What Advertising Can and Cannot Do
It can:
It cannot
Advertising experts identify customers who are in the “shopping” mode and place them in two distinct categories. They will either be a RELATIONAL OR TRANSACTIONAL shopper.
The Transactional shopper:
a. thinks short term
b. cares only about today’s transaction
c. enjoys shopping and negotiating
d. fears only paying more than is necessary
e. is willing to spend time, lots of it, investigating
f. considers himself informed and expert
g. hinges every transaction on price
Because of these traits the transactional shopper is always the quickest to respond to ads. Their response is also very predictable, they want the price up front and then they will decide whether to continue their shopping experience. If you will pay attention you will see that almost all of your competition and you as well, advertise for this shopper with best price, lowest payment, biggest discount, biggest rebate, etc. Since we cannot get away from drawing the transactional shopper and missing that segment of the market let’s take a look at ad elements that appeal to this buyer.
1. Begin with your volume sellers.
Transactional ads do not create desire; they merely capitalize on a desire that is already there.
2. Reduce the price to your lowest acceptable figure.
The lower the price, the faster they will come.
3. Explain why you are offering the price.
The volume of quick-response traffic will be directly tied to your explanation. “We are overstocked.” “We must reduce inventories.” “Construction
Sale”, you get it.
4. Create a time limit.
This shopper wants to take advantage of the opportunity.
5. Low prices don’t impress unless there is a quality product being sold.
Don’t advertise junk, nobody wants it.
6. Be specific.
Ambiguous claims like “up to” or “selected models only” do not appeal to this shopper.
7. In print ads consider using red as a second color.
It creates a sense of urgency.
BE AWARE OF THE DIMINISHING RETURN OF THIS TYPE OF ADVERTISINGDO IT TOO OFTEN AND IT LOSES EFFECTIVENESS
You will end up with buyers who want to “wait for the next sale” “wait for the end of the month blow-out”, etc. A number of customer loyalty studies have shown that customers who buy for the reason of price alone will leave you for the very same reason.
The Relational shopper:
a. thinks long term
b. considers this transaction to be one of several
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenever”.
5. Statements that indicate honesty. The public isn’t stupid. Make claims that a person of integrity would make.
6. Words that indicate competency. Remember, the fear of this shopper is they will buy the wrong one. Or from the wrong person. Use terms such as “Certified”, “Professional”, “Courteous”, “Service Oriented”, etc.
THESE ADS WILL SEEM TO DO NOTHING AT FIRST, BUT WILL BE EFFECTIVE OVER THE LONG TERM.
STYLE VERSUS SUBSTANCE
There is a huge difference between saying something powerful and saying something powerfully. The message in your ads should never expire.
You have made the choice of what type of advertising to feature in your next campaign. The ads look great, but how will you ensure their success?
1. Advertise in the right place. Be aware of the publications and broadcast media that reach the audience you want to. Spreading your ads too thin is not effective use of your dollars.
2. Advertise at the right time. Frequency does not refer to the number of times the ad runs, it refers to the number of times the right audience sees it. If no one else advertises in the Wednesday paper do not think that is the day for you. That is like building your business a mile from the shopping mall. Shoppers are accustomed to looking at the same place, at the same time.
3. Remove the barriers. Is the phone operator ready to answer the call? Does the sales staff know what you are advertising and what the terms are? Is there anything preventing a customer who responds to an ad from taking delivery on the spot? Is your ad in line with your manufacturer’s advertising program?
4. Track the response. Some effort here will pay huge dividends. If you don’t know what is and isn’t working why bother to advertise at all?
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www.masteringselling.com