The truth of the matter is... Anyone can create a "Killer ad". One that makes them thousands and thousands of dollars. Why is this true? It's true, because there's a SIMPLE process involved. One that ANYONE can use to create a "Killer Ad".

The first 2 steps in the process have to do with ATTITUDE. The others have to do with TECHNIQUE. But unless you develop the attitude...you won't follow the techniques...because they involve commitment and patience. And you'll never make any real money in the marketing business. Nor will you succeed in a big way in ANYTHING else...unless you're committed and patient.

I. To write a "Killer Ad", you must live & work with the end in view...ALWAYS!

For years I worked as a bodyman. During that time, I had a secret movie that I'd written, produced, directed and (starred in). And when I needed a fix, I'd turn it on and watch it.

It kept me going during the hard times.

There wasn't much dialogue in this movie. It was mostly a series of vivid images that flowed from one to another. Each one evoking very strong feelings within its' audience of one.

The movie changed from time to time...but the opening scene usually faded in, with the "star" out on his back deck under the trees, pecking on an old typewriter. The deck was shaded by huge green oak trees. And the view from the deck stretched across a wide green valley to a mountain range on the far horizon.

As the hero worked at his typewriter, the wind would quietly serve up the sounds of clear water bubbling down the stream just down the hill...and Bob White quail calling to each other...and the sweet smell of the hay being mowed in the meadow below.

Sometimes the movie would show the hero with his wife and kids, having a picnic...or fishing...or roaming out west in a motorhome, taking in the scenery.

Whatever the scenes being played...the underlying feelings were that the star had FINALLY gotten it together...and was making a comfortable living, doing what he loved doing.

You've heard of the absent minded professor...I was the absent minded bodyman. Often, I was so distracted by the movie running in my head, that I was just barely in the real world. But it kept me going during the years when I only SPENT money on ads and deals...instead of MAKING money with them.

If it hadn't been for the movie...I'd probably still be a bodyman.

At ALL times...in ALL situations...KEEP AND CHERISH A VISION of the end result you desire to attain. In other words...You gotta get you a movie! One that keeps you going when things aren't going the way you want them to go.

II. To write a "Killer Ad...you must become a student of the Science.

Another way to put it...is...If you want to learn how to create a killer ad...then you MUST make AD-WRITING- an OBSESSION!

R. G. LeTourneau was a millionaire genius. The earth-moving equipment he designed was one of the critical technologies that made it possible to build the national highway system that we enjoy today.

I've read that he slept with a notepad by his bed, and would often sit bolt upright and scribble on it in his sleep. He said that many of his breakthrough ideas came to him in his dreams.

Here's another example... Many of the great music composers of the past, wrote that they felt their music came to them from another source... in great detail and almost intact. And that they felt more like a stenographer...than a composer. They just recorded what had been handed to them.

I have a theory about these phenomena...

Genius flows out of passion. And people who receive these "revelations" are people who were obsessed with what they're doing. And I don't believe any of us will ever create anything of importance without passion.

My own experience on this subject has me convinced that the secret to creating a killer ad...one that generates thousands of dollars in sales...or a salesletter that really gets the job done, lies in how IMPORTANT the subject is to you. Does it wake you up in the middle of the night??

Do you sometimes forget to brush your teeth because you're caught up in the fever of getting a hot idea down on paper...before it gets away???

Until you develop a passion for WHATEVER you do...you'll never CREATE anything of lasting value or significance.

Making real money in this business comes from tapping in to your own personal power source of inspiration, and disciplining yourself to stick with the creativity process... through thick and thin... till it produces your desired result... the GOOD ENDING to the movie that you are DETERMINED you will not live without.

III. To get rich from creating "Killer Ads", you MUST have a System. I call it a Killer-Ad "Incubator".

Here are the actual steps you should follow in developing your own "Killer Ads."

There's a great education out there, just for the taking. If you're serious about learning how to create great ads, then that free education can be had just by regularly surfing the online classifieds and ezines.

Keep an "Ad Ideas" notebook, or keep a notepad file open on your desktop named "R & D" (Rob and Develop!) All the big guys do it...you should too!

Now spend regular time surfing the ad forums, and when you run across an interesting ad, or a good idea, then copy and paste it into this file. This is a great way to learn the difference between good and bad ads. The more you do this, the more apparent it will become to you as to what constitutes the difference.

A.The Concept.

You start with an idea or concept. This is the "slant", or the general theme of the ad. As an example...the "Dumb Little Ad" idea came to me from reading all the ads being posted in the opt-in list community at ONElist.

Most of the ads being placed there make obviously ridiculous claims..."No work involved! Just send me $15, and make $1,000,000 a year for the rest of your life...GUARANTEED!!!"

One of the keys to creating an ad that works, is to find some way to make it different from the rest of the ads around it. So I thought I'd test the idea of poking a little fun at the "Get rich quick, with ABSOLUTELY no work involved" ads.

So I wrote a first draft of the "Dumb Little Ad" and I posted it in several different forms, and tracked the results. Once I had the best version of it worked out and identified, I ran it in several ezines...the orders came flooding in... and CookieCutter was launched.

B.Develop

Once you feel you have a good idea for an ad....take the time to write it down in your "R & D" file, and then mull the concept over until the idea starts to materialize into words and phrases.

Focus on identifying EVERY benefit that your product could possibly provide your customers. One way to do this, is to identify and list ALL the FEATURES of the product, and then rewrite those features...as BENEFITS.

C. Refine

Once you've listed EVERY conceivable benefit your product offers, try to identify the two or three that you see as the ones that would have the most appeal.

Once you've identified the main benefits of your product, start to work on different versions of the ad...each one featuring a different benefit.

By now you should have AT LEAST 20 or 30 versions of your concept ad. Now...choose the one that you think is the best of the lot and post it to your "Test site".

D. The "Test Site" concept...

A "Test Site" is some hi-traffic online ad forum where you can post and re-post an ad...over and over. For example... It costs $20 to run an ad for 2 months at Excite, in the "Classifieds 2000" forum. It will make you a great deal of money to maintain this account permanently.

Once you've set it up, you can change your ad any time you wish...as often as you wish. This feature is CRITICAL to the "Test Site" concept.

You post your first draft of the ad...and you wait... Once the feedback comes in, you either scrap the ad (If it bombs.)...or you tweak the ad (If it pulls some responses.).

Then you re-post the tweaked ad, and carefully track that response. You go thru this process again and again... til you have the ad polished and perfected. And hopefully, pulling really well.

Tweaking the ad... Sometimes, just changing a word or two will DRAMATICALLY increase the way it pulls. I've changed one word in a headline, from small case to upper case...and tripled the pull. Sometimes, just replacing a period with an exclamation mark will dramatically change the pull of the ad.

You MUST be aware of the impact these SEEMINGLY trivial changes can have on the way an ad pulls.

Once the ad is perfected and getting a really good response...you "Roll Out" with it, by posting it all over the net. (And make reservations for your celebration cruise... you've created a "Killer Ad"!!!)

Another CRITICAL component...your "Tracking" system. Sometimes an ad will pull ok...but not great. So you ask yourself, "What can I do to turn this so-so ad, into a GREAT ad...one that will make me a ton of money?"

If the ad is pulling at all, then it's basic concept is probably sound. Maybe if you tweak the wording just a little, it will do better.

So how do you find out? You tweak it a little...and you CAREFULLY track the results. You might change the headline, and leave the body of the ad as it is.

As you go through the process, be SURE and change only ONE detail at a time. If you change the headline AND the body of the ad, how will you know which change produced the new results that the ad created???

EVERY TIME you change the ad, be sure and rename it, and then test the new version of the ad by re-posting it to your "Test site".

Naming or "Keying" your ads... EVERY version of an ad MUST have its' own name (or "Key")...and it's own tracking sheet.

As an example...the first ad you're testing at Excite might be keyed as "ex1". Before you place the ad, create a "Tracking" sheet for it. Title the sheet Ex1.

This sheet should contain spaces to record the answers to the following questions:

• a. Name of ad. (Key)
• b. Where posted.
• c. Date posted.
• d. Expiration date.
• e. Cost f. Actual ad text.
• g. Hits (Inquiries) it generated.
• h. Sales it generated.
• i. Cost per hit.
• j. Cost per sale.

As I said...EVERY TIME you change the ad, rename it, and create a new tracking sheet for it...and pay CLOSE attention to the number of hits it generates.

2. Creating meaningful keys for your ads. You might name the first version of the ad you're "Incubating" at Excite "ex1". When you tweak it the first time, rename it "ex2". The next tweak would be "ex3"...etc.

If you're running an ad in an Ezine named ProfitInfo... then you might name it pi-1. Make the name provide you with some information about it's location.

If you're running a test site in Yahoo, then name the series ya1...ya2...etc.

Here's how to track the results each version produces... Let's say your autoresponder address is answerman@aweber.com, EVERY TIME someone retrieves your autobot, you will be notified of that fact by email. You can use this email notification as your tracking device.

Here's how it works... As an example...If you have an autobot named "answerman", and you're using Aweber as your autobot provider, then the address of that autobot would be: answerman@aweber.com.

If the particular ad you're tracking is named "ex1", then in your ad, you would write something like this: "To receive full details by return email, just send a blank email to answerman@aweber.com?subject=ex1."

By adding ?subject=ex1, then the subject line in the email notification you automatically receive from Aweber will contain the letters "ex1" , which means someone is responding to the ad named ex1.

Let's say you're running 5 ads at Excite at the same time, then you could key them ex1, ex2, ex3, ex4 & ex5. By reading and recording the subject line of the Aweber hit notifications you'll receive, you can tell exactly which ads are producing...and which aren't.

The "hit notification" feature built into all the better autobot systems is one of the reasons why autoresponders play such a critical role in developing "Killer Ads."

Let's quit here... Next time we'll talk about how to track your responses when you're using a webpage as your "Infosource".

I Wish You Success.

Gary White

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