What do you think of when you think of the word “advertising”?
What do you think of when you think of the word “advertising”?
Do you think of big billboards?
Do you think of superbowl TV commercials?
Do you think of facebook?
Do you think of tiktok?
For me, the first thing I think of is the book “scientific advertising”.
If you haven’t read it - I would suggest you pick up a copy ASAP.
It’s probably less than $15 on amazon.
And you know what the interesting thing is?
It’s over 100 years old.
And the funny thing is that most of us might think….
“How in the world could that book be up to date with all the changes that have happened in the world, and especially in the marketing world over the past 100 years?”
And that’s a good question.
And the one word to answer it would be:
Drumroll please…..
Principles.
Yep, principles.
The things that never change, no matter what year it is.
If it’s the year 1,700 or the year 2,070.
There will always be certain principles that will apply and never change with time.
And that’s also the case when it comes to marketing.
Here’s what I mean.
The most “expensive” (meaning the highest cost to get a “result” from your advertising) type of marketing you can do is the….
“We’re the best XZY in town. Give us a call right away” type of marketing.
Why is that?
Because it’s all about that company.
Why should someone call?
What’s in it for them?
Why should they hand over their hard earned money to XZY company?
Because XZY company said “call right away”?
Tough sell, right?
What’s the principle?
Advertising is not about us.
It’s not about our company.
It’s not about shouting the loudest into the marketplace to “do business with us, were the best!”
Then what is it about?
It’s all about the prospect.
What their desires are.
What they are needing help with.
What solutions they are looking for.
How they can benefit.
Our business is a vehicle that can get them there.
But they are the main star of the show.
And you know what the interesting thing is?
The more we focus on the prospect, and the more we build our advertising around them and what they want, the better results (typically) we see when it comes to our marketing.
For example:
Let’s say you’re a realtor in Dallas.
You’re looking to increase the amount of seller listings you have.
One ad might say (and this is what a lot of folks will do. no shame by the way):
“Looking to sell your house in Dallas? Give me a call! I’m your guy/gal. I’ll help get it sold for top dollar, fast!”
And you know what the market thinks? (generally)
“Cool. I’ve heard that 1,000 times”
Why?
Because it’s all about the realtor.
Compared to another ad that says something like:
“If you’re a homeowner of a 3 bed/2 bath single family home in Dallas thinking about selling your home now or in the future, but are a bit concerned about the market and feel like your house may have gone way down in value, or may even feel like it’s jumped up way above what you paid for it - you might be interested in grabbing the Free March 2024 Dallas Home Sales Report that will tell you exactly that. What homes have recently sold for in your neighborhood and what your home might be able to sell for in today’s market. (In case you’re interested). To grab that free guide, simply……”
You get the idea, right?
The second ad is all about the prospect.
What they might have been thinking about.
What they are worried about, or are interested in finding out about.
Giving them something of value first, before asking for anything in return.
Low pressure.
Valuable.
And you know what?
A percentage of those folks that grab the free guide will (if you have a good system in place) turn into customers down the road.
Some in a short period of time.
Some in a longer period of time.
But if we’re going to be working on setting up marketing systems that help us generate a consistent flow of new leads and customers, why not make it as easy as possible for prospects to come into our “ecosystem” - by providing them with low pressure offers and advertising that is all about them.
Here’s what Claude Hopkins (the author of “scientific advertising”) had to say about this principle:
“They care (the market) nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, ‘Buy my brand. Give me the trade you give to others. Let me have the money.’ That is not a popular appeal. The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer pay prove the claims without any cost or risks. Some of these ads seem altruistic. But they are based on a knowledge of human nature”. (pg. 22-23)
Great advertising is all about our prospects.
How we can serve them.
What’s in it for them.
And that starts with how we advertise.
Hope this was helpful.
Talk soon,
-Colin