Bait-and-switch marketing is when advertisers use clever wordings to lure customers in, then switch their offers or prices without warning. A bait-and-switch ad could offer multiple discounts for one item, then change the price later.
For example, go into a store and see that they are offering half off entry fees for memberships. The advertisement might state “get here before it sells out”, but this message was not mentioned of discount levels.
By the time someone realizes the truth, they may have already been lured in by a lower fee and forgotten about the other options that were available. Many marketers employ this trick to promote recurring payments.
Another type of bait-and-switch advertising is advertised pricing. An advertiser can try to sell products at what seems like a great deal; however, if you read between the lines, things aren’t so good.
The advertiser probably pays more than usual, which makes them seem better than others. However, we always come across something where cost is an ingredient.
“Show me what’s going to work and then show me how I can make it work,” says Mark Zuckerberg about Facebook’s founding mission.
This is the heart of creative salesmanship. You need to be able to demonstrate a product or service is needed and help visualize your customers using it, but you also have to understand why they want it and what price they are willing to pay for it.
There are two types of questions that lead people to purchase something: necessity and desire.
Needlessness occurs when there is no longer a need for something. A computer was necessary for most people years ago because little else was available. But now everything we need can be done on a smartphone.
Demand comes into play if enough people want something. Technology like the iPhone has driven down prices and created demand.
But even before technology came along, things would sell based on production quality and customer satisfaction. Is the phone you're considering really better than the others? Will buying this new device fit in with everyone else's preferences?
These are all questions you should ask yourself before making any purchase. Does this product solve a specific problem or meet an important need? Can I easily afford it? Would I feel comfortable asking my family and friends for help spending too much money on it?
‘Proof’ is an interesting word to add to your copy. It’s used in two different ways…
First, it can mean quotes or facts from trusted sources to back you up. For example, if you are marketing a product that treats health problems, there is likely some truth to what they say.
However, unless you are using well-established brands with proven track records, we don’t want to hear about how much something costs or who made it. We want to see proof of its effectiveness.
More often than not, products that claim to be healthy are just that – healthier options. Many times, these are low-cost foods such as fruits and vegetables.
Avoid too many additives or sugar items. These added ingredients cost money but may have little to no effect on our health.
Factors like total cost and nutrition content should be considered when deciding which supermarket to shop at.
When you have a lot to say, like with sales messages or other important information, keep your text brief. Your audience will trust your content more easily if they feel that you know what you are talking about.
If you’re trying to make a sale, let them think things through openly and honestly. You can also give them a way out if they don’t want to buy by offering a discount.
People love feeling informed and trusted, so shorten all product descriptions for online purchases. Don’t worry about being cute or funny – people need to understand the value of your service or product.
Keep sentences and words short as well. If someone is reading an ad, they already might be interested in what you’re writing about.
Breaking up long paragraphs into smaller chunks makes readers aware of their intake, which helps promote accountability – the habit of action you wish them to take after reading. It also focuses the mind faster, making it easier to remember the key points.
Blog posts are great ways to bring your audience into your sales funnel, but they can be difficult for new visitors to understand.
If you want to make it easier for them, then you should use a good story.
This helps people better understanding how other people feel about the product or service you are promoting.
You just have to find a way to structure your story in a persuasive way that encourages someone to take action at some point.
A very basic example is reminding people of a time they felt excited or anxious about something.
By telling a story, you can help them connect more emotionally with what you’re saying.
It also makes it more credible because now there was a real person who felt a certain way.
That way, you can explain why you think this thing will work for them, and it makes it more interesting if they listen to your story.
There are many different styles of persuasion and stories match one of them.
Try using an illustrative style story to convince your readers that your idea is the best option for them.
This type of story uses illustrations to tell the tale.
Although keyword-rich content is nice, it’s not always the best strategy for ads. Use your main target phrases in the ad, but also include other key words that help explain who you are or what you offer.
For example, if you are an artist named Joe with good art skills, don’t forget to mention yourself in your ad as “artistic” or “handy.” This way potential clients will know you before they do any research.
Your creative portfolio should have several examples of your work, showing different aspects of your skill set. If you put quality into your advertising, people will come to know and trust you and your business.
Then how would you describe yourself? What does your website (if you have one) look like? How about your social media pages? Your aim is to get people to contact you, so keep this down to a minimum.
Most people say more word-driven ads than image-based ones. So including high-quality samples of your work can really boost response rates from advertisers.
Believe it or not, people don’t always need to be sold something.
If you want to get someone to buy from you, you’ll have to persuade them that your product is the best one available.
And to do that, you have to make sure they know what you offer that other companies don’t. What’s more, if you talk about how great your product is, then people will ask why you don’t sell it better, which isn’t good for business.
What you can say instead is that your product does such-and-such a thing better than any else, with tips here to help them get more done with less work. Says Chris Loudenham, founder of Webdesigner Depot: “My top recommendation is to focus on benefits.”
Few people looking for anything will spend much time researching; they’re hoping that somehow the perfect solution will present itself. So before you launch into a sales pitch, keep the prospect interested by staying focused on the value he’ll receive if you write him a check.
Here are some helpful tips for getting through to buyers ahead of time.
Buying a product means giving up control
Of course you can buy food grains from China, but only an idiot would eat them. Even though Chinese foods are cheaper now, it's still hard to find quality products at a reasonable
‘Consistency’ is probably the word that best describes what they have in common. All of these ads focus on one thing — you!
That way, there’s no confusion or complexity. They tell someone everything they need to know.
And why it matters.
These same reasons explain why the messages are repeated. It gives people a chance to understand the importance of defined marketing goals and objectives.
It also helps them remember that while branding is an important part of being successful, so is maintaining a steady stream of customers.
Online advertising is becoming more and more popular. You can find almost any product, service or brand message online.
But do you know how to write effective ads for your business?
You need to test different ads to see which one drives up traffic to your website effectively.
There are many tools that can help you with this process called testing. One of the most common is Google Adwords. I’ve used it through the years and have found it very easy to set up.
Let’s look at an example from my own experience.
I launched a new book page on my site last week using ad words. Within just two days, there were over 10,000 visitors to the page, and around 3,200 pages views.
That means people who normally would not visit my page now are doing so because of the advertisement, in this case via google. And that has led to millions of extra pageviews and potential sales.
Google Adwords is really affordable today if you put it out as a marketing budget. It doesn’t make sense for every single piece of content on your site, but having one campaign going is helpful.
To cover your bases and be sure you don’t miss anything, keep checking in here on Small Business Blunders. I’ll also try to get into some other tips for small businesses soon.