The Difference Between A Good Advertisement And A Bad Onewww.cynthiakocialski.com

We have all been exposed to thousands of advertisements. The good ads produce results, while the bad ones are a just wasted expense. This post reflects the concepts presented in the book, “The Wizard of Ads”.

In general, there are two broad categories of ads:

intellectual and information based, or emotional or experience focused.

A good emotional ad makes the viewer imagine taking the action you want them to take. This is effective because no person takes action until he or she imagines taking that action. Ads should show the experience beforehand. These ads should focus on bringing the familiar to the listener.

Regardless of the type of ad, all of them need to persuade the customer. This can only be achieved if the customer believes and agrees with it. To do this, you must tell the customer what they already know or suspect, or remind them of their past experiences.

The more negative comments brought on by an ad, the more likely it is to be effective. If an ad generates criticism then it’s likely to be reaching the desired customers (who aren’t complaining but taking note).

A typical mistake many business owners make in their promotions is including the statement about offering “competitive pricing”. The listener translates this into “doesn’t that mean the same as everyone else.” This removes price from the buying decision.

Another favorite phrase used in advertising is “fair and honest”. This is simply assumed by today’s customers. Second, if this is the only thought your customers have about your business, it is not one that will flourish and thrive.

An inescapable truth is selling is an art and like any other art, there is no quick way to be good at it. It requires learning through experimentation.

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