Influence Through Advertising
When someone is surfing the web, reading a magazine or watching television, they’re not always ready to react appropriately to an advertisement.
As a marketer you have to guide the consumer to your most desired action (MDA).
Examples Of Desirable Actions
* Call a phone number
* Join a mailing list/newsletter
* Email you for information
* Buy something!
How To Win Sales And Influence People
Guiding someone through your MDA can be surprisingly difficult.
Especially when a particular ad’s MDA is to drive sales directly.
Convincing someone to buy something is tough, and no one can give you a magic bullet that will work every time; not even Dale Carnegie.
There are some tried and true methods however that can help increase the chances someone viewing your ad will react to it.
Start Using Calls To Action Today!
Calls to action can work wonders, especially if your ad’s MDA is for consumers to inquire further about what you offer.
Calls to action excite!
they get the heart rate pumping, and act like a shiny object someone just has to pick up! (Or in the above context click on.)
Give Me Stuff!
People like free stuff, even if it’s just an awesome promise. Add an incentive to your MDA for some added value:
At Local Mojo, We’re So Sure Of Our Site Visitor Offering, That If You Don’t Get The 150 Clicks We Promised, We’ll Give You Your Money Back!
It’s sales 101. Give them an offer they’ll have trouble turning down.
Urgency can also work wonders. Use limited time offers as incentives, so people feel more inclined to Buy Now Before This Offer Disappears!
Be Obvious… Obviously
Don’t make your customers follow a maze to end up at your MDA.
You don’t need to be pushy, but make sure your offer is very easy to find regardless of the chosen advertising outlet.
Also keep in mind that Americans read left to right, top to bottom.
Maybe that explains why company logos are almost always at the top left of their websites?
Finally, and this is especially true on the internet; most people hate reading a lot of content.
Be strategic with what you write, and keep it to a minimum.
Customers will thank you for it and be far more likely to find your offer and commit to your MDA.
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