The Most Important Nine Word Sentence in Advertising
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Your site advertising is a wonder to behold, and you're attracting plenty of traffic. Strangely, though, you don't seem to be getting any more conversions than you did before your campaign. What's the problem? Sad to say, your problems could be deeper than marketing. Keep reading for some tips on where to look.
As the commercial sector expands, the competition also increases. With globalization taking on humongous proportions, it would be safe to say that no manufacturer today enjoys a monopoly. This competition has given rise to the concept of marketing and advertising.
Marketing is a crucial aspect of the sales figures of almost any commercial activity. How the product is presented to the prospect is considered as important as the product itself. But what most advertising businesses seem to overlook is the most important nine word sentence in advertising. In the words of Rosser Reeves, "A gifted product is mightier than a gifted pen."
The star of the advertisement is the product, not the ad itself.
The central idea behind this nine word sentence is reinstating the importance of the product, which is the ultimate weapon in winning over your client. Rosser Reeves was most remembered for his annoying Anacin advertisement, which was so excruciating for the viewer that the headache medicine's name was embedded in his/her mind. In fact the sales of Anacin tripled after this advertisement went on the air.
Rather than focus on the quality of the advertising, Reeves believed that the product should be the star of the advertisement. Instead of focusing on creating a beautiful and fancy advertisement, the focus should the on imprinting the product's name in the prospect's mind.
Finding the USP of the product and propagating it is the name of the game
It is the unique selling proposition (USP) of the product that should be elaborated in the advertisement, so that it is imprinted in the viewer's mind. Reeves adopted the use of slogans to ensure that prospects remembered the product along with its USP. The Dettol antiseptic company launched a soap which was propagated as an antiseptic soap. While it is known that all soaps are antiseptic in nature, Dettol managed to create a niche for itself by advertising its USP as being an antiseptic soap. So creating a unique selling proposition for the product and imprinting it in the prospect's mind is the trick to effective advertising.
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