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Questions & Answers Marketing Your Business Maximizing Advertising Results
Questions & Answers Marketing Your Business Maximizing Advertising Results
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With proper testing, education and methodology you too can be guaranteed results from your advertising. The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store. The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter. Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them. The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer. Therefore, the Advertisement which sends Consumers to Retailers, should be as full of Conviction as the successful Mail-Order Advertisement, in order to fortify that Consumer against substitution, Don?t keep it, and Here's-something-better. The ad must give them a better reason to buy our product or service than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements. Therefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising. The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements, Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason-Why" under it cannot combat the personal influence of the Salesman. Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities. We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase. He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing Reason Why advertisement about it. This is where large and cumulative profits must come to the General Advertiser-on the second, third and continued purchases by Readers of the first advertisement that reached their Convictions. The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience About the Author: Before you place any advertising read Dennis Gartland's advice on advertising. Dennis Gartland is an expert in combining traditional media with online advertising. You Can Contact Dennis Gartland thourg his Ad Agency www.netadvertisinggroup.com This and other unique content 'Advertising' articles are available with free reprint rights. |
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