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The Psychology of Advertising That Wins

You have to sell your hobby, interest or passion. Part of selling your hobby, interest or passion is advertising. The first thing to do when you create an ad is to sit down and ask yourself, “What am I offering to someone who is a potential customer?”  If you can’t answer that question, you are certainly not ready to write an ad.  As a matter of fact, many ads never answer that question.   That’s really the fault of most modern day advertising.  In many cases there is no message.

Understand what the key benefit of your product is.  People buy on benefits, not on features.  What’s the difference?  Benefits are things that can help improve the life of the person who is a potential customer for your offer.  Features are just things that the product does; they really don’t have any benefit for your customer.

Consider the benefits that you offer.  They are the foundation of an ad.  Write down all the benefits of your product.  Rank those benefits in order of their importance.  Of course, when you run your first ads, you really won’t know what the key benefits are unless you pick up the phone and call people that purchase your product.

Understand what you are offering.  If you don’t, then you can’t expect your prospect to understand.  And if your prospect doesn’t understand what you are offering, it’s really impossible to make a sale.

The next thing to consider figuring out is determine if your particular product, information or service solves a common problem quickly.  How does it solve that problem?  We want to be able to put that into words that people understand and quickly realize what’s in it for them.  That is the key to all great advertisements; people must understand quickly what’s in it for them.  Often the solution to the common problem that you are solving can be communicated in your headline.

Communicate benefits. List all the benefits that the product may have for a potential purchaser.  After running an ad, we want to determine from people that purchased the product the reason they purchased it.  This can be done easily by calling the people that purchased the product.  We want to discover what benefits led to their purchase and if they were included in our advertisement.  What in our advertisement led them to purchase?  Once we understand that, we can restructure our ads and play off of those benefits with more intensity.  We may find that what we thought originally were the motivating reasons for people to purchase, are not.  On the other hand, we may find that benefits that we considered to be of very little interest are much more important.  We don’t know until we test the ad and call the people who bought our offer.

Do you have competitors?  If so, consider their advertisements when you are creating an ad.  Are their ads successful?  What emotions are they appealing to?  Are there things that we can incorporate from their ads into our own without directly copying their ads?  Are there selling propositions that they are missing in their ads that we can include in our ad?  Look at your competition, shop your competition.  See how they sell their product, not only how they advertise their product.  What price is their product price?  What guarantees are they making on their product?  What ads are they continuing to run more than others?  These will help give you clues on how to write a great advertisement for your offer.  If you remember only one thing from writing an ad, remember this.  Everyone wants to know what’s in it for them right away, which is why headlines are so important.  Always stay focused on understanding that your prospect cares nothing about you, your situation or your product unless it benefits them.  Don’t try to be cute when you are selling.  Remember that the purpose of advertising is to make sales and to make money.  Stay focused on that.  The only way that you will make money is to always remember to emphasize what’s in it for the prospect.  Make sure that this idea comes across clearly when you are developing your advertising.

“People buy on benefits, not on features”