Show people an advantage

“Effective advertising means that the readers mind as well as his eye must be captured.” capturing attention and holding it are two different things.

“What will it do for me?”

The thing people want to know about everything else is; what will your product do for me? To make your copy hold the attention which your layout and headline have already won, show people an advantage- and keeps showing them.

About the product itself as merchandise: its wearing qualities, services, tensile strength, ingredients, proof of value, intrinsic superiority over competitors, etc.

As an advertising Man you are by proxy, both a manufacturer and a customer. Your role is a double one and you must “dress” for it.

Underneath, you wear your “manufacturer’s uniform”: a good basic working knowledge of the product and its intrinsic merit as physical merchandise. but as Christopher Morley once said about people who are trying to sell things, “the customer doesn’t give a damn about you until you have around his desire.” so over your necessary “foundation government” of factual information you wear your “consumers outfit” a clear conception (based on your knowledge of the product itself) of how to portray to consumers, humanly and persuasively, the advantage which the product offer them.

Sit down to a job and think about your headline, your copy, and how you are going to illustrate it, do some of what Kenneth Groesbeck called “television thinking.” Visualizing how your story will “go over” with your audience at the receiving end. Remember that you are talking to people in words and pictures- televising to them a paper-and-ink promise to do certain things for them. you are trying to touch them as many times as possible on a point of understanding contact; to make them say, “yes that’s me” or “that’s just what I do.”

What do people want?

Show people- in words, or pictures, or both- what they can save, gain, or accomplished with your product… how it will increase this: their mental, physical, financial, social, emotional, or spiritual stimulation, satisfaction, self-respect, well-being or security.

And here is the minus generalization:

Show people- in words, or pictures, or both- what risk, worries, losses, mistakes, embarrassment, doubts, drudgery, or other undesirable conditions your product will help them to avoid, lessen, or eliminate… how it will decrease this: their fear of poverty, illness or accident, discomfort, boredom offence to others, and the loss of business, personal or social prestige or advancement.

Here is a quick checklist of some of other desires most people want to achieve:

  1. Be good parents
  2. Be up to date
  3. Satisfy their curiosity
  4. Appreciate beauty
  5. Be creative
  6. Be efficient
  7. Win others affection
  8. Be “first” in things
  9. Improve themselves mentally

People want to gain

  1. Health
  2. Time
  3. Money
  4. Popularity
  5. Improve appearance
  6. Security in old age
  7. Praise from others
  8. Comfort
  9. Leisure
  10. Pride of accomplishment
  11. Advancement: business, social
  12. Increase enjoyment
  13. Self confidence

They want to be…

  1. Good parents
  2. Sociable, hospitable, up to date
  3. Creative
  4. Proud of their possession
  5. Influential over other
  6. Gregarious
  7. Efficient
  8. “First” in things
  9. Recognize as authority’s

They want to do…

  1. Express their personalities
  2. Resist domination by others
  3. Satisfy their curiosity
  4. Appreciation beauty
  5. Win others affection

They want to save…

  1. Time
  2. Money
  3. Work
  4. Discomfort
  5. Worry
  6. Doubt
  7. Risk

If you will tie up the advantages of your product with what people want to gain, be, do, and save, you will make them want to buy.

Published On: May 6th, 2020 / Categories: Content Marketing, Digital Marketing, Marketing Strategy /

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