If I could give you a formula that is tried and true, and that I have used consistently with my clients with nothing less than outstanding results, would you be ready to put it into action in your business right this moment? Of course you would!!

I have spent many hours on the telephone with hundreds of businesses reviewing their advertising programs. I've seen all types of promotions and I've seen those that worked like crazy and those that didn't even generate a single response!

What's interesting is that if you were to take a closer look at the promotions that didn't just work, but worked exceptionally, they all have certain elements in common. When I took those common elements and created new promotions that included these key elements, they worked. Not just once or twice, but every single time!

The first thing you must keep in mind is that there will always be a certain number of leads that you will never close and a certain number of leads that you will close. The goal is to refine your closing techniques so that you do close as many leads as possible.

Keeping that in mind, then, it would be to your advantage to generate as many leads as possible from every dollar you spend on advertising, no matter which media you choose. Let me clarify. Let's say you tend to close 2 out of every 10 people that responds to your advertising. While that may not seem like a big number, it is a 20% close rate and that's a good place to start.

Let's say then that you run an ad and that ad generates, on average, 50 responses. Out of those 50 responses, you know that at a 20% close rate, you will most likely sell your product or service to 10 people. Great! Maybe you can make money on those numbers and you can do this all the time and be happy, but there is another way.

Let's suppose, that you use the formula I am about to share with you and that same ad, same size, and same cost in the same publication generates, not 50 leads, but 500 leads. Since your close rate of 20% will not likely change, you have now sold, not 10 people, but 100 people! That's a 1000% increase in sales!

So, I know you are eager to know my "secret" formula, so let me tell you how I do this, time and time again.

Perhaps the most powerful ads are those that can accomplish two things effectively. First, they must remove all of the risk from the prospect's side, thereby making it risk-free for the client to respond to your ad.

This is critical because most of the people who will answer you ad have never done business with you before! When you assume the risk FIRST, you make it easy for your prospect to pick up the phone and begin a dialogue with your company… all without risk.

The next thing that is important is that you must offer something of value to the person who makes the effort to pick up the phone and call your company. I really love to see information products that I either create for my clients, or executive produce on their behalf. I've used videos, special reports, booklets, newsletters, fact sheets, and many other "free" items that appear to have significant value to the prospect. Especially if they are items that are not available anywhere else, so as the information products you create!

How does this work in practice? I ran a television ad offering a free videotape to anybody who stopped by a boat dealer and asked for it. There was no risk involved because I did not ask for money for the video. What that did, as you can imagine, was bring in a lot of traffic to the boat dealer. The video tape sold the prospect on the dealership by offering a full 30 minutes of boat-buying information.

I used a free booklet for an insurance agency. It was a booklet I wrote after interviewing the owner of the agency. We told people how they could cut their auto insurance rates by up to 75%, just by asking the right questions. We used radio to promote this giveaway booklet and the phones rang off the hook!

I have used free samples of a product, and I have used free trials of newsletters, magazines, and use a "Free Business Check-Up" in my own practice to bring in new clients. The formula works so well, that I constantly seek new ways to use it with all my clients!

You will attract those people who will just do anything to get something for free with no intention of ever buying anything, but thankfully, they are a very small part of the people will respond to your offer. The massive increases in response will more than offset the few that call just for the free offer.

If you invest, just a few dollars, or often times just a few pennies, into each person who has taken the time to respond to your ad, you will certainly increase your close rates, and your business, massively in a very short period of time! I have personally used this formula with my own clients and have seen doubling, tripling, and even quadrupling of a business in just 30 days!

If you can't find something of value to give away, create it! Information has a perceived value all its own and you can create special reports and booklets for pennies each, but the information they contain is priceless to your prospect!

If you are really stuck for ideas or would like to speak to me about how to really use this formula in your business, pick up the phone and call me! I'd love to speak to you and help you get the most out of you advertising dollars!

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Mr. Imbriale is a nationally recognized Business Coach, Speaker, and Copywriter. Many companies have used his marketing techniques to dramatically expand their businesses without spending a fortune. If you would like a Free Business Check-Up for your business, a seminar schedule, or further information, contact Mr. Imbriale's office toll- free at 1-888-226-8109 or via e-mail at probizcoach@juno.com