Headlines - Part 3

“How many times must a man tell the truth, before you can call him a salesman?”

Headlines – Part 3

If you haven’t guessed that already, those aren’t the words, and even if they were, they would certainly not be mine.

So, I’m repeating the point on truth. So what? It merits an emphasis, right? Truth be told, I couldn’t help making the point with another classic as an example, hence the repetition. Sorry, guys.

Here we go...

Which brings us to the third point: the argument - if you can call it that - must be convincing. The reader should nod her head in affirmation as she reads it. If there is some truth in what you are saying, the consumer who is thinking of buying a similar product would give your brand, especially, some thought, because your statement had some truth in it.

If not an emotional hook, your headlines must have some truth in it.

 That would set him/her thinking and you might just get lucky.

Take for example the De Beers slogan: 

“A Diamond is forever”

Just think. Would we women ever share our diamonds or even think of selling or exchanging it? Isn’t it for keeps? So, isn’t it the truth?  In part, at least? Love isn’t forever and we know it. But don’t we want it to be, without exception? So, it makes us a promise that it is, and we are struck by the emotional selling point that love and diamonds are forever, or at least should be... to a lucky few. So by that logic, I, the consumer, am led to believe that if my beau gifts me a De Beers diamond, our love is for keeps. Wow! To my mind, this slogan lives on even to this day.

What is the lesson you take away from this post?

Tell the consumer the truth, even if it is partial, and allow him/her to make an educated decision whether to buy or not.

Headlines - Part 2

“Honesty, is such a lonely word and advertisements are so untrue”

Headlines – Part 2

Okay, that’s not what Billy Joel sang or meant, but you get the drift!

Most ads, at least in our country, lie, and make no mistake about this, the consumer is aware of it. “it’s an ad, yaar, so obviously it’s a lie. They just want us to buy it,” they say. Would you believe it if someone said that long and strong hair could move a standing car, for example? So, if the consumer feels that way then who is to blame?

Yes, our main aim is to sell, and not all products are attractive enough to sell honestly. But the onus is on us to find the right balance between pleasing our client who wants his product sold, and the consumer, who wants value for his money in order to buy. How is this possible? Here’s how.

We have to find a valued benefit, one that will put a smile on the client’s face and the other on the consumer who can relate to the feeling that the product gives him. That’s right, an emotional hook. Take for example, the classic ad of MasterCard, the slogan for which is:

“There are some things money cannot buy, for everything else, there’s MasterCard”

Do I love this ad! And, why is that? Because I know for a fact that there are some things that cannot be bought, like love; and the second half of the headline sells me the promise that I can buy the rest, anything else, with a MasterCard. Wow! Am I sold! Can you forgive me for the naiveté that MasterCard isn’t doing the buying, my bank account is? What a powerful line! So, yes, I’m hooked; sometimes, if the promise is sincere, for a lifetime. And the client is so pleased that he runs the ad for decades without a word changed! A double whammy.

What gyan do you take away from this post? Whatever you have to say, say it with a little honesty. 

Only when the consumer trusts the salesman is there a possibility that a deal will be made.