There are A LOT of things that need to go right before you succeed in advertising.
First, you need to buy the correct media, at the right time, and at the right level of repetition.
Then, be sure your store, website and employees are ready to maximize any response to the advertising.
And finally — you must create an appealing offer or unique selling point so people have a reason to respond.
And, the definition of success is getting a measurable return on your investment, not “getting the word out.”
The secret to getting more response is to have multiple offers that appeal to all customers in the buying process for your product or service.
In addition to focusing on those ready to buy — engage the larger pool of customers not ready to buy yet — who may buy in the future.
The illustration below is a typical buying funnel starting with Awareness, then Interest, then Desire, and finally Action.
At any given moment there are people ready to buy your product or service — people ready to take Action. Depending on your type of industry, only a small percentage of a given population will be Action buyers, the vast majority are in the other stages.
My sales coach Matt Nettleton owns a Sandler Sales Training business in downtown Indianapolis, and he is great at appealing to people in every stage of their buying process (for sales training).
Low threshold offers
Matt often advertises free books, white papers and other research as a free gift to people who are interested in learning about Sandler Sales training techniques.
These non-buyers are willing to provide their contact information in exchange for this valuable information, but they’re not ready to interact with anyone in person.
The more helpful and valuable this information is will determine how engaged the customer becomes with your business.
Do them a favor, share some secrets about your business while they do their research, and they’ll reward you later with a purchase.
Medium threshold offers
Matt also conducts free seminars encouraging potential clients to sample his services at no charge.
These events attract people further along in the buying process, beyond Interest and moving towards a Decision.
They’re willing to experience a higher level of commitment, to physically interact with someone. This type of personal interaction gives Matt a great opportunity to convert people into buyers.
High threshold offers
Matt also conducts paid seminars, like this Sandler Sales Training Boot Camp. People who sign up for this are are ready to take Action!
These customers are ready to buy and the question your ad should answer is — why should they buy from you?
The rationale you give for why they should buy now shouldn’t be: how long you’ve been in business, or that you are a family and/or locally owned business. Nobody cares.
This is about grasping the bigger picture. Anybody can attract the “now buyers.”
Intelligent advertisers recognize the greater value in the ENTIRE PIPELINE of prospects.