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Mike Lieberman, CEO and Chief Revenue ScientistWed, Feb 6, 2013 5 min read

How To Turn A Traditional Print Ad Into An Inbound Marketing Ad

Inbound Marketing Advertising After the Super Bowl blog post, a few people asked me for some additional information on how to convert a traditional print ad into an ad that generates leads.

Since this is something we do regularly for clients, we are happy to share some of that insight with our loyal blog subscribers.

First, there is a complete philosophy behind why people buy. The short story is that no one will by anything until their pain becomes acute. But, there is a cycle to that buying behavior. To learn more about this, you should check out our book, Fire Your Sales Team Today!. It addresses this in great detail.

The challenge with traditional advertising is that it ONLY targets those people who are ready to by today; those people whose pain is acute. This is one of the reasons traditional advertising is so wildly inefficient. It ignores everyone who is interested but not interested enough to pick up the phone and request a meeting with a sales person.

Here is where inbound marketing starts to add a lot of value. By offering people educational content you expand the spectrum of people you can attract to your company. We call this content the Trio of Offers and they include the No Risk Offer, Low Risk Offer and Direct Business Offer.  Most of you are familiar with the Direct Business Offer; it's usually Contact Us, Schedule an Appointment--you get the idea.

No Risk Offers include content like videos, white papers, reports, research, podcasts and eBooks. No Risk Offers usually only require an email address for download. Low Risk Offers require more from your prospects. These usually include demos, webinars, workshops, assessments and other offers that might require them to commit their time to the process. Both are critical to moving a prospect through your sales process. 

It’s the offers, when added to your traditional ad that makes it an inbound marketing ad. More importantly, adding this type of content marketing to your ads make them highly trackable, equally measurable and much, much more effective at generating leads for your business.

Let me give you a practical example.

Car advertising is an easy target, but since everyone can relate let's pick on them. Take a look at the ad above. It’s a nice looking ad. The car looks great, but it does nothing to identify anyone who might want to actually buy this car one day.

Let’s add a new element to the advertisement. Let’s add a graphic call to action that highlights the following Free Report – The Top 10 Features Luxury Car Buyers Demand In Their Vehicles.

Let’s create a landing page for that Free Report, like www.infinityauto.com/freereport

On that page visitors would provide you with their email address and potentially other contact information in exchange for that Free Report. 

Once we have their email address, we know we have the contact information for someone who has an interest in the Infinity brand. 

Next we nurture that contact, sending them more educational information, in context to their buying process, helping them make a good, safe, educated purchase decision.

Here is where this gets really interesting. Is Lexus doing this? Acura? Mercedes? No, they are not. So we get a competitive advantage, we differentiate our brand and our product and we sell a car. Mission accomplished!

Now we have an interactive ad that helps us see exactly how many people are interested in our offer. Now your marketing has gotten exponentially cheaper and exponentially more targeted at specific prospects who have already expressed an interest in your product or service.

This is the difference between inbound and outbound marketing. This is the difference between what you used to do and what you should be doing today. This is the difference between the old marketing that was considered art and the new marketing that is now a science.

Start Today Tip – Take a look at ALL your traditional marketing. Print ads, radio ads, direct mail, trade shows, even cold calling. It doesn’t work. Scrap it and start over. Your prospects don’t want to be advertised to or sold to anymore. If you aren’t sure what your alternatives are then find out. There are much more effective and efficient ways to be spending your precious marketing dollars than throwing them away on traditional stuff just because you don’t know what your options are.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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