Is The Key To Marketing That Sells
the time I graduated from college, I had gone through
enough classes and internships to gain a better perspective
on the world of marketing. I even started seeing a relationship
between ordinary, non-marketing related information,
and began using those ideas to develop my marketing
Aristotle's Ethics, the great philosopher ponders the
depths of human nature and concludes that we, as humans,
naturally desire what is good. Of course, with this
desire comes what Aristotle believes is the "highest
faculty" of humans-- that we have the ability to reason.
say that your prospective customer sits down to a cup
of coffee and the morning paper, and comes across your
ad on the third page of the business section. He does
have an interest in whatever it is you are selling,
but he knows that there are plenty of manufacturers
of this particular product. According to Aristotle's
philosophy, your prospect would naturally want the best
manufacturer's product, and he will then go through
certain degrees of reasoning before he concludes where
he will take his business.
you want your prospect to even notice your ad, the first
thing to do is tap into your creative flow. There is
a simple plan that can be followed to ensure that you
will find a creative strategy that is right for you.
you have a business that makes tortilla chips. Figure
out the purpose of your commercial and who your target
audience will be:
purpose of Tiny Tortilla's Chips is to convince a target
audience, women between the ages of 18 and 45, that
Tiny's Fat Free Baked Tortilla Chips are the best tasting,
healthiest tortilla chips on the market. (This is the
purpose of your creative message.) This will be accomplished
by showing random blind fold taste tests throughout
malls in America. (This is how you will achieve your
purpose.) The tone of the commercial will be enthusiastic,
happy, and fun. (This hints at the personality of the
is a great start for a commercial, but where do you
go from here? First find the inherent drama involved
with your product. I'm not talking daytime television
here, more along the lines of interesting. Lots of people
like tortilla chips, and with today's emphasis on fitness
and healthful eating, great taste without the fat is
a great stress point.
buy benefits, not products-- the nick free silky smoothness
of a twenty dollar disposable razor, or the convenience
of never, ever having to miss a call with call waiting,
caller ID, and call forwarding packages are a few examples.
These benefits have to be believable, however, or people
will not be convinced. You could say, "Tiny's Fat Free
Tortilla Chips offer all the taste and half the fat
of the leading competitor, and we're willing to back
that with a no questions asked money back guarantee."
the advertisement captivate the audience is crucial,
but only in a certain way. If your ad is more interesting
than the product, you've failed, but if the advertisement
doesn't live up to the excitement of the product, it
won't entice viewers or readers to pay attention. You
can make your ad interesting enough to pay attention
to by motivating your audience to do something. Tell
them exactly what to do-- go to the store, call my hotline,
buy my chips, or ask for my product by name.
Above all, communicate clearly. Make sure you make sense,
because even if you know what you're talking about,
not everyone will. If you gain understand your strategy,
and begin to appeal to people's innate longing for good,
you will probably come up with a great commercial or
ad to kick start your sales.
Hannah provides marketing advice and popular promotion
packages. See her low-cost direct marketing and PR deals
at http://MarketingHelp.NET Reach Kahlia at mailto:kahlia@d...