Which Ads Don’t Work?
Which Ads Don’t Work?
If you search through the Yellow Pages and look at a dozen ads in one category, most will look the same and feel the same.
Most ads are more like an enlarged version of the company's business cards. They have the company name in the title, a lifeless description of the product or service, and a phone number at the end.
The only difference is that these ads cost more to produce than business cards do.
The advertising industry often encourages businesses to buy more advertising, claiming that, “people need to see your ads at least seven times before they'll remember it, and 12 times before they act on it.”
This statement has some truth to it. Traditional marketing and advertising methods have hit a wall because there's too much clutter in the marketplace.
An average person comes across more than a thousand commercials on any given day. This includes radio ads, TV ads, banner ads, and even sales calls at dinner time. There is simply too much information for us to take in, so we simply ignore most of it.
People are becoming ever more cynical, our trust is often betrayed by empty promises from companies and politicians. It's hard to believe much of what we hear from the media.
We have developed a powerful “spam” filter to keep everything out. We find a way to let in messages that truly matter to us, our needs, our pains, our desires, and our goals.
For your message to bypass the filters, you must offer compelling value in exchange for that attention. If you don't, you have virtually no chance of being heard.
Imagine you are selling home insurance for fire damage, Instead of “we offer the best deal in town…lowest rates in the last 100 years…satisfaction guaranteed,” how about:
“What to do when your house is on fire and
FIVE things you must never tell your insurance agent”
OR
“Did you know that out of the 100 houses on your street
TWO will be burnt down to the ground before April 23rd?”
If you want to double, triple and even quadruple the return on your advertising dollars; if you want to find out how to advertising without spending $1 on advertising; visit my website by clicking on the link at the end of this article, and sign up for your *FREE* Marketing Lessons.
Which Ads Dont Work - To learn more about this author, visit Lei Wang's Website.
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The clever creative ones that come with first-class graphic design, full colour print on glossy papers, but they have absolutely no sales power.
If you search through the Yellow Pages and look at a dozen ads in one category, most will look the same and feel the same.
Most ads are more like an enlarged version of the company's business cards. They have the company name in the title, a lifeless description of the product or service, and a phone number at the end.
The only difference is that these ads cost more to produce than business cards do.
The advertising industry often encourages businesses to buy more advertising, claiming that, “people need to see your ads at least seven times before they'll remember it, and 12 times before they act on it.”
This statement has some truth to it. Traditional marketing and advertising methods have hit a wall because there's too much clutter in the marketplace.
An average person comes across more than a thousand commercials on any given day. This includes radio ads, TV ads, banner ads, and even sales calls at dinner time. There is simply too much information for us to take in, so we simply ignore most of it.
People are becoming ever more cynical, our trust is often betrayed by empty promises from companies and politicians. It's hard to believe much of what we hear from the media.
We have developed a powerful “spam” filter to keep everything out. We find a way to let in messages that truly matter to us, our needs, our pains, our desires, and our goals.
For your message to bypass the filters, you must offer compelling value in exchange for that attention. If you don't, you have virtually no chance of being heard.
Imagine you are selling home insurance for fire damage, Instead of “we offer the best deal in town…lowest rates in the last 100 years…satisfaction guaranteed,” how about:
“What to do when your house is on fire and
FIVE things you must never tell your insurance agent”
OR
“Did you know that out of the 100 houses on your street
TWO will be burnt down to the ground before April 23rd?”
If you want to double, triple and even quadruple the return on your advertising dollars; if you want to find out how to advertising without spending $1 on advertising; visit my website by clicking on the link at the end of this article, and sign up for your *FREE* Marketing Lessons.
Which Ads Dont Work - To learn more about this author, visit Lei Wang's Website.
Like this article? Share it with your friends
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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