Take a look at your advertising messages. Does your message scream, “Hey, look at me!”? Does it boast about all the bells and whistles your product or service offers?
If so, you are likely missing a connection with many prospects and not maximizing the return on investment (ROI) of your advertising.
Many people in the market for your product or service may not know they’re in the market. They may be experiencing a pain from which they don’t know they can get relief. By connecting with your prospect’s pain, you will have an easier time capturing their interest.
The most effective marketing campaigns offer relief. Relief from stress. Relief from poor health. Relief from physical pain. Relief from a bad decision. Relief from a bad reputation. Relief from disaster.
We all want lives free of pain; free of worry. We want to be happy! The deeper you can dig to identify the pain and connect with your prospect, the more they’ll want your product or service.
For example, if you’re a hair salon, you want to sell your products after you’ve given a haircut. To accomplish this, you’ll actually use the products you want to sell when you style your prospect’s hair, explaining that he or she can achieve the same look if they use these products. Your prospect will watch you work magic with your clean wet hair – the same wet hair they start each day with. You’ll also explain that different products give a different desired effect, and to achieve the look you give them effortlessly, all that is needed is a few products you sell right in your salon.
How does this convert to an ad? We simply take a picture of the desired outcome, and proclaim in the headline the relief the product is providing. “Say goodbye to frizz.” A smaller image of the solution could be in the corner, with your logo, website, and location.
But could this ad be even more effective? Is calming frizzy hair enough to create a desire to come in and purchase the product? Maybe. But if we dig deeper, what other solutions are being provided through your frizz control?
Well, users end up saving time getting ready because their hair is more manageable. More time! Everyone is looking for more time. How does this benefit your target market? What is most valuable to them? Spending time with kids? More sleep? More time to work out? Able to get to work earlier? These are the motivating factors that are going to push people to buy.
If our target market values more time with their kids, our ad might picture a mom enjoying a leisurely breakfast with her children before work and school., her hair perfectly styled. The headline could say “Frizz under control and time to spare.”
No matter how obvious you think your deeper relief is, don't leave it up to your prospects to connect the dots. There will always be a percentage you will miss with your messaging because they won't make the connection. Be specific about the relief you are providing.
When you begin spelling relief for your target market's pain, your advertising ROI will grow. For assistance in developing your advertising messaging, call Rethink Marketing today.