What Not to Put in Your Advertising

What Not to Put in Your Advertising


The old ‘SEX – Now that I have your attention…’ headline/statement is a stinker. While it often gets people’s attention, the person/reader is let down big time right after that. Other examples are good looking models in bikinis promoting products. Sure it does get the persons attention, but their attention is normally focused on the model, not on the product.

One famous television advertisement that promoted a new beer showed a busty blonde model, wearing a white tight t-shirt. Surveys were then conducted, by the agency that created the advertisement. The question was asked, “Who watched the ad?” Huge amounts of people in the target market stated they watched the ad. It was talked about everywhere. The agency thought they were on a winning commercial, until they asked the next question. “What was the name of the beer?” “Um, um, I don’t know, I was too busy looking at the model.” Was the typical response.

So does sex sell? Well if you are selling products that you want people to associate the image of being sexy with a particular product, then yes it does sell. Think of some of the jean or deodorant commercials. Customers do associate that “If I wear this aftershave, ladies will be attracted to me.” Or “These clothes make me feel sexy and help me get a boyfriend.” This association of products and sex does work, however it is a fine line.

The other type of ad like the busty blonde model doesn’t sell products well. It certainly captures people’s attention, but that is all it does. It doesn’t continue on with the sales message. The whole ad is concentrating on the model, and not the benefits of the product. The point of difference is that one helps sell the product, the other hinders the product by overshadowing it.

One simple and easy way to help people create an effective advertisement is to use the A.I.D.A. principle. This is a tried and tested formula that has been around for years in advertising and marketing. Salespeople also use it as a good guide to follow. So what is A.I.D.A.?

A.I.D.A. stands for:

A – Attention. First thing, get their attention. It’s said we see something like 3,000 plus marketing messages every day, so you’ve got to break through the clutter. Keep this hard hitting and short, once you have their attention move on to the next step. While the busty blonde model ad got people’s attention it didn’t proceed to the next steps.

I – Interest. Get them interested. Get their attention and go on further about how it’s going to be dead easy and super fast to get whatever got their attention. Follow on from the first step and make them take notice.

D – Desire. Stimulate their desire. Really go into depth about what’s in it for them. We buy on emotion, and justify later on with logic. Buying is an emotional decision, so get them stirred up about the benefits of buying from you and you’re almost there.

A – Action. Get the customer to take action. ‘Brand’ or ‘image’ advertising, such as talking about how good your company is, falls down completely here. It relies on the initiative of the person to find out how to take action and then do it. Trouble is, your prospect is like a sleepy sloth in a tree. To get him to wake up, get off his warm, comfy branch, climb slowly down to the cold hard ground, grab his credit card and buy something takes good marketing. You have to demand that they take action before you stop the offer.

To sum up the formula, (and nothing to do with sex) A.I.D.A., is a lot like fishing. You cast out the bait and get the fish’s attention by the bait hitting the water. Splash! The fish sees the delicious bait sinking to the bottom, now you have their interest. The next step is to wiggle and move the bait in front of the fish, so it looks desirable. Now the final part is that you wind the bait in and make the fish take action before the bait is gone. Make the fish think he will starve if he doesn’t take action now. Bingo, you have hooked the fish!


Source by Craig Howlett

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