Advertising Definition

When you plan and prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Be guided in your message by what you would do or say if you met the buyer face-to-face.

Advertising Slogans

Some argue for slogans, some like clever verbiage. Would you use this language in personal salesmanship? Can you imagine a customer before you and saying those words? Do you think it would impress them, or scare them away? If not, don’t rely on them for selling in print.

The only readers you’ll get, are people whom your subject interests. Give them enough to cause action.

People don’t admire salespeople who talk in a loud voices. So don’t type your headline in bold capital letters.

Don’t men who act and dress in normal ways, make a far better impression? Keep that thought when creating your ad. 

Think of the typical individual, man or woman, who is likely to want what you sell. Don’t try to be amusing. Spending money is a serious subject. Do exactly what you think a good salesperson should do, with a half-sold person standing before you.

The reason for most non-successes stories in advertising is that they tried to sell to people what they didn’t want. And the lack of truth in salesmanship.

Remember that the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly one in advertising.

The best ads ask no one to buy.

Place yourself in the position of the buyer.

The best ads are based entirely on service. They offer wanted information. They mention advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the consumer may prove the claim without any cost or risk.

A good salesperson does not merely cry his business name. He doesn’t say, “Buy my article.” He empathizes his customer’s side of his service, until the natural result is to buy what he’s offering.

“Here is a coupon to try our product for FREE!” Why do you think this offer is so popular? Because it works! People love getting something for free. Once you have given them something, women especially feel obligated to now buy from you, or try something else that you have to offer.

“Let us help you for a week without cost or obligation,” disclaimed one ad. Such ads offering this kind of deal are resistless to consumers. About nine in ten of the trials lead to sales.

People can be coaxed but not driven. Whatever they do they do to please themselves.

The motto, “The more you tell the more you sell.”

On the subject of advertising soap, for instance. The headline “Keep Clean” might attract a very small percentage of interest. It’s too commonplace. The headline, “No animal fat.” Might raise an eyebrow, but people may not care much about that, either. The headline, “It floats” might stir a little more curiosity. But, a headline that refers to beauty, or improve complexion, might attract a lot more interest. “The sportiest of sports bodies,” might out pull the others, by fifty percent.

Address the people you seek, and them alone.

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