Yet, so many people face bad results, because they do not know how to advertise their product properly. That is exactly what this summary is about. Selling is fundamental human interaction. However, most marketers know very little about the drivers that make people buy. He has worked as a consultant for many large companies.
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Expression of beauty and style. We learn them. Reading about how others have satisfied their eight primary desires is as pleasant as satisfying them ourselves. Imagining the use of something that appeals to you increases your desire for it.
Sell Me the Facts! And stress causes the desire to do something. If not, no matter how much fear you try to conjure up, your appeal will fail miserably. The fear appeal is most effective when: It scares the hell out of people. It offers a specific recommendation for overcoming the fear-aroused threat. The recommended action is perceived as effective for reducing the threat. The message recipient believes that he or she can perform the recommended action.
The success or failure of the fear appeal relies on the existence of all four of the above components. Fear can paralyze. And it will motivate your prospect to act only if he believes he has the power to change his situation. That means in order to craft an effective fear appeal, your ad must contain specific, believable recommendations for reducing the threat. The fear appeal is also more successful if the fears targeted are specific and widely recognized.
A common way fear is used to drive action is through deadlines and scarcity. This taps into Human Secondary Want 9 Bargains. Fear motivates your prospects to investigate your product further. Ego identification allows you to create a certain image, or identity, for a product, in order to appeal to a particular section of the audience that feels that their personal image and ego either match it or could be improved by it.
Transfer is a strategy that involves using symbols, images, or ideas—cues, if you will—commonly associated with people, groups, or institutions of authority or respect. The goal is to persuade your prospect that your product or service is in some way acceptably endorsed. Get a respected institution to provide its official endorsement. Doing so instantly transfers their authority, sanction, and prestige to your product or service. Humans are social beings with a powerful psychological need to belong.
Groups that share your ideals and values. Groups to which you do not want to belong. By linking products and services to any of these three reference groups, you can persuade your prospects to make decisions based upon the group with which they identify, or want to identify. Successfully gaining associative group influence requires that you link your product to a certain societal group, while often alienating others. The Means-Ends principle is based on the theory that many consumer decisions are taken not to satisfy an immediate need, but for some future objective.
To activate the Means-End Chain, you need to ensure your copy and images always represent the positive end results. In this way your prospect is less likely to critically analyze the pros and cons of the actual product, and base their purchase decision on the ultimate benefit it will provide them. Here are the stages, in a quick and easy nutshell.
Prospects at this stage are aware of your product and have thought about using it. This is the planning phase. Your prospect has arrived at the coveted action or purchase phase. A nice place for your prospects to be. In this phase, your product has become part of their everyday lives. The aim for advertisers who use this technique is to move the consumer through the stages one at a time until using your product becomes a habit. The challenge? Dealing successfully with consumer groups at different stages of the process.
You have two options to tackle this: 1 create ads that address all five stages or 2 create a series of ads that, throughout a period of time, progress from stage one to stage five. Provide your prospects with enough information and motivation to move them through the five stages at their own pace, until they ultimately become regular customers.
The three steps are: Warn of an impending attack; Make a weak attack; and Encourage a strong defence. Consumer psychologists warn that your attack must be weak. In order to influence beliefs, advertisers use images and statistics that appeal either to emotions, such as fear, humor, or guilt affecting the right-hemisphere, creative brain. Another approach to influencing beliefs is to change the importance of beliefs, rather than the beliefs themselves.
Or, by using everyday examples success stories from other users, for example with which your prospects can identify. The strategy of manipulating current beliefs, either through reinforcement or undermining, is far easier and more likely to succeed than attempting a wholesale change of basic beliefs. To avoid being critical, either 1 reinforce the beliefs of those prospects who already hold a positive view about your product, or 2 subtly offer an alternative set of beliefs to those you wish to convert.
The Elaboration Likelihood Model, or ELM, suggests there are two routes to attitude change: the central route and the peripheral route. The central route involves persuading using logic, reasoning, and deep thinking.
Research has found that attitudes based on central route processing are more resistant to counter-persuasion, and show greater attitude-behavior consistency than attitudes formed by peripheral route thinking. The aim of all advertising is to create marginal differences in consumer attitudes and perceptions.
The more different sources that expose a subject to the same message, the more convinced the subject will become. A rhetorical question is really a statement disguised as a question. Some research suggests that using rhetorical questions can sometimes change how people think, and modify their buying behavior.
Questions designed to emphasize a point, rather than to persuade, are likely to cause your audience to remember your message. People buy from you when they believe what you are selling is of greater value than the dollars they need to exchange for it. In order to influence our peripheral-thinking friends, make sure you present your evidence in a clear and easy-to-grasp manner.
Heuristics pertain to the process of gaining or discovering knowledge, not by critical thinking and reasoning, but by intelligent guesswork. The Length-Implies-Strength Heuristic is a principle that exerts an influence similar to evidence.
Express only one thought in a sentence, no more. Use your next sentence to say the next thing. Ask a question or make a quick statement, and then answer the question or continue the thought in the next paragraph in just a few words. Always put your biggest benefit in your headline. Always feature deadlines to discourage response-killing human inertia.
There are four important qualities that a good headline may possess: Self-interest.
What if you could read 3 books per day?
Expression of beauty and style. We learn them. Reading about how others have satisfied their eight primary desires is as pleasant as satisfying them ourselves. Imagining the use of something that appeals to you increases your desire for it. Sell Me the Facts! And stress causes the desire to do something. If not, no matter how much fear you try to conjure up, your appeal will fail miserably.
The author just pours in tenths The book is a collection of techniques and hints that can help boost advertising efficiency and sales for almost anything. The author just pours in tenths of good practices and the reader has to sort it out, which can be difficult and confusing for many people. Especially people who are novice in sales and ads may easily become overwhelmed while reading this book! We do read about paper ads and web page ads, but a huge proportion of ad budget now goes to social media advertising. This book is supposedly published in when social media were already in place and getting attention and some of the ad budget. Hard for me to understand.
Cashvertising by Drew Eric Whitman