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.
Local advertising is a small business’s best bet to attract customers, say advertising experts Brian and Michelle Mattingly.
A simple, targeted approach to advertising will almost always yield better results if you work with limited dollars.
A primary benefit of local advertising is forming local connections. These are more powerful than the shallow, national connections big corporations try to form with a geographically diverse audience.
You need to continue to do digital advertising with social media, your website and online offers to your customers. But Brian and Michelle advise not to underestimate the value in local print advertising.
While others are investing their last pennies in digital campaigns, your audience is saturated with online advertising. You need a presence online, but it’s smart to set aside a healthy portion of your budget to invest in local newspapers.
Find an affordable, reliable printer to help you develop creative local campaigns with booklets, brochures, calendars, catalogs and other tangible resources.
Your dollar will stretch farther and you can measure the results.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email Jerrybellune@yahoo.com .
Copyright 2019, The Bellune Co., Inc.
Department store king R.H. Macy said half his advertising brought in most of his business – he just didn’t know which half.
That’s a common complaint from business owners who don’t track their sales.
In the Internet Age’s Google Analytics, Instagram Insights and other technology, anyone who does not track results is either lazy or a dope. Don’t you be either.
Some business owners have asked us how often they should advertise, online and in print. The right answer is “every day” -–and more than once a day if you can.
It’s why you receive so many unsolicited offers in your email inbox. It’s why you see so much print advertising in newspapers and magazines. If you let your competition beat you, he’s going to gain an advantage and cut into your market share.
It’s why Sears and Montgomery Ward sent catalog after catalog to rural families who lived far from their stores. It’s why L.L. Bean and Eddie Bauer continue to do it.
They know they must constantly keep themselves in your mind. They know you will page through catalogs, newspapers and magazines and see something you like, then go to their store or website to buy it.
We have a novel feature we offer our advertisers. They buy an ad in the Chronicle and get the same ad in the Lake Murray Fish Wrapper and on our site. Their ads have links in them that carry customers to their sites to place orders. Can you imagine what that could do for your sales?