Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 24

Everyone is afraid of being sold.

And though the chances of a customer actually acting impulsively when something is interesting can be high, your first impression is not your only opportunity to reach a customer. Of course, that first impression is where OUTRAGEOUS has the most power, but there is a second part to it—the memorable part. Besides meaning “look here,” OUTRAGEOUS means “remember.”

And so simply understanding that the B pile—the “maybe later” pile—even exists is a start towards figuring out what to do with it.

Let’s first look at two facts:

FACT #1:	People want an alternative to “yes” or “no.” There are things that interest us but not enough to make an immediate decision.
FACT #2:	People often want information without the pressure human interaction brings. Sometimes it’s just easier to read or listen to a recording at your own convenience. The “Allergy Relief Hotline” in Larry Conn’s yellow pages ad is a great example of that; you can get more information without feeling threatened or being sold something by a live answer.

Understanding these two facts can set you on the path towards knowing how to deal with being in the B pile and getting the potential customers to take you from the B to the A pile.

So, we’ve seen two facts. Here is …

FACT #3:

If you ignore them, they will ignore you. You may be in the B pile, but you are not alone. Your potential customer is concerned with many things, and you are most likely not at the top of the list. Hey, it’s not right. But it’s life, and it’s business.

People want to be reminded that they are important. Everyone wants love. But as much as that, they want options—ways to respond and times to respond. It’s, of course, important to have deadlines (see chapter 5), but it’s just as important to let customers know that they can browse, shop, and buy AT THEIR CONVENIENCE.

Information, especially in our modern connected times, is incredibly easy to provide in an astonishing variety of formats, including:

• phone recordings

• Web pages

• Webinars

• tele-seminars

• free reports

• articles

• brochures

OUTRAGEOUS exercise Look at the list below. Check off the ones you can use in your business to provide your prospects and customers with more nonthreatening information about your products and services: ____ Phone recordings ____ Web pages ____ Webinars ____ Tele-seminars ____ Free reports ____ Articles ____ Brochures Now list all of the other places you can provide your prospects and customers with more nonthreatening information about your products and services: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Although your goal of OUTRAGEOUS advertising is to get immediately into the A pile, you must keep in mind the overall concept of what you are doing.

You are actually brand building by default when you land in the B pile. Either you are remembered or you are not. And the best way to be remembered, of course, is to offer something so good that the customer wants to directly respond. And so like all the great arguments, mine is circular, and my circle encloses your profits.