The Hidden Benefit
What do we mean by the hidden benefit?
It is this inner emotion that excites and motivates us to take action. If we know what makes the customers buy we've got them by our lead. All we do then is just guide them through the closing process of the sale.
For example, the other day I was listening to the radio, Colorado were doing a 15 second ad. We know Colorado are known for it's hard and tough shoes.
Well, the ad ran something like this:
First they created a theater of the mind by picturing a man going out into the hard rugged forests. This was demonstrated by using real sounds of nature such as footsteps walking in the forest and the calming sounds of waterfalls. There were no script in the ad (the objective is to allow the customer's imagination run wild) and at the end of the commercial Colorado was just mentioned. This ad was targeted towards the adventurous type, but you can see how Colorado subtly is out there maintaining it's brand name known for it's toughness.
Another example would be a Gold Lotto TV ad. You don't see the ad promoting forms and crosses but rather the feeling of having that new home or exotic luxury boat.
So the next time you try to create an advertisement of any kind try to find that hidden benefit in your customers. The closer you are in matching this the more likelihood they will be drawn to your ad.
Farhan Ishaq (aka Fuzz Ishaq) specializes in teaching people how to rapidly improve their results in marketing their product or service. Fuzz Ishaq has a degree in business and has written over 6,000 sales messages for 153 different industries since 1996. To get instant access to marketing reports, products and LIVE training,
Source: http://ezinearticles.com/
Added: July 1, 2008