Greetings, and welcome to another radio newsletter. Do hope you enjoyed the first one. Do ask questions and respond to the posts, tell me what you want to know, we can do Q and A.
In this issue, I promised to talk about advertising, what it is why it works.
We are sold to 24 hours a day one way or another. What makes some products sell like mad, and some not?
Well, get a group of marketing mavens round a table , and they probably won't agree on anything.... to be honest there's no real right or wrong answer.
Here are some basics though. Who are you selling to? The jargon word for that is demographics. Who are your customers? No point in trying to sell hairbrushes to a bald mens convention!
Grab attention is the next point, what can you do that's out of the ordinary, catchy, even annoying- but they won't forget you!
You can't get quicker than a quick fit fitter.
Your pizza in 30 minutes or it's free.
Point is, you won't forget it.
Then it's a question of linking positive feelings to your product- that's why sex sells of course!
only the crumbliest flakiest chocolate...
Imagine that flake, being slowly, teasingly eaten by.... Bernard Manning
You get the point.
Using someone famous to promote your product, that's called "Operant learning" by psychologists . I want to be like.... whoever, and here's the link to the product.
Or, take any positive feeling, and link it to your product eg, beautiful clean house, sparkling white sheets, happy kids, domestic bliss... and here's the washing powder that feeeeeels like that.
Most decisions to buy are made emotionally, not logically.
(I didn't need it, but I had to have it). That kinda thing.
And of course, repetition, repetition, repetition.
That's advertising in a nutshell.
It's good on radio, because it's a captive audience, and of course a radio station will know who's listening when, so can target the ads at the appropriate demographic.
So now after the instant lesson, if you want to go and do it yourself...
Couple of recommendations for you if you want to study this more. Here is a link to a man who is world famous on the internet, a brilliant marketer. Dr. Joe Vitale
here is a link to his book, based on the life of PT Barnum, the "circus man", but he was a lot more than that, he was a master marketer. He once got an elephant to plough a field that commuters went by every day on the train. Now that's grabbing attention folks.
Also, internet marketing, in the online age, lots of commerce online. here's a man who used to be a very poor musician,now he's a musician doing very nicely.. and he offers a free e-book on how to sell successfully online. His name is Pat O Bryan. You can find him here.
Tell 'im I sent ya.
In the next newsletter we go back, way back, way way back. Stand by for nostalgia.