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The first point would have to be the most desired but most often missed. How do
you perceive your own work? Your ad just isn't a bunch of words pushed together
to make that sale. It is an actual memory you are trying to implant. Don't necessarily
write your ad to leap out at the reader, sometimes it's better to have the reader
dive in. It's something that the reader walks away with, whether knowingly or
unknowingly.
You have 3 steps to conquer:
You must first "grab" the readers ATTENTION !! In a sea of advertising
it seems nearly impossible to catch the quick eye of the consumer. You are not
only in a sharkpool of competition, but the consumers of the new millennia are
skilled at tuning it out. This by far is the most important point. If you can't
grab their Attention, you can't leave a message behind.
Ok, you have grabbed their attention..Now what happens? The reader becomes
consciously aware of you. Your ad now has a glimmer of life. This is the readers
"Conscious Stage". The memory chip you call a brain has just engaged.
No matter how deep, the memory is now there. Often, building a conscious awareness,
is just that, a process of building. A consumer may not click with you the first
time they see your ad, but they may the second, third or twentieth time. It
could be a matter of days or even years, but that long, not forgotten memory
has built a foundation of familiarity.
What's Next You Ask?
They form an "opinion". This activates decisive reasoning. They react
one of three ways.
1) They react positively and most assuredly shift into the fourth and final
stage.
2) They react negatively and that long planted memory has either been erased
or has drawn what I sometimes refer to as the "I should Hate'em" attitude.
This is where some advertisers draw the consumer in by openly attacking it's
competition. Not always ethical, but often quite effective.
or
3) They have absolutely no opinion at all. These are the most important readers.
The others have already opted to continue or abort. These people remember you
but you have not drawn a strong enough opinion to pull them through the third
stage. This requires you to re-assess your ad. You "ARE" catching
their attention, but you have not gained their complete interest. Go back. See
what catches their attention and what comes off as the weak link of your message.
Try again.
Now (assuming they reacted positively) your reader is in the last stage of
the process. They are required to take action. Yes, I'll go with your product.
No, I don't think so at this time.
"This Time".
For Web Site owners; If at all possible, leave two major impressions with your
now potential buyer when they reach your page(s). First, make it clear that
if they go with you today, there is an extra incentive to do so. Secondly, if
they can't decide today, make it clear that you want to see them again. That's
called "Invitation and Follow-Up". Just a note to the wise. Make these
impressions (Incentive & Invitation) apart from one another, not together.
Your potential customer now decides to take that final step of action. It all
come down to this:
1) They buy your product, try your product, or ask for more information. But
no matter what, your potential customer is now a legitimate sale or lead.
2) They have now decided against you. Website owners, don't forget about that
second impression (Invitation & Follow-Up). Not now doesn't always mean
forever.
Best of Luck
About the Author:
William "Wild Bill" Montgomery http://www.MakingProfit.com Join our
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