Vital Report - Secret Advertising Tactics

Secret Advertising Tactics

A special report to our clients and to prospective clients of Ashton & Company.

In "Marketing’s Greatest Secret" -- you learned how to prepare your organization for greater success from the marketing process. We stripped away the mystery, and, as promised, gave you all the details of how to make a workable marketing plan for yourself.

Advertising Tactics -- the "craft" and science of creating good advertising, is an even deeper bewilderment to business people who haven't had the opportunity to take advantage of over 100 years of advertising research!

And, it doesn't help that advertising agencies, creative services, and consultants don't have either the time, or knowledge, to educate clients.

Some practitioners of the advertising arts want to appear to be magicians, who wave a wand and mysteriously produce their projects ... as they babble on about "branding" or "image marketing" instead of getting the job done.

So, read on and profit from our summary of Top Secret Advertising Tactics which will increase your knowledge, your sales, and your profits!

Secret #1 - Remote-Control Selling

Always think of your advertising -- from a lowly direct-mail postcard, to a SuperBowl TV Spot - as being Remote Control Selling.

We're not against cute-and-crafty commercials. But if it fails to sell, you are merely "supporting the arts" instead of getting a solid return-on-investment.

A good way to evaluate any piece of advertising put in front of you is to ask the question, "Is this selling my goods or services via remote control, or is it simply entertaining conversation without a profitable end?"

Secret #2 - The Buying Proposal

Each advertisement, spot, sales letter, or mailer or brochure you make should contain a complete "Buying Proposal". More simply put, your advertisement should be a strong suggestion that a buying/selling event take place!

It is puzzling to see the number of advertisements -- in all kinds of media, for big companies -- in which a complete Buying Proposal is not presented! While it is true that we have become a somewhat illiterate society, relying more often on images and symbols, this fact is not an excuse for presenting merely images, instead of a basic sales offering.

Why this is important: In an "over-communicated society", such as ours, it takes an over-simplified message to motivate prospective customers into action.
A complete Buying Proposal consists of two questions which must be answered in sequence, quickly ... fully ... completely ... and clearly!

Secret #3 - The first question: "What's in it for Me?"

This question is the first part of the Buying Proposal Magic Formula.

Without a doubt, your advertisement must answer the question, "What's in it for Me?" to have any kind of success.

Companies, organizations and households don't buy anything. No matter the place or position, when someone is thinking about making a purchase - and, while they may never quantify or qualify the question - has to come up with "What's in it for me?" or the transaction will NOT take place.

To answer "What's in it for me?" - be aware of these following three elements, whether you are making advertising yourself, or approving a campaign prepared for you:

• Promise of Benefit. It is important that this promise be made from the customer's point of view, not the company's.

•"Acme Drill Bits" is in the business of selling "thousands of perfect holes" - not milled metal cylinders.

What is the biggest, clearest and most relevant promise of benefit you are you willing to make for your product or service?

Why this is important: A strong "promise of benefit" automatically kicks the reader/viewer's brain into an active decision-making mode of operation.

• Testimony - The very best "testimony" or affirmation which supports the Promise of Benefit are "kind words" from satisfied customers.

•The next best "testimony" is a demonstration; not of the product/service itself, but instead, a demonstration of how it solves the customer's problem!

• Finally, documentation showing facts and figures which document the Benefit of the Promise is helpful.

• Description. This is a description of the emotional result of accepting the Buying Proposal, based on the Promise of Benefit.

• Do you offer temporary help - or "more time at home with the kids?"

• Do you manufacture food - or "great times with friends and family?"

When one gets down to writing the "description" it doesn't hurt to throw in features, as long as they are tied directly to the Promise of Benefit.

Secret #4 - The second question: "What action must I take?"

This is the "Part B" of the Buying Proposal. Please, don't ignore this critical part!

Check it out for yourself. How many ads have you seen that missed this critical portion of the Buying Proposal by not including a respond to the organization? It constantly amazes me no one within the company has the guts to speak up and shout, "How do they contact us?"

Perhaps the executives think, "Everyone knows who we are!", or "This advertisement is to build our image, not stoop to making sales or gathering prospective customers!"

Here are Three Actions you want the recipient of your Buying Proposal to take:

1. Read, Listen, Watch In other words, "pay attention" to the Promise of Benefit you're presenting.

Be direct! Flag 'em down! Make your Buying Proposal easy to comprehend and understand. Good layout artists and designers know the right tricks. Make information "skippable" by using cross-heads and short sentences. You can't tell someone too much about a topic in which they are interested, right?

2. Make a positive "Trial Decision" A strong Promise of Benefit statement kicks the brain into an automatic decision-making mode.

If you've presented a clear Promise of Benefit, supporting Testimony and motivating Descriptions, its time to get your prospective buyer to consider "what it would be like" if they decided to act on your Buying Proposal. Now is the time to "ask for the order" and try to close the sale.

3. Act now Do you make it easy for people to take action?

In retail, use location "memory pegs" such as maps and landmarks so folks can picture the location easily. In direct marketing, allow buyers to contact you by all means, including toll-free phone, fax, e-mail, or Internet, and remember to make it easy to buy by accepting credit cards and checks.

Secret #5 - Squashing Barriers

By using a full and complete Buying Proposal in each and every advertising tactical implementation you create, you are on your way to squashing the Three Barriers which stand in your way of making a sale, finding a new customer, or generating a new sales lead.

These barriers are Effort, Risk and Sacrifice.

- Effort -- Do you need a little extra work today? Of course not! So make your ad easy to comprehend and understand! By being too creatively clever, you may be making someone work too hard to understand your offer, and thus move on without making a Trial Decision.

- Risk -- The word "risk" is a translation of the word "fear". Fear of what? It could be of wasting time and money, or making a poor decision with long-term consequences, or even just looking foolish in front of other workers! To overcome fear, make sure you are presenting your strongest Promise of Benefit possible, and back it up with testimonial support to help "tip the scales" of risk/fear toward "purchase".

- Sacrifice -- There's no free lunch, is there? To gain the Promised Benefit, people will have to sacrifice some loss -- typically, money. Make sure your show how the gains outweigh the losses, and further, protect your customers from loss by making strong and clear guarantees.

Secret #6 - Matching Media

The best ads in the world don't do any good unless they are seen/heard and understood by the right target audience. It's like any great commando: Advertising is a combination of brain and brawn -- Business Intelligence plus Media Muscle.

Here are some questions to help you define your media plan:
Who is your audience? Use your "Business Intelligence" collection to help define to whom it is you are attempting to advertise. The object is to reach the largest number of qualified prospects as possible for the smallest number of dollars. A qualified prospect is a person who has the need, has the desire, and has the money to buy your product or service.

What is the budget? Executives who use advertising effectively know they must budget for it, just as they budget for utilities, rent and staff. How large a budget? Depending on industry, and retail vs. Industrial, somewhere between a fraction of a percent of gross sales -- up to as much as 17% of gross revenue.

Reach or Frequency? "Reach" is how many different qualified people your message touches during an advertising campaign. It is good to reach as many qualified potential buyers with your Buying Proposal as possible.

However, because we're flooded with advertisements constantly in our society -- everywhere from billboards to Internet banners -- it often takes more than one, single Buying Proposal to capture attention. Most research suggests your exact, same advertisement must reach a prospect at least three (3) times before they "notice" your offer. A media plan which helps you balance both Reach and Frequency will give the best results.

Notice: This entire publication is © 1997, 2001, David F. Ashton, Ashton & Company -- All Rights Reserved.

If you would like to work with dedicated, experienced professionals, consider calling upon Ashton & Company. E-Mail us at: dfashton@Master-Marketing-Source.com or call us today at (503) 727-2654. Your first consultation is free, and you are under no obligation of any kind by requesting our initial visit

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