This document provides an overview of EDvertising strategies for different types of businesses. It discusses the 14 main EDvertising strategies such as news, inflammatory, how-to, questions, testimonials, and warning. For each strategy, it provides reasons for using it and how to validate the claims. It also analyzes the key attributes customers consider for different business types like services. Finally, it discusses using EDvertising strategies to improve an example rain gutter guard advertisement.

2. Welcome To The Money Fest!What We’re Going To Cover Today Only 4 types of businesses My 14 EDvertising Strategies Samples of each Advertising Makeover Turn Advertising into EDvertising Before & After

3. Turn Advertising Into…EDvertising Advertising Makeover Strategy Session with EDward Earle

4. EDvertising Strategies Making Sure You Get The Campaign Strategy Right The First Time

5. Businesses Are Not Different… They Are ALL The SAME There Are Three Things You Can Sell: Service Product Opportunity

6. There Are ONLY Four Types of Businesses Service-Oriented Business Professional Service Retailer – small or big box Manufacturer, Whsle, Distr For Example: What things are most important to a customer looking for a Plumber or an Automotive Mechanic?

7. Service Businesses12 Performance Attributes The right evaluation Job right the first time No ghost repairs Don’t charge more than quoted Educate me Finish job on-time Be professional Be friendly Communication during the service Warranty / Guarantee Post-job follow-up Price

8. See… All Businesses ARE The Same… Strategically The customer wants the exact same things from ANY and EVERY Service Based Business Plumber HVAC Auto Repair Pest Control Whatever??

9. 14EDvertising Strategies The Answers to the Test at Your Fingertips

10. Business Strategies Are Like TV Show Strategies There are only so many ideas (base concepts) that people can accept There are certain strategies that will get a laugh, tear, evoke anger or fear every single time they are properly played out Business strategies are the same way People are simple and easy to figure out

11. Business Strategies Are Like TV Show Strategies The Strategy: Now You Don't See Me, Now You... Still Don't See Me As Seen On: "Rhoda," "Cheers," "Home Improvement" How It Works: A character is discussed, occasionally even heard from, but is never actually glimpsed on camera. It's a old gimmick that invites the audience to play along. How long until we can finally quit watching Wilson awkwardly position himself?

12. Business Strategies Are Like TV Show Strategies The Strategy: Thinking a sentence is two words long As Seen On: "Newhart," "Three's Company," "Frasier" How It Works: Someone begins a sentence ("I'm dying ...") and then finishes it ("...my hair on Tuesday.") after an eavesdropping co-star has left the room or removed their glass from the other side of the door. A huge misunderstanding follows, causing everyone to do outrageous things and deliver dialogue that stops just short of necessitating an explanatory conversation. At the end of the episode, naturally, the truth emerges and everyone has a good laugh about it. If only we could had turned the set off two words into the show.

13. EDvertising Strategies These strategy outlines are based on working with over 50,000 companies in every type of industry: Service Professional Retail Manufacturing Opportunity

14. 14 EDvertising Strategies News Inflammatory How-To Questions Testimonials The Challenge Guarantee Comparisons The Bold Claim Problem/Solution Numbers The Offer Advice Warning

15. News Strategy Reasons To Use This Strategy: Something people want to know about Something advanced A breakthrough - anticipated Negative information Something that makes an impact Validated By: Experts, studies, testimonials, quotes, etc.

16. Inflammatory Strategy Reasons To Use This Strategy: Inertia-oriented marketplace Pure interruption, shocking Something out of the ordinary To incense or make mad Break down, change the norm or concept Controversial or humorous Stop prospects from buying Validated By: Stories, stats

17. How-To Strategy Reasons To Use This Strategy: Information that can be implemented Formatted so prospect can use it Comparison, descriptions, etc. A question exists: “How do I…?” Teach and instruct Must match level of emotional intensity Must be scanable Validated By: Photos, descriptions, specific details Testimonials

18. How-To Strategy

19. Questions Strategy Reasons To Use This Strategy: Prospect has a question or is wondering Can be rhetorical Change a prospect’s viewpoint Make people question a traditional norm, character, policy or idea, etc. Make them go “Hmmmm” Start a controversy or rumor – good or bad Validated By: Facts, research studies, result from a credible person or customer Notarized statements, official, government style

20. Testimonials Strategy Reasons To Use This Strategy: Lend credibility to something, product, process, person Testimonials must be real, genuine, not contrived Expert witnesses Be specific and quantifiable, match C-1 Very competitive environment when you are not the clear brand leader Outcome is important or critical Validated By: Photo of person or source Visual illustrations, credentials, etc.

21. The Challenge Strategy Reasons To Use This Strategy: C-3 must legitimately be TOP, backed up Need to feel evangelical Self-analysis, self-help Company is an unknown entity Prospects who might take a look Not a slam or personal attack on marketplace – don’t insult A challenge to investors who think they know it all… Against the norm, FSBO Very possession-oriented action/offer Validated By: Proof that you are “all that” Case studies

22. Comparisons Strategy Reasons To Use This Strategy: Defendable product or service Big enough gap or discrepancy in marketplace Very “to-the-point” Easy and simple to understand Less heavy analysis and data Compare: Results, features, durability, quality, price, services, etc. Validated By: Competitive analysis Visual illustrations – copies of bills, etc.

23. Bold Claim Strategy Reasons To Use This Strategy: Must actually have an extremely bold result Better performance, cheaper, easier Big differentiation between competitors Must be detailed, specific and quantifiable Innovative Guarantee Reaction should be "No Way!" or "Really?" Validated By: Stats, reports, case studies, 3rd party testimonials Client testimonials, industry comparison reports

24. Bold Claim Strategy

25. Problem/Solution Strategy Reasons To Use This Strategy: Unknown problem/solution Widely accepted problem Anticipated problem, negative experience Buyer is ready to buy now Negative perception of business by marketplace Solution should be simple, categories (3 problems…) Offer is “act now” Validated By: Stats by credible institutions What % of the time the problem occurs How many total competitors, options, etc.

26. Numbers Strategy Reasons To Use This Strategy: Educational information Specific number of: Categories of buyers, products, functions, etc. Price, choices, options, lists, questions Expertise-oriented Conclusive: There are X number of … Information must be relevant and real Specific, proven examples Ad layout must be “scanable" Validated By: Any evidence from a credible 3rd party source

27. The Offer Strategy Reasons To Use This Strategy: Limited space or time Lots of clutter in ads to break through Sales specials Special situation with a story behind Must have value, something a prospect would really want Something they would pay for Possession-oriented Reverse the industry norm Validated By: Visuals, aesthetic part of offer, picture

28. Advice Strategy Reasons To Use This Strategy: Prospect lacks information Doesn’t know what to do Needs opinions and options Actively searching for information Faced with new situation or a twist on current situation Outcome is important Not negative or positive, either Validated By: Stats, reports, credible 3rd party (group or individual)

29. Advice Strategy

30. Warning Strategy Reasons To Use This Strategy: Wrong decision has very negative consequences Prospects not familiar with product or service First time buyers Outcome more critical More emotionally intense Impending event, law, regulation, or newly discovered situation Validated By: Stats, reports, case studies, 3rd party testimonials Visual illustrations – copies of bills, etc.

32. Advice

33. Comparisons

35. Bold Claim

36. Comparison

38. Measure Against: 12 Performance Attributes EDvertising Strategies Does the Ad in alignment?

39. Let’s Discuss: 12 Performance Attributes Which ones are we addressing? EDvertising Strategies Which strategy are we using?

40. Thanks For Attending Strategy Call Takes Place Every 1st and 3rd Week Of Every Month