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| Subject: Step 4b- A Sample Ad & The Research It’s Based On | |
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Author: Dennis S. Vogel |
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Date Posted: 20:36:55 08/25/05 Thu In reply to: Dennis S. Vogel 's message, "Step 4a- Show You Have What They Want Even If They Don’t Know They Want It Yet" on 20:33:04 08/25/05 Thu NOTE- Even the most successful marketing people can’t always pick which approach will be the most profitable. But your target market can when they’re given a real world choice. If you ask them in a survey, they can be somewhat accurate about what will appeal to them. But until their money is about to spent & they feel the risk involved, they won’t definitively know what they’ll choose. These are examples you might use if you sell lobster. Your approach would also depend if your main competitors are restaurants, other stores, open-air seafood markets, people catching lobsters on their own, non-consumption (people not eating lobsters), or a combination of these. If many heard or read about a concern, this approach might work well. (I usually format my headlines to isolate important points on separate. In the first headline, you could eliminate “You Can” to emphasize “Protect.” I included “You Can” because “You” is one of the strongest words for a headline. “Can” states the protection is possible. In this hypothetical case, if you’re sure most readers know about the problem, I recommend keeping “Still” as the first word of the second line. If “Still” is on the first line & readers eyes/minds were hooked by “Lobster” readers might read “Enjoy Lobster” & think, “Sure, & I’ll enjoy the food poisoning too.) If you emphasize the problem too much, your business might be associated with the problem instead of the solution. [Possible graphics- A delicious looking lobster with a caption “Yes, if it’s from us.” Another lobster in a red circle with a slash across the lobster. Caption: “If it’s from anybody else.”] You Can Protect Your Family & Still Enjoy Lobster Despite current concerns about the botulism outbreaks in some foods, including lobsters, you can still be cautious & enjoy your meals. You’ll be happily feasting again after you read this- (business name) only accepts lobsters & other delicacies from suppliers who conform to (guidelines from authorities) & have never been cited for violations. The Food & Drug Administration issued specific guidelines for processing lobsters. To protect you, we require each of our suppliers to follow these or they’ll lose their good standing with us. You should be aware of these guidelines before you shop for any food. Among the guidelines are those on these web pages - http://www.cfsan.fda.gov/~lrd/lacfregs.html http://www.cfsan.fda.gov/~mow/chap2.html [Then use descriptions of what they’ve been missing by not buying from you. The first part of the ad doesn’t directly include much about readers with a “you-orientation.” It does it indirectly by explaining what’s done for them. So the next part should involve them personally by explaining benefits they get by buying from you.] If you’ve been doing without lobster for any length of time, you’ll appreciate (benefits you provide). To bring you back to the dining table & to (business name), we’ll (State your offer, it doesn’t have to be a lower price, but it should show great value.) Too often people only have lobster on “special occasions.” What could be more special than your enjoyment? So, whether you feast alone or in a group, it’s a special occasion because you’re involved in it. We always have great value for you, now it’s even better because (benefits). We could only get enough of a supply to last about XX days. If you come in after that, you can check if (product package name) is still available, but please don’t hold it against us if we’ve sold all of them. You’ll be less apt to be disappointed if come before XX/YY/ZZ. This call to action is a subtle, friendly version of “ACT NOW!” Below are alternative headlines. I included some comments in parentheses. Many Seafood Lovers Have Stopped Eating Seafood Because Of Government Warnings How You Can Be Sure The Food You Serve Is Safe Food & Drug Administration Describes Botulism as DEADLY! (Readers may hope/think this only applies to others, not to themselves. They might ignore the rest of the message to avoid learning they might be affected. It’s screwy, but real in some.) You Could Be Very Sick in 4 Hours to 8 Days & Not Know Why According to Government Agencies Doctors Might Even Misdiagnose The Disease Do You Wonder Why You’ve Lost Your Energy? Have you eaten any of the foods listed in government warnings? You can read the warnings by using the Internet links below. Too Many Doctors Have Misdiagnose This Disease Government Agencies Warn About Botulism In Lobster (This may draw attention more than names of the agencies, because people may not be familiar with the agencies.) Have You Been Feeling The Pinch of Food Poisoning? (Some think “clever” copy is good, but it usually isn’t especially for a serious subject. Some potentially offensive subject can be handled with a bit of humor, but I don’t think this is one of them.) Safe Parties Are The Most Pleasant (not specific enough) You Shouldn’t Eat Lobster Until You Know This! (It may be effective, but some may think, “I’ve eaten a lot of lobster & had no problems, what more could I need to know?”) Don’t Let Disease Crash Your Party (It may draw curious readers, but some may think, “Disease never crashed a party I’ve been in.” Then they may ignore the rest.) Don’t Invite Your Loved Ones To A Deadly Dinner (probably too strong) These, below, are excerpts from FDA web pages to show what’s available. http://www.cfsan.fda.gov/~lrd/lacfregs.html The purpose of 21 CFR 108, 113, and 114 is to ensure safety from harmful bacteria or their toxins, especially the deadly Clostridium botulinum (C botulinum). This can only be accomplished by adequate processing, controls, and appropriate processing methods, such as cooking the food at the proper temperature for sufficient times, adequately acidifying the food, or controlling water activity. C. Botulinum is a living organism which is almost universally present. Under certain conditions, C. botulinum can grow in foods and produce a powerful toxin which affects the nervous system. C. botulinum will only grow in foods which: are packaged in the absence of oxygen; have a "favorable" pH and temperature; and contain water and nutrients necessary for its growth. Low-acid canned foods provide this favorable environment. When a product is acidified to a pH of 4.6 or less, according to FDA's Good Manufacturing Practices, inhibition of the growth of C. botulinum is assured. http://www.cfsan.fda.gov/~mow/chap2.html Seven types (A, B, C, D, E, F and G) of botulism are recognized, based on the antigenic specificity of the toxin produced by each strain. Types A, B, E and F cause human botulism. Onset of symptoms in foodborne botulism is usually 18 to 36 hours after ingestion of the food containing the toxin, although cases have varied from 4 hours to 8 days. Early signs of intoxication consist of marked lassitude, weakness and vertigo, usually followed by double vision and progressive difficulty in speaking and swallowing. Difficulty in breathing, weakness of other muscles, abdominal distention, and constipation may also be common symptoms. The types of foods involved in botulism vary according to food preservation and eating habits in different regions. Any food that is conducive to outgrowth and toxin production, that when processed allows spore survival, and is not subsequently heated before consumption can be associated with botulism. Almost any type of food that is not very acidic (pH above 4.6) can support growth and toxin production by C. botulinum. Botulinal toxin has been demonstrated in a considerable variety of foods, such as canned corn, peppers, green beans, soups, beets, asparagus, mushrooms, ripe olives, spinach, tuna fish, chicken and chicken livers and liver pate, and luncheon meats, ham, sausage, stuffed eggplant, lobster, and smoked and salted fish. 6. Frequency: The incidence of the disease is low, but the mortality rate is high if not treated immediately and properly. There are generally between 10 to 30 outbreaks a year in the United States. Some cases of botulism may go undiagnosed because symptoms are transient or mild, or misdiagnosed as Guillain-Barre syndrome. 7. The Usual Course of Disease & Complications: Botulinum toxin causes flaccid paralysis by blocking motor nerve terminals at the myoneural junction. The flaccid paralysis progresses symmetrically downward, usually starting with the eyes and face, to the throat, chest & extremities. When the diaphragm & chest muscles become fully involved, respiration is inhibited & death from asphyxia results. Recommended treatment for foodborne botulism includes early administration of botulinal antitoxin (available from CDC) & intensive supportive care (including mechanical breathing assistance). http://www.cfsan.fda.gov/~mow/chap2.html Two separate outbreaks of botulism have occurred involving commercially canned salmon. Restaurant foods such as sauteed onions, chopped bottled garlic, potato salad made from baked potatoes & baked potatoes themselves have been responsible for a number of outbreaks. Also, smoked fish, both hot & cold-smoke (e.g., Kapchunka) have caused outbreaks of type E botulism. Dennis S. Vogel thrivingbusiness@email.com Test methods with a small percentage of your target market. When you know works, then invest more money to reach more of your target market. Use these links to get information you need to decrease the number of tests you’ll need to find what works. http://web1.lakefield.net/~thrivingbusiness/ http://www.voy.com/31049/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
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