The Biggest Mistake You Can Make
As I travel, I have an opportunity to read many ads in many magazines and newspapers. What disturbs me is that 99% of them are downright dull and I often yawn when reading them.
As the saying goes, “How you say something is just as important as what you say.” An ad should be similar to a face-to-face sales pitch.
A great ad will have, not only the offer itself, but the language, the tone, and the “voice” of the offer.
The problem is that most sales messages get so engrossed in describing the company, its products, and product features that they fail to appeal to the reader.
It’s understandable. People in business are often so tied to their businesses or products that they get tunnel vision and fail to look at their copy from their reader’s perspective.
It’s understandable, but inexcusable.
My advice is to be more experiential in your ads, as if the reader is experiencing what you are telling them. Let them feel or imagine how it feels. Make it “benefit-rich”. Most importantly, appeal to the reader’s ego when describing those benefits.
People always buy for, or are influenced by, personal desires, selfish reasons and self-interested motives. And guess what? It’s been that way for thousands of years, and nothing’s changed.
People are people. They always buy on emotion and they always will.
Our job as entrepreneurs is to express our offers in terms that trigger the prospects emotions, press their hot buttons, tug at their heartstrings, and push them into taking action.
To do otherwise with your offers is the biggest mistake you can make.