3 Overlooked Elements that Can Make Your Ad Successful
Business-minded people are eager to make annual purchases, even those that simply free time, like accounting services, financial analysis of our situation, email marketing setup, etc. Even with these humdrum services, it’s not about “I need this”.
People rarely buy what they need… they buy because they want to experience the feeling that comes with buying. Sometimes it’s about feeling free to do other things. Successful advertising starts with knowing three things…
Let’s look at how to improve your advertising campaigns.
State All the Benefits of Your Product or Service
Most copywriters know that to sell, you must crystallise the ways a customer will improve her lifestyle by making the purchase. Will she increase her own business profits by 50 percent? Or will she get more time back for her family and sanity? Say so in the opening statement of your sales Web page, aka your landing page.
Don’t obsess with the features of the product itself or your background. Frankly, customers could care less about the specifications. Let’s face it, they’re a bit selfish when it comes to dishing out their hard-earned money. All they want to know is what’s in it for them.
Paint a Word Picture that Lets Them Experience the Benefits
“Wake up tomorrow, with no boss! You can spend the day with your family or on the golf course… there’s nobody to tell you what to do.”
An Automation Marketer may want his audience to feel the freedom of having no one to answer to if they become successful in the business through automation. With the words he’ll dramatise that desire and put the listener in imagination mode until he or she is ready to sign up and get started.
Inspire Immediate Action
Let’s face it… the longer a customer delays, the greater the chances she’ll never take the plunge. Don’t let her off the hook that easily!
Set a deadline. As humans are fearful of missing out, we regularly act on this simple pressure to buy now or else miss out on the deal. Chances are pretty good that the procrastinator will hit buy just to save a few dollars and get it all done for them.
What about your sales materials? Have you taken a good look at the things you are advertising? Make sure you are focused on the benefits the consumer will experience from the purchase, and not on the features of the product or service.
This Bonus Tip clues us into why it’s worth all the A/B testing of offers:
I have seen one advertisement actually sell not twice as much, not three times as much, but 191⁄2 times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal. – John Caples
