“A Big Mistake Retailers Make In Their Advertising….And The Solution.”

Here is something that almost everyone does incorrectly when building an ad.

They forget to build enough value in the thing being sold……..so that the customer will come in to buy it.

Let’s use a vacuum cleaner example ( I sell vacuums. This can apply to any product). If I advertise a vacuum cleaner for $700, I better show enough value in the ad, so that it looks like a $1,400 vacuum cleaner. Don’t get tricked into believing that if you build curiosity...they will come into your store to find out more.

People generally won’t make the trip into your store...just to get more information (even if that’s what they say). They are thinking of buying what’s in your ad.

If your ad half-sells them….you lose. Your ad has to make the customer want it badly...and see enough value to easily justify the price.

Here are a couple of proven ways I use to build value in what I’m selling (in an ad).

Compare it to something else that is well known, and has a higher price. Then the value is established by the comparison.

Use bullet points in the ad to list all the reasons a customer would want to buy it.

Let’s talk about the bullet points.

The bullet points have to be what the buyer will see as valuable...not what you see as valuable. And you need to translate that feature into a benefit.

For example:

“Has rubber wheels” isn’’t a benefit, unless the readers already knows how rubber wheels build value.

Say; “Rubber wheels that won’’t leave marks on your floors”. Now there is a benefit.

“Natural bristle brush” may get you all excited. But your customer has to be made aware of the value.

Say; “Natural bristle brushes to pick up pet hair, that won’t scratch bare floor finishes”

See? Two benefits in one feature.

One of the smartest ways to build value in what you are selling (be prepared...this will require a smidgen of work) is to simple make a list of every feature of the item you want to sell. Then think of two or three benefits the customer will get from each feature.

You may end up with a list of a hundred or more benefits to owning your product.

Now pick the strongest eight or ten.

Again, don’t think of what you would like...think of what the customer would find valuable.

I just completed forming a speech to sell my “Unfair Advantage Retail Advertising System”. I used it (for the first time) in Baltimore at a Bootcamp that Gold Member Howard Anderson put on. About half the audience who didn’t already own the System...bought it. Thank you everyone.

But here is how I built my speech;

I made a list of every problem retailers have in advertising. Then I kept the strongest eight.

I made a list of every possible objection to buying my system. I kept the list of the strongest (and most likely ) Three.

I knew I had less than an hour to speak. I made a list of the best information I could give. I kept the 3 best ideas...that I could explain quickly.

And out of these lists, crafted a speech.

It’s the same way I craft an ad.