Comments on: The Biggest Mistake You Can Make

By: Alex Dogliotti

Alex Dogliotti — Tue, 20 Sep 2011 06:18:20 +0000

@Ken Varga,
To be honest with you Ken, that’s what’s been going on for years. What one should think about is, what’s the next step? What do you think of inbound marketing? Creating value for your customers even before they’re your customers? Outbound marketing (of which ads are a big part) focuses on finding the customers. INbound marketing focuses on getting customers to find you by creating useful content for them. I agree with your benefits part, what I’m questioning is the way.

By: Ken Varga

Ken Varga — Wed, 27 Jul 2011 23:02:32 +0000

@Stephen Floyd,
Stephen, fascinating! Isn’t it? The point here is for us as business people to use what we know about buying in a way that serves the prospect or customer. In other words, we know that what we have to offer is beneficial to the customer, so we use what we know about the way people buy in order for them to have a chance to hear our message. That way, they can decide without prejudice or fear. Never should we use it to manipulate. There is a fine line here in the approach. We want to approach others with care and fairness, just like we would want for ourselves.

By: Stephen Floyd

Stephen Floyd — Wed, 27 Jul 2011 18:01:27 +0000

As to why people buy, you are absolutely right, Ken. I have personally seen this over and over again. I have been to many homes where the children have rotten teeth, holes in their underwear and run down shoes. In the yard is a car that barely gets the job done, and a brand new 60 inch state of the art TV against the wall.

By: Ken Varga

Ken Varga — Thu, 30 Jun 2011 00:22:11 +0000

@Dan Williams,
Dan, yes getting outside of our mindsets can be tough. Also working outside of our strengths can be challenging. In this case of creating compelling offers, a business owner should recognize whether writing the offer falls within their strength. If not, they should find someone who has the strength to do it, as you suggest. And recognizing that the job of the offer is to trigger emotions, press hot buttons, etc., the business owner will be better prepared in selecting a copywriter if they decide to.

By: Dan Williams

Dan Williams — Wed, 29 Jun 2011 15:14:52 +0000

Ken, I agree with your post..but getting out of our mindset as business owners isn’t as easy as it may sound. For that single reason I hire professional copy writers to design all of my print ads, direct mailers, etc. Paying for them to use pschology in selling seems much more practical for me.

By: Ken Varga

Ken Varga — Tue, 21 Jun 2011 01:28:56 +0000

@Deborah Novick,
Deborah, and @Debra, the “delicious Italy right here at home” idea seems like a good one to test. It carries a lot of imagery with it. @Debra, you can use that or a similar phrase when you talk with people and see how they respond.

By: Deborah Novick

Deborah Novick — Mon, 20 Jun 2011 18:33:19 +0000

In addition to the wonderful and creative suggestions already offered, in terms of Gail’s marketing of pizzelles, you might try something along the lines of, a little bit of delicious Italy right here at home. Italian foods, and visiting Italy, create that emotional connection and feeling of treating yourself to an “escape”. (Remember, Calgon, take me away?)

By: Ken Varga

Ken Varga — Tue, 31 May 2011 01:32:15 +0000

@Gail Gardner,
Gail, because many ad agencies focus on creating award-winning ads instead of ads that convert, we get the kind of ads you talk about. If they were focused on conversion, they would pay more attention to who their audience is and to how that audience really wants to be communicated with.

By: Ken Varga

Ken Varga — Tue, 31 May 2011 01:16:42 +0000

@Gail Gardner,
Gail, great suggestions.

By: Ken Varga

Ken Varga — Tue, 31 May 2011 01:14:14 +0000

@Jane Gilman,
Jane, usually when I see advertisers writing the type of ads you describe (the “Constitution” type), it’s because they are trying to make a sale from the ad, instead of using the ad to generate leads. When used to generate leads, the advertiser can offer a free report, free sample, etc. to generate interest. With a strong headline and a strong reason why the reader should send for the free offer, they don’t need to say much.

For example:
Headline: Say Goodbye to Ugly Blemishes For Good…
Offer: Find out how by downloading this revealing free report at (website address).