Plague".

 

Here's an excerpt:

 

"Every time I go into an ad agency with a wall full of awards, I wonder whether they're working for their clients or the award committees. A lot of advertising that wins awards performs poorly. Agencies that win awards often lose the clients. Some of the most productive, profitable advertising in history couldn't qualify for any award. Much of the best marketing gets its results in an ugly way."

 

One of the most coveted jobs a copywriter can get is with the National Enquirer. While it's one of the least respected publications from a journalistic perspective, it's one of the most respected from a marketing perspective. A one page ad costs over $48,000 and obviously works, because their advertisers keep running the ads again and again.

 

Next week, I'll wrap up this special series by explaining the story behind the $20 Mile High Club.


 

To Your Success,

 

 

Glenn Shepard

 

 

P.S.  If you want to learn more about this, then read Dan Kennedy's books "The Ultimate Marketing Plan" and "The Ultimate Sales Letter".

 

P.P.S.  If you missed Part 1, then click here. If you missed Part 2, then click here.

 

P.P.P.S.  The "If...Then" formula was used four times in this article: Once in the first sentence, once in the first PS, and twice in the second PS.

 

 

 

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