Welcome to this week’s Marketing Minute Tip. Now, as staggering a statistic as the subject line is suggesting, it is true. But the reality of the question is more complicated than the solution!
You see, there are two types of advertising “Image” advertising and “Emotional Direct Response” advertising. The first touts your products, services, title, and other aspects of your business that are important to you but NOT to your prospects and clients.
The second, and more valuable of the two, focuses on your prospects’ REASONS WHY they buy from you.
For example, your typical image style ad for a chiropractor talks about how great the doctor is, their credentials, philosophy, mission statement and so on.
Emotional direct response advertising talks about your prospects’ wants and needs and the solution you can provide to them.
For example, if I pre-arrange my funeral, am I buying a plot to be buried in, or am I buying “Peace-of-Mind” for myself and my family? If I purchase an air conditioner am I buying a piece of cooling equipment or am I investing in a comfortable environment so I can sleep at night? If I buy a house, am I buying shelter for my family or a home for us to make memories in?
Technically the answer is both. However, it is the latter response that is the correct one. And it is this one that your customer will connect with when they make a buying decision. Once you see the connection from this perspective you will better understand your customers’ Buying Motives. And understanding the buying motive will ensure that you are marketing your products and services in the most productive way possible.
If it turns out you’ve been pitching the object or service all this time instead of the need or want that product or service solves don’t be too frustrated. It’s never too late to get on the right track. And this is one reason why I share these Weekly Marketing Tips. AMS tries to introduce exactly how you can use all aspects of Marketing Tips ad Technology to close more sales than you probably ever dreamed possible.
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To your marketing success,
Automated Marketing Solutions