How To Advertise - Lesson Four

Here’s today’s lesson on how to advertise so you can make more sales.

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What Makes A Winning Online Ad?
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Most people who have been involved with sales & marketing for any
length of time have heard the axiom, “Sell them what they want.
Then sell them what they need”. But what does it mean? It sounds a
little odd doesn’t it?

Does it mean that people are frivolous & go around making
irrational purchases that don’t meet their needs, before more
serious ones that sustain them? Should you try to sell trivial
goods first, & then follow up with those that are more substantial?
Should you put games & entertainment on your home page, and flour &
salt in your follow up messages?

No, that’s not it.

What it is trying to say is that people buy for emotional reasons.
Does anybody buy a Mercedes Benz just because they NEED to get from
point A to point B? Do they buy it because they NEED all of the
amazing gizmos, the heated leather seats & hand polished wood trim?

No, a person buys an expensive car that they don’t need because it
makes them feel important. You may be shocked when I say this, but
I’m going to say it anyway. Luxury purchases are motivated by
vanity, envy, pride, jealousy, & narcissism, even greed. And, there
is nothing sinister, or wrong with it. That’s just the way we are
as human beings. It’s what makes us tick. In fact, these emotions
are behind all kinds of everyday purchases too.

Understanding how they motivate buying behavior is critical to
selling.

Look at this ad for the Wall Street Journal. It’s said to be one of
the most successful advertisements in the history of the world,
responsible for over $1 billion in sales.

Look carefully, & see how skillfully it evokes one or more of these
powerful emotions. Try to get a sense of how you feel when you read
it.
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THE WALL STREET JOURNAL “TWO YOUNG MEN” LETTER

On a beautiful late spring afternoon, twenty-five years ago, two
young men graduated from the same college. They were very much
alike, these two young men. Both had been better than average
students, both were personable, and both - as young college
graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th
reunion. They were still very much alike. Both were happily
married. Both had three children. And both, it turned out, had gone
to work for the same Midwestern manufacturing company after
graduation, and were still there.

But there was a difference. One of the men was manager of a small
department of that company. The other was its president.

Have you ever wondered, as I have, what makes this kind of
difference in people’s lives? It isn’t always a native intelligence
or talent or dedication. It isn’t that one person wants success and
the other doesn’t. The difference lies in what each person knows
and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about
The Wall Street Journal. For that is the whole purpose of The
Journal: To give its readers knowledge - knowledge that they can
use in business.

The letter closes:

About those two college classmates I mention at the beginning of
this letter: They were graduated from college together and together
got started in the business world. So what made their lives in
business different?

Knowledge. Useful knowledge. And its application.

I cannot promise you that success will be instantly yours if you
start reading The Wall Street Journal. But I can guarantee that you
will find The Journal always interesting, always reliable, and
always useful.
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This is a newspaper! It doesn’t get much more mundane than that,
but the same principle applies, do you see the power in it?

What we are talking about here are emotions that are inextricably
tied to the universal desire for esteem that’s hard wired into our
nature as human beings. If you’ve got a pulse, you’re under its
spell. But here’s the kicker. Most of the time, we are not even
aware of the stimulus, only the response.

When you were reading the story about the graduates and the
reunion, chances are, you were playing out your own meta program
inside your head, and experiencing one of the esteem emotions. And
it triggered your own personal desire to show the world what you
could do, didn’t it?

Esteem (to feel valued) is NOT a WANT at all. It is a basic human
NEED almost as fundamental as food & water. Your prospect’s hunger
& thirst for it. Their emotions are the expressions of that craving.

If you can trigger them, & then associate satisfaction of the
“esteem needs” with your product, you’ve got a winning ad!

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Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world
famous copywriting anthology “Masters of Copywriting” featuring the
marketing wisdom of 42 of the world’s greatest copywriters,
including Clayton Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and
dozens more! For a FREE excerpt visit the link
http://www.Sellingtohumannature.com/Copywriting-Secrets.html
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Article Source: http://EzineArticles.com/?expert=Daniel_Levis

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