Best way to advertise – Educate your prospects.
I am reading a book by Zig Zaggler on strategies of closing the sales. One
point made by him again and again is – The fear of loss is far greater than
a hope for gain.
And , let me remind you a very important fact before I go any further.
Marketing is Salesmanship in Print [ or TV and Internet for that matter ].
How has this fact , the fear of loss is far greater than any hope for gain,
has anything to do with advertising?
Actually, if the people to whom you are advertising scared of trying the
product or service you are advertising , then this would mean no sale and
no sale implies that you just wasted the money on that advertisement.
The biggest cause of fear is lack of knowledge.
Most of people who are scared of sitting in an airplane and being a victim
of air crash are mainly those who have only seen shows like Air Crash
Investigations and some films depicting these crashes.
If someone was to ever show them exact statistics about the percentage of
crashes that take place relative to the number of flights daily, they would
perhaps not be scared of boarding a plane.
Educating your clients is nothing new or something untested. In fact, this
technique was one of the pet secrets of the Advertising Legend of all
times – Claude Hopkins.
Let me demonstrate the whole thing using an example of campaign created by
Claude Hopkins for Schlitz Beer because of which it turned from the #5 beer
brand to #1 beer brand in matters of months.
In the 1920s , nearly all the beer companies were advertising on the same
lines. Their unique selling preposition was purity in the process of brewing.
Some companies were even using double page ads to stress on just these four letters – PURE.
But there was a problem with all this. All this money being spent on
advertising like this was going down the drain. Nothing was making any
impression on the buying public.
And , that was till Claude Hopkins stepped in.
Claude was hired by the then Number 5 brand – Schlitz Beer. The first thing
which Claude did after taking over the reigns of the marketing campaign was
to take a tour of the factory were beer was brewed.
The first thing which Claude was shown was the plate-glass rooms where
beer was dripping over the pipes so that beer could be cooled without any
impurities. Next came the huge and expensive filters filled with white-wood
pulp so as to provide a superior filtering process.
Claude was told about how every pump and pipe was cleaned twice to
ensure purity and how each bottle was sterilized four times before being
filled with beer.
Hopkins was also shown the 4000 foot deep well dug to provide the
cleanest and purest water even though the factory was right next to
Lake Michigan , which at that time was clean enough to provide clean
Claude was also shown the mother yeast cell, which was a result of
1200 experiments to bring out the best flavor. And , he was also told
that all the yeast used to make Schlitz beer was developed from the
original yeast cell.
After this factory tour Hopkins asked the manufacturer that why don’t
they tell people about all this? The answer - “Because every beer
manufacturer follows the same method..
To this Hopkins Replied, “ But, others have never told this story… . Claude
Hopkins went on to create an advertising campaign explaining how the beer
was made at Schlitz.
And the rest is History. Schlitz went from 5th place in the market to a tie for
1st place in a matter of months.
Yes, he told the same story which anyone could have told but he gave his
prospects a reason to believe his claim.
I could summarize this whole article in just one line , which I urge you to
read before you create your next advertisement campaign.
Explain the HOWs , WHATs and WHYs of your business in detail and you
not only have an easy sale but also a satisfied and a loyal customer for life.
Want to see the ad we are talking about? Yes, We somehow got our hands on this classic and extremly rare ad. Take a look at Schlitz Beer Ad created by Claude Hopkins.
This article was written by staff at PulseToday.com - Marketing Forums.