You can almost guarantee results from your advertising; it is as much a science as an art.
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.
The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva's sales more than tripled.
Because, if the Advertisement fails to thus fortify the Consumer with "Reason-Why" and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to "Keep-the-Name-before-the-People" results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
In contrast to branding "Reason-Why Advertising" or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through "Reason why advertising" or "Salesmanship- on-paper," the product or service is best for them and their use.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.
The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva's sales more than tripled.
Because, if the Advertisement fails to thus fortify the Consumer with "Reason-Why" and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to "Keep-the-Name-before-the-People" results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
In contrast to branding "Reason-Why Advertising" or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through "Reason why advertising" or "Salesmanship- on-paper," the product or service is best for them and their use.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
About the Author:
Dennis Gartland is an expert at advertising on the internet you can visit his site to learn more about his advertising agencies Click here for information on Search Engine Optimization NAG is working on SEO for Cleveland roofers and Cleveland roofers
