So provided that what we offer is great and our
service is outstanding then how do we get that message out there to drive more
buyers to our business.
Here are four basic things that you will need to
do…
1. Get
Attention: Advertising must first and foremost get
someone’s attention. And it doesn’t matter what form of advertising you are
using. Until you have the buyers attention your advertising is going nowhere.
So how do we do this? Quite simply we need to
identify and target the buyers “triggers”. A trigger is nothing more than
something that is important or relevant to the buyer. Some headlines that do
this..
1. 3 Things You Need To Know Before Buying A Home
2. Something You Probably Didn’t Know About Buying A Car
3. Over 2 Years You’ll Spend $500 On Your Ink-Jet Printer
4. How Much Should You Be Paying For Your Office
Furniture
These all capture our attention so that we want
to read, watch or listen to learn more. Keep in mind that what we are saying
here has to be of importance to the buyer. It has to “trigger” or peak their
interest. Again the headline or lead-in has to do this.
Now let’s look at what you might find in similar
ads that don’t do this.
1. Our Homes Are Quality Made And Very Affordable
2. We Have The Largest Selection And Best Priced Cars
3. Get Our Latest Ink-Jet Printer For Just $59.99
4. Quality Office Furniture From Our Family Owned
Business
Again this is what you will find in most ads and
unfortunately they simply don’t work, unless of course the owner is your next
door neighbour and you buy from them anyway.
2. Connect
The Buyer: You’ve got the buyers attention so now you need
to connect the buyer to additional information that you are going to tell him
or her about what you just said. The
buyer has been triggered for more information and it’s what we say next that
will help them continue reading, watching or listening to what you have to say.
Again lets continue on with the examples we used
above.
“3 Things You Need To Know Before
Buying A Home”
We have discovered 3 critical mistakes
that many people make when making a decision to purchase a home...
“Something You Probably Didn’t
Know About Buying A Car”
Here are 4 things that can save you
money before you buy your next vehicle...
“Over 2 Years You’ll Spend $500 On
Your Ink-Jet Printer”
Most computer retailers don’t tell you
this but there are other options to think about before you buy your next
printer...
“How Much Should You Be Paying For
Your Office Furniture”
Most people pay too much for their
office furniture and here are some of the questions you need to ask before you
buy...
These “connectors” encourage the buyer to want
to learn more about what you have to tell them. Everyone wants to be educated
so that their final decision as to where and what to buy is the best choice for
them.
3. Coach Your
Buyer: So
you have captured the buyers attention, and connected them to some valuable
information that you are about to share. The next step is to provide the
information that you’ve been promising the customer.
Now your probably thinking, no one is going
to read all this information while looking at an ad.
You are both right and wrong. Since people
always want to make “educated” purchases you are coaching them through the
education and hopefully buying process. Remember people want to make the
best decision possible. However you will not be able to give them all the
information they need in an ad. So you give them enough information with a
follow-up offer that I will explain in a moment.
In our above example about purchasing a car, we
have promised to give the buyer 4 things that can save them money on their next
purchase. So we list the 4 items and give a brief explanation for each. Again
we don’t have to write a book here, just a short 2-4 lines that can explain
each of the 4 things.
Stay tuned for Part 4...
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