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| Subject: Help People Receive Your Advertising | |
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Author: Dennis S. Vogel |
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Date Posted: 16:32:06 06/27/17 Tue In reply to: Dennis S. Vogel 's message, "Building Trust And Receptivity To Your Advertising" on 09:37:09 05/23/01 Wed Being receptive to an ad doesn't mean people will buy what's offered. Though people trust you, they might not be ready to buy for many reasons. Many internal & external things can block their receptivity to your offers. When you understand some of these, you can try to work around them. Receptivity Reality Check When you advertise, you should consider what's painful & obvious. People already have too many external distractions. Your ads are more distractions. People already have many thoughts. You're asking people to think even more. People have many decisions to make. You're asking them to make another decision. People have problems to solve & avoid. To advertise successfully, you need your offer to match those problems & thoughts after getting past other distractions. You should quickly show you understand how to solve or mitigate people's problems. You should use the insights below & your knowledge about niche members to improve their lives. In marketing, receptivity is a willingness & readiness to receive a message or a product/service. Frequency can be important beyond getting people to notice & remember a message. A benefit of frequency is possibly reaching consumers when they're receptive. Since people can't always pay attention to your messages, you need to test frequency levels. Frequency can also increase people's comfort with your business, so they'll consider your offers. Here Are Some Baseline Basics When people are aware of a problem, they're apt to pay attention to a relevant message. Use words, sounds & images people recognize as relevant to a problem & solution. You should learn what your niche members listen to & watch. You can find broadcasts, web & editorial content to match your messages. Marketing messages convey ideas. People aren't always open to ideas because they have too many things to think about already. People aren't always able to think about a problem at a particular time. They have condition-specific priorities. Your offer might have a low priority if it isn't relevant in their current condition. If your message reaches them when they're focused on a task, they might need to disregard your message. You can learn when their leisure times are & what they do. Do your best to have your messages reach niche members when they're ready to pay attention. Those are times they aren't distracted by issues that aren't related your offers. They're more apt to be interested in your offers when they're actively involved in related issues & options. Their desires will be high when problems & opportunities are acute. They're more apt to buy if they can quickly go to a store or use a web site. People are complex, so there are exceptions. Though they have to put some priorities on a back burner, they feel 'heat' because that 'burner' is hot. While people focus on primary tasks, they may be distracted by those other concerns or preferences. Example - It's Friday afternoon. People are at work & listening to a radio. They hear commercials for a water park. In a few hours, they can leave monotonous conditions & have some fun. In these commercials, sounds of splashing & laughing can attract attention so people might listen to the spoken message. Too Many Messages For One Mind People are often exposed to many messages each day. It's hard to pay attention to ads because most don't pertain to their situations. Even if they have few external distractions, people have personal distractions. Advertisers need to quickly express problems & solutions in ways that match consumers' experiences. Which images, sounds or words will fit consumers' beliefs about their situations? It's hard to prioritize anything that doesn't seem immediately urgent or important. High priority matters are processed subconsciously, a few of those evoke conscious attention. Subconscious minds block low priority messages & distractions. Even when people want to pay attention, they might be too overwhelmed & tired to think about & remember messages. Traction Distraction Subtraction This is an imperfect analogy. Please don't judge it for technical correctness. People can only think of a few things simultaneously. It's hard to add another issue when people are already distracted by problems. Connections can happen when you express your offer with analogies, images, words & sounds people use to express thoughts & feelings. To get traction in people's minds, you can connect with their current thoughts or distractions (other concerns or preferences). In effect, traction is gripping something. When vehicles move, tires 'grip' a road & a road 'grips' tires. Even when tires are in good condition, road conditions can interfere with traction. Like planning a trip based on driving conditions, it's best to plan advertising according consumers' conditions. You can use optimal images, words & sounds & still get suboptimal results because of conditions beyond your control. If you want people to think of a problem (not related to current tasks), you need to get them to subtract an issue. If you present problems & solutions that are more urgent &/or important than people's current thoughts, you might get their attention & interest. If you present the most pleasant solution, you can inspire desire & get people into buying action. People might be attracted & persuaded by familiar images, sounds & words. You can learn about appealing images, words & sounds by listening to niche members, noticing what they respond to & reading what they write in reviews. You can observe how competitors communicate, but you shouldn't copy them. Like many things, best practices are good until they're used too much. If your message is too familiar, people might not notice it. It could be like background noise. You need to consider what's common & test messages. Unfamiliar things can be like friction. Traction requires some friction (unfamiliarity). Overused messages could be like bald tires on ice. If people think they've heard or seen something before, why should they listen or look again? You can make your advertising recognizable with consistent images or sounds. Your new ads should be different enough so people know you've made a new offer. Disappointing Results Interfere With Receptivity Receptive can also mean being ready to consider a possibility. After a disappointment, people might be skeptical & think there's no solution. People might've expected a full solution but only experienced mitigation. Despite disappointments, if a full solution exists, people can be convinced to try it. Do your best to explain how your offer fits their conditions & what you do to make a solution complete. They're willing to pay for full satisfaction. They don't want to pay just to decrease their dissatisfaction. Will a product/service only mitigate a problem? Can you make it the best mitigation people can afford? Receptivity & Affordability Receptivity may depend on a person's budget & available credit. A product is more relevant when people can afford it. It's vital to develop versions of offers niche members can afford. Some people will do some or all of the work to save money. Others expect & can afford a full service solution. Some will buy incremental solutions. They'll buy what they can afford. They'll invest more money when they can afford it. What's the minimum, but significant increment you can offer? Attractive Names Since people are receptive to solutions, it's good to package products & services together to create total solutions. Manufacturers name products. Retailers can set package names based on benefits niche members will buy. The package names can be part of your sales copy. Example - Gardeners buy seeds, fertilizers, hoes & rakes. Retailers can group products people need to produce benefits. Retailers could test package names like "Quick Plump Vegetables" & "Easy Weed Free". Retail packages can include free or low-priced services to help customers make products fit their situations better. Customer service can include lessons to help people reduce frustrations & increase benefits. Ask about their conditions. As customers to describe conditions, you'll learn more about customizing offers for them. You'll learn how to add superior value to what they buy. Thank you for using my blog. Please let me know if you need any clarifications. Dennis S. Vogel thrivingbusiness@email.com No competitor is invincible. You don't need a miracle. Your business will THRIVE if you have the right marketing. Please use my blog for free information. https://thriving-small-businesses.blogspot.com/ http://www.voy.com/31049/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
| Subject | Author | Date |
| You Can Help People Decide To Buy From You | Dennis S. Vogel | 14:27:06 07/19/17 Wed |
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