The More You Tell, the More You Sell

The More You Tell, the More You Sell

By Troy Laughren

Regardless of what headline you use to grab the readers, listeners, or viewers attention... the advertisement must tell a reasonably complete story. Many advertisers for the sake of brevity present only a single benefit or foolishly write a serial ad that continues in another issue.

In our busied world the odds that that same audience will see a successive ad (serial ad) is statistically improbable and thus, the lack of cohesion they'd feel between the ads is also improbable.

People are not prone to read successive advertisements on any single product. No more than you are to read a news item twice or a story twice. In one reading of an advertisement one decides for or against the products proposition. And that fact works against a second reading too. So present to the reader, viewer or listener once you have his or her attention, every important claim you have to make.

When you get a person's attention - you are stealing their time - accomplish everything you ever hope to accomplish with them; bring all your good sales arguments to their attention. Cover every phase of your subject and compel them to take action now, not later right now! Be aware that one benefit will appeal to some, one to another. Omit any one and you will lose a certain percentage of whom that benefit might have convinced.

Some advertisers go so far as to never change their proven ads. Several mail order ads for example have run year after year without diminishing returns -I know of one that has run successfully for 20+ years. An ad I ran on the internet stayed the same for 3 years and all 3 years it produced incredible results. When you perfect an ad that contains the best of the best, there is no reason to change it. As an advertiser it's dangerous and costly to your wallet and bottom line to expect a second reading, when you have the audience's attention do your very best to tell the complete story and compel action now - in advertising there is no second chance.

Any reader, viewer or listener of your ad is interested; otherwise he or she would not be reading it, watching it or listening to it. You are dealing with someone who has raised their hand and said, 'I'm Interested'... and by continuing to read, watch or listen they are demonstrating they're willingness to hear or see more. Do your very best to compel action right now, if you lose them now, they may never again raise their hand and say I'm Interested!