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Here’s how to write advertisements that work - every time! In last month’s article you may recall we were talking about writing compelling advertisements that worked every single time and that the starting point was answering the “Who, What, Where, Why and How” questions. This month we are looking at “what” questions.
The more time and effort you put into answering these two questions, the better the response you will get. I would be willing to bet that you know better than anyone else the unique things that people are buying from your business. It's probably a case of "not seeing the forest for the trees ". Let me help you stand back and see what I mean.
In looking at the first question we often assume that what clients are buying is the product we sell, when in my experience this is probably the last thing they are buying. This sounds a bit like a contradiction.
The most common answer to this question, from motel owners is a night’s accommodation; when the reality is that different target markets are buying different things. The business traveler may be buying a quiet place to catch up on the day’s work, make notes, send faxes and prepare for tomorrow, plus be fed and watered. Whilst the holidaymaker may be buying the experience, they are out to have a holiday experience and their accommodation is part of that experience.
Your advertisement has to address what it is your target is buying. If you just advertise accommodation you will miss both targets. So the more you understand about what it is your target is buying, the easier it is to write an advertisement that they will respond to.
Now once you have identified what it is they are buying, you need to understand what it is that frustrates them about what they are buying. Why?
Well the majority of people buy on emotion; not logic. Your advertisement has to give them emotional reasons to call you. One of the most powerful emotions that make people decide to call is frustration. So, if you understand the frustrations that your target market has with what it is you are selling, you can modify your service to meet and address those frustrations, thereby increasing your sales and your profits.
The more you understand the frustrations your target has, the easier it is to increase your conversion rate and your profit by delivering a service which ensures they are not frustrated and that they enjoy the experience.
The most compelling advertising I know is those advertisements which guarantee to solve the most common frustrations your target has. If you put in print the specific frustrations that the majority of your target market has, then your phone will be ringing off the hook with enquiries.
You only then have to deliver these promises to get the profits you want. Email me with your questions on how to write compelling advertisements. If you want copies of the previous articles in this series, I will email or fax them to you.
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