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Getting The Most From Your Advertising Dollars
Copyright 2005 Stephen Wright
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Wise Consumers Understand Advertising's Appeal
It's not a surprise that spending is an emotional activity. Most
people feel good when they spend money.
And, it's equally true that often people feel sorry they bought
something shortly after buying it. This happens so often there
is a special term for it: Buyer's remorse.
And this is not lost on advertisers. Nearly every advertiser
will tell you that their ads appeal to your emotions. They want
you to believe that you will feel better after buying their
product. They even tell you that you will feel good about buying
a particular product.
David Ogilvy (Time Magazine called him the most sought-after
wizard in the advertising business), in Oglivy on
Advertising, indicated that "Consumers still buy products
whose advertising promises them value for money, beauty,
nutrition, relief from suffering, social status, and so on."
For most products, people buy because they want the product, not
because they need it. Products are often associated with an
emotion. Wanting to be seen as beautiful; wanting easy and quick
nutrition in a vitamin tablet; wanting to be free from pain;
wanting to be seen as smarter than someone else.
"Wanting" is why you buy a particular brand, or a particular
product.
Words have a power to get inside your head and make you want a
certain product. The right words can help trigger a person into
buying a product they don't even need.
The famous advertiser Joseph Sugarman in his book
Triggers wrote that "The real underlying psychological
triggers that motivate, inspire and influence a prospect to make
a buying decision are often unknown to even the most experienced
salesperson. Knowledge of these trigger can be a powerful weapon
in the battle for your prospect's business."
Oh, when a consumer is asked why they bought something,
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they'll
tell you about the value and the good deal they got. But, the
reason they bought it is primarily because the advertising
message convinced them that the product would satisfy an
important emotional need.
They had a strong desire to buy. But, they also needed a
reasonable justification to allow them to buy. When a "desire to
buy" meets up with a "justification to buy", there is a high
probability that the consumer will buy.
Look at the ads on TV. What do they tell you? Just think about
some of the new car ads you've seen. They give you a fact that
justifies the purchase, and after that they appeal to your
emotions:
- You'll look good in this new car
- Be the first to own the new model
- Everyone will turn to watch you go by
- You'll feel great flying down the highway with the top down
and your hair blowing in the wind
It is important to realize that you buy non-essential products
because of emotion mixed with justification.
As an experiment, watch ads on TV in order to decide what
emotion the ads are appealing to. What are the words or phrases
they are using in get inside your head to make your desire the
product?
And, what facts do the ads provide as a justification to buy?
The more you realize how advertising works and the more you
analyze the ads you see, the less you will be affected by those
ads.
And that means you will spend less money buying products you
really don't need.
About the author:
Robert Sherman is the owner of Credit Card Debt
Help - a site that offers options to help consumers reduce
and eliminate their credit card debt. This article is a
selection from the free eBook How to Free Yourself from
Credit Card Debt available on that site.
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