Steve Hackney: 
"Power Advertising"

Important note: This is a critical book-review and not a salesletter or an ad! 


Format

PDF-document. 143 pages.


Review 

You can get all the prospects and customers you want, through advertising!

That's the basis of this book by marketing consultant and author, Steve Hackney.

But you need to know exactly how to do it. If you try to do it the wrong way, advertising is a very fast way to loose a lot of money.

"Power Advertising" is Steve Hackney's step-by-step guide to turn ads into a source of new customers and more orders - yes, a lot of both.

Just like myself, Steve Hackney is a fierce adherer of Direct Response Marketing. The all too common Image Marketing and Display Advertising which so many marketers favor, simply doesn't work well enough - especially not for small businesses.

Steve Hackney reveals the failure of Display Advertising so often used by the expensive advertising and marketing agencies. This kind of advertising rest on three basic fallacies.

Next, Steve Hackney takes his readers step-by-step through his simple 8 step process of creating Power Advertising - that is, advertising which provide you with more orders and customers.

When you go through the 8 step process, it soon becomes obvious to you, that this is not just a copycat of general principles described by other authors on marketing material.

The 8 step process is a proven and sure way to creating powerful advertising.

Steve Hackney describes how to...

• find the right place for your ads
• save up to 70% on all your ads
• get the ideal placement (in each advertising media) for your ad
• save money on your ad, all while making it considerable more better at pulling the kind of reponse you want to
• how to measure exactly which factors, in your ad, that are responsible for the most profits
• how to let each ad become an intergral part of your overall marketing plan
• etc., etc.

Of course it contains some of the same information that you'll find in the books and courses written by other top ranking marketers. But Steve Hackney has also placed his own, unique mark on his material, and the 8 step model is the result of years of trial and failure.

According to Steve Hackney himself...

"My unique formula has taken years to perfect. I've made many mistakes along the way - some costly. But I've learned what works and what doesn't."

This'll also readily been seen when you read the small, but important tips he has wowen into the description of the 8 step process. This is the kind of advice that you'll only get from someone who's gone the way himself. And this is exactly the kind of tips that makes this a book that stands out among most other books on the advertising.

In "Power Advertising" you don't just learn what to do, but - most importantly - you also learn how to do it.

This is not an exaggeration! I'm don't get paid to say this. But this is simply the way "Power Advertising" is written.

I've read a lot of interesting books on advertising. But way too often you don't learn how to actually find the right media to place your ad in, how to write your ad etc.

It's really commendable that Steve Hackney has done the necessary work to split up each step in the process, so that you (the reader) know exactly what to do next.

The book contains a lot of bullet points and numbered lists (which can also be used as checklists). This gives you an excellent overview over the individual steps in the process.

Besides, the many illustrations, samples, outlines etc. make the methods in "Power Advertising" even easier to implement. And some of them is a really big step forward in the process of turning advertising into power advertising.

For example, the Publication Ranking System on p. 22 is a really good help when ranking the different potential advertising media.

Another example: If you know exactly how to negotiate the price you pay for your ads, you'll be able to save a lot on your advertising campaigns. And the more you save, the easier it is to turn each campaign into a profitable campaign. So, how do you negotiate? What do you say?

Steve Hackney gives you a sample dialogue, showing you exactly (word-by-word) how you can negotiate the price you pay for your ads. Of course you'll probably use your own words, but the short sample dialogue will give you a good suggestion on what to say.

The only step (in the 8 step process) which I would like to be a bit more detailed, is step #6 - Recording your results. Steve Hackney gives you a good overview over what to do, and this ought to be sufficient for most readers. But still I don't think this chapter is quite as detailed and good as the other chapters in the book.

Steve Hackney has a seldom talent for communication really high-quality marketing information in a very pedagogical way. You know, some marketers really know a lot about effective marketing. But they just don't communication it very well. They are much better marketers than teachers.

This certainly doesn't apply to Steve Hackney. He's both a really clever marketer and an outstanding teacher. What a rare combination!

And in my opinion, the model described in "Power Advertising" is realistic, highly effective and easy to implement.

Finally, the bonus reports which Steve Hackney has added to the main manual, are really good. These reports could easily have been sold as individual products.

The first bonus report is a step-by-step guide to writing your own reports which you can use to get more leads, prospects and customers. You can even use these principles to create reports which you can sell to your customers. The methods described in this bonus report is a good and proven way to create your own reports.

Bonus product number #2 is an excellent and very detailed guide to "Convert Dozens More Prospects Into Eager Buyers Using A Powerful Information Pack". This is really a great report which, again, could easily have been sold as an individual product. Step-by-step Steve Hackney shows you how to create and use your own information packs which will convert your prospects into warm customers. This is a very valuable bonus.

Bonus #3 is an excellent guide to creating powerful headlines. Steve Hackney does cover this in the main manual, but in this bonus report he elaborates on this. Another really great bonus report!

As a final (surprise) bonus, the reader of "Power Advertising" get a testimonial gathering letter template. It's just a one page letter, but it'll be an enormous help in gathering the all-important testimonials that'll make your ads even more powerful.

Overall assessment 

Steve Hackney has done it again! He has created yet another winner! And I must say that I'm impressed by what Steve Hackney is doing!

So many small business owners don't think that advertising can be profitable for their business. Steve Hackney and many other marketers have proven this wrong. Done correctly, advertising can be very, very profitable. But it needs to be done correctly.

In my opinion "Power Advertising" by Steve Hackney is a very, very good guide to creating the kind of advertising that can turn your business around and get you more customers and orders.

Steve Hackney has written yet another excellent book, in my opinion! At least, I've seldom seen a marketing guide that's written so well and contain so much valuable information as this book!

About Steve Hackney 

Who is Steve Hackney? Click for the answer! 

Buying information 

Website 

http://www.powermarketingstrategy.com/print/

Email

info@powermarketingstrategy.com

Snail mail

Hackney Marketing Limited
7 Copse Close, Leicester Forest East
Leicester. LE3 3NZ.
United Kingdom


Phone

+44 116 239 4433
 

Fax

+44 116 239 5658