Posts By: Carlo Guzzi
Have you ever been to a restaurant and despite your best intention to order less food you give into temptation and order 3 main meals?
I know that feeling for sure!
Feeling overwhelmed by too much food can be an uncomfortable feeling to say the least.
And a lot like business life you wouldn’t want your advertising to be self indulgent.
It’s easy to overlook one factor and that is to find the right appeal.
You’ll be interested to know that the following appeals have been tried and tested over and over again by successful Marketers.
- Sex/sex appeal – not just – or even primarily – the physical act, but also love, affection, friendship
- Greed – All the things – physical and emotional – that money can buy
- Fear – Fear of losing what you have …. of not gaining what you hope to achieve …. or both
- Duty/ honour/professionalism – What’s in it for me , but what is best for those I serve – the right medicine, the longest lasting car tyres , the most property investment. (Sources Tested Advertising Methods – John Caples)
Note that all 4 appeals concentrate on what is best for the reader, NOT ONE of these appeals mentions the seller!
The most obvious reason why most advertising fails because the advertisers are too busy gloating their own accomplishments (The world’s most trusted brand!)
They soon forget to tell why the reader should buy from us. (Our product will relieve muscle aches within 2 hours)
No doubt about it our attention span is at an all time low. How long do you stay on a website if what you see doesn’t grab your attention 2-3 seconds maybe?
The same applies to your prospects.
And that’s why the old Acronym W.I.F.M (What’s in it for me) is a great way for your copy to enter the conversation of your prospects mind.
Talk to you soon!
Take for example someone that can’t lose weight but has tried every diet fad out there.
They won’t own up to it ….
But they have an ardent desire that hasn’t been met.
Who wouldn’t want to look healthy and young!
They are love , duty, gain, pride, self-indulgence, and self-preservation.
Despite being written in the 19th Century by Robert Collier , Look at how he uses the appeal of emotion to sell a horse-drawn buggy:
“Dear Mr. Jones, Mr. Smith just said: “Mr. Jones would surely be delighted with a buggy like yours. Why don’t you offer him this one?
You can make another for yourself.” He thinks that if I send you my built-to-order buggy, you as a man who knows about buggies, will surely be pleased with it and certainly be envied by friends and acquaintances of yours who will see and admire my buggy when you drive it. I know Mr. Smith is right. So I’ve decided to act on his suggestion and let you have a buggy I’ve taken such personal pride in designing.”
I’m not sure about you who would admit to any of these things?
So if you really want your prospects to make you rich you better understand them waaaaaaay better than your competitors!
Get inside their heads and let Twitter , Facebook , and a plethora of Google blogs & forums do all the heavy lifting for us.
Don’t be satisfied with just slapdash answers.
Talk to you soon