by Abe Cherian, Multiple Stream Media, LLC.
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Most people simply dismiss ads as being trivial annoyances and interruptions. Many people have strong opinions about ads they like or dislike. In fact, Most adults even claim that ‘Advertising doesn’t affect them.”
Most people, young and old, think they know a lot about ads because they recall so many ’surface details’ like — the presenter, the words, the nifty tunes, and the visuals, but basically those things are exactly ‘the advertisers’ want us to recall. Very few people, except for advertisers, really know much about this business of effective persuasion.
Ads Are Units Of Persuasion.
Persuasion seeks to get a target audience to respond in some way: to do something or to believe something; to respond now or to set up for a later response. Watch any ad on TV and you’ll see the persuasion masters at work. You’ll also notice a common structure weaved into each and every one of them.
Ad Structure That Gets Immediate Response
Here is a common structure or pitch that will get your products and services sold fast:
1. Hello.
First an ad has to get attention. Anytime you can remember anything about an ad (brand name, logo, slogan, presenter), then the first part of the persuasion process has been achieved. To some people, some of these attention-getters may be annoying, or even seem “stupid.”
Ideally, an ad should be both noticed and liked. Ultimately, an effective ad has to get a response. But, the first step in persuasion is simply to get attention.
2. Trust me.
Establishing trust is basic in persuasion. In a world of confusion and uncertainty, a world of many choices, people seek certitude: to do what’s right. For this, they often seek outside help from someone they can trust: an expert or a friend. We often believe a message simply on the basis of our belief in the speaker. If we already like the speaker, we usually trust what the speaker says. People want to buy from those they know, like, and trust.
3. You need.
Creating desire and stimulation creates ‘the need’. Advertising claims can be classified into two major kinds — Product focused and audience focused. Product focused messages may contain the following —Quality, quantity, beauty, efficiency, scarcity, novelty, stability,
reliability, simplicity and safety. Audience focused messages may contain the following — prestige, popularity, sex appeal, lifestyle,
family, neighborhood, generosity, and success.
4. Hurry.
Urgency and stressing is common in most ads. The urgency appeal creates an anxiety within us that we might lose a benefit if we don’t act immediately.
5. Buy.
Attention-getting may be the first necessary step, but an effective ad ultimately must provoke a response. Response is the goal — the basic intent and the final purpose — of persuasion.
Conclusion:
Applying the basic structure to your sales letter or advertising will result in more response for your business, but bear in mind — every step in this structure requires you to put out ‘Quality’ products and services in the marketplace.
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Getting targeted traffic to your website and making more sales is easy when you have the right people to guide you. Give Multiple Stream Media a call 1(845) 247 2565 or visit their site at http://www.multiplestreammktg.com
About The Author: Abe Cherian is the founder and CEO of Multiple Stream Media, LLC., a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune. Getting targeted traffic to your website and making more sales is easy when you have the right people to guide and do it for you. Give Multiple Stream Media a call 1(845) 247 2565 or visit their site at http://www.multiplestreammktg.com and make your web marketing a lot easier.
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