To Increase Your Advertising
Effectiveness - Stop Selling!
©2002 Karon Thackston
How many times have you heard the old adage, "The customer
doesn't want a drill, he wants a hole in his wall"? While I
may disagree with parts of that phrase, one thing is for sure...
if you want to increase your advertising effectiveness, you have
to stop selling what YOU want the customer to buy and start solving
his problems.
What exactly does that mean? For starters, it means finding out
who your customers are and what challenges they face. It also means
that your ad copy, your tag line, your Web site design, your brochure,
your customer service plan and your support need to all work in
concert to provide the solutions to those challenges.
The most effective advertising pieces don't sell... they fulfill.
They don't talk about the company... they talk about the customer.
They don't push price... they provide solutions.
When you focus on the customer in your advertising copy, when you
get inside the mind of your customer and speak to their emotional
needs, you will see greater results.
Here are 7 tips for creating copy that does not sell... but provides
a solution.
1. Talk TO the customer, not ABOUT the company.
Yes, you have to mention your company name so they'll know who you
are. But the majority of your copy should speak to the customer
and his/her needs. Not: "ABC Web Site Designers has been in
business for 13 years. We do great work. Our clients think this
or that. We provide design, java and cgi. Our customer service can't
be beat. ABC is the best and you should use us."
2. Use "you" and "your"
and write as if only one person were reading your ad or site. Make
your copy personal.
3. Get Real! Use real-life examples in your
copy. Reach your customers on their level by identifying
with them. Instead of something like, "You can get more organized
and stay that way" say "You'll be able to find your keys
in 5 minutes or less and never again wonder if you or your spouse
is supposed to pick up the kids today."
4. Get emotional! Most buying decisions
are emotional. Your ad copy should be, too! Bring out their frustration,
their anger, their greed. Whatever the situation calls for, use
those emotions in your copy. Example: "After you throw the
plunger across the room and SCREAM... call ABC Plumbing."
5. Benefits, benefits, benefits. I know
you've heard it 1,000 times, but you simply must fill your copy
with benefits. Always answer the question, "What's in it for
me?"
6. Show them they'll get results. Tell
your customers what life will be like AFTER your product or service
solves all their problems. By showing them that they will get their
desired end result, you make a very persuasive argument for your
product.
7. Be their friend. Let your copy portray you
as "easy-to-like". Show your customer that you're
their friend who is willing and able to help instead of just another
business who wants them to buy.
When you put the focus on the people with the money... the people
who keep your business up and going, you can work wonders with your
copy. You'll see your sales improve if you just quit selling!
Which
words start a buying reaction in your specific customers?
Don't know? Let Karon show you - and get 3 FREE bonuses.
www.copywritingcourse.com |
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