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Advertising Tip: Appeal to the Smarter Sucker
Posted on 31. Mar, 2009 by Jeremy in Prima Communications Blog, Writing & Marketing
When it comes to advertising, I’m an absolute sucker. I’m the one the marketing execs dream about. When the commercial tells me I need something, I’m instantly intrigued, and usually end up believing I do need it. If the execs knew how close I come on a regular basis to breaking out my credit card, they’d have drool running down their chins. However, I’m rarely compelled to action. Perhaps I’m just cheap. But really, if they’ve got me hook and line, where’s the sinker?
The ones that get me to act are typically those that offer me food for thought, something to take with me to mull over later, something that allows me to have an “a-ha” moment and say, “hey, that guy was right” or come to the conclusion that the product or service seems credible. The ads that get me are the ones I think about later—in other words, the ones I remember. So I may be a sucker, but at least I’m smart about it.
Consider what compels you to action. Is it hard-core selling, offers of free this or that, or something more substantial? Think about what moves you, and integrate those same tactics into your advertising.