The Most Important Nine Word Sentence in Advertising - The product itself and not the advertising is what creates repeated sales
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No matter how efficient the product advertisement is, it can only raise the prospect's interest in the product and do absolutely no more. A good ad that places the product in the right light and focuses on its USP will only manage to make the prospect pay attention to the product. An interested prospect may buy the product once.
But from that point on, it is the quality of the product, its value for money and other such intrinsic attributes, that will come into play. The "repeat sales" wealth-creating formula can only be executed and implemented by the product. The copywriter can in no way help in adopting or executing this plan. So unless the product is satisfying the customer's needs, the buyer will not return to purchase it again, regardless of how good the advertising strategy of the product is. The best of advertisements cannot make a customer buy a product repeatedly unless the client has been satisfied by the product.
Continuing with the Anacin example, the advertisement made people remember the annoying jingle and therefore by default remember the name of the medicine. But it was when they tried the headache pill that users realized how effective it was. This made them return to the product repeatedly. So what the Anacin advertisement did was embed the name of the product in the prospect's mind -- and that's it. The repeated sales were only created by the pill itself.
The product quality should not take a back seat to the advertising strategy
When pumping large amounts of money into your advertising strategy, never ignore or compromise on the quality of the product. It is the product that will help you cash in on the major profits that can be generated by repeat sales.
Ignoring product performance at the cost of advertising strategy is sure to spell doom for the venture. Since it has been proved that it is the product and not the advertising that causes repeat sales, it is of course crucial that the product be given its due attention.
Next: Repeat sale statistics are like life saving drugs >>
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