Dear Business Owner,
Well this is awkward. I don't know where to begin. I'm going to be honest and put everything out in the open and just tell you that I don't feel that certain connection with you anymore. At first, you automatically grabbed my attention and things were great, but recently our connection has been somewhat complicated, distant, and confusing. It's just not fun anymore. I hate to tell you this, but I have been enticed by someone else and it has been going on for sometime. At first it was innocent, but over time we kept running into each other and we instantly hit it off. I'm sorry....it's over.
Sincerely,
Once Enticed Consumer
Every business owner or company doesn't want to receive this "Dear John" letter in their mailbox from their customers or clients. While businesses and companies are vigorously attempting to relay messages in today's market via advertising/marketing through different mediums, current and potential consumers are also sending an important message. Potential consumers are screaming from top of a mountain "ENTICE ME! Give me reasons to gravitate towards YOUR products/services and not your competition's. Please fill me with that empty feeling inside and regret if I don't decide to buy from you. I'm begging you play the role of Don Corleone and "give me an offer I can't refuse."
So, lets assemble a search team equipped with a St. Bernard with a large barrel attached to its collar and rescue the stranded and disheveled consumer from the top of that mountain. How do we do that? Well, its starts by understanding the process of building the right ad, with the right message, and make sure it is targeted towards the right people. Here are 6 essential and positive qualities of an advertisement straight from the horse's mouth- the customers.
Consumer's Advertisement Wish List
1. Know me Before you Pitch to Me: Before you begin the initial process of developing a promotion or advertisement, you must understand and know the target audience and demographic that you are trying to reach. For example, you own a company that manufactures and sells lawn mowers. Would you target children or people that own apartments or boat houses?
2. Informs me of something useful: It is always a good idea to remind or educate potential consumers of what they need or what they have been needing for a long time. If I need an object to fit in a round hole please remind me that I need a round peg.
3. Make Me Laugh: Why so serious? Make me laugh or chuckle. If you are able to tickle my funny bone than you have succeeded because even if I don't need your product/service at that particular moment you will be the first I think of when the time comes.
4. Make Me Think: Make my brain juices flow. Make me think, but not too hard. I don't want to be feeling as if I'm attempting to solve a Rubik's Cube or the New York Times crossword, but by all means force me to contemplate or question my purchasing desires and tendencies.
5. Don't Insult My Intelligence: I'm pretty sure I won't be enticed to purchase your product/service if you belittle my judgement or make me feel stupid. You want me to buy from you right? I'm sorry, that's a stupid question.
6. Send Me a Message Sealed With a K.I.S.S.:
K- Keep
I- It
S- Simple
S- Stupid
Please don't over complicate your advertisement. No potential customer should be inclined to put on a fedora, carry a whip, and forced to uncover ancient icons to decipher your advertisement's message. A successful and productive advertisement should be able to pass the "3 second test." A target consumer should know what you are selling, what your current promotion is, and what message you are trying to communicate within 3 seconds of looking at your advertisement.
Entice your customers, don't confuse or alienate them.
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