Creating advertising that is compelling

By Ken Gasque 

You have heard that “truth is stranger than fiction.” But did you know that fiction is more readily believed than truth? We read Harry Potter and have no problem believing in goblins, witches and all sort of magic acts. We go to movies and cry because the hero dies or love is lost. We experience movies, plays and books emotionally because our subconscious brain interprets them as being real. Because the subconscious brain cannot distinguish between fact and fiction our imaginations can create worlds that we can experience and share with others.

The first step to having your prospect buy your service is to have them imagine that they have used your service and experienced your brand. If you do, it will be much easier to persuade them to purchase your services. Because if they can imagine using your brand, their brain cannot tell the difference, in effect they have used your brand. If I can see myself driving a Porsche and experiencing all of the benefits of such a luxury car, then my brain will begin to look for ways to make the purchase possible.

How do you do that? You tell your prospect your story through the experience of one of your customers. Charles owns a red 911 Carrera and he says, “we moved to the mountains for a better quality of life and so I could experience a little longer commute to work through winding roads, S-curves and steep inclines… it gives me more thought time.” You let them experience your services the way your customer does. You let them feel the pleasure derived from using your services.

Then tell them over and over. This is the way you learned the words to your favorite song or learned the multiplication tables, 6×6 =36 –repetition. You tell them the one thing that sets you apart. You tell them the one thing that they want to hear. If you do, they will learn your story and then they will find out about the other wonderful attributes your service has to offer.

Advertising that is effective begins by understanding what the customer wants. You can’t know what the customer wants until you know the customer. As a marketer you need to find out who the customer is, what they want and need. It is very important that you understand that most customers will not be able to tell you their wants and needs in exact terms. They will tell you with their frustrations and complaints. They will mention minor irritations. A good marketer is a good listener.

What is your differentiation? Advertising works best if you have one point you want to make. That one point has to be relevant to the customer and it has to be unique. What is the one point your advertising should make? A lot of advertisers will start with their best benefit first and then continue to list their benefits until the ad is full.   If you really want to set yourself apart, give your prospect your one best reason they should buy from you. (Note: if you can give one good reason to buy from you, you will not have to use a lot of adjectives in your advertising. And if you are using a lot of adjectives, you probably don’t have one good reason.) If you have identified your brand, this shouldn’t be a problem. If you haven’t identified your brand (your differentiation), now is the time to do some research. Who do you ask? Your customers. They will tell you what makes you special.

When you discover your brand then it is your job to tell a story in a believable way that explains why they need it. The simpler you can be, the better your chance of communicating. Clarity in communications (advertising) is priceless.

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About Ken Gasque

Ken Gasque is a brand developer—a professional marketer with a design background. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing. Ken writes a blog and lectures on brand and brand development. To learn more, visit www.Gasque.com