No one likes the dark

WHEN YOU ENTER A PITCH DARK ROOM the first thing you want to do is turn the light on. But wouldn't you rather have the room be well-lit when you enter? Of course you would.

When you leave your customers a message that says, "Call me back," to them it feels like walking into a dark room. The same goes for letting somebody know there is phone for them, but not letting them know who it is. In effect, this means, be ready for anything!

Like good telephone etiquette, good advertising never asks the customer to walk into darkness. A good ad will describe exactly what the customer can expect when he walks into your place of business.

No person takes action until he has seen himself taking such action in his mind. We always imagine doing a thing before we do it.

If you can cause your customer to imagine using your product or service before they have made the choice to do so, you're headed for a sale. A good ad artfully describes what awaits the customer.

Do your ads take your customer through the entire experience? Do your ads make your customer see, taste and feel your products? A good ad will cause your customer to "see" himself doing what you want him to do. If you're persistent, he will someday transfer his imagined experience into actual experience.

The longer you keep it up, the better. Ads that whip a customer into immediate action work less and less the longer they run. Ever wonder why those infomercials only do well during their first week or two of being on television? Or why the hottest new diet pill never really sticks around that long (even though it was a "wonder" drug).

Do you have the patience to invest in doing it right?

Can you write ads that cause the customer to experience your products in his imagination? If not, start learning how.

It is both classy and profitable to describe to your customer what he will experience the moment he steps through your door.

No one likes walking into darkness.

•      Martin
  

To see how Martin can teach you ways to keep your light burning, check out his sit at www.martinvanzyl.com