Maximizing Advertising Results
Published on July 30th, 2008 by Dennis Gartland II in PPC AdvertisingIs is possible to guarantee results form advertising? If you approach advertising ans a science instead of an art results are fairly predictable.
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.
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.
In today market it is easier to get someone to fill out a form online or send an email than it is to get them to go to a store and talk to a salesperson.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of ?Don?t-keep-it? or ?Here?s-something-better,? as there would have been if that same Consumer had written direct for it by Mail.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
If the ad fails to convince the consumers with a “Reason why” and conviction it could direct him to a retail store where they are switched to a competing brand, the the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitors bottom line. Half the money spent to Keep the brand on peoples minds results in the substitution of non advertised goods for the those advertised through General advertising.
The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
THerefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through “branding” ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any “branding campaign” to pay the cost of introducing it to the Consumer through Advertising.
But, with “Reason-Why” Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through “Reason-why” or “Salesmanship- on-paper,” that the article is what he should, for his own sake, buy and 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.
He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing ?Reason-Why? advertisement about it. This is where large and cumulative profits must come to the General Advertiser-on the second, third and continued purchases by Readers of the first advertisement that reached their Convictions.
The difference in Results from Space in which this direct selling force of “Reason-Wh”? 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.
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