By Brenda Do
“The consumer is not a moron, she is your wife.”
The man knew how to sell because he understood people.
Ogilvy started off as a door-to-door salesman, made his name as a copywriter, then created one of the most successful ad agencies worldwide, Ogilvy & Mather.
And he saw – which we’re still guilty of doing today – how companies keep losing sales because our ads and other marketing material treat our customers like morons.
But most of us aren’t doing it on purpose, we’re just following bad advice.
Let’s see how you rank against the 3 most common ways our marketing treats customers like morons…
Mistake #1: Because I said so!
Let’s say you’re single and sitting at a bar when someone walks up to you saying, “Hey, I’m the best thing that ever happened to you. Marry me.”
Would you do it?
This seems like an exaggerated example, but many websites, emails, and ads are written in a way that does just that. Look at emails, mailers, and ads that cross your desk daily. You’ll basically see these messages:
- I’m wonderful. Buy me.
- I need your vote. Support me.
- I’m a great deal. Get me.
In other words, I’m the best thing that ever happened to you. Marry me.
Much like looking for a spouse, your consumers want to know you’re the right fit. They want proof you’ll answer their deepest needs. They want assurance they won’t regret their decision.
So how do you do that? Show them, don’t tell them. Here are a few examples:
Telling: We offer the best customer service.
Showing: 24/7 support. Lifetime guarantee on all parts.
Telling: We focus on quality.
Showing: All seams are triple stitched and reinforced with steel rivets at common stress points to prevent sagging or ripping. Even after years of use.
Show how you’re wonderful. Don’t just tell them you are. Your customers aren’t sitting around waiting to be told what to think.
And remember to focus on them. The WIFFM (what’s in it for me). How are you going to make their life better? Why should they care?
Ok, let’s move on…
Mistake #2: Babies, boobs, and beagles
Some marketers think some products are so boring or common, they need to jazz it up to sell it. So they slap on a picture of a baby, a sexy woman, or a dog for attention.
While babies, boobs, and beagles can make us look (hey, we’re human), they don’t necessarily increase sales.
For instance, if you’re a new parent looking for bigger car, would you choose a car based on the cute puppy in the ad? Or on the car’s safety features?
You make a sale when you address what your customers want to hear. Don’t take shortcuts by relying on cheap tricks.
For fun, flip through magazine ads for products that could interest you. See how many big agency ads you gloss over because they don’t answer your needs. They spent a lot of money missing mark. But you don’t have to make that same mistake.
Mistake #3: Entertain vs. educate
Read the rest of Brenda’s article at http://www.blcopywriting.com/the-consumer-is-not-a-moron-she-is-your-wife/.