Leverage - Page 9

Imagine your customer is driving their car, with a swarm of bees around their head and a baby screaming in the backseat.

Ask youself: "will they understand what I'm telling them?

Keep it simple: The less you say the better off you are. People only need to know a couple of things: what you do, what single things makes you special, how can I get it, and why buy today. In general, people really only look at an ad when they are interested in buying the product. While they may be considering a purchase, until they read your ad they generally haven’t decided their need is immediate. As a result, they won’t read the full ad if there is too much too it. For most customers you need to answer 3 key questions:


changed the regional ads so that they ‘spoke’ to their new customers. Within 4 months all of the new locations were ‘on budget’ and making money. It was a fun time.

ads, (2) we didn’t list what payment methods we took, and (3) we didn’t define clearly the geography we served. They were, from a creative perspective, minor changes. It wasn't the imagery, or the overall design...it was a couple of very minor tweaks. We immediately

What? Make your headline direct and often a testimonial of sorts makes a big difference like: the only Mexican restaurant with 4.3 Yelp Stars or Close to a specific location. You can also use your offer as a headline: Happy hour 2 for 1 appetizers.

Where? Give them a geographic proximity to your location (at the intersection of…near a major landmark) and link to directions. So, it’s simple tell them where you are and that other people love it (no one wants to buy something they don’t think anyone else is buying).

Why? Then make a quick pitch that why today is the best time to act like an end of month special (if it is the end of the month), or tie it to another event like a local game, or finally because you only have 25 items at this price.

Focus on the benefit: we like to say that people buy benefits and get features. No one buys a ball point pen because it has a ball point. They buy it because of what that means: it won’t leak, it writes smoothly, etc. So take a piece of paper and draw a line down the middle from top to bottom. Then write everything that is unique about your product (the features) on the left side and what that means to the customer on the right side (the benefits).

Listen to your customers: Always ask every customer you can two key questions: (1) how did you find out about us? And (2) what made you come in to buy? If you can, write down every response you get on a piece of paper. Then, after a couple of days or weeks you will have a clear understanding. Don’t just remember it…write it down. You will be surprised how different your memory can be from reality. If you want to sound impressive to people as to why you are doing it say it is part of a “Deming Analysis”. Deming was a statistician that perfected building quality into a business and was sent by the US after World War II to Japan to teach them about ensuring quality in manufacturing. Japan is known for its quality and he taught them how.