Page 1

https://www.facebook.com/tassiemarketingtoolbox

Make darn sure that your… Website is READY for launch! Brochures are CLEARED for take-off! Mail outs are GEARED-UP for action! Radio & TV ads are SET to soar! …by by follow following ollowing this simple checklist

Check #1

Headline Space Bad Example:

“Car Repair”

Improved Example:

“Your Car Repaired Right the First Time or We’ll Pay for a Competitor to Repair it For You”

Tick which best applies…

Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 1


___There is none. Flush your money down the toilet instead ___Got one, but it’s vague, meaningless and non-specific ___Generic, could apply to any business in your category ___No big, bold, outrageous promise: trying to catch a whale with a minnow! ___Fails the primary purpose of any headline, compelling me to read on ___Good, but could be better, could be strengthened on specifics ___Outstanding!

Check #2

Testimonials Good example: “We’re thrilled! …it’s a real talking point!” Everyone who visits our home falls in with love the work that you did. The workmanship has held up brilliantly, but it also works for the room really well! All-in-all it was just a very quick, clean, and competitively-priced job. We’ll definitely recommend you to our friends! Dave & Barb~ Tranmere TAS

___None; completely absent (a major mistake) Although your industry regulators may not allow them ___Weak… vague generalities; no meaningful specifics ___Blind… not ID’d by full name, place, occupation, etc ___Poorly strategized… all dealing with similar objections instead of dealing with the four to five objections most people have to any product or service ___Great! But why not more? ___Outstanding! You’ve mastered the art of using testimonials to build trust and allay people’s fears

Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 2


Check #3

Proof Elements (graphs, charts, stats, photos) Example:

___No proof at all – huge mistake ___Weak… vague generalities; no meaningful specifics ___Great! But why not more? ___Outstanding! You’ve mastered the art of using proof elements to build trust and allay people’s fears

Check #4

Features Vs Benefits Bad example: “The engine has eight cylinders with cross-flow injection” Better example: “The V8 engine rumbles like distant thunder and delivers it’s 400hp fury with unsurpassed smoothness and efficiency, thanks to a patented cross-flow injection system”

___All facts and features, none translated to benefits ___Benefits are vague, boring and poorly articulated ___Not enough benefits listed to be compelling ___Outstanding! Good understanding of how to use benefits as opposed to features Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 3


Check #5

Unique Customer Buying Advantage or Unique Selling Proposition (Why should customers choose you over the competition?)

___None; You are “me too” and plain vanilla ___Clever slogan fails to deliver clear promise of benefit ___Fails to articulate why prospect should choose you over all others ___On the right track but still needs work, like; meaningful specifics or guarantees ___Outstanding! (As good as; “A bigger, better tasting pizza with twice the toppings of the big pizza chains, or it’s free!”)

Check #6

Organisation (Object: A “greasy chute” the reader cannot escape! A logical process that leads to the inevitable conclusion – a sale, etc)

___Does not follow a proven advertising formula such as ‘advertorial style’ or ‘problem, aggravate the problem, solve the problem, prove it works, offer, call to action, etc’ ___I got lost and confused and the prospect will too ___Needs a summary and/or a table to summarize ___Outstanding! Nicely constructed

Check #7

Style (A tone and personality that’s right for your market) Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 4


___Too stiff, formal, institutional ___Company/product focussed, rather than customer focussed ___I, me, my, we – Instead of you, your, your’s ___Does not enter the conversation in the prospect’s mind ___Not friendly or conversational, or written as you/they talk ___Loaded with techno-babble or proprietary terminology ___Lacks emotion and is dull and boring… reading must be fun (stories sell – facts only tell) ___Outstanding! Enters the conversation in the prospect’s mind and masters the art of selling in print through conversation… Well done!

Check #8

The Offer & ‘Call to Action’ (Asking the reader to do something in response to your advertisement)

___None… don’t bother sending this out ___Plain vanilla, boring, unexciting… no one’s pants will be set-alight to respond to this ___Unclear and confusing (confused readers don’t buy) ___Unclear of the benefits of doing what you ask me to ___Insufficient scarcity and/or urgency ___No deadline ___Did not explain the reason why you are doing what you’re doing ___Urgency not made real (not believable) ___Insufficient incentive/bonus/reward for not acting quickly ___Insufficient loss/penalty/fear of loss, for not acting quickly ___Outstanding! Complete call to action Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 5


Check #9

Guarantee (Remove all remaining doubt and risk in the buyer’s mind)

___None, what are you thinking? ___Unimaginative and boring ___Vague and general, lacks meaningful specifics ___Sabotaged by using a ‘weasel clause’ ___Outstanding! Risk reversal, meaningful specifics, well-articulated guarantee

Check #10

Format (the appropriateness of the ad you’re running: online, offline, newspaper, direct mail, etc)

___Inappropriate for the task! ___Ordinary and mundane… your prospect sees a bazillion of these and they all look the same ___Would be better served by a full-length sales letter ___Envelope “half pregnant”. Either sneak-up or go full-nude (with teaser copy, photos, etc) ___Outstanding use of format!

Check #11

Media (the appropriateness of the media you’re running: website, social media, publication, newspaper, radio, TV, etc)

Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 6


___Inappropriate for the task. You need to use the media appropriate to your prospect ___You are asking the media to do more than it’s capable of doing, i.e. (you can’t sell $1000 each products off the page with a 15x3 column ad) ___Two-step “FREE Report” model would work better ___Outstanding! Good use of media. Follows the formula of ‘media+message+market match’ = competitive advantage’

Check #12

Cosmetics (How your advertisement looks)

___Inappropriate font type ___Need to indent paragraphs ___Break-up text with “sub-headers” (written like mini headlines) ___Use double readership path (to cater to those who skim-read) ___Use different typefaces, bold, italics and underlining to help readers move along ___Use bullet points to emphasise major benefits ___Too pretty, too slick… looks like a big corporation’s standard fare ___Outstanding! You’ve nailed it!

Check #13

Miscellaneous Tips and Notes ___Consider a “gift-with-appointment” strategy to help this offer ___You’ve buried your FREE offer… tell me up-top you have something to give me ___Offer the prospect more ways to respond to your ad Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 7


___Consider adding a ‘grabber’ or other lumpy object with mail outs, and try giving it a theme (i.e. “I’ve included this tea bag to the top of the page because I’m in a lot of hot water with my accountant”) ___The stories/examples used are too long… the reader gets lost. Tighten them up ___Enter the conversation your prospect is having in his/her mind ___Figure out the ‘Big-Idea’! What keeps your customer awake at night and what is the first they think of each morning? ___Too many bullet points/benefits disrupts the reader’s slide down the greased chute… Pull them out into a separate enclosure

Check #14

How Did You Go? ___It was way too small of a test to judge ___Way off the mark! ___Need to rethink the whole premise ___Okay but needing work ___Pretty good… needs a polish up ___Outstanding – let’s rock’n roll!

Check #15

Answers To Questions Question1: Is there any difference between business to business advertising and consumer advertising? Answer1: No, there’s no significant difference between B2B (business to business) advertising and consumer advertising. Moreover, insisting there is a difference leads most B2B’ers to put out dull, boring and uninteresting hyperbole Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 8


that everyone ignores. ‘B2B’ is a misnomer. Businesses don’t buy things… people buy things.

Question2: Are you available to personally critique my ad? Answer2: Yes, depending on the type of business you are targeting. I help mostly small business owners who don’t have time to muck around, needing results from their advertising yesterday.

Question3: Are you available to write ads and/or develop marketing strategies, or whole campaigns? Answer3: Yes, I am a professional Direct Response Marketer and Copywriter. The only dedicated practitioner available to small business owners in Tasmania. I regularly mastermind with Australia’s top marketers, attend conferences and keep current with new marketing ideas and strategies. Everything I do is geared towards results. If you would like to speak with me personally about your business marketing, I am available on Mob: 0457771217 Email: seandeigan@gmail.com

Hope you found this checklist valuable and enlightening!

Sean Deigan Marketing Strategist & Copywriter

Copyright © Sean Deigan 2013 – ‘The Tasmanian Small Business Owners Marketing Toolbox’

Page 9

Advertising pre flight checklist