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Insurance Articles
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Why Your Advertising Copy is not the Most Important Part of Your Ad
By Scott Bywater
Ppi Reclaim Banks had it their own way for quite some time. Fat cats were getting their cream and their poor customers were being fleeced in the process. They`d go cap in hand to the banks for a loan and were offered payment protection insurance (PPI) at the same time. In many cases the rate for the loan would be lower if PPI was taken out at the same time making it seem more attractive. However, the cost of PPIs could vary from 13% right up to 56% of the loan amount. Moreover, clauses were often put into the policies that meant they wouldn`t pay out anyway in times of sickness or redundancy. People have wised-up in recent times and those who think they might have been pressured into paying for, or misled about a policy, can speak to claims management teams about a possible Ppi Reclaim. They could be entitled to thousands of pounds if the Ppi Reclaimis successful. If you weren`t given all of the facts about your PPI in the past then you have a strong case for the Ppi Reclaim. Why should the banks get away with fleecing their customers over a number of years, especially with regards to payment protection insurance? Customers who think that they might have been treated unfairly have a strong right of appeal.
If you own a vegetarian café in the middle of a meat-eating suburb? you could get very skinny... very fast. And if you run ads where either: a) The wrong people see them Or b) Not enough people see them Your phones aren`t going to ring... and nobody is going to come into your store... No matter how good your copy is. And I see people make this mistake all the time. For instance, about a year ago I was chatting with a guy I know who sells computer gear to businesses? and he was thinking about placing an ad in the Sydney Morning Herald. What?s wrong with this? My guess is 90% of the people reading the Sydney Morning Herald are NOT business owners? and therefore 90% of his advertising dollar is wasted. What`s the alternative? Place ads in business publications where you are reaching 100% of your target market. Or alternatively, rent a list, and direct mail the decision makers within the specific companies you want to approach. You may pay more to reach each individual: however every single person you communicate with is a potential client. It makes a lot more sense? doesn?t it? And here?s a tip for those businesses who sell products to the general public (like property, clothes, entertainment, home improvement, food or anything else). If you want your ad to be seen then place it: a)On the right hand side of the newspaper. Research has proven that right hand side pages get a better result than left hand side pages. b)In the early general news? as far forward as you can. I always go for page 3, 5 or 7. And pay the loading (usually 30 ? 50%) because my experience shows it?s well worth it! But don?t take my word on it. Implement these strategies, measure the results and see what results you achieve in your business. Chat with you shortly, Scott Bywater 
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