How to Recognize Great Ads (that Are Generating Leads!)

Written by Daryl Logullo | Strategic Impact!


Sorry to tell you, but people really don’t give a flying fling about you, your business or how great your product is. The want to know what benefit, advantage or personal improvement you offer that somebody else doesn’t.

What do I mean? Well… how are you going to make people’s lives easier? Are you going to make them richer? Prettier? Slimmer? How are you going to improve their lives?

I try to get my clients to understand this: advertising is salesmanship en masse. Plain and simple. It’s either salesmanship in print, salesmanship onrepparttar air, or salesmanship inrepparttar 105637 mail. But it’s not blind statements that say nothing, or cause no one to take action. Is it any reason why most advertising is lousy and doesn’t work?

Unfortunately, few business owners don’t understandrepparttar 105638 point of running an ad. You run an ad to stimulate a direct and immediate response. Or better yet promote an instant sale. Until a company understandsrepparttar 105639 purpose of an ad and how to formulate them, I tell clients to hold off and stop throwing their money away. Let me summarize where to begin:

Sell Without Feeling Like A Used Car Salesman

Written by Julie Chance


Sell Without Feeling Like A Used Car Salesman

By Julie Chance

Many business owners and professionals are appalled atrepparttar thought of having to sell their products or services. If you are going to be successful though, regardless of your profession, you are also going to be inrepparttar 105636 business of selling. But you don’t have to don a plaid jacket and adoptrepparttar 105637 sales techniques that have maderepparttar 105638 used car salesman infamous.

If we are uncomfortable “selling” our services, it is generally because we are trying to “sell” before someone has reachedrepparttar 105639 purchase stage ofrepparttar 105640 buying process. While selling may never berepparttar 105641 favorite part of your job, by implementing a systematic process you can move potential clients intorepparttar 105642 purchase phase and increase your comfort level and success with selling.

Imagine that you were inrepparttar 105643 market to purchase a big screen TV. You had visited a couple of stores to see what was available, done some research onrepparttar 105644 internet, talked with friends, and narrowedrepparttar 105645 choice down to 3 models. Now you have a few questions you need answered to help you make your decision. You go torepparttar 105646 appliance superstore, a salesperson approaches you as you enterrepparttar 105647 department and asks if she can be of help. She asks you a few questions about where you plan to put it, your budget, and whatrepparttar 105648 primary use will be. She answers your questions and helps you decide onrepparttar 105649 model that is best for you. Not only are you not put off byrepparttar 105650 salesperson, you would have been upset if there would not have been a salesperson to help you.

Contrast this with a situation where you are visiting an appliance superstore with a friend. You decide to go check outrepparttar 105651 big screen TVs because you’ve been thinking about getting one. The same salesperson approaches you and asks if she can help you. You say, “No thanks I’m just browsing.” As if she hadn’t heard your reply, she starts asking yourepparttar 105652 same questions as inrepparttar 105653 scenario above. However, this time you findrepparttar 105654 questions annoying andrepparttar 105655 sales person pushy.

The difference in these two scenarios is simply your position inrepparttar 105656 buying process. How would it have been different if instead of insisting on asking you a series of questions she had simply given you an article re-print from Consumer Reports and a list of 10 questions to consider before purchasing a big screen TV withrepparttar 105657 store’s name, her name and telephone number atrepparttar 105658 bottom?

The process people go through in making a buying decision is:

•Phase 1: Awareness and Knowledge •Phase 2: Liking and Preference •Phase 3: Conviction and Purchase

The only people you should try to sell your products or services to are those people inrepparttar 105659 conviction and purchase phase. The problem is many businesses do not implementrepparttar 105660 necessary steps to move prospective clients to Phase 3 so they are constantly trying to sell to prospects that are in Phase 1.

Think about it like this, you and your products or services are standing atrepparttar 105661 edge of a chasm on Mount Everest. I call itrepparttar 105662 Purchase Chasm™. Your potential customers are onrepparttar 105663 other side. Your job is to get those prospects to crossrepparttar 105664 chasm on a flimsy aluminum ladder, one step at a time and ultimately purchase your services. At this stage your objective is simply to get them to take that first step out ontorepparttar 105665 ladder, followed by another until they reachrepparttar 105666 ultimate decision to purchase. You don’t push, manipulate or cajole them into purchasing. You simply serve as a guide providing information and assistance throughrepparttar 105667 process.

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