Wizard Wisdom

Good Stuff from my Email:

Dear Scott, Before you charge off on a new project, remember, it's destination first, activity second. "It is more important to know where you are going than to get there quickly. Do not mistake activity for achievement." - Mabel Newcomber In this issue: Revisiting the Advertising Performance Equation How to Write Ads That Make the Phone Ring Revisiting the Advertising Performance Equation By Dave Young - Wizard of Ads Partner Ph: 308-254-2732 or send an email “Have You Calculated Your APE?” is the title of chapter 47 of Roy H. Williams’ bestseller, Secret Formulas of The Wizard of Ads. Deceptively simple, the Advertising Performance Equation (APE) encompasses every aspect of your advertising and marketing. Traditional media, the competitive landscape, the power of your ad to convince, your location, helpfulness of your staff, word-of-mouth…it’s all in there. Now, almost 10 years after it was first published, we’re going to be taking a closer look at the formula and its elements in the next few months. This is all leading up to a workshop in Denver (Feb 2009) where you’ll be guided in the ways of Calculating your Own APE. Here’s the equation: SoV x IQ x PEF x MPo = Sales Volume To better understand the APE, you must consider the three separate equations it combines: Share of Voice (SoV) x Impact Quotient (IQ) = Share of Mind Share of Mind x Personal Experience Factor (PEF) = Share of Market Share of Market x Market Potential (MPo) = Sales Volume of the Advertiser. From the editor: Stay tuned for more on the APE and the Denver workshop. Until then have a read of Not Enough Customers? How to Write Ads That Make the Phone Ring... Real Estate "You ought not be surprised that I know how to make phones ring. What should surprise you is that I’m willing to tell you… for free." - Roy H. Williams At Wizard of Ads we teach techniques and principles, not rules. So when reading this post and all our others, look at the big picture. Think how the principles and techniques we describe can be used in your industry, and your country. Now it's over to Roy H. Williams. Here’s how to Make Magic in real estate: 1. Ask the Realtor to show you an unusual house. More often than not, you’ll want the house to be in the price range an average person could afford. 2. What makes this house quirky or weird or memorable isn’t really important. What matters is that it has something distinctive about it. 3. Visit the house. Ponder the distinctive feature until it triggers the memory of a cultural icon. 4. Pull the icon into your ad copy. Radio works best, but this technique also works well in newspaper classifieds. 5. Always mention the price of the house. 6. Never mention the square footage, the number of bedrooms, or the address. Continue reading... How to Write Ads That Make the Phone Ring. Previous stories, just in case you missed them: 7 Tips for Surviving a Resession 5 Ways to Attract People to Your Store (without advertising) The Extraordinary People Myth A Closing Thought When it comes to strategy... short-term gain, normally means long-term pain. Beware the seduction of the quick fix. "The false economic decisions that give short term profit, but result in long term ruin are now being exposed." - Annoyed. A reader of the business section of news.com.au See you next week. Craig Arthur Wizard of Ads PS. Need help to attract more customers and grow your business? Australia Call (07) 4728 4866 or send an email. North America Call 308-254-2732 or send an email. Call 440-610-9746 or send an email We will never try and sell you. You may punch us in the arm really, really hard if we do. Call or email to book a FREE alignment meeting. No obligation. No pressure. It is at this meeting we both decide if there is a fit between our 2 companies. It is only then can we explore your options. We will never try to sell you. Call (07) 4728 4866.

Wizard Partners Australia. Call Us: (07) 4728 4866

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