The one thing that will make your customers pay attention
The key to getting your reader to pay attention is simple - give her something to learn!
Claude C. Hopkins was one of the early greats of advertising and maybe the greatest innovator the industry has ever seen. He invented the money-back guarantee, free trials and the whole concept of market testing; but perhaps his most brilliant stroke was realizing that advertising could succeed by educating the customer.
Hopkins used this wisdom to grow Van Camps' pork and bean business. Hopkins did research and found that 94% of housewives were baking their own beans at home and only 6% were buying canned beans.
So Hopkins ran an advertising campaign explaining how it took 16 hours to bake beans at home, and that you could never make home-baked beans digestible. He talked about crusty beans on top and mushy beans on the bottom. Then he highlighted the process Van Camp's used to select their beans; the soft water that they used; and how they made the skins less tough by extracting the lime. He emphasized the steam ovens where the beans were baked at 245 degrees in sealed containers so no flavor was lost. Then finally he offered a free sample so customers could compare.
The campaign was a huge success for Van Camps. Rosser Reeves and today's marketing genius Jay Abraham call this strategy "the pre-emptive strike." You see, any bean manufacturer could have run the campaign, because they all used the same process. They all could have told the same story-but they didn't. They knew their beans, but they didn't know beans about selling.
Here's another famous Claude Hopkins story; this one you may have heard.
Schlitz Beer was ranked 5th in market share-until they hired Hopkins. At the time, every beer manufacturer was advocating that their brand was "pure." But consumers thought "Who cares?" until Hopkins told them what pure really meant.
Hopkins set out to understand the whole process of beer making. He was taken on a factory tour and shown plate-glass rooms filled with filtered air so the beer could be cooled without impurities; he was shown huge and very expensive filters filled with white-wood pulp; he learned that every pump and pipe were cleaned twice a day, and that every bottle was sterilized not once, not twice, but four times before being filled.
The Schlitz factory was right on the shores of Lake Michigan, unpolluted at the time, but no, Schlitz tapped 4,000 foot-deep artesian wells for even cleaner water.
At the end of his tour, Hopkins asked why the company didn't tell their customers all this. They replied, "Because all beer manufacturers do it this way."
Hopkins took Schlitz from #5 to #1 in a few short months.
What Hopkins did in these two examples and many others was educate people. It still holds true today: people love to learn; you cannot over-educate them.
Hopkins divulged his secrets in a book called "Scientific Advertising" in 1923. In the next advertising generation, the great David Ogilvy said, "Nobody should be allowed to have anything to do with advertising until he has read Scientific Advertising' seven times." And Jay Abraham, known as America's #1 Marketing Wizard, says this: "Claude Hopkins is the master of them all. His influence has easily added over $6 million to my personal income and still counting."
What are your customers learning from your advertising and marketing? What could they be learning?
Robert Greenshields is a marketing success coach who helps business owners and independent professionals who are frustrated that they're working too many hours for too little reward. Sign up for his free tips from the marketing gurus of the past at
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Pawn Your Paycheque With A Payday Loan
Pawnshops were a real boon for people with short term financial difficulties. All they had to do was take their watch or other valuable item into a pawnshop. The pawnbroker would give it a value (less than it was worth) and hand over some money. At the end of the specified period, the borrower could redeem the object by handing over some cash. Now the pawnshop concept has had a new lease on life. In the 21st century it's not objects but paycheques that are pawned. This is the era of the payday loan.
What Is A Payday Loan?
A payday loan is a loan that you get against expected earnings. It is a short term unsecured loan for a relatively small amount. Lenders lend sums of up to 800, then borrowers repay this in two weeks or a month. The amount borrowers can get depends on their earnings.
Qualifying for a payday loan is simple, even if you have a bad credit rating. All you need is to be a UK resident, over 18 and with a bank account. You also need to have been working for a few months. To get the loan you will need to show proof of identification and proof of earnings. Lenders want to see that your salary is being paid regularly into your bank account.
Who Needs A Payday Loan?
A payday loan is a good option for people needing some short term financial assistance. For example, if there is an unforeseen expense which you will be able to pay back within a pay period, a payday loan could be the right option for you. A payday loan is also a good option for people with a poor credit rating who might need a short term loan.
There are many lenders who offer payday loans. This is becoming a popular option for people who don't want to undergo a full credit check. Payday loans have no credit check and can be obtained quickly. Most people receive their money within 24 hours. Sometimes this is paid directly into borrowers' bank accounts.
Payback Time For Your Payday Loan
In order to get the money, borrowers have to agree to pay a fee. This is much higher than the annual percentage rate on credit cards. In fact, it may be equivalent to an APR of almost 300%. This sounds high, but may be manageable if the loan is repaid on time. Borrowers will not be able to take out another payday loan until this is done.
Lenders will not hang around waiting for money if people don't pay. Borrowers may be able to extend the repayment period, for an extra fee, but if they default, debt collectors will be called in. This could permanently damage borrowers' credit rating.
The key to success with a payday loan is to borrow only what you need to and repay it on time. If you find yourself in a cycle of getting payday loan after payday loan, it may be time to consider other options for financial management.
Joseph Kenny writes for the UK Personal Loans Store, with more UK loan information or FinanceFool.co.uk many offers on personal loans. Visit today:
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Are You Soccer Mad?Soccer Crazy? Then try these Rome Soccer Tours
If you are fanatical about soccer, as you read through this article you're going to learn that it's easier than you think to travel to Rome, and see a classic soccer match, with the fans of Roma or Lazio at your side. Wouldn't it be amazing to tell your friends that you were there, in the Stadio Olimpico, when the winning goal was scored!
Whether you are coming to Rome on vacation or business, you simply have to experience the thrill of a football match! Rome soccer tour packages give you tickets to AS Roma or SS Lazio home games, hotel accommodation and breakfast daily. But don't delay, tickets sell out quickly because both teams attract fanatical support.
The Stadio Olimpico is home to both Roma and Lazio and was built for the 1960 Olympic games. An impressive 82,000 plus venue it has housed European Cup Finals and the 1990 World Cup Final. It is also the first choice home of the Italian national team, and a great venue for these Rome soccer tours.
And you can be reassured... it's easy to get there. Romes principal airport, Fiumicino, lies 30kms south of the city and connects to Romes major train station, Termini by regular hourly trains. The second airport, Ciampino, lies 15km south east of the city and is connected to the centre by bus to Anagnina metro station, where a direct train and then a tram will quickly get you to the stadium.
You can even save time and money and book your airport transfer services before you go! You can use a shuttle service that will take you from Rome's Leonardo Da Vinci International Airport to your Rome Hotel, without the hassle of picking up a rental car, negotiating unfamiliar traffic and maps.
The history of both Roman Football Clubs is equally littered with glory and frustration.
AS Roma were born in 1927 from the fusion of three different clubs - Alba, Fortitudo and Roman. A fine record in the 1930s eventually led to the first Giallorossi Scudetto in 1942.
Difficult years followed until their one and only relegation in 1951. With an immediate return to the top flight, Roma quickly captured a third place and the 1961 UEFA Cup. The Coppa Italia came in 1964, the first of seven in this competition.
Romas most glorious years were the 1980s as aside from the two Italian Cups, the clubs second Scudetto was lifted by Coach Nils Liedholm in 1983. The following year only a penalty shoot-out against Liverpool at the Stadio Olimpico kept them from winning the European Cup.
Fabio Capellos Roma led the 2000-01 Serie A table from start to finish for their third Scudetto and the clubs first medal in a decade.
Rivals Lazio were founded in 1900 as Societa Spotiva Lazio, a multi-purpose sports club. The Biancocelesti began football full-time in 1906. Winning one wartime Roman title in 1944, the club lifted their first national trophy - a Coppa Italia - in 1958 but were relegated three seasons later.
Several trips up and down the Divisions preceded Lazios first Scudetto in 1973-74 when they were led by the legendary Giorgio Chinaglia. But within five years came the clubs darkest hour as Lazio was relegated for financial irregularities and only a play-off prevented the club from slipping into Serie C in 1987.
Sergio Cragnotti took over the club in 1992 and with his financial backing Lazio have become a force both in Italy and Europe. Since 1997 the Biancocelesti have won their second Scudetto, a Cup-Winners Cup, an Italian and European Super Cup and two Italian Cups. However, only massive sales and a restructuring of contracts allowed the club to avoid bankruptcy.
Both clubs continue to ride close to the top of Italy's Serie A, and the rivalry is intense, especially during the annual "derby" matches where the teams and tifosi face each other. So, if your passion is football, then don't miss the opportunity to see your favorite Roman team play a home game this season, and be there with The Ultras!
Why book ahead?.. Well, here are my thoughts:
* The most popular matches can sell out well in advance. Don't risk being disappointed!
* Reduce stress! Don't waste time haggling with the hotel concierge for matchday tickets.
* Lock in your price! Currency dips & price hikes won't effect you.
* Save vacation time! Plan & book now, not when you're there.
* Balance your vacation budget! Charge tours on this month's credit card bill.
Believe me (and I've been in Rome during a major soccer tournament!) there's nothing like the atmosphere of a match day, and the city buzzes with excitment. So, try one of these great value Rome soccer tours. Take the easy way - and book this efficient service online now and save time in Rome. You could have your match tickets secured in the next fifteen minutes!
I hope you'll agree that these special Rome soccer tours offer real value, and I know that you'll return home with some special memories of your stay in the Eternal City.
As an extra resource for readers, I have posted this article onto my website, and provided quick links to these great tours. Lets-Travel-Rome.com/RomeSoccerTours
Best wishes for a great trip, and let me know the score!
Les Sheppard
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Some Valuable Real Estate Secrets
Making a good investment is of great consequence to people these days. When it comes to money people often act differently. Others may invest their money aggressively while others tend to be more cautious. The key is finding an investment that suits your style.
The modern world presents plenty of opportunity for investing your capital. Among the best possible ways to invest your money is through real estate. But before you do so, learning a few real estates secrets will be of immense help.
One of the real estate secrets used by investors is buying and reselling homes. You start by buying a home in a popular location. Then you start fixing it up by repainting it or by adding a few tasteful designs or sections. Wait for a few years as your houses value rises then sell it to an interested buyer for a profit. Doesnt sound complicated at all does it? If you have doubts if this is feasible, let me assure you that people do this all the time. My father uses real estate secrets to earn some serious money.
He bought a nice house in Kansas about seven years ago for a quarter of a million and recent appraisals of the house he bought total about 800,000 dollars. Quite impressive, wouldnt you agree? What do you think do you have any real estate secrets you want to use? If you play your cards right you can even double your investment, the real estate business can be really lucrative.
Its also important to indigoid location in the real estates business. Beauty and design are not the basis of a Finding a potentially profitable house. Beauty may be crucial in other business, but in real estate its all about location. A well made house located in an inaccessible place will unlikely gain any investor money. Real estate value rises on a houses proximity to amenities, school districts and safety. This is a major real estate secret. If you want to boost your knowledge about the real estate business by knowing more real estates secrets, start searching about it in Google. All the advise on investments are waiting for you.
Morgan Hamilton offers expert advice and great tips regarding all aspects concerning real estate. Get the information you are seeking now by visiting
http://www.thepropertyprince.com/real-estate/real-estate/some-valuable-real-estate-secrets.html.
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Marketing With Signature Files
In this article we are going to look at the powerful method of marketing with signature files. For those who are unfamiliar with this concept, signature files are attached to things such as emails and forum posts and tell a little bit about the person sending the email or posting in forums. Within this signature box we are able to show a little advertisement and a link to our website. This way we can generate a large amount of free traffic over time. Lets take a look at how this is done.
When a person signs up for most forums there is usually an area where they can change their profile and update their signature file, also know as a resource box. This is where we want to put a little advertisement about our website. For example, you could say, My economics professor always told me there was no such thing as a free lunch boy was he wrong. Find out how I took charge of my financial future at WEBSITE URL.
Now to make this even better we can use a little html to hide the url.
My economics professor always told me there was no such thing as a free lunch boy was he wrong. Find out how I took charge of my financial future at => WHAT YOU WANT DISPLAYED
Once this is set up within the forum preferences it should be displayed every time we post on the forum. This method will take some time to work but will have a great affect in the long run. Also, we have to make sure to post legitimate topics and replies. If we post simply to advertise our website many people will become upset and this whole form of marketing will lose its effect.
Another way to use signature files as a marketing tool is by attaching them to our emails. To do this we just need to look for the signature file setup within our email program. Once this is found all we need to do is follow the steps listed above. With time and persistence, this method will really pay off.
To our success,
Andrew Leone
Andrew Leone is an active network-marketer training and developing the skills of entrepreneurs all over the net. Find out how to take charge of your own financial freedom by taking his FREE tour. =>
http://www.LeoneGroupMarketing.com. This article is available for free reprint.
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