Your ads aren’t working very well? I think I have something that can help.
We’re taught to talk about the features and the benefits in our advertising. But everyone is too busy to care about your features and benefits. Our brain already has a slug of things it’s constantly doing. It’s busy keeping you alive. It’s busy picking up signals from your surroundings so you can be a functional person. Important stuff. It’s not listening to all of your benefits you’re bullet-pointing in your advertisements. It has better things to do. A lot of them.
You need to get the brain’s attention. Your brain is trying to keep you alive. So, to get its full attention with your ads, you need to bring up a problem someone is having in which you can provide a solution. When you bring up a problem that someone has, the brain listens. It wants to solve that problem in order to avoid pain that could inhibit a pleasurable and efficient life.
So, that’s the first step. Bring up a problem that your prospect is having that you could help alleviate. But you’re probably saying, “Yeah, but waitasec, my product or service solves a lot of different problems! Not just one!” And that’s where I’m going to make you a little uncomfortable. Stick with ONE problem.
Don’t give us three or four problems, because then, you’re not keeping the attention of the person with just one specific problem. You start losing us. Here’s an example:
“Do you have back pain? Is it hard to get out of bed in the morning? Do you shy away from picking up your Grand kids?”
See? You start losing the impact when you list too many problems. Stick with ONE, and go from there. Make your entire ad about that one problem and then how you can help take away that problem. But let’s take that first problem and be even more specific. “Do you wake up in the morning with so much back pain, that it makes you want to cry?” There. Now stop. Talk to only those people in your ads who wake up with excruciating back pain. You’ll have their full attention. You wouldn’t have those people’s attention if you bring up multiple problems and try to provide a one-size-fits-all solution for them. Maybe you CAN…but I’m saying your ads won’t work as well if you do it that way.
Isolating a SPECIFIC problem will help your ads be heard. It will help them work a lot better by keeping someone’s brain focused on the problem…and then listening to what you can provide for a solution.
And this isn’t just for your ADS…it should also be used in any type of selling situation. When you discover a big problem someone is facing, take that problem and run with it. Don’t stick to your regurgitated sales pitch. That’s when eyes glaze over.
Have a great day!
Non-Fat Advertising blog
(local marketing blog)
I’m a marketing guy, ad writer, and business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.