Andrew Cavanagh - marketing/copywriting consultant |
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Company description::
Andrew Cavanagh is Cairns leading information marketing and copywriting specialist launching businesses to the top of Google often overnight and offering genuine, effective advertising and promotional campaigns producing real results.
The following is an excerpt from his book Information marketing – the revolution in marketing to multiply your advertising dollar. Retailing at the extraordinary price of $20,000 a copy Mr Cavanagh makes this book available exclusively to his selected, long-term clients.
“Have you ever wondered if all that money you spend on advertising and promotion is really worth all the dollars you fork out month after month?
You’ve been told you need your name in the market place. Exposure will bring you customers. You’re told you may not see results straight away but in the long haul this exposure will eventually bring big results.
Look how well this has worked for Coca-cola or Kodak or Sony or Toyota you’re told. They’re huge businesses and they spend a fortune on exposure for their brand names.
You’ve probably thought about how stupid this really sounds. You’re not Coca-Cola and you never expect to have a business anywhere near that size.
You just want more sales from your advertising.
Not brand recognition. Not hype.
Let me tell you a little secret. For most businesses this long term branding approach is a disastrous waste of your advertising budget.
Your advertising dollar is being torn up and thrown in the garbage bin – often literally.
In this section of the book I’ll cover the key to achieving very real, measurable results for your advertising dollar. Methods eliminating the need for cold calling, chasing after customers and spending a fortune on advertising campaigns producing lukewarm results - if you get any results at all.
The key proven to bring you an endless stream of new customers ready to buy.
First let’s talk about why traditional methods of advertising are becoming less and less effective.
Just like you, your potential customers are sick to death of being bombarded with advertising.
You turn on the television and see ad after ad. It’s not enough just to have ads between the shows, now with infomercials we have ads that are the show!
Salesmen call us trying to sell the latest phone service or insurance or product package deals. They regale us with telephone “surveys” that turn out to be thinly veiled sales spiels.
We drive past signs and billboards filled with advertising that dulls our senses and slows our minds. Our car radio is playing with; you guessed it, more advertising. And frankly, we’re tired of it.
We don’t know what to believe or who to believe any more. We know that every sales message is just another attempt to part us from our money and we’ve all been burnt many, many times before.
The advertiser is supposedly trying to inform us of his wonderful new product or service but we don’t find it informative.
We just find it annoying.
“If your business is using all these traditional methods of marketing you’re just another one of those annoying ads. “
You’re not doing your business or your potential customers any favours with this kind of advertising.
So how do you stop annoying your potential customers and get them to the point where they want to buy from you?
This is the first key to getting real results for your advertising dollar:
Nobody who buys a drill actually wants a drill.
What they want is a hole.
Take your focus off trying to sell drills and help solve your potential customers’ problems by giving them information about how to make holes – not information about drills.
Stop selling and start serving. Base your marketing around giving out information that solves the problems of your targeted potential customers. Make the information genuinely useful and geared to help rather than to sell your product.
Respect your prospects’ intelligence. Just provide useful facts and leave it at that. Let your potential customers decide for themselves whether they want to take it further.”
The specific technique of using information as a key marketing tool is the key principle used in Andrew Cavanagh’s marketing and copywriting consultancy.
Information marketing can create a revolution in your marketing multiplying your advertising dollar. See below for more details on how to contact Andrew Cavanagh.
“The first key in a nutshell to maximizing your results from advertising and marketing:
Provide information that helps your potential customers solve their problems.
This achieves several objectives:
It positions you as a leader in your field. You’re perceived to be an expert because you supply high quality, useful information.
It makes a positive deposit in the emotional bank account of your potential customer. You’ve given them something useful without asking for anything in return.
Most advertising creates a withdrawal in the potential customer’s emotional bank account by asking for a sale without even bothering to find out what the customer wants. Making a positive deposit instead of a withdrawal again makes you stand out from your competitors and other advertisers.
It allows your potential customers to realize your product or service can solve their problems without coercion. Your prospects will appreciate your respect for their intelligence by not annoying or harassing them.
Your customers will seek you out instead of you chasing after them. This puts you in a far better sales position.
And the prospects who seek you out will be exactly the right targeted, qualified prospects who are ready and able to buy your product and really benefit from it.
No more trying to fit square pegs into round holes. You’ll get the customers you really need and the customers who really need you. The benefits of excellent, targeted marketing travel both ways.”
You’re spending many thousands of dollars every year on advertising. Wouldn’t you like to see a measurable result?
Andrew Cavanagh is a copywriting and marketing consultant. He carefully selects a small group of clients and his fees start at a minimum of A$5,000.
Contact by email is preferred at andrewcavanagh1@bigpond.com.au
Phone: 07 4041 6627.
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