Maximizing Advertising Results
With proper testing, education and and methodology you too can be guaranteed results from your advertising.
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
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 directs consumers to a retail store should have as much conviction in it’s copy as a successful mail order advertisement. Otherwise the consumer will be affected by lower price and something better sales tactics.
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.
The ad must give them a better reason to buy our product or service 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 undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements.
Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of “Reason-Why” under it cannot combat the personal influence of the Salesman.
In contrast to general publicity “Reason-Why Advertising” or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through “Reason why advertising” or “Salesmanship- on-paper,” we thus convince him, and more than fortifying him against substitution.
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.
The consumer will become a regular buyer of the product because he first read or heard about it in a reason why advertisement. Repeat customers are much more profitable than new ones.
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.
