While books and articles abound on master advertising, there also is an intangible element to it. Consider how many people probably scoffed at the Progressive lady ad campaign in its opening stages. Sometimes you just don't know what will strike the right chord, but here are some pointers that can get you in the right direction.
Tell The Truth
Consumers don't like to be lied to. If you're just trying to sell coffee, don't try to imply that your product is going to solve all their life's problems. Instead, just focus on the truth part; it may give them a jolt or serve as an indulgence.
Get The Gut
Emotional appeal, if not abused, can go a long way in drumming up interest in your product. Play to the most basic of human emotions, including fear, anger and sadness, and watch the sales come in.
Common Sense
Common sense is especially important when setting up promotions. For example, it makes no sense to leave shopping brochures in an airport inside of plans that are flying away from your store's destination. While this may sound obvious, a simple overlooking of this detail can cause hundreds or thousands of dollars in wasted promotions collateral.
Be Confident
Your consumer needs your product; he just doesn't know it yet. This is the attitude you have to have when reaching your target audience. The key is to find your angle, then work it. Golf accessories, for example, can be sold to wives of golf fanatics during holiday time. It's not an obvious audience, but remember that everyone can be a potential customer.
Not Too Confident
Don't make sweeping generalizations or unwarranted claims to knowledge that could turn off the customer. Instead, stick to words such as "may" or "could" instead of "is" or "will."
Call to Action
When creating promotions, incite a sense of urgency, with a play on words such as "free" or "time is running out." Give consumers the sense that they could be passing up something great if they don't act immediately.
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