I heard a couple of radio commercials the other day that really worked their backsides off.
And what was so smart about the commercials was that they weren’t written to give all the information or make the sale. What the commercials did was sell enough of the sizzle to make people who were interested pick up the phone and call for further information with quite sensational results— within a few days they had 350 calls which translated into 70 buyers.
Now this is what I call great advertising. It’s using the medium as a lead generator to get people in the target market who have an interest in what you are offering to call you for further information and, of course, when they call you have to get their contact details to send them the information, which means you have it for follow up.
You can use this idea in any business, because what most potential buyers are looking for is information, assistance and ideas to help them make a decision. If you offer them information in an attractive and enticing way they will be almost irresistibly be attracted to contact you to get it and when they make contact you can stay with them until they buy or die.
Those commercials were really a classic of the lead generation advertisement, so how could you use it? Well, remember the information must be of value to a person who is in the market for what you have to offer and must be sufficiently enticing to get them to make a phone call. If you are in Real Estate you might offer an information pack on 5 steps to maximise the sales value of your home; if you are a bulk fuel supplier the information might be on how top performing transport companies are slashing their operating costs; a financier might offer information to businesses on how to get their outstanding money in quicker; a dentist might offer information on how to whiten teeth in under seven days.
Now of course what you offer is the basics of the proposition. Then you need the message executed in a creative and attention getting way so that it flags down your market and gets them to take action. Remember any good advertisement must observe the AIDA formula that means getting attention, stimulating interest, creating desire and making them take action.
And whilst the success story you heard used radio, you can just as effectively use other media, TV and print advertising. What you use for your message depends on the target market you are trying to reach and what you think will get to them most effectively to give you the best bang for your buck.
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