General Ad Guidelines
·         Key Marks –

o   Grab Attention Immediately and never let go

o   Inspire reader to do one thing and one thing only

o   Give Sales Pitch (Mafia Offer)

o   List benefits and beneficiaries

o   Orient theme of letter to your free info products and your business

Sales Letter Guidelines (Ensure to list the value of the report)

         Key Marks –

o   Grab Attention Immediately and never let go

o   Inspire reader to do one thing and one thing only

o   Give Sales Pitch (Mafia Offer)

o   List benefits and beneficiaries

           § Benefits – don’t explain how problems are solved, but what you solve

         3 Parts

o   Headline – Shocking and gripping

           §  ID Target

           §  EX:  7 Compelling questions…. Or 101 ways to….

o   Body

            §  State Problem (Emphasize)

            §  Stir up Problem

            §  Paint Hopeful Picture

            §  Outline Solutions

            §  Answer Objections
                      
                    + Proof – Brilliant discovery or to avoid a terrible mistake (Testimonials)

o   Conclusion

            §  Give Mafia Offer

            §  Create Call to Action

            §  Post Secondary note

         Tips

o   Tell them why you’re making the offer

o   Write the way you would if you were talking or giving a sales pitch

o   Use Sub-headlines

o   Use Quotes

o   Tell Stories

What is an Info-Product?

An Info (Information) Product is any useful information that is sold, haggled, or given away through media such as books (EBooks), newspapers, radio (podcast), television (YouTube), websites, and social media. They can be created for anyone or anything in any industry or niche, but is best made when providing solutions to problems in a “How to” format.

Below is an example of three useful Infoproducts that can be used in the Before, During, and After of your sales process.

The Before: The Consumer Awareness Guide

                A Consumer Awareness Guide is a large booklet that can be as broad as to explain your industry, to as narrow as to what your product is, how your prospect can use it, and its best practices. It is an in-depth look at what you do, how you do it, and why it’s the best way.

               The whole purpose is to get your consumer aware of your industry, your business, and your product. This way they will have a better understanding and look to you as their expert when trying to buy services and products from your industry.  

• Ranges from 5 to 20 pages
• Indirectly sells products and promotes company
• Educational tool to increase customer awareness of your products, services, and industry
• Adaptable to Websites, Hard Copy, and other Dynamite Copy

* Consumer Awareness Guide – piece of Dynamite Copy used to promote unknown and new/complicated products and services by teaching the consumer how they work, how to use it, and how it can affect their lives. Effectively positions your company as the expert in your industry.

The During: Frequently Asked Questions Pamphlet

                The Frequently Asked Questions Pamphlet is just like the one companies use on their websites, but can be used in all your sales material or as a leave behind to answer any questions that people may have forgot to ask while you were there.

                 It is a collection of the most frequently asked question customers ask you, but can even include questions that customers don’t ask, but would if they had expertise in your industry. It’s a great way for people to get the answers to questions they have without having to ask you or a sales rep, and allows you to leverage yourself as an expert in your industry by answering the questions or concerns they have before they even know they have them.

• Ranges from 5 to 20 pages
• Adaptable to Websites, Hard Copy, and other Dynamite Copy
• Become expert of your industry, field, or product by answering your prospects questions 
  

* Frequently Asked Questions Pamphlet - Make yourself an expert of your industry, field, or product by answering your prospects questions before they even ask them

.
The After: The Tips and Tricks Newsletter

                Once your client has your product, keep them updated with best practices of your product, events and stories around your product, and other tips and tricks that they will find useful in using your product or understanding your industry with a Tips and Tricks Newsletter.

                Having a monthly newsletter (e-newsletter) that periodically updates your customers is a useful tool to keep clients interested in your company and what you do. It is even a useful tool for you to keep track of your marketing as you set a list of what you want to include in your newsletter each month to include one feel good story, three tips and tricks, and other information that your clients will find useful.

• Ranges from 1-10 pages
  
• Keeps Customers involved in your company
  
• Builds relationships and awareness of your company (they think of you when they want to buy from your industry)
  

* Newsletter – combination of Articles, Updates, and Info-Product, used to keep customer interested in your company and what you do