OK, I'm just going to post it in here as best I can... Here goes:


From The Desk Of:
Kevin Flohe
1009 W. Ridge St.
Marquette, MI 49855

A Confidential Letter to Marquette Area Small-Businesses:

“Do You Make Any of These
Costly Advertising Mistakes?”

Many Local Businesses Have Attracted A Flood Of New Business, (And Taken The “Gamble”
Out Of All Their Advertising Dollars) Using These Enormously Profitable,
Yet Little-Known Methods I Have Tested And Can Prove Work.

Monday, 2:59 PM

Dear Friend,

Are you sick and tired of spending hundreds and thousands of dollars of your hard-earned money on advertising that never seems to work? If so, please read on.

P.T. Barnum once said: “I know that half of my advertising is wasted… The problem is that I don’t know which half it is!” And if you really thought about it, I bet you could say the same thing about your business, couldn’t you?

“How Much Money Are You Leaving On The Table?”

You see, I’ve discovered that most businesses (maybe even yours) have one or more SERIOUS flaws in their advertising and marketing effort that is costing them thousands of dollars a year! I help local businesses identify and solve these problems and measurably improve the profitability of their advertising.

Problems like:

 Failing To Break Through The “Clutter” Of Daily Advertising Messages
 Depending On “Name, Rank, Serial Number” Style Advertising
 Entertaining Instead Of Selling: Relying On Slogans And Jingles Instead Of Benefit-Oriented Sales Copy
 Using Vague Generalities Instead Of Meaningful Specifics
 Forgetting To Use Testimonials & Other Forms Of Proof
 Neglecting To Test Your Marketing Messages To Find Out What Works Best

Now, in just a few minutes, I can show you how to take the “gamble” out of all your advertising, eliminate the mistakes that are costing you thousands of dollars a year, and make every dollar you spend promoting your business trackable, measurable, accountable—and come back to you quickly in multiples!

You’ll discover:

 What You Should Say To Your Marketplace That Is Compelling, Magnetic And Draws Customers To You Like A Light On A Dark Night Draws Moths!
 6 Simple Ways To Improve The Effectiveness Of Any Ad You Are Currently Running!
 What Almost Every Advertiser Does Wrong, And How To Avoid It!
 The Dirty Little Secret About Advertising That Most Ad Agencies & Media Sales Reps Don’t Want You To Know About!
 How To Immediately Boost Sales For Any Low-Selling Item!
 Plus… I’ll Show You How To Track And Measure Every Ad You Ever Run, So You Know To The Penny Which Media And Which Sales Strategies Work Best For You!

“Who Am I And Why Am I Writing You This Letter?”

My name is Kevin and I am an Account Manager at Northern Star Broadcasting in Marquette. Our stations include 94.1 The Bear, 92.3 Big Country, Oldies 99.5, and 1320 WDMJ/1240 WIAN.

A few of you are saying, “I tried radio advertising--doesn’t work in my business… in my industry… with my customers… in my area… its too expensive… It’s too complicated… etc.” (I can hear you out there--you don’t have to hide.)

Here’s a few things about all that:

1. If you and I went through life only doing the things that worked real, real well for us the very first time we did them…less kids with each generation.

2. If you stop and think about it, you can make a long list of media--things that you can spend money on to deliver marketing messages:

 You can go on TV or radio.
 You can advertise in the Yellow Pages
 You can advertise in the newspaper
 You can advertise in magazines, or in trade or industrial journals
 You can set up a web-site
 You can send out voice broadcasts
 You can do direct mail
 You can exhibit at home and consumer shows or trade shows
 You can put telemarketers on the phone

…the list goes on and on and on, doesn’t it?

Now, all that stuff works--and it all can be made to work better with the methods I am going to teach you, but radio can be and often is one of the biggest bangs for your buck if you learn to do it right. Let me show you.

A recent study done by the RAEL (Radio Ad Effectiveness Lab) proves:

 Swapping out one of two TV ads for two radio ads increased unaided brand recall by 34%.
 Replacing one of two newspaper exposures with two radio ads almost tripled unaided brand recall.
 When two radio ads replaced one of two TV exposures, more people chose the advertised brand as their first-choice product. The newspaper swap-out was even more striking.
 Consumers that heard two radio ads (and only one TV ad) could restate campaign’s main message just as well as those exposed to two TV ads. Trading a newspaper ad for two radio exposures gave much better message playback than seeing two newspaper ads.
 On an ROI basis, radio is more than a supplement. A combined television/radio or newspaper/radio buy is demonstrably more powerful than one using TV or newspaper alone.
 While radio can often be a potent alternative to other media, the current study provides more reasons to consider using radio as part of the media mix (as long as radio’s presence in the mix is heavy enough).

(Continued...)