You can Guarantee your advertising results trough science.
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
Though it is just an inquiry, you are starting to see a return on your investment. This is the first proof your advertising is working.
In today market it is easier to get someone to fill out a form online or send an email than it is to get him or her to go to a store and talk to a salesperson.
Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don't-keep-it Or Here's-something-better. As there would have been if that same Consumer had written direct for it by Mail.
If the ad fails to convince the consumers with a "Reason why" and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor's bottom line. Half the money spent to keep the brand on people's minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
This is why not more than a fourth of those who, out of mere curiosity, buy the first package, through "General Publicity," ever buy the second or third consecutive package of the same article. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "Generally Advertised" article to pay the cost of introducing it to the Consumer's notice, through Advertising.
The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements, Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason-Why" under it cannot combat the personal influence of the Salesman.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
The first viable return on investment from your advertising is an inquiry for your product or service. It may be an email, a phone call or a visit to a store.
Though it is just an inquiry, you are starting to see a return on your investment. This is the first proof your advertising is working.
In today market it is easier to get someone to fill out a form online or send an email than it is to get him or her to go to a store and talk to a salesperson.
Now it may take twice or three times as much Conviction in Copy to make a Consumer write an Inquiry for goods, and post it, as it would have taken to make that same Consumer inquire verbally for the goods advertised, when passing a store that should sell them.
But, when he does inquire verbally from a Retailer, there are twice or three times as many chances of substitution, of Don't-keep-it Or Here's-something-better. As there would have been if that same Consumer had written direct for it by Mail.
If the ad fails to convince the consumers with a "Reason why" and conviction it could direct him to a retail store where they are switched to a competing brand, the retailer is overstocked in, or that the salesman prefers. In which case we would be helping our competitor's bottom line. Half the money spent to keep the brand on people's minds results in the substitution of non-advertised goods for the advertised through General advertising. The ad must therefore give them a better Reason to buy your goods than he is likely to get from the Salesperson for the competitions goods that Salesman will want to substitute. It must give him this reason in such lucid thought-form that he can comprehend without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements.
This is why not more than a fourth of those who, out of mere curiosity, buy the first package, through "General Publicity," ever buy the second or third consecutive package of the same article. Because they do not buy on Conviction In the Meantime, it usually takes about all the profit in the first purchase of any "Generally Advertised" article to pay the cost of introducing it to the Consumer's notice, through Advertising.
The advertisement must therefore give him better Reason why he should buy our goods than he is likely to hear from the retail Salesman for the competing goods that Salesman may want to substitute. And, it must give him these reason why in such lucid thought-form that he can understand without effort, so impressively that he will believe our reasoning Claims. It must accomplish this in spite of his natural distrust of all Advertisement statements, Because the competing goods look just as fine when shown and recommended by the Substituting Salesman. The Curiosity Inquiry having no firm foundation of "Reason-Why" under it cannot combat the personal influence of the Salesman.
Because, through General Publicity, his attention had only been "attracted," not compelled and enduringly impressed with a logical understanding of these qualities. But, when once convinced in advance of purchase, through "Reason-Why" Salesmanship-in- Type, that the qualities claimed for the article do exist in them, he starts using that article with a mental acceptance of these qualities.
We also help his imagination to find and recognize, in the article advertised, the very qualities claimed and proved for it in the Copy. These qualities he might never have discovered for himself, nor appreciated if he had casually discovered them, in a mere Curiosity purchase.
Advertisers who uses mere "General Publicity" or branding when they might have all that and, in addition, a positive Selling force combined with it is losing 50 percent to 80 per cent of the results they might have had from the same identical media space. Selling tests made on various kinds of Copy and Mediums have proved this for Reason Why, which are the Heart and Soul and Essence of all good Advertising.
The difference in Results from Space in which this direct selling force of "Reason-Why" has been used, and in results from similar space filled with "General Publicity," is often more than 60 per cent. Conclusive tests on Copy have clearly proved this, and preceding article cites a vivid example of it from actual experience
About the Author:
Dennis Gartland is an expert at testing ads on the interent you can visit his site to learn more about his internet advertising agencies Click here for information on Cleveland SEO
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