Insider Advertising Report

Chapter 13: How To Advertise To The Same Group Of People

Many advertisers have a wrong thinking that if they have advertised to a group of people, they shouldn't advertise again.

This is definitely not true.

I've seen many repeated ads with consistently good results.

I've also spoken to one of our regular advertisers and I was shocked by what he said. He said that when he first advertised his tuition service with us, there was no response at all. He had the same experience when doing print advertising, hence he was not disappointed at all. Magic happened when he kept repeating the same ad over and over again. Sales would come in after several repeated ads.

As the old saying goes, "It takes 7 calls to make a sale".

Prospects need to see the same ad several times before they have the confidence to give it a try.

However, if the same ad is run again and again, and again, it is inevitable that the response will drop. This is when you should take a different approach if you want to advertise again.

This is especially true if you advertise through the following channels:

1. Advertise to your own list again and again.
2. Advertise in other people's list again and again.
3. Repeatedly use the same ad network such as paid to read, paid to surf or any other membership based traffic sources.

Remember, Sales is all about transfer of confidence.

Ask yourself, what else can you do to increase their confidence?

You know that they have probably seen your ad several times, so make use of this fact to your advantage!

For example, you can say something like:


You see, if you have a good product to recommend to a friend, and you keep telling him the same story again and again, do you think he will be more interested or less interested every time you tell him?

On the other hand, if every time you meet him, you tell him about the new development and how well you are doing with the program, don't you think he will be keener to listen to you?

He may even be looking forward to your next update!

That's the secret in advertising to the same group of people, including people in your list, again and again.

There are many variations to this idea. Be creative!

Make the changes obvious!

When adding new information to your old ad, you need to make sure that your ad look obviously different from your previous ad, yet still have some elements of the old ad as a form of reminder.

Often when I gave this suggestion to my clients, they seemed to get the idea. But what they did was they simply added some new testimonials and changed some sentences in the old ad. The general layout of the ad was still very much the same.

While this is a good start, it is not what I mean.

You see, if the prospects are already blind to your ad, do you think they will notice that extra sentence in your sales page?

Most of them wouldn't notice the difference.

The trick is to give them a refreshing look while reminding them that they have seen the ad before.

A refreshing look is needed because we want to rekindle their interests. Yet we want to show them part of the old ad because we want them to immediately recognize you and thus establish a feeling of closeness.

An example is worth a thousand words. Let's look at one example I've done for the chatline service you have seen in the earlier chapter.


The revised ad looked somewhat similar to the old ad but there was a new column on the left that listed the testimonials from the winners.

I started by saying "This could be the 6th time you are seeing this ad below!". Then I used arrows to bring the prospects through memory lane, showing them a copy of the old ad and led them to the testimonials on the left.

The objective of the revised ad was to further increase the confidence of prospects who were sitting on the fence. It was also a good ad for those who saw the ad for the first time as it quickly established trust between the advertiser and the fresh prospect.

Wrapping up......

It is okay to advertise to the same group of people repeatedly. In fact, it may be necessary before you see any conversion.

However, if you see that the response starts to slow down, you should provide obviously new information such as new proofs and new testimonials to further increase the prospects confidence in your product.

When adding the new information, you have to make sure that the changes are obvious and the new information is effectively communicated to your prospects.