In today’s busy world, customers seldom pay attention to ads. She or he is busy thinking about other things – things such as “what’s for dinner?” and “did I pay that electric bill?” and “what time is my appointment tomorrow?”. In order to get a customer’s attention, you have to offer a thought which is more interesting than the one the customer is currently thinking.
Bright colors, exclamation points, capital letters (shouting on the internet), and false claims are beginners’ ways of getting attention within an ad. Rather than shouting a bunch of unsubstantiated claims in bright glaring red letters at your customer, consider the skillful use of WORDS. Words can create the thought which can overrule your customer's current thought.
The way words are used is an impressive human power. Words start wars and end them, create love and choke it, bring us to laughter, joy and even tears. By using words that are majestic in your ads, and using them in a skillful way, you have the power to snatch up the interest of your potential buyer. It is art…an art that can be learned.
Don’t shout at your customer. Gently guide him or her into the description of your product with your words. Don’t give a bunch of unsubstantiated claims in your ad. Instead, state the truth at every turn. Put the item in your buyer’s hands with your words. Use your words to make them feel they already own your item. Getting a customer to mentally claim ownership is a huge step toward making your sale!
InJoy,
Jai
Author of Marketing Miracle Phrases
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