Have you bought a car recently? When was the last time you bought a car? Did you buy new or used? Did you actually NEED a car? And I’m talking about REALLY needing the car? Most people end up buying a car while their current one is still running. North Americans rarely buy because they NEED, they buy because they WANT to experience the feeling (or perceived feeling) they get when buying something.
Most people enjoy the purchase, not just the product. Sure, we can tell ourselves we really need a new something or other, but if we look deeply, we would realize that we probably didn’t have to buy it, we could have survived without the purchase. So what does this have to do with writing ads? EVERYTHING!
1. Benefits Are Key
Stating the benefits of your products and service is crucial. If you want to get massive action its important to capitalize on the way your product or service will improve your customers lifestyle by buying from you. Will it help them increase their own business? Will it help them find untapped information? Will it help them get better health in a quick way? So so in your intro video, sales letter or on the fold of your website etc…
A lot of people focus on the features or their own credibility, but in reality, customers could care less. I’m a firm believer in focusing on the WIIFM belief! (What’s In It For Me) Since we are being honest, let me just get this out there… Your customers (or potential customers) are selfish. They aren’t going to just hand over their hard earned money unless there is some benefit to them. (Unless you are an actual charity!) All they want to know is how it will help them or benefit them.
2. Paint A Picture
“Spend the week on the golf course! Get rid of your boss and make your own rules!”
Think of the image that just put into your mind… Did you picture yourself golfing? Did you imagine freedom? A good marketer can take this image and paint a picture of needs and desires and fulfil them in the customers mind. Good marketing should take them on a journey of images and emotions to get them to the point where they are prepared to make a purchase. Highlight the benefits by making a clear image in your consumers mind.
3. Get Them To Act
Again, let’s get honest… The longer a customer waits to make a buying decision, the less of a chance they will actually go through with it. Don’t let them slip away!
Set a deadline. Put the importance of buying now or explain what they will lose if they wait. Maybe they will miss out on special pricing? Maybe there are only a limited number of products? Maybe its limited seating? Whatever it is, make sure to get them to act quickly.
Conclusion
Go back and have a look at your marketing materials… Have you reviewed them lately? Are you focusing on benefits or the features? Are you giving your consumers a reason to purchase? Are you painting the right picture? Are you getting them to act now and not later? Whatever you are doing, it may be a time to go back review what you are doing. Especially if it isn’t working!
Share with us what has worked for you. What didn’t work? We would love to hear!
To you and your success,
Ryan Smith – Chief Content Creator