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Why Advertising Doesn't Work

by ewenmack
9 replies
First there is confusion between selling the intangible,
like websites and the tangible, like a vacuum cleaner.

One you can make the sale from the ad and the other very unlikely.

Yet those selling the intangible treat their ads the same.

Wrong.

What you do instead is sell the low risk offer to find out more.

The offer could be a Special Report titled, for example...

"7 Mistakes Which Murder Your Chances Of Your Website Getting Phone Ins".

It could be an offer of a 31 point diagnoses of website performance.

It's those types of offers you sell the heck out of.

You do it by clearly stating the gains and losses found as a result.
Use numbers, money and time to build your case.

Have a landing page where they can easily get the offer.

Once again, create low risk offers and sell the getting of them.

Best,
Ewen
#advertising #work
  • Profile picture of the author hayfj2
    We could of course stir up the old emotions in the headline and ask a good killer qualifying question to draw them in...

    ...a question that gets the reader saying "ouch.", "damn", "yup thats me", "I've got that problem." "I want to find out more"

    What I love to do on occasion in a quiet moment over a coffee, is to wing on over to google images and type in a keyword followed by the word "ad" to some example real world ads for a particular topic, genre or industry.

    e.g. mobile phone ads
    e.g. insurance ads

    some good ones can be found when you focus in on the problem... "back pain ads"

    just to see what comes up.

    You see some excellent ads for selling both tangibles and intangibles

    (but you also see some real dire ones too, because of the points you raised above that many "suits" and agencies simply dont apply)

    Its amazing how many still do a "me. me. me." instiutional ads and focus on themselves (the advertiser) in the headline instead of trying to target and qualify the reader.



    Fraser
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  • Profile picture of the author socialbacklink
    you hit the nail on the head as usual Ewen. You have to treat each funnel a little differently. So many variances. You can't sell a vacuum the same as a website because you have two different buying thought processes. The vacuum they've done their research. They know what they want. They are just looking for a good price.

    With a website they've either been ripped off or have heard of those who have. Also, they are looking for an expert that will get them business. It's about more than just a website. This website will feed their family while the vacuum just keeps the carpet clean. Huge difference.

    This is also the reason why people doing the build a cheap or free website and I'll get them on hosting stuff are wasting their time I think. I've done this for a long time and when you sell product for free you end up usually with the worst customers.

    I use squeeze pages to build trust. It's like a carrot leading them through each step of the process. A trust indicator like an SSL cert or money back guarantee sells the heck out of a vacuum. But, expert advice sells websites. Relationships sell websites and marketing services. Night and day.
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    • Profile picture of the author Anthem40
      I read this according to the framework that advertising doesn't work, but you seem to be describing how to advertise an intangible service. If you have time, would you mind clarifying whether your title was written to increase views or otherwise? I feel silly that I don't quite understand what you are trying to communicate here.
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      95% of IM'ers have great relationships with clients who also advertise offline and with other people. Stop missing out on that cash and leverage into it. PM me if you are an established marketer and want to find out how.
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      • Profile picture of the author sodomojo
        Originally Posted by Anthem40 View Post

        I read this according to the framework that advertising doesn't work, but you seem to be describing how to advertise an intangible service. If you have time, would you mind clarifying whether your title was written to increase views or otherwise? I feel silly that I don't quite understand what you are trying to communicate here.
        Ya doesn't make sense to me either. My guess is he just wants to get people to read his thread but the thread contents along with many of his other threads contradict this title.

        What he fails to understand is that misleading titles and misleading advertising turns people off.
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      • Profile picture of the author ewenmack
        Originally Posted by Anthem40 View Post

        I read this according to the framework that advertising doesn't work, but you seem to be describing how to advertise an intangible service. If you have time, would you mind clarifying whether your title was written to increase views or otherwise? I feel silly that I don't quite understand what you are trying to communicate here.
        Hi,

        For most people, they have had the experience
        in which their advertising didn't work at some point.

        It could be Craigslist, newspaper, magazine, radio, Yellowpages,
        Adwords, Facebook, Linkedin or other media.

        To be relevant on this section of the forum to many who advertise web design,
        I made my case why it won't work if they use the same tactics in selling tangibles.

        So I don't see the headline being deceptive.

        A direct mail piece that went to hundreds of thousands of people
        used the same formula in it.

        It was the one which brought back the most money out of other mailing ideas.

        It said...Why [ingredient And [ingredient] Don't Work

        It was for a eye health supplement.

        It was the right message because many had tried those ingredients in a supplement but were disappointed in the results.

        The dosage and type of ingredients were the fault.

        The base ingredients were still the same in the solution.

        It was what people did with the base ingredients made them ineffective.

        Just like advertising, used wrong and it won't work,
        which many have experienced

        Best,
        Ewen
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        • Profile picture of the author jimbo13
          Why they think your headline is confusing is because it can be read 2 ways.

          A blanket statement meaning it doesn't work full stop (period if you are American)

          Or the reasons why particular advertising doesn't work.

          I know the two are closely linked but that is the reason for the slight disconnect.

          ABC; C standing for Clarity.

          Why Your Advertising Doesn't Work has more clarity.

          Why vitamin doesn't work also has clarity.

          You already know this stuff though so it actually feels a little weird me writing this on your thread.

          Dan
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  • Profile picture of the author tlangdon
    Everything should be clear and concise your correct
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  • Profile picture of the author misterme
    Originally Posted by ewenmack View Post

    First there is confusion between selling the intangible, like websites and the tangible, like a vacuum cleaner.
    I think websites and vacuum cleaners are very similar. I've seen websites that suck and vacuum cleaners that are difficult to navigate.
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    • Profile picture of the author Irish Intuition
      Originally Posted by misterme View Post

      I think websites and vacuum cleaners are very similar. I've seen websites that suck and vacuum cleaners that are difficult to navigate.

      Now that got me to giggle
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