The Most Important Nine Word Sentence in Advertising - Repeat sale statistics are like life saving drugs
(Page 4 of 4 )
Successful business ventures give due attention to maintaining regular and correct "repeat sales statistics" because these send out several signals that are crucial for the business. Repeat sales statistics warn the manufacturer early that the product is not faring well against the competition. Armed with this knowledge, corrective measures may be taken in time to pull the product up to mark once more.
For this reason, it is highly advisable that these statistics be maintained month after month and year after year. While almost all commercial ventures understand the importance of advertising, many of them fail to recognize the life-saving effects of "repeat sale statistics."
It is an obvious conclusion now that, while advertising is essential in today's day and age of communication and exposure, it should not take away the focus from the product itself. Simply hiring a creative copywriter is not the solution to good and effective advertising. A good copywriter is not one who creates original ads, but one who is able to bring out the USP of the product. It is the USP of the product that will help create a niche for it.
Advertising agencies that can use the USP of the product in a magnetic manner to bring the prospect to the point of making the first purchase shall be considered effective. From then on it is the product that will perform.
At no given time should the quality of the advertisement awe the viewer to the extent that he or she ignores (or forgets) the product been advertised. So while the temptation to out-perform the product is usually difficult to fight off for a copywriter, a good copywriter must at all times keep the product as the prime and only star of the show.
The M&M slogan "melts in your mouth, not your hands" is a classic example of how the product USP was portrayed in such a way as to keep the product itself as the highlight of the advertisement. Prospects remembered the product and their curiosity was also heightened enough to want to try it out. M&M still rules the market today, and the slogan has lasted for decades now. It was the advertisement created by Reeves that got the prospect's attention, but it was the quality of the product that retained this interest over the years.
| DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
