The first point would have to be the most desired but most often missed. How
do you perceive your own work? Your ad just isn't a bunch of words pushed
together to make that sale. It is an actual memory you are trying to
implant. Don't necessarily write your ad to leap out at the reader,
sometimes it's better to have the reader dive in. It's something that the
reader walks away with, whether knowingly or unknowingly.
You have 3 steps to conquer:
You must first "grab" the readers ATTENTION !! In a sea of advertising it
seems nearly impossible to catch the quick eye of the consumer. You are not
only in a sharkpool of competition, but the consumers of the new millennia
are skilled at tuning it out. This by far is the most important point. If
you can't grab their Attention, you can't leave a message behind.
Ok, you have grabbed their attention..Now what happens? The reader becomes
consciously aware of you. Your ad now has a glimmer of life. This is the
readers "Conscious Stage". The memory chip you call a brain has just
engaged. No matter how deep, the memory is now there. Often, building a
conscious awareness, is just that, a process of building. A consumer may not
click with you the first time they see your ad, but they may the second,
third or twentieth time. It could be a matter of days or even years, but
that long, not forgotten memory has built a foundation of familiarity.
What's Next You Ask?
They form an "opinion". This activates decisive reasoning. They react one of
three ways.
1) They react positively and most assuredly shift into the fourth and final
stage.
2) They react negatively and that long planted memory has either been erased
or has drawn what I sometimes refer to as the "I should Hate'em" attitude.
This is where some advertisers draw the consumer in by openly attacking it's
competition. Not always ethical, but often quite effective.
or
3) They have absolutely no opinion at all. These are the most important
readers. The others have already opted to continue or abort. These people
remember you but you have not drawn a strong enough opinion to pull them
through the third stage. This requires you to re-assess your ad. You "ARE"
catching their attention, but you have not gained their complete interest.
Go back. See what catches their attention and what comes off as the weak
link of your message. Try again.
Now (assuming they reacted positively) your reader is in the last stage of
the process. They are required to take action. Yes, I'll go with your
product. No, I don't think so at this time.
"This Time".
For Web Site owners; If at all possible, leave two major impressions with
your now potential buyer when they reach your page(s). First, make it clear
that if they go with you today, there is an extra incentive to do so.
Secondly, if they can't decide today, make it clear that you want to see
them again. That's called "Invitation and Follow-Up". Just a note to the
wise. Make these impressions (Incentive & Invitation) apart from one
another, not together.
Your potential customer now decides to take that final step of action. It
all come down to this:
1) They buy your product, try your product, or ask for more information. But
no matter what, your potential customer is now a legitimate sale or lead.
2) They have now decided against you. Website owners, don't forget about
that second impression (Invitation & Follow-Up). Not now doesn't always mean
forever.
Best of Luck
About the Author
William "Wild Bill" Montgomery
http://www.MakingProfit.com
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