Professional Documents
Culture Documents
WHy
ReGUlaR
styleD
aDVeRts
aRe DeaD!
ByDan Castle
Ex-National Newspaper Editor and Personal
Designer to the Worlds Leading Marketing Experts
AdvertoriAl Profit formulA
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AdvertoriAl Profit formulA
Advertorial Profit Formula: Part 1 i
Contents
About Dan Castle ......................................................................................1
How to grow your business using this manual ....................................2
Increase your sales, profit and personal wealth
using the secrets the national newspapers
DONT want you to know ......................................................................4
Why advertising your business is the greatest
investment you could ever make ............................................................6
EXPOSED:The real reason why 97% of adverts fail to
demand attention and pull a response
Are you making this mistake with your advertising? ....................8
5 Case Studies ......................................................................................11
The ineffective Ad-Trap test ..............................................................16
You have to sell the sizzle NOT the steak ..................................18
The FIVE biggest advertising myths and facts ..............................22
REVEALED:The four Response Winning Secrets the
national press DONT want you to know...
Response Secret 1 ..............................................................................25
Why you should NEVER let a newspaper design your ad ........30
Response Secret 2 ..............................................................................31
Response Secret 3 ..............................................................................34
Response Secret 4 ..............................................................................43
The accumulative power of the Response Secrets......................47
EXCLUSIVE:The 3 Super-Growth strategies guaranteed to
supercharge your marketing success...
Super-Growth Strategy 1: ..................................................................49
Super-Growth Strategy 2: ..................................................................54
Super-Growth Strategy 3: ..................................................................56
Advertorial Profit Formula: Part 1 1
Why Regular Styled Adverts Are DEAD!
About Dan Castle
Described as a 'British Super-Hack,' Dan Castle has over 12
years experience working from the bottom to the top in
national newspapers. From Coffee-Boy at The Sunday Mirror
to Assistant Editor on the Irish edition of The Sun, Dan Castle
has done it all.
His career spans top-selling national titles such as
The Sunday Mirror, The Mail on Sunday, The Daily Mirror,
The Times, The People and The Sun. He has also assisted
heavily with the launch of two regional papers and three
best-selling magazines.
He has designed over 2,300 top-selling front pages and
countless more inside spreads, pages, features and pull-outs.
Quite frankly, what he doesn't know about demanding
attention and capturing interest through copywriting and
design isn't worth knowing.
For the first time since leaving the industry in 2010, he
reveals the very same billion copywriting, design and response
secrets the national press use to sell millions of editions every
day - and how you can apply the very same powerful
techniques and design approach to your marketing material.
On a mission to lift the lid on the industry in order to help
business owners just like you, Dan Castles National Newspaper
Copywriting and Design Secrets WILL increase your sales,
multiply your profits and super-charge your personal wealth
the minute you apply them guaranteed.
Advertorial Profit Formula: Part 1 2
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
How to grow your business
using this manual
Before we get started, I would quickly like to cover how
I intend this report to be used. I say report, but as it's grown,
I've come to think of it more as a 'how to' instruction manual.
This means, as you read it through and apply each and
every technique that I've revealed to your advertising
material, you WILL see an increase in response.
Because of this, you need to read every page in the
order I have written them. I know only too well you will be
tempted to flick ahead to certain parts - this is fine, feel free.
Just as long as you realise that, to truly benefit from the
information I have revealed, you need to read each part in
full and in the order I have presented them.
Just like with any other instruction manual, jumping
ahead a few steps will certainly speed up the time it takes to
repair the problem. But unless you fix every little step along
the way, your repair won't hold. Sooner or later it will break,
leaving you to start all over again - often with more parts
than you started with!
It's like fixing a car engine. In order to get the engine
running again, a few short-cuts can be made. Okay, the
engine will run well enough and it may get you to the nearest
garage. But in order to fix it so that it really purrs along and
operates at its full potential, the problem needs to be
diagnosed. Then, if needs be, every single cog, piston, belt,
nut and bolt may require cleaning, fixing or tuning before it's
put back into its correct position.
Advertorial Profit Formula: Part 1 3
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Only when the engine has had a complete overhaul will
the problem be truly fixed - and the same is true of your
advertising.
Just like fixing an engine requires an instruction manual,
so does fixing your advertising.
Tests have proven that by highlighting or underlining
text, you are five times more likely to remember the
information you read. Therefore I want you to read this
manual with a pen and a highlighter close to hand.
This is the reason behind the printing of blank left hand
pages and wide margins to the inside of each page. Please use
this space to make notes, draw arrows or anything else that
may help you.
Finally, you must act upon the advice. Simply knowing
how to increase your response is not the same as actually
increasing it. You have taken action in claiming this manual.
In order to get a return on your advertising investment, you
must now take that action one step further.
Remember: the techniques revealed in this manual are
the very same billion copywriting, design and response
techniques the national newspapers use to ensure they sell in
excess of a million editions daily.
This means the minute you apply the copywriting,
design and response secrets I have exposed in this manual in
the specific order I have revealed them, you will immediately
drive your response rate up 20% 500% - often even more.
So grab a pen, a highlighter and then turn the page as
we start to pick the lock of successful advertising.
You must take
action - simply
knowing how
to increase
response is
NOT the same
as actually
increasing it
The wide
margins
are perfect
for jotting
down notes
Advertorial Profit Formula: Part 1 4
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Increase your sales, profit
and personal wealth
using the secrets the
national newspapers
DONT want you to know
Theres a joke that goes around every newspaper newsroom to-
wards the end the night when the advertisements are placed
on the pages just before they are sent to the printers.And heres
the sad thing if you have ever advertised in a local or national
newspaper or magazine, this jokes on you. Let me explain...
You see, in the newsroom, hours are spent carefully
writing, designing and crafting each and every page.
Meticulous attention is given to what key response-pulling
words are used in the headlines and what attention-
demanding fonts are used to present each article.
Every photograph is hand-picked (often from hundreds)
for its story appeal and every column, caption, colour, word,
paragraph and rule is painstakingly positioned to guarantee
every page and every story demands attention and captures
interest the minute you turn the page.
And then the adverts arrive on the pages.
Big blobs of creative randomness with no skill and no
attention given to the techniques required in order to capture
the eye as it scans over a page. Just large squares of bold
here I am, heres my product, buy me! sales messages.
Presented in fancy fonts too hard to read and flooded with
Advertorial Profit Formula: Part 1 5
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
colours that actually do their best to repel the eye. Nearly all
carry a large in-your-face logo, phone number and dreary
photographs.
So this is the joke that goes around every newsroom and
magazine design department every day:
Why do companies insist on wasting their money with
these crazy looking adverts? We spend hours crafting our
pages so that they capture awareness. When will they realise
they should just copy us?
Well finally, the joke stops here...
Ive left my position as Assistant Editor on a national
newspaper to lift the lid on the local and national newspaper
industry in order to help business owners just like you
generate substantially more from your advertising
Frankly, if you want to dramatically increase the
response you garner from your advertising efforts, its critical
you rapidly adopt and implement the powerful copywriting
and design techniques the national newspapers use to sell
millions of editions daily.
This means, the minute you apply the closely guarded
and powerfully influential copywriting and design secrets I am
about to reveal to your next advertising campaign, you WILL
immediately increase your sales, multiply your profits and
boost your personal wealth guaranteed!
Advertorial Profit Formula: Part 1 6
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Advertising your business
is the greatest investment
you could ever make
If you want to become financially independent, there are two
ways you can do it. You can invest in a passive growth vehicle,
like stocks and shares or property. Or you can generate it your-
self by marketing your business.
If you have the patience and are willing to wait, you can
invest in trusts, annuities or mutual funds but these take time to
mature and you have to be prepared for the long-haul.
But in business you are in control of your results - meaning
you can accumulate wealth considerably faster.
Heres an example...
Lets say you are in the garden centre business. You specialise
in growing low maintenance garden plants and sell them at your
store. Your latest stock of plants are fully grown and ready to be
sold, so you decide to run an advert in your local newspaper.
Your advert cost you 1,000. Every plant you sell costs the
customer 29 from which you make 24 profit. Currently you sell
an average of 50 plants from every advert. So you make 200 profit.
(50 plants x 24 profit = 1,200 minus 1,000 ad cost = 200 profit).
But what if I could show you how to increase the number of
plants you sell without increasing the size of your advert?
What if I showed you a way of transforming your advert
content in order to incorporate the key elements of response the
national newspapers use in order to sell millions of editions daily?
Advertorial Profit Formula: Part 1: Part 1 7
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
What if I showed you how to use these copywriting and design
secrets to significantly increase your response?
With the right choice of words, design and response-
elements in your advert, your sales can increase by 20%, 50%,
100%, 200%, 500% or more and all for the same ad spend.
But before you accuse me of being overzealous, let me
illustrate why advertising your business is the greatest
investment you could ever make.
Lets assume you apply the Winning Response Secrets I
am about to reveal to your next advert and sales increase by
just 50%.
Heres what would happen...
Previously, you were making 200 profit per 1,000
advert. In other words, you were achieving a 20% growth on
your money: (1,000 to 1,200 = 20%.) Not bad.
Your new advert increases your sales by 50%. Now you
sell 75 plants instead of 50. Your profit skyrockets from 200
to 800 per advert - a 400% increase in profit on the same
1,000 investment (75 plants x 24 profit = 1,800 minus
1,000 ad cost = 800 profit.)
You have increased your return on investment simply by
recognising and gaining leverage on an asset you already have
in this case, your advertising.
This is what makes advertising your business the greatest
investment you could ever make. No other investment I know
of can generate such high returns with such little or no risk.
The truth is, if you want to be financially independent,
there are two ways you can do it, you can invest - or you can
scientifically advertise and grow your business with my help.
Advertising
your business
is the greatest
investment
you could
ever make
Advertorial Profit Formula: Part 1 8
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
EXPOSED: The real reason
why 97% of adverts fail
to demand attention and
pull a response are you
making the same mistake?
Pick up any newspaper or magazine, what are you guaranteed
to find at least one of on every page? Thats right adverts. In
fact were surrounded by advertising and its not just in our
favourite newspaper or magazine.
Advertising is absolutely everywhere and, as technology
advances, it will only create more inventive places and ways
for businesses to project their sales message.
From the minute we open our eyes to last thing at night,
we are under constant ad-attack from businesses trying to
make us part with our hard-earned money. Just think about
all the places we find adverts...
Large photos
Fancy fonts
Businesses
avoid using
coupons as they
look messy -
truth is, coupons
actually increase
response as they
motivate action
Y
OUVE got to choose
your conservatory
company carefullynot
all are the same.
To help you identify the best
conservatory company, no matter
whether you want a large,
medium or tiny conservatory,
here are seven critical qualities
you should expect:
1, You dont have to pay a
fortune. Even a quality con-
servatory designer and in-
staller is able to do a first class
job at a competitive price.
2, Designing and building
conservatories is a skilled pro-
fession. Look for a company
who has many years of experi-
ence building conservatories.
3, Choose a company that
will freely give you expert ad-
vice about the various designs
that are available, the best po-
sition and size of your conser-
vatory (inches difference can
often make a world of differ-
ence to you), and the best ma-
terials, glass and shading.
4, Your conservatory should
be checked and passed at every
stage by a project manager to
confirm build quality.
5, The best conservatory
companies belong
to the Guarantee
Gui l d. The
Guild safe-
guards your
deposit. On
completion of
servatories.
Even more impressive, they
put their money where their
mouth is by guaranteeing that
you must be 100% delighted
with every aspect of your new
conservatory before they class
your job as finished.
FREE BOOKLET:
10 Important Questions
You Must Ask Before You
Ever Agree To Let A
Conservatory Company
Start Work
Get this Smart Persons
Guide To Choosing a Reputable
Conservatory Companyits
chock full of hardline advice
and information that can save
you headaches, and money!
Most of all, it reveals how to
select an excellent, reputable
and reliable company that
will give you a greater value
and best built conservatory for
your budget.
Get your copy todayits
free and without obligation.
your conservatory, the Guild
issues you with a Certificate of
Cover which honours the com-
panys guarantee should they
cease to trade. The Guilds
number is 0870 7704400.
6, You should receive a firm
estimated start and completion
date and expect the installers
to attend your site every day
until completion, plus leave
your site clean each evening.
7, You should be designated
a project manager who you
can speak to about any aspect
of your conservatory as its be-
ing built.
A conservatory company
you can trust:
One companys approach is
simplethey see you, their
customer, as The Boss.
MD Keith Mockfords fa-
ther in-law founded the com-
pany 32 years ago and based it
on providing true value and
good, old fashioned, meticu-
lous workmanship.
He wants YOU to have the
very best conservatory built
with the highest quality of
craftsmanship that you can get
anywhere. Plus they are sur-
prisingly competitively priced.
The company, Maple Leaf
Ltd, has been in this business
for 32 years. Few other com-
panies have more experience
in building modern day con-
EXCLUSIVE REPORT
FREE REPORT
SIMPLY cut out and return this ad
to the address below or Freephone
0800 216112 and ask for a free
copy of The 10 Important Ques-
tions... booklet. It will be sent to
you by first class post, same day.
Quote REF: YPC1
Maple Leaf Ltd
Maple Leaf House, Canterbury Road,
Worthing, West Sussex BN13 1AW
NAME
ADDRESS
POSTCODE
This News-Styled Advertorial pulls over 300% more
response than the regular styled version it replaced
and all for the same advertising pound
Advertorial Profit Formula: Part 1 53
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Ranging from the people ready-to-buy through to those
thinking about buying, the headline captures the interest of a
wide spectrum of possible prospective customers. Just like
sonar tells the captain where the fish are, a powerful headline
will find where your potential customers are.
Yet simply knowing where the fish are is only half of a
fishermans job. Next we have to net each and every one of
our interested prospects and pull them on board.
To do this we need to give them a solid reason to
respond, in this case the offer of a free information booklet
titled, 10 Important questions you must ask before you ever
agree to let a conservatory company start work.
As you know from Winning Response Secret 3, people
crave information when theyre thinking about making a
purchase. This advert recognises this and, instead of trying to
sell a conservatory straight off the page, it offers the reader
the option of free impartial advice. At the same time, it
positions itself at the forefront of the customers mind. Who
do you think that person will buy from when they finally
make the decision to invest in a conservatory?
Unlike institutional-styled advertising that sits on a page
waiting for someone to bite, news-styled Direct Response
advertising captures a far higher response by appealing to a
wider audience.
Just like a fishing trawler catches more than one type of
fish, so too will this style of marketing.
Naturally, some of your catch will be ready to purchase
instantly, while some will require nurturing a little in order to
reach a positive buying decision. Others may take a little
longer or need even more help and information before they
feel confident and ready to buy from you.
News styled
Direct Response
advertising
captures a far
higher response
than the regular
Institutional
approach
Advertorial Profit Formula: Part 1 54
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Super-Growth Strategy 2:
Load your ad with a
reason to respond
Nine out of ten news-styled Direct Response adverts I see
running tirelessly in the national press are based on a two-
step selling strategy.
First-Step: The news-styled advertisement works at the
front-end of the campaign, capturing prospective customers
names and addresses every time they telephone to claim a
free booklet, trial, demonstration, more information or gift
thats being offered in the advertisement.
Second-Step: As soon as a customer contacts the busi-
ness, they are sent their free booklet, gift or whatever along
with a letter explaining in more detail the benefits of using
your service or buying your products.
Heres an example...
In order to increase sales, the conservatory company fea-
tured in the previous pages concentrated on advertising a free
information booklet as opposed to just their conservatories.
They realised the only way of selling a conservatory was in per-
son because customers would often have concerns and a multi-
tude of questions preventing them from buying.
In response to this, instead of simply trying to sell off
the page with a Here I am! Heres my product! Buy me!
styled advert, they switched their marketing approach and
converted their advertisement into a locating device.
By offering free advice, they postured themselves as the
industry experts. Then as soon as they collected contact de-
Advertorial Profit Formula: Part 1 55
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
tails from their prospective customers, they posted them their
free booklet along with a professionally printed voucher enti-
tling them to 1,000 off the cost of a new conservatory.
After a week, the people concerned were invited to attend
an exclusive evening event, where they could have a glass of
wine and browse the wide selection of luxury conservatories
available. Thus flooding the showroom with customers.
In brief, the advertisements sole purpose was to gener-
ate enquiries. Once the company had the contact details
of interested prospects, they were free to regularly post
offers and newsletters in order to nurture a sale.This is
two-step Direct Response marketing at work.
One-Stepping
News-styled Direct Response marketing can be also be
used to sell straight off the page. This is known as one-stepping.
One-stepping is where the customer orders directly off
the page by telephone, coupon or is directed to a website to
order. However, one-stepping is generally only effective for
lower ticket price items such as books, DVDs, clothing and
other items that are easily posted.
Two-stepping is the most common method of Direct
Response marketing, but in order to work effectively, an
advertisement must tirelessly capture streams of response at
the front-end every time it is run. What you offer up-front in
your advert as a capturing device will greatly influence the
performance your ad will achieve.
WARNING: Do NOT confuse Direct Response
marketing with direct mail. Direct mail is usually
associated with cheap and unprofessional junk mail.
Its un-targeted and widely regarded as wasteful.
Direct Response marketing is a completely different
method of marketing from Direct Mail.
Advertorial Profit Formula: Part 1 56
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
Super-Growth Strategy 3:
Out-promote your
competition with
irresistible offers
Whether its a free information booklet, trial, sample,
demonstration or gift, loading your advert or leaflet with a
response-motivating offer is essential. Knowing the Lifetime
Value of your customers or clients gives you great leverage when
it comes to planning your front-end offer.
The Lifetime value of a customer is their average
purchase spend, multiplied by the number of times they buy
from you a year, multiplied by the number of years they
remain your customer.
Knowing the lifetime value of your customers or clients
allows you to work out how much you can afford to give-
away at the front-end of your advertising campaign in order
to buy fresh business.
For example:
You own a salon and your regular customers spend on
average 40 each time they visit, 33 of which is clear profit.
Lets assume they visit your salon once a month and remain
loyal to your salon for 3 years.
This means every new customer you attract to your
salon is ultimately worth 33 (profit per visit) x 12 (visits per
year) x 3 (years they stay loyal) = 1,188.
Advertorial Profit Formula: Part 1 57
Why Regular Styled Adverts Are DEAD! Newspaper Secrets: REVEALED
If youre not sure how many times your regular
customers buy from you or how many years they
stay loyal to your business, a good average to as-
sume is three. On average, a customer or client will
buy from you three times a year for three years.
Use the same method of calculation for any type of
business. It works the same regardless. Even if you just
approximate the extra sales, you will start to get some idea of
what every customer is really worth to your business.
Why is it so important
to know this?
Knowing the Lifetime Value of your customers gives you
HUGE marketing leverage. Frankly, knowing your customer
Life Time Value helps you determine exactly how much you can
spend up-front to buy new customers or clients.
The hairdresser, for example, could comfortably afford
to advertise a free colour, cut or treatment, safely knowing
that the Lifetime Value of every new customers the offer at-
tracts would more than cover the 7 hard cost of giving away
the free front-end offer.
Lifetime Profit Value
Average Sale Per Customer:
Less Cost of Sale:
Equals - Profit Per Sale:
Multiply By No of Sales Per Year
(If unsure use the average of 3 times a year)
Equals - Profit Per Year:
Multiply By No. Of Years as Customer:
(Again, if unsure use the average of 3 years)
LIFETIME PROFIT PER CUSTOMER:
40
- 7
= 33
x 12
= 396
x 3
= 1188
Example:
You try:
Grab a pen and work out your customer lifetime value now