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.
The first tangible Return from an Advertiser’s money, when invested in Space, Is an Inquiry about their product That Inquiry may be verbal to a Clerk over the counter, or-it may be by Mail, in a written, stamped, and posted letter.
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.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don’t-keep-it Or Here’s-something-better. As there would have been if that same Consumer had written direct for it by Mail.
The ad must sufficiently influence the consumer to buy that product or they may go to the retail store and be convinced by the sales clerk to buy the sale item or one in which there is a sales contest. In this case the competition would benefit from our ads. Many proponents of branding, or name recognition are just drawing people into a store to buy substitutes. When Nike started advertising sports sandals Teva’s sales more than tripled.
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.
Conviction qualities in copy are shown, by test, to be just as necessary in Advertising design to sell goods profitably today, through Retailers to Consumers, as they are to sell goods direct by mail to Consumers. That is why every Advertisement for goods to be sold through Retailers (against substitution, and “Don’t keep-it” influences), should have as much positive selling force, “Reason-why” and conviction in it, as would be necessary to sell the goods by mail direct to Consumers.
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
Author: Dennis Gartland IIThis author has published 3 articles so far.