The focus of Tye's seminars is to persuade attendees to
adopt certain principles of strategy and success used by leaders on
the battlefield. Based on that, I recommend coupling the S-word
with another word for a big headline that barks out: "Military
Secrets . . ." followed by the words, "that give you the
weapons for success--in business and in life." The headline is
then followed by copy that leads into the body of the ad and that
borrows from the original headline: "History's greatest
leaders have a lot to teach us in accomplishing our personal and
professional goals. A new seminar reveals their winning strategies
and how to use them to improve your life. For example . .
."
At this point, Tye needs to give prospects a taste of some of
the secrets. He should fashion hints, or "teasers," that
give enough information to entice but not enough to reveal.
This approach can and does work in promoting a whole range of
products and services. Here are a few well-crafted examples I found
in other advertising efforts specifically promising to reveal
"secrets" you can benefit from. Use these teasers as a
benchmark for your own efforts to entice but not reveal.
- "Simple weekend jobs that pay more than your full-time
job."
- "How to call anywhere on earth for just 5 pennies a
minute."
- "How to sleep like a baby through the next stock market
crash."
- "Seven days out of the year when auto dealers are
desperate to sell."
- And then there's my all-time favorite teaser: "What
never to eat on an airplane."
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In addition to the use of such seductive hints, I think Tye
needs to cattle-brand his ad with a more powerful-looking imprint
of the name of his seminar, Success Warrior. Right now it's
printed in a light color and climbs up the left side of the ad,
looking a bit like an afterthought. I think a strong image running
across the bottom of the ad announcing "Success Warrior
Seminars" would complement the bold new headline.
Finally, the testimonials and endorsements in the ad need to be
more prominent. I would do that by extracting an impressive snippet
from each testimonial and using it as a headline for the
corresponding quote.
I think these suggestions will give Joe Tye's seminar ads a
much stronger presence.
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