Consumers rarely buy on the facts.
Even the most analytically minded. They buy with emotion and justify it with logic.
Think about your last purchase, why you bought it and how you justified it to yourself or your partner.
Our friend Bill Edmonds says Southwest Airlines most effective ad appealed to our emotions in 3 words: “Wanna get away?”
Their commercials depict people caught in awkward blunders. The individual does something embarrassing, then a voice asks, “Wanna get away?” while the character wallows in self-inflicted humiliation.
The solution? Buy a “Wanna Get Away” ticket from Southwest and fly far, far away, leaving your shame behind.
Bill says he’s convinced the campaign was popular because we identify with the feelings of the commercial’s protagonist.
We know what it is like to want to run away from our latest blunder.
Research has found that feelings of humiliation and shame are more intense than those of happiness and anger.
What emotions do your own ads appeal to? A sense of need, such as “I need a new car” or of want, such as “Can I afford to go to the Caribbean this year?”
We share such field-tested strategies in our CD “Why Advertising Fails & What You Can Do About It.”. For details, email JerryBellune@yahoo.com.
Copyright 2021, The Bellune Co., Inc.
40 years ago, ace copywriter Denny Hatch heard Dorothy Kerr of US News & World Report say, “If you want to be successful in direct mail, you have to know who’s mailing what and track which mailings come in over and over again. These are the controls – the hugely profitable money-makers that are making marketers rich. Save them, study them and steal smart.”
Denny started collecting junk mail – filing it by category, analyzing it, labeling it and tracking mailers that came in over and over again. Those were the ones that had worked with great success.
You can do the same thing with any advertising you plan to do for your business.
Save mailers. Tear ads out of magazines and newspapers. Record radio and TV commercials that are often repeated. Create digital files for ads you find online that could stimulate ideas for your own advertising.
Those who buy advertising repeat those that draw the most response.
Whether you create your own ads, get them from your vendors or use an ad agency, you are directly responsible for their cost – and their effectiveness. It’s your money.
The full story is at http://dennyhatch.blogspot.com/2019/12/77-oppo-research-aka-stealing-smart.html .
We share such ideas in “Uncover Your Inner Sales Genius.” For a $4.99 electronic copy, contact us at firstname.lastname@example.org.
Copyright 2020, The Bellune Co., Inc.