The Life and Times of a Grizzly Ad!
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