|Not Normal Marketing
Are You Believable?
by Stephen Ghelerter
Many years ago I
read a story about a family that lived near a football stadium.
On game days people would park in their yard. They put up signs
threatening to tow cars away but cars would get parked there
anyway. Then they put up a sign that worked. What did it say?
The new sign said,
"If you park here we'll let the air out of your tires."
So why did this one work and not the first one? After all, I'd
rather lose my air than have my car towed.
The reason is that
the second sign was believable. Drivers didn't believe that the
homeowners would tow their car. But they did believe that they
would let the air out of their tires.
has to be believable too. I saw an advertisement for an
advertising copywriter who said he could "triple your
profits." I don't believe that good copy would normally make
that much difference. I get insurance advertisements from various
insurance companies who claim that they can save me money on my
auto insurance. Well, they can't all be cheaper than each other.
So, I don't believe it.
What about your
advertising, is it believable? Being accurate is not good enough,
it also has to be believable. If I see an ad for a plumber who
offers $30 off my next service call, do I believe it? I believe I will get $30 off, but I don't
believe I will save money. Since I don't know if his basic
service call rate is I don't know if he is knocking $30 off an
inflated regular price.
When you make
offers, whether it be discounts, low price claims, fast service
claims, warranty claims, or whatever you are claiming, take a
hard look at it and ask yourself if the customer will believe
that you will actually provide what you are promising.
thirty minute service or your pizza was free. The free guarantee
made it believable. Outlet stores offer low prices. This is
believable because they sell stuff that they don't want to put in
their regular stores for various reasons - out of season, over
stocked, not selling well, etc.
advertising believable, or you will not get much response.
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