You can almost guarantee results from your advertising; it is as much a science as an art.
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
When she talks to a retailer it there are 2 to 3 times as many chances of substitution. The salesperson may try to sell the customer a higher commission item or the one that is in stock. Whereas if the customer orders online or by phone there is less of a chance of substitution.
The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva's sales more than tripled.
Because, if the Advertisement fails to thus fortify the Consumer with "Reason-Why" and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to "Keep-the-Name-before-the-People" results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
In contrast to branding "Reason-Why Advertising" or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through "Reason why advertising" or "Salesmanship- on-paper," the product or service is best for them and their use.
But, with "Reason-Why" Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through "Reason-why" or "Salesmanship- on-paper," that the article is what he should, for his own sake, buy and use.
Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
The first return on investment from your advertising efforts will be an inquiry about your product. It may be to a salesperson in a store, a phone call or an email.
The first tangible Return from an Advertiser's money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
But, in either case, it is just an Inquiry for the goods, of one sort or another. It is the first practical evidence that the money spent is earning something tangible in return.
When she talks to a retailer it there are 2 to 3 times as many chances of substitution. The salesperson may try to sell the customer a higher commission item or the one that is in stock. Whereas if the customer orders online or by phone there is less of a chance of substitution.
The ad that directs consumers to a retail store should have as much conviction in its copy as a successful mail order advertisement. Otherwise lower price and something better sales tactics will affect the consumer.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva's sales more than tripled.
Because, if the Advertisement fails to thus fortify the Consumer with "Reason-Why" and conviction, it may simply send him to the Retail Store to be switched on to a competing line of goods with which the Retailer is heavily stocked, or which his Clerks favor the sale of in preference to ours. In that case the Advertising we pay for would sell goods for our non-advertising competitors. Half the money spent to "Keep-the-Name-before-the-People" results to day in this substitution of non-advertised articles for the articles advertised through General Publicity or branding.
In contrast to branding "Reason-Why Advertising" or Salesmanship-on-Paper, results are insured and far more predictable. Consumers need only be convinced one time, through "Reason why advertising" or "Salesmanship- on-paper," the product or service is best for them and their use.
But, with "Reason-Why" Salesmanship-on-Paper, results are insured and far more cumulative. Because, a Consumer need only be convinced once, through "Reason-why" or "Salesmanship- on-paper," that the article is what he should, for his own sake, buy and use.
Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and "Don't keep-it" influences), should have as much positive selling force, "Reason-why" and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
About the Author:
Dennis Gartland is an expert at testing ads on the interent you can visit his site to learn more about his internet advertising agencies Click here for information on Cleveland SEO
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