The primary purpose of advertising is to get people to respond. To make your phone ring. To get qualified clients and customers to come in or call you to do Business.

And…to get those people, who are interested in your products or services, to leave you their contact information so you can keep in touch with them throughout the buying process.

Every single business card, letter, post card, advertisement, flyer or report that leaves your office should be solely designed to make your phone ring. It should always include an interesting story or appealing offer that motivates prospects to call you!

You’ll notice as you go through the entire system here, our ads and marketing pieces that we recommend always offer a “FREE Report.”

Why a FREE Report? Because FREE Reports are things people want!

You see, if your headline draws them into the copy, but the copy ends with a boring close, or says, “Call our office for more information,” you’re going to lose their interest. For most people, as ridiculous as it sounds, that’s just too much trouble. Offering them a “FREE Report,” however, seems to be the easiest way to get people to respond because 1) it’s free and 2) it explains more about what piqued their curiosity in the headline and the ad to start with. But the real trick is the “non-threatening” nature of the offer. You see if you used an ad or mailer that offers a chance to talk to you, many people-even those who are interested-might not call because they are afraid of having a pushy “salesperson” maul them.

(FYI, it doesn’t matter if you’re not that type of salesperson. There are so many who are that most people don’t want to take the risk…particularly if they are only mildly curious at this point.)

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