CountrySmart CountrySmart
Presented by Chantelle Mader National Award Winning Business Advisor And Profit Strategiest
BU S I N E S S N E W S Volume 2 Issue 4
Creating Financial And Lifestyle Freedom For Country Business Owners
How To Measure The Results Of Your Advertising
In This Issue How To Measure The Results Of Your Advertising - Do you know how many leads your ads are generating? (Page 1 & 2) The Science Of Writing A Winning Ad! - See an ad that worked so well it had farmers
Some people measure it by how much
and this takes more work, but I don’t
their mates, and family, give them a
think you want to continue to give
ribbing about their latest campaign.
donations the rural media do you?
Or maybe things are suddenly busy
Every ad must have is very our unique
and it just happened to be the week
phone number and a unique website
they ran the ad? (Surely it had nothing
address on it.
Toolbox: Turn Your
1300 numbers and 1800 numbers are
Mobile Into A Credit Card
cheap to run and you can generally get
Terminal - Make it quicker
them for $10 - $15 per month, plus call
and easier for farmers to give
to do with the fact you had welcome rain that week and the farmers were suddenly positive again, right?) Maybe they ask everyone that calls
costs. Anyone, but the big telcos, will
how they heard about them?
generally give you a good price.
None of these methods are a scientific
For larger businesses looking at
enough to be able to make good
running 3 or more numbers to track
decisions on if you should run that ad
ads it becomes better value to buy a
again or not.
bank of 100 numbers and the install
Firstly, you need to know how many
logging softwear associated with your
leads your ad is generating, if any at all,
phone system.
so you can do a cost per lead analysis.
Once you have a dedicated phone
To know how many leads your ad has
number on an ad you will know exactly
generated you need to track every ad
how many calls came in off that one ad. continued on next page
ringing to say it was the best ad they had ever seen! (Page 2 & 3)
you their money. (Page 4)
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Country Smart Business Solutions | Newsletter
An interesting exercise is to continue
will host an unlimited number of
It’s not uncommon for me to uncover
to get your staff to ask “how did you
domains for you for just $25/mth
that ads that are running aren’t
hear about us?” on the call… It’s rather entertaining to see, off your caller id, that they rang off an ad in the Farm Weekly yet they answer that they heard your ad on the radio!
By installing Google Analytics on the website we can now see how many unique visitors the website got off the ad. (You need to also ensure no SEO
generating any interest and that is when the fun begins and I start to teach the business owner how to write a winning ad.
is done on the website, remember it
As mostly the issue is not that the
Ouch! The truth hurts, but it sets you
is a tracking website designed just to
media chosen doesn’t work, it is the ad
free!...to make better decisions.
measure the traffic generated from that
that isn’t working. The content and the
And a simple landing page website can
one off-line ad you placed.)
message to the market place is wrong.
be created quite quickly and cheaply
Then we look at how many of
Once you know how many leads an
too.
those visitors signed up for the free
ad is generating… it’s not long before
You can buy a .com.au domain name
information we are giving away. This
you become addicted to seeing if you
for as little as $24, for two years
gives us our conversion rate of the
registration, and have it hosted at
landing page and this sign up is counted
somewhere like Hostgator.com who
as a lead generated from the ad.
can design one that gets you even more leads.
Country Smart Business Solutions | Newsletter
The Science of Writing A Winning Ad If you want to feed your family for life
Here’s the elements to writing a
right hand corner with a call to action
learn how to write a winning ad.
winning ad that is designed to sell off
and your contact details.
It’s a skill that is well and truly worth
the page…
Also in the copy you will find
learning. And you don’t have to be a
(Another style of ad is one that
testimonials that provide social proof
creative genius that has some gifted
generates leads… another strategy for
that what is said is true. Wow, and
talent.
another article.)
with full names and phone numbers
Just like learning to drive a car… with
Below you will see an example of an
practice, and testing and measuring
ad the worked so well it had farmers
your results, you will learn to write
ringing to say it was the best ad they
better ads that generate more leads
had ever seen!! (Why? Because it
and sell farmers straight off the page,
answered all their questions!) This style
motivating them to ring and order in a heartbeat.
is called the FAQ ad. Firstly, you will notice it is very copy heavy. There is a saying that goes… “The more you tell, the more you sell.”
that is gutsy! Interestingly we know few people will every ring them… but how reassuring is it that they are there? (Make sure you ask before publishing phone numbers) You will also see quoted scientific data and quotes from research papers. This is very powerful and persuasive as it also provides proof to the reader.
The biggest mistake most business
Notice the photographs shown are all
owners make is not giving the farmers
the places a farmer likes to sticky beak?
the information they need to make the
And are all captioned.
buying decision.
Tick points are used as they are
So, this ad simply answers all the
positive… Every little detail is not left
questions farmers typically asked about
to chance even the choice of font and
chaff carts at the time.
what is underlined, bolded and in italics
You will notice it also looks like a
is carefully considered…
magazine article… for good reason, it’s
It’s it worth all the effort? Absolutely!
important your ad doesn’t, well, look
Just one winning ad you can run over
like an ad! Few people trust ads so we
and over again and have it just about
piggy back off the credibility of the
EFT money into your bank. It’s an
newspaper in making it look like they
agricultural science not taught but
wrote it as an editorial piece.
worthy of your study!
Also notice that it has an attention-
NOTE: This example ad is quite old
grabbing headline at the top. Not the
now, it ran as a centre page spread in
company logo, that belongs down the
many rural publications in 2005, but it
bottom of the ad. This goes back to our
would still work like a charm if we ran
school days and how we are all taught
an updated version of it today as this
to read… Left to right, down the page.
strategy is still a winner. Grain King
So you want your logo in the bottom
remain clients of mine.
Country Smart Business Solutions | Newsletter
ToolBox: Turn Your Mobile Into A Credit Card Terminal Imagine being at an agricultural show, or field day, talking to a farmer who is keen on your product, or service… You agree to do business, so you now have to take a deposit to seal the deal. Without that deposit being taken, they feel they haven’t purchased… So the longer you leave it to process that deposit the more you risk them backing out of the sale. Trusting they have remembered to bring their cheque book, or getting them to write their credit card details down for you to process later, when you are back at the office, and that could be a while, just isn’t a good strategy. Most farmers like the idea of racking up those frequent flyer points by purchasing what they can on their credit card, so it makes sense to at least offer the credit card option for their deposits on big ticket gear, leaving the balance to be paid by EFT. PayMate have made the process of accepting credit cards a whole bunch easier with their nifty mobile phone app and swiper attachment.
Specialist
Ma
lling To Farm Se
ers
rketing An d
You don’t even need a merchant
account with the bank, as they provide that service for you. PayMate is both a merchant facility and a payment gateway, meaning you can get started quickly and easily. They pay straight into your chosen bank account. Given how hard banks make it for new businesses to get a merchant account since the Global Financial Crisis, with some now demanding to see a full business plan. I suspect there will be a lot of business owners will be happy with that idea! All you have to do is sign up on their website, fill in a few online forms and your all set to go. You don’t even have to wait for the swiper phone attachment to arrive in the mail, as you can accept credit card payments online right away, as soon as you are approved. If you want, you don’t even have to pay a monthly fee. All you pay for is $19.95 for the swiper phone attachment. You just pay a higher percentage of the sale
Phone:
1300 667 153
Fax:
1300 667 154
Email:
Info@CountrySmartBusiness.com.au
amount to them when you do sales. So if it sits dormant for a while and only gets used at the odd field day, you won’t get slugged a monthly charge. Or if it is something you will use everyday, then go for one of the other fee options:
As I always say… the quicker and easier you make it for people to give you their money the better. Make sure you accept every payment option available… Don’t whinge about the fees and don’t pass them on, it is the lost sale that will cost you more.
Address: PO Box 4001, BUNBURY EAST WA 6230
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