Magazine Article 1
How To Get Consumer-Oriented Qualities in Your Ads
If you’re not satisfied with the results you are getting from your advertising, maybe it sounds too much like “advertising”. Ads must sound believable. This is the age of consumer skepticism. People demand honesty, candor and truth in advertising – or they won’t buy. Exaggerated claims and hyperbole are “turn-offs”. They repel – not attract buyers. No matter how good your product or service is … if your message sounds too much like a “canned” ad … you are getting the wrong message across. And, you are probably losing sales.
People don’t trust advertising – or messages that sound like advertising. They are immediately depreciated. People do trust ads that have an honest and sincere quality. Once more, they trust ad messages that are personal — like one friend talking to another in a helping, caring way. That means putting the prospect‘s needs first and foremost… and really meaning it. It‘s an altruistic approach to selling.
The gimmicky, cute stuff that smacks of psychological manipulation is out too. People want the benefits presented in a no nonsense, straight-forward way. They don‘t want advertisers playing with their minds. Spending money is a serious business. People want benefits but they have to be supported with hard, verifiable facts. This is how you will sell your products and services. This is the future of effective copywriting in Americaand throughout the world. If you don‘t adapt to this new consumer mentality, you‘re in for a rough road ahead.
How do you get these consumer-oriented qualities in your ad copy? It‘s not as difficult as you might think. Certain elements must be present in your selling message.
First, you have to truly know and believe in the product or service you are selling. You can‘t fake it. You have to be convinced beyond any personal doubt that your offer will benefit the prospect. This is crucial in order to summon the necessary sincerity in your advertising message.
Second, you have to understand specifically how your product or service will benefit the prospect. How will it improve their lives? Will it help them look better, feel better, live longer, make or save more money, become more popular, have a more secure future? These are examples of benefits. They have to relate directly to your particular offer.
Third, you have to back up these benefits with proof. What evidence do you have that your product or service accomplishes what you claim? Are there test results available that support the benefits claimed? Are there statements from satisfied customers backing up what you say in your ad? People are far more inclined to believe what customers say over the words of the promoter or professional copy writer. The best testimonials are specific. They state in concrete terms, the actual benefits the buyer got from using the product or service.
And don’t forget the guarantee. Make it as ironclad and specific as you can. The more liberal the guarantee, the more sales you will make. It helps assure the prospect that you sincerely believe in the product you are selling and you‘ll stand behind it 100% if they aren’t completely satisfied.
If you include all these elements in your selling message, it will make your ads more believable and go a long way toward convincing your prospect to buy from you. You‘ll sell more, profit more and feel better about your advertising practices. Readers interested in receiving free information or professional help writing effective advertisements are invited to write: