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| Subject: Advantage Offers Establish AIDA & AID Niche Members Decision Processes. | |
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Author: Dennis S. Vogel |
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Date Posted: 16:49:12 11/27/24 Wed NOTE: Though I want you to learn these concepts & emulate my advantage offer examples as parts of your complete ads, I'm against artificial intelligence harvesting my work. I don't write complete sample ads. When I express concepts with salmon, piranhas & bears, these conflicts analogize human troubles. I haven't studied AI, but I know there are various versions that are evolving. It's hard to know each week what various versions can/can't do. If somebody has artificial intelligence harvesting & plagiarizing ads &/or marketing concepts, it might skip my analogies. Plus, I don't understand all human sensitivities, so I avoid stereotyping with analogies. Consultants should work with clients to explain how offers fit niche members' lives & fulfill opportunities & remedy problems. These explanations should uplift without offending. Customer integration differentiates specialist retailers from competitors. Customer integration links products, insightful knowledge & methods to reduce customers' cognitive labor. Customers are less frustrated; they have functional hope & don't delay implementation. People evaluate "information" as troubles build. Theories (other people's ideas) seem risky. Perceived "facts" (familiar, comfortable ideas) might not fit new troubles or remedies. When people reject previous "facts", escalating uncertainties could cause people to suspect other beliefs. Growing doubts tip confident beliefs like domino rows encroaching on & collapsing psychological shelters like houses of cards. Stresses increase as people's certainty becomes tenuous. People may delusionally claim their preferred "truth" is immutable or become frustrated while accepting negative reality. Though people debate quote attributions, wisdom is often accepted. Share wisdom, so people willingly (instead of grudgingly) share & accept knowledge. "Those that won't be counseled can't be helped." Benjamin Franklin Make your offers advantageous by guiding product & skill tutorial choices. Different perspectives are necessary because one person can't gather & accurately interpret total reality. Describe possible progress from your advantage offers & possible regression without your offers. (Clayton M. Christensen & colleagues explained interdependencies & modules. I'm extending the concept to implementation practices.) Even if people are skeptical, persuade them to consider other ideas. Full, long-term remedies & opportunities are available when people step beyond their status quo. People often refer to THE status quo, but people progress by possessing THEIR specific status quo instead of feeling owned by personal circumstances. Guide customers in crossing self-limiting boundaries to achieve goals by accepting interdependent products & methods. Explain how interdependencies connect customers' life modules to create advanced remedies & opportunities. As a specialist retailer, explain how your insightful knowledge expands customers' advantages. "The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function." F. Scott Fitzgerald This can mean reconsidering valid evidence of previous conditions while adjusting to nascent opportunities or problems. Example: Winter's slow deep decline in temperature & humidity didn't affect building materials like autumn's daily temperature & humidity variations. Though winter feels harsh for humans, objects have different tolerances. If objects are made for extreme conditions, opposite variations can be worse than extremes. Homeowners should adjust diagnostic practices & preventative maintenance according to changing causes & effects. By updating with interdependencies, some modular products & methods remedy effects of emerging conditions. Explain how interdependencies empower customers' abilities to build on successful foundations that are modules now. Though temporary confusion & tension feel dysfunctional, people can create higher functionality by adding interdependencies to modular life factors. Establish Awareness of better possibilities. Hold Attention with persuasive ideas. Establish Interest with incentives to convert anticipated benefits into advantageous reality. Build Desires by compellingly describing advantages to motivate people's purchasing Actions to claim what you describe. The best compelling descriptions are necessary since people have many options. To inspire Attention & Interest in your improvement & problem deterrence options, you might need to spark consumers' Awareness of misinformation. You might analogize with examples of accepted "information" becoming misinformation in changing conditions. Attention costs energy & time, so justify why people should reprioritize & reconsider plans. Interest means reasons to connect Attention to Desire. Motivate purchasing (Action) with descriptive testimonials & case studies about fulfilled opportunities &/or remedied problems. Justify advantage offers as returns-on-investments & specific goal fulfillments. Offer guidance because knowledge gaps & uncertainty breed procrastination. Doubts may indicate people aren't Aware of or don't accept applicable facts. Are niche members Aware why specific products & retailers are best for goal achievements? Raise Attention of high-value problem remedies to drive Interest in benefit creations/preservations. In which cases might consumers' low-price Desires override caution & bring frustration with discounter purchases? The AIDA model brings dissatisfaction if Actions don't fulfill Desires. Satisfy Customers & Earn Referrals! After receiving your offers, which niche members' Actions are more likely: In-store inquiries/purchases, Request friends' recommendations, or Check websites? Ask customers to offer helpful digital or printed information to loved ones. This information is useful for customers who aren't articulate or lack time for recommendations. It's important because loved ones can similar troubles, but any perceived small differences & unnoticed symptoms require different approaches. Loved ones can call you, visit your store &/or website. Offer Example: 'Since (problem) is a local issue, consider the importance of local insightful knowledge. (Store) customers are local, so ask them about their satisfaction. (Store) inventory is chosen for local conditions. Manufacturers provide product specifications & instructions. During (Store) consultations, your concerns will guide product & technique recommendations. Most retailers want you to believe prices matter more than anything else. (Store) is dedicated to long-term high-quality advantages from combined beneficial product & skills.' Since June 2022, we've avoided human stereotypes by anthropomorphizing bears & salmon while extending Marshall Goldsmith's analogy to avoid success delusion & spawn insights. Salmon feel compelled to return to natal rivers, swim upstream & spawn. They don't know why. They know how to swim into currents & around obstacles. But rivers are shallower than oceans, so salmon are vulnerable to unfamiliar predators. Nobody warned them, so salmon don't prepare for bears. When humans are negatively surprised, anxiety &/or anger surge as invading emotions. Value starts with Awareness of opportunities & needs plus insightful comparison criteria to maximize choices. If consumers are only vaguely Aware, potential risks seem nebulously distant. Attention doesn't seem important if consumers don't perceive value gaps or risks. If opportunities, problems or offers don't warrant Attention, consumers don't justify Interest, so Desire won't build to motivate Action, because purchases don't seem important. Without AIDA, you won't sell! People don't buy if they think opportunities are only for others. Compelling opportunity descriptions help niche members realize they deserve & can benefit from acquiring opportunities. Compelling problem descriptions can be warnings &/or comparisons. Offer Example: 'You might not notice (problem) as it grows slowly. Instead of passing by, check __. Does it look as it did years ago? Discoloration can indicate trouble. Is it as strong as before? (Store) has checklists & guidance criteria for determining how urgent your concerns are. Your action now can reduce trouble. If you wait, damage will increase & repairs will be more expensive. When you invest in (Store) project kits, you'll have customized remedies from highly-effective & efficient products & methods.' As people habituate to conditions, emerging problems can go unnoticed or seem normal. People might be comfortable until problem severity increases. If you habituate to low sales volumes, low profitability may seem normal. You should have a stronger business. Thank you for using my blog. Please let me know if I should clarify anything. Copyright 2024 Dennis S. Vogel All rights reserved. When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/ https://www.voy.com/31049/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
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