Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Making Your First Million
every time he sees it. He's going to take it home and try it out on everyone who comes to
his house.
How did the "Your Garden" advertiser approach it? He took the easy way out and
advertised it under a press release title "A bit cheeky" with a wholesale telephone
number. A one-off. My approach? I'd sell the benefits. A colour photo. Caption: "If
you've always wanted to do this . . ." And from this one product I'd build a collection of
subversive (as well as 'normal') gnomes and a small catalog and a database of loonies
who buy them. And every month I'd import or commission more and within a year I'd
have 120 gnomes and a database of 30,000 manic customers hanging out for the next
ratbag offering. Just a thought. Hand me the Serepax.
On the same page I see a quarter page strip ad for fungicide, herbicide and liquid manure.
The main features are near-invisible line-drawings of flowers and vegetables on a dark
blue background, unpronounceable 'scientific' product names, and the name of the
manufacturer repeated 4 times in 18 point type on a bold red background. And the best
part? A Melbourne phone number you can call for the name of your nearest stockist! Oh
goodie! Look, an Australian-owned company established in 1950! My goodness they
must be reliable. I think I'll rush out and fall asleep.
What are the benefits for me? If you want to sell me something tell me the story. "At last!
No more black spot. Are you sick of ruined roses? Have you ever asked yourself why the
roses in the Botanical Gardens don't have black spot and yours do? It's not fair, is it?. You
work all year and coming into Summer when your roses should be the pride of the
neighborhood what happens? Black Spot! Listen to Fred Nurk, head gardener at the
Sydney Botanical Gardens Rosarium: "We had awful problems for years with black spot
and fungal wilt until we came across Plonkolube. We'd tried all the usual remedies over
the years but the funguses developed resistance and the roses started to wither. I was at
my wits' end. All the rose fungicides we used here had been developed in the Northern
Hemisphere. They don't have the humidity or fungal strains we have here. Then I heard
about Plonkolube developed here in Australia by SidRayGeorge P/L. I fell over myself to
get to the phone and ordered a sample. We've never looked back. I want to thank
SidRayGeorge for Plonkolube. You've saved my reputation. Oh, and the roses look good
too."
Tell the story. Make it real in real language. Catch the reader's attention in the first 7
words. Once you've got her, you've got her for the next 1500 words. Catch attention with
a benefit. At last, hallelujah, here's the answer to all my problems with my roses. Out
damned spot. Begone. Follow by engaging. Ask a question. Are you tired of financial
worries? When was the last time you took your wife out to dinner and didn't worry about
the bill? Are you embarrassed to smile in case your teeth fall out? etc. Introduce real-life
testimonials then suggest a solution.
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