You can Guarantee your advertising results trough science.
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
In any case this is just an inquiry for the goods or service. This is real evidence your advertising is working and generating a return on investment.
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.
The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
If the ad fails to convince the consumers with a "Reason why" and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor's bottom line. Half the money spent to keep the brand on people's minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
The ad must give them a better reason to buy our product or service than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements. Therefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising.
In contrast to general publicity "Reason-Why Advertising" or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through "Reason why advertising" or "Salesmanship- on-paper," we thus convince him, and more than fortifying him against substitution.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
The consumer will become a regular buyer of the product because he first read or heard about it in a reason why advertisement. Repeat customers are much more profitable than new ones.
Any Advertiser who uses mere "General Publicity" when he 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 he might have had from the same identical appropriation.
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 - 17943
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
In any case this is just an inquiry for the goods or service. This is real evidence your advertising is working and generating a return on investment.
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.
The customer may take direct action and order by phone or online. If the customer visits a store there is three times the chance the she will be influenced by competing products. There may be less expensive alternatives or the salesman may earn a higher commission on other products. The copy must stand up to this influence.
The ad which pulls consumers into retail outlets must be as full of influence as profitable mail order advertising. The consumer must be fortified against substitution.
If the ad fails to convince the consumers with a "Reason why" and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor's bottom line. Half the money spent to keep the brand on people's minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
The ad must give them a better reason to buy our product or service than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such undeniable form that he can comprehend without effort, so absolutely that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Ads statements. Therefore not more than 1/4 of those who, out of mere curiosity, buy the first package, through "branding" ever buy the 2nd or 3rd consecutive package of the same product. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "branding campaign" to pay the cost of introducing it to the Consumer through Advertising.
In contrast to general publicity "Reason-Why Advertising" or Salesmanship-on-Paper, ROI is predictable. Consumers need only be convinced 1 time, through "Reason why advertising" or "Salesmanship- on-paper," we thus convince him, and more than fortifying him against substitution.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
The consumer will become a regular buyer of the product because he first read or heard about it in a reason why advertisement. Repeat customers are much more profitable than new ones.
Any Advertiser who uses mere "General Publicity" when he 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 he might have had from the same identical appropriation.
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 - 17943
About the Author:
Dennis Gartland is an expert at testing ads on the interent you can visit his site to learn more about his interactive agency Click here for information on SEO and Advertising
