Advertising pitfalls
Perhaps the biggest obstacle to good advertising is excess. Ads can end up so cluttered with ideas and features that they seem dense and unappealing. If they are over-designed, they can become more artistic than motivational, obscuring the sales message. If they are overwritten, they can become too subtle or too cute. Certainly some of the best ads ever created are smart and visually stunning; But good ads must sell too.
Similarly, the outlets can be too promising. Use “bigger”, “better” and other superlatives only if you can back them up. Avoid any statements that could be construed as misleading. Also, make sure the overall tone of your ad is upbeat and engaging. Emphasize the solutions you provide, not the problems you address. And get outside feedback on your new ad concepts to make sure they convey the personality and message you want.
Headline, Copy & Design Basics
While there are many opinions about what constitutes a good headline, copy, and layout, most professionals agree that these individual ad elements should work together. Combined, they must capture attention, convey a persuasive message, and display a consistent identity. An ad that is too cluttered cannot get a message across fast enough to attract the reader or viewer. One that is out of place with the product or service will be more confusing than convincing. An effective headline (or the opening moments of a broadcast ad) should immediately capture audience interest and draw them to the ad. A good rule of thumb is to look for the “drama” inherent in what you are offering and capitalize on it to create an engaging ad.
Examples: “We are losing our minds” – A college advertisement requesting funds. And “You don’t have to be Jewish to love Levy’s,” an ad for a bread company that shows a Chinese man biting into a huge pastrami sandwich.
The photo or illustration then amplifies the message. A recent advertisement from Bull Worldwide Information Systems, for example, featured a satellite photo of Earth with the headline “GloBull.”
Once the headline and illustration have drawn the customer to your ad, the copy convinces them to buy. So make it credible, informative, and reinforced with words and style that complement your identity. Almost all Mercedes Benz print ads exemplify a compelling copy in a style that perfectly matches the product.
Broadcast advertising will also include the selection of music, sound effects, actors or announcers, and perhaps a theme song. All of these elements enhance your message and reinforce your identity, but for the most part, the copy and what it conveys really makes the sale.
Learning to persuade and influence will make the difference between expecting a better income and having a better income. Beware of common mistakes presenters and persuaders make that cause them to lose the deal.
Conclution
Persuasion is the missing piece of the puzzle that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want it, and win friends for life. Ask yourself how much money and income you have lost due to your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think about the times you couldn’t. Has there ever been a time when you didn’t understand their point of view? Couldn’t you convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and achieve your goals? And your relationships? Imagine being able to overcome objections before they happen, knowing what your potential customer thinks and feels, feeling more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.