Successful Advertisement that Clinches Sales
When was the last time you bought something that looked very appealing during the time only to shelve it later?
That is OK. You bought a set of knives that was advertised to be so sharp it cuts through wood like a saw without getting dulled easily and it really did as it claimed it would. But think. How many people will use a knife to cut wood. Not many you bet. And should someone think of cutting a wood, knives would not probably be the first item that will come to mind. Maybe a machete will do the job better less expensive too. So you also shelve the knife because the old one is easier on the hands. But you bought it anyhow and it really worked. Yep, fun thing that knife.
Most of us suffer from this business called shopping. Many of us have at one time bought something we thought we need only to find out later that we bought items that we can do without. We enjoy buying and the joy that comes with acquiring things. We also respond to catchy phrases, slogans and the come on of advertisers. But that does not say much about us as it does for advertising.
Advertisers need skills. They should know how to attract our attention, know precisely what we need to hear, and draw us near to their products enough to make us part with our money.
Inducement, is the job they do.
To induce consumers to buy, there are three basic elements that they do.
Benefit statement of a product or service.
They define in terms what the product or service can do for the customer.
• How it will make a task easier
• Improvements on lifestyles, looks, beauty status.
• Cutting costs and time.
• Increased business profits, efficiency, ease of handling and operation, improved performances.
• Better health, no pain no surgery needed.
• They state the product or service, often feature upon feature to convey to the customer what they will be getting out of the product.
Name it. Advertisers are good students of people and behavior. They are there to fulfill a need and they say it.
2. Letting consumers experience benefits through word pictures.
Advertisers walks you through experiences that they knew you desire through using words that paints a picture in your mind even before you buy the product.
An ad run by the navy for example will say, “See the world for free”. Adventurous souls dreaming of travel will fall for that.
Network marketers will tell you “experience financial freedom, write your own paycheck, be your own boss”. Many will be attracted to that even if failures far outnumber the winners by 95%.
3. Inducing them to act on their desire. Now.
When the advertiser senses that the customer is showing interest and communicating these with buying signals like inquiring on specifics and particulars, they apply pressure. It will be a poor advertiser to let them off the hook without clinching a sale.
Normally you see deadlines.
Adds that go
• “Good until supply lasts”
• For the first 50 customers
• Price increase will commence on a particular date.
• Today only.
• Sign now for price protection and similar situation to make the customer act immediately.
Advertisers know that they cannot let customers procrastinate that long because chances are the longer the customers lolly gags about it the less chance they have at closing the sale. In fact many advertisers do not want you to think much about it. They help the customer do the thinking and deciding. Then they walk them through the filling up of order forms.
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