Emotion-Connection-Purchase. Looking to position your product?
November 6, 2008 by Mary Ellen
A simple ad can work well when it frames benefits with emotion and connects with the right audience. Content, properly presented wins. This ad, placed in my mailbox got my immediate attention:
Reliable pet sitting for the TLC your pet deserves and the peace of mind you’re looking for while you’re away.
I’ll also bring in the mail and paper, water the plants, open and close the blinds, ETC, with discounted rates for all (subdivision) residents. Call (full phone), First and Last Name, Full Address.
Can you make a similar connection with your audience? Think about it. Take the time to run your idea by a friend or associate. In a recent marketing discussion, business owners talked about their most costly marketing mistakes. In nearly every instance, haste became an obstacle to success.
The pet sitter carefully planned her advertisement:
- She used the word “reliable,” and immediately addressed the fear of “what if my sitter doesn’t show?
- The TLC your pet deserves positions your pet first, an important detail when you plan to leave beloved animals for any length of time.
- Peace of mind is desirable. You don’t want to worry about the home front while traveling.
- Then, the small ad goes on to make an offer targeting other potential concerns for those who are away…the mail, the paper, the plants, the blinds.
- Discounted rates offer still more interest
- The advertisement appeared to be targeted for the subdivision; not only was the subdivision named, but the address could be readily identified prior to the call and a reverse directory would confirm it.
- Finally, the advertisement was neatly and plainly printed on a strip of paper and placed in the mailbox so the cost to present the ad to the public was contained.
Make the time to create an emotional connection with potential customers, regardless of the communication.
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