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Stealth marketing otherwise known as ‘the sneak up’ approach is an effective strategy to employ when moving into a cold market.

The first step is to write an editorial style advertisement, that is written in third party context where it reads as if someone else has written the article about you. Then we are going to use this as what’s called in the direct response marketing industry a tear sheet, so it’s like an article that has been written about you in the paper that you’ve literally torn out.

Then you simply stick a yellow Post-It note on the article with a brief note saying something like; “Thought this would be of interest to you - J”. Note that it’s just a brief message and signed off with an initial, which J is the most popular, because most people know someone in their life that can be referred to as J.

When the prospect gets this piece in the mail, they think that a friend has sent it to them, which brings down resistance and sparks curiosity to what it is all about. And if you’re done a good job writing your ad and included a clear call-to-action that directs them to visit a website to download a free report or enter their details to be sent out a DVD, you’ll be on a winner.

Remember with this approach all you are after is to get them to request further information so you can start building the relationship with them over a series of contacts and earn the sale.

If you get an article written about you in the newspaper or magazine you can use the same tear sheet approach. Just run off copies, stick on your Post-It note and send it out.

Stealth marketing is another strategy to include in your marketing arsenal to build your client base.

Just wanted to share some nuggets with you about headline creation and I know we touched on this briefly in an earlier post however, I’m still seeing 95% of people not getting the importance of investing the time to create an appealing headline that gets ATTENTION out there in a cluttered market place.

I’ve already explained how important your headline is, the most important element of any advertisement and your headline will determine 80% of your response/success with your marketing.

Because lets face it, if your headline doesn’t stop the reader in their tracks and grab their ATTENTION, then the rest of the advertisement is a waste of time because there aren’t going to read it!

When creating a headline for your ad, it is a good idea to write as many as 20-30 and then choose the best one.

If you’re not sure where to start, just check out some of the magazine ads, some of your junk mail you receive or search the internet for some inspiration. A great strategy that I normally only share with my inner circle members is to have a look on Amazon.com and check out the best selling books relating to your topic, they’re likely to have some very effective headlines or they wouldn’t be best sellers… right?

One to remember when writing a book, the headline sells the book!

Another great resource to help you with creating effective headlines and advertisements is John Caples book - ‘Tested Advertising Methods’. If you don’t own a copy of that I highly recommend you grab yourself one ASAP and devour it.

You may also find some inspiration from the Free members section of my membership site - www.BusinessGrowthGuru.com If you haven’t visited yet, you may want to take a look and take advantage of the Free resources you get just for visiting the Free members section.

I love to hear your comments, what you’re finding most useful and what you’d like to hear more about. Please post your comments below.

Yours in success,

Aaron Parsons.