Guaranteeing advertising Results
by: DennisGartlandII | Total views: 10 | Word Count: 587 | View PDF | Print View
You can almost guarantee results from your advertising; it is as much a science as an art.
The first tangible Return from an Advertiser?s money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written,stamped, and posted letter.
Though it is just an inquiry, you are starting to see a return on your investment. This is the first proof your advertising is working.
Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of ?Don?t-keep-it? or ?Here?s-something-better,? as there would have been if that same Consumer had written direct for it by Mail.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva's sales more than tripled.
The advertisement must therefore give him better ?Reason-why? he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these ?reason-why? in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason-Why" under it cannot combat the personal influence of the Salesman.
In contrast to general publicity "Reason-Why Advertising" or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through "Reason why advertising" or "Salesmanship- on-paper," we thus convince him, and more than fortifying him against substitution.
With reason why advertising they begin using the article with an advance knowledge of, and belief in, its good points, his appreciation becomes permanent if the goods merit it. He therefore makes a second, third, and further consecutive purchases of the article as a result of having once read a single convincing "Reason-Why" advertisement about it.
Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.
Any Advertiser who uses mere "General Publicity" when he might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results he might have had from the same identical appropriation.
About the Author
Before you place an ad read Dennis Gartland's advice on advertising. Dennis is an expert on Pay Per Click Advertising, SEO, and Combining Traditional Media with online response Don't reprint this exact article. Instead, reprint a free unique content version of this same article.
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