How to Control the Mind of Your Prospect and Influence Them to Buy Your Product

I’m amazed at the thousands of dollars I witness that are wasted every week on poorly written advertising campaigns. If you’re not getting the results from your advertising that you’d like then read this article carefully. In this article I outline a simple technique, that if applied will improve your current advertising by 40% or more.

I’ve been in business in direct sales for more than thirty years. I’ve studied marketing and advertising throughout my career. I’ve made a lot of mistakes. Sometimes it feels like I’ve made more than my fair share. But, by making those missteps I’ve learned a lot about what doesn’t work and more importantly, what does. The simple truth is good advertising is no more than applying simple common sense.

Here’s the first rule of advertising. “People love to buy stuff.” That’s the first half of the rule. Here comes the rest. ”People don’t like to be sold.” Take a minute and think about that statement. If people perceive you’re trying to sell them something, they naturally become defensive. I know I’m that way. When you enter a store and the salesperson asks, “May I help you?” What’s your automatic response? “I’m just looking.”

I know as a businessperson you’re thinking, but wait one minute, “I need to sell my product! I’m in business to sell my product.” If that is indeed your response to my statement, then you’ve temporarily lost focus of your calling. You’re in business to deliver a solution to your customers perceived problem. Your prospect has a need or desire that can be satisfied by your product or service. Do you agree?

Make your advertising about your customer’s problem. Your advertising should clearly state your customers need. Then you can offer a solution to the problem by introducing your product or service. The focus of the advertising should be on the customer. Everything should be stated from your customer’s point of view. When you buy a drill, what are you really buying? You want a hole.

Start your ad with a headline that clearly states the problem or situation that your potential customer needs resolved. Then in clear concise language offer your solution. Include some form of proof that your product or service can deliver the desired result. This is where customer testimonials can be very effective.

Here’s the secret I offered to you at the beginning of this article. If you apply this information you will increase the effectiveness of your current advertising by at least 40%. “State your advertisement in the language your customer understands.” State your case as if you were having a conversation with your next door neighbor. Don’t get technical. Don’t use flowery language. It should not sound like a commercial.

Here’s a simple test you can use on your advertisements. Read it out loud. If it sounds like one side of a conversation you might have with your best friend, it’s a good ad. If it doesn’t meet this best friend test, throw it out and start over. I promise you if you do this one thing you’ll see a dramatic improvement in your advertising results.

I know your thinking that this sounds too simple. It’s the best kept secret in advertising. You’ve heard over and over again that word of mouth is the best form of advertising. If you believe this is true then think about your last endorsement or referral. Do you revert to “adspeak” when you made your recommendation? Of course you didn’t. You stated your experience in simple, straightforward, conversation.

I’m an advocate for advertising on the radio. It’s how I make my living. Radio works because it’s controlled word of mouth. You can control the message. You can control to whom the message is delivered to by selecting the stations. You can even control voice inflection. All of this while your positive word of mouth is delivered to thousands of ears.

Independent research shows that radio advertising delivers a better return on investment than any other medium when used correctly.