WHY SOME ADVERTISING WORKS... and SOME DOESN'T.
It is high time we spent some time talking about why some advertising works and some doesn't.
When you are done reading this article, I bet you will know more about how to make your advertising work better for you.
Advertising really is a very simple business. I've been making my living online for more than three years and in that time, I have learned a couple of things that really make a lot of sense.
When it comes to advertising, you will do better if you sell people something they want instead of something they need.
Don't believe me?
People that smoke really need to quit... but they buy more cigarettes.
People that are overweight (myself included) need to purchase healthier foods, eat less fat, exercise more.... but I just finished off a chicken fried chicken with mashed potatoes and gravy for lunch.
Here's another great thing I have learned about advertising. People will buy something if it helps them avoid pain or embarassment.
* We want to look better.
* We want to feel better.
* We want people to think of us as being successful.
We don't want to face our own mortality. Men want a full head of hair.
Women want to be thinner. We all want more money.
Are you seeing a pattern? I'm not suggesting that you sell junk in order to be successful. In fact, there are people that make a great deal of money selling things that people really do need.
People that sell products to help you stop smoking don't sell the "stop smoking" part. They sell the part about making your breath better, improving your health, living longer, getting better looking dates, having whiter teeth.
See how that works?
What I am suggesting is that you learn how to present your offer in such a way that it will satisfy someone's "want" and/or help them to avoid some level of pain or embarassment.
Think about that for a minute and you just might realize that I have given you a very coveted secret of successful advertisers everywhere.
There was a very successful company that focused their entire ad campaign on replacing the brake shoes on your car. But their ad didn't show readers how to get their brake shoes replaced. It showed readers how to protect their loved ones.
Remember the tire commercial that was really nothing more than a tire running around on its side with a baby in it?
They weren't selling round rubber. They were selling safety. "Because so much is riding on your tires" was a great way to advertise. We weren't impressed by the tread patterns or the depth of the rubber. We wanted to keep our babies safe.
If you want me to buy your product... don't tell me about your product.
Tell me about what your product will do for me.
What will I get? Or even better... what will I avoid? Can I avoid those embarassing whispers at parties?
I could go on and on about this but if you think about it you will begin to see what I mean. Advertising is all about showing your target market how your offer can help them. It is NOT about showing them how much better your stuff is or how smart you are.
I saw a web site just the other day that had some big scientific looking words scrawled across the top of it. I had no idea what the words meant and I felt like an idiot. So... I left the site.
Successful advertising keeps it very simple and focuses on the solving or avoidance of a problem. I improved the close ratio on one of my lead generation web sites by simply adding the following statement:
"Are you losing sales? Then you are losing money".
The next line on my web site shows them how to stop losing sales and actually become the next online success story.
I could probably make this even better by changing that first line to something like: YOU ARE LOSING MONEY! In fact, I just might do that this weekend.... just to see how it works out.
The first line identified and brought up a problem... losing sales and money. The next line on my web site gave them the answer.
Take a look at what you are offering at your web site. Think of the various ways your product, service, or opportunity can help solve a problem.
Now... make that the first thing your readers see on your ad and your web site.
I am willing to bet you see your sales inquiries increase.
And remember... if you have any questions, or if you would like to get even mor details regarding this article, Click This Link, and keep in mind ...I am always here to assist.
Yours in success,
by: Dan Snow, Executive Director
(Credit given to Brian Rooney, TrafficWave.net LLC)
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