People don’t buy a product, they buy results. Guaranteed results! If it fails, it’s free!
You must offer advantages in quality, service, or terms, and even create advantage by citing facts which others failed to mention. Stating a name or brand is not nearly enough.
People follow the crowds. It is hard for them in most things to analyze reasons and worth, so they accept the verdict of the majority, so to get someone to try your product or service takes some creative, cleaver thinking. You need to get into the mind of your end user to achieve results and make sales.
What is Advertising
You must treat people in advertising as you treat them in person. Consider their desires. Think about the actual person who stands before you, what are their needs and expressed desires. What are they telling you as they tell you their story? Are you listening to their needs? Because if she is a women, she will tell you exactly what she is wanting your product or service to do for her.
The lesson in salesmanship, is that One must know what buyers are thinking about, what they are coming to want, and One must know the trends to be a leader in winning trend.
The maker of a product is often too close to his product, narrow thinking. He does not realize that the world at large might marvel at those methods. The facts which seem commonplace to him, might offer additional feature.
You must also offer exceptional service to induce people to change from their favorite brands to trying yours.
New habits are created by general education. They are created largely by writers who tell a story in free space.
People don’t want to read about penalties. They want to be told about the rewards by using your product or service. People want to be told the ways to happiness and cheer and most of all, about how it will save them time. Women are very busy, and if you can tell in a sales story how using your product will benefit them, save time, you have most likely, made a sale.
The data on women purchasing cosmetics proves, that a lower priced perfume, toiletries, etc., does not appeal to a woman. She feels in this area (beauty) it’s not about economizing. She demands what the “best people” use.
Suggested economical and you arouse opposition. You hurt a woman’s pride. Direct your appeal to those who do not consider cost an obstacle, and they like to be included.
To apply scientific advertising, we must recognize that ads are salespeople. You must compare them, side by side, on a salesperson basis. Hold them accountable to achieve results.
Regardless of principles, you must always experiment. With today’s technology in software, you can always experiment with the effectiveness of an ad by monitoring bounce rates and ANALYTIC’S on webpage ads, mobile ads, etc.
Brilliant writing has no place in advertising.
Anything that suggests your attempting to sell in an ad, is fatal.
One should be natural and simple. His language should not be conspicuous. In fishing for buyers, as in fishing for bass, one should not reveal the hook.
Never try to show off. You are selling your product, not yourself. Do nothing to cloud your objective. Use the shortest words possible. Let every phrase ring with sincerity.
From start to finish offer service. That is what you are selling, that is all your prospects want. Weigh every sentence on that basis. Waste, no space, no money to any other end. Usually a selfish phrase, indicating ulterior desires which repel. Phrases like “Insist on this brand,” “Avoid imitations,” “Look out for substitution.” Such appeals have no good effect, and they indicate a motive with which buyers cannot sympathize.
Do not boast. Not about your plant or your output. Boasting is repulsive. Aim to get the sale, action!. In some way, in your climax, inspire immediate action for those interested.
A coupon is a call to action. People cut them out, or display them on an app on their phone. They clip out or print out coupons to remind them of something they decide to do. Use a coupon to give away samples, or offer a discount.
Have in your mind a typical prospect, interested enough to read about your product. Keep that prospect before you. Seek in every word to increase your good impression. Say only what you think a good salesperson should say. If that prospect stood before you now, what would you say? If you can sell in person, you can sell in print.
Countless tests have proven that coupons multiply returns.
There are other ways to get action. Limited offers of some sort, or another. Introduce prompt action. Avoiding procrastination, is always an important factor.
Frivolity has no place in advertising. Neither does humor. Spending money is serious business. Money represents life and work. It is highly respected. Money-spending usually has a serious purpose. People desire full value. They want something worth more to them than the same amount spent in other ways.
Money comes slowly and by sacrifice. Very few people have enough. The average person is constantly choosing between one way of spend money and another. Nobody can boast to permanent success, built on being frivolous.
People do not buy from rude, obnoxious salespeople, so don’t shout to them in your ad by using big bold font.
Never try to amuse. Don’t use cartoon pictures. You may win attention, but not valuable attention. The only interest you can offer profitably, is to offer something that people want. Display in your ad that they have been wasting time or money, by not using your product or service.
Don’t put display lines all in caps. Most reading is done in upper and lowercase type. We are custom to that. When we meet lines set in capitals, we have to study them out. They may not be a severe handicap, but it is always a detriment. Why not for the usual and natural?
One cares little how a salesperson dresses. We regard overdressed is a fault. So too is salesmanship in print.
Some people will buy for one reason, some another. But all appeals which proved themselves important should be included in every ad. Otherwise, our most convincing argument fails to reach our interested readers.
We cannot expect people to read our ads. Over and over again. Our subject attracts them, and they give it brief attention. It is up to us, then, to convince them all, or forever lose their interest. They will not read another ad of ours, if we fail to present in an enticing way, something that they desire and feel emotionally they must have it.
To say that something is “The best in the world” makes no impression whatsoever. That is an expected claim. The reader may not blame others for exaggeration; worry may lose much of her respect. She naturally minimizes whatever else we may say.
While we say such things as, “The best product in existence,” “The supreme creation of its kind,” we may arouse only a smile at our frailties. No resentment may be engendered. But whatever else we say is discounted.
Never advertise negatively. Always present the attractive side, not the offensive side of the subject. Do not picture or feature ills. The people you appeal to have enough.
People are seeking happiness, safety, beauty, and content. Then show them the way. Picture happy people, not the unfortunate. Tell of what comes from right methods, not what results from the wrong. The successes have been made by featuring the attractive sites.
By: Fay B. Castro