Advertising Mistakes
As you can see I didn't add a number in front of the title
of this post. Why not? Actually, there are a couple
reasons.
1. So many mistakes are made I refuse to limit myself to a
list of 10, 20, or 100.
2. And secondly, I have to give you a good reason to return
to my blog (or read my subsequent post or the feeds).
Now that I've let the cat out of the bag, it's time to get
down to business. But before I talk about advertising
mistakes, I want to quickly reveal...
The Purpose of Advertising
"The only purpose of advertising is to make a sale. It is profitable or unprofitable according to its actual sales.It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen.
Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong."
- Claude Hopkins
Have you re-read Mr. Hopkins comment?
It's worth reading again.
In fact, it's worth reading until you remember it. That is,
if you want to avoid wasting money on advertising. Okay,
okay, I'll put a positive spin on remembering Mr. Hopkins
words. Here goes:
Gaining the highest possible return on your investment in
advertising will be derived from your belief that its sole
purpose is to sell.
Happy now?
So... What's A Big Advertising Mistake?
Forgetting that people do whatever they do to please
themselves - and others they deeply care for - is a big
advertising mistake.
Quite frankly, if your ad talks more about you, and your
company, than it does the benefit, advantages and results
your prospective customer can expect from purchasing your product or
service, you are making a big mistake.
A colleague of mine says that that type of advertising is not
advertising - it's public relations. I agree.
Now, I'm not advising that you drop all the company info,
like how long you've been in business, certifications and
membership logos. That's good supporting information. It
can help solidify a prospective customer's decision to
purchase your product or service - but that's about all it
does.
Why People Buy
Over a decade ago I learned the psychology behind all of
our purchases. Yes, all! In fact, I learned what
advertisers, marketers, and persuaders do to get people to
feel like they have to buy; to feel they're compelled to
make purchases. And, how to do it elegantly, without
high-pressure.
Good news is, I can sum up what cost me $1,295 and 36 hours
to learn from Tony Robbins in one simple statement.
"People buy for emotional reasons and justify with logic."
I know that's a gross generalization - but it's true. You
don't have to take my word for it. Let me ask you some
questions to prove it to you.
Think about the vehicle that you're driving right now. Why
did you pick that one? Wasn't there a less expensive one?
For most of the people who read my blog, there was.
Sure you needed enough seats for your family but did you
really need a Lexus (or fill in blank)?
But, you really like the way you feel when you look at
your more expensive/sporty/luxurious vehicle, don't
you? Of course there's nothing wrong with that... it just
makes my point.
You see, people don't buy needs, they buy wants. What
do I mean?
Back in 1997, I was preparing for a lengthy business trip
that involved me meeting with decision makers in small to
mid size companies. I decided that a new suit was in
order. I went to Dillards at Woodland Hills in Tulsa and
looked at a number of suits. Finally I decided on a $1,000
suit because it was one of the best they had.
I didn't need a $1,000 suit - but I wanted the best. Make
sense?
Advertising is the Process of Motivation
When you advertise focus primarily on informing people of
the benefits, advantages, and results of your product or
service. Stated differently, tell them what's in it for
them first. This type of information makes your
advertising motivate people to buy today. And that's the
purpose of advertising, isn't it?
If you want advertising that makes sales, that makes you
money, I'm available to help you. I can be reached at
(918) 437-7706 or you can email me at ron(at)bbgs.us.
With your success in mind,
Ron
