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Another important advertising basic is the tried-and-true
'Marketing 2-Step'. 2-step marketing is running ads or advertising
campaigns that forces interested
people to take action before they can get more information...
Here's a 2-step formula I've used successfully for years: I pre-qualify
with my advertising headline. In the ad body, I
go for the lead and not the sale. I make people interested in the subject
of my headline take action by asking for more
information. Then I let my follow-up information do the selling.
(Depending on the complexity of the offer, and the cost of the
advertising, I make it easy for interested people to get more info.)
In other words, 'Marketing 2-Step'!
When it comes to advertising basics, I like what William
Bernbach had to say:
"Forget words like 'hard sell' and 'soft sell.' That will
only confuse you. Just be sure your advertising is saying
something with substance, something that will inform
and serve the consumer, and be sure you're saying it like
it's never been said before." - William Bernbach
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