“The public doesn't particularly care for advertisements.” – John C. Malone, Born Mar. 7, 1941.
They don't. It's true. Unless it's the Super Bowl, normal people don't really want to be subjected to ads.
For some marketers, they try to solve this problem by having a certain ratio of content to ads. 22 minutes of show for 8 minutes of ads. Five content emails for every one promotional one.
For me, it's just a lot easier if you create content in such a way that the reader doesn't realize it's an ad. Stealth-like.
Here is a realization you need to have as a writer/marketer/guru superstar in training:
Everything you publish is an ad.
Even if all the readers are spending is attention, you should have the goal of leaving them with something valuable for what they paid. Even if it's just a chuckle. Chuckles are endorphins. Endorphins are addicting.
But you can do more than that.
Think about what you sell. Think about the problems those products and services will solve. Start and advance conversations about those issues and concerns. Symptoms. Causes. Side effects. Complications.
Give them the fuel to make their own problems more complex, threatening, and urgent. You don't have to yell or push. Just discuss. Share. Educate.
That's it. People don't care for ads. But they love reading and griping about their problems. The online expression of these exchanges happens to be very fertile soil to plant seeds, which you can later harvest as crops of cash.
So crass, I know.
But look around you. Here. Other “places” you visit online. Shows you like on TV. Publications you subscribe to. Do you see it?
The kind of content I am describing is the kind of thing your prospects post and read and share among themselves WITHOUT you being there.
Beat them to the punch, release it yourself. You create the discussions. You define the problems. You plant the desire for an ideal solution…
Which you, of course, just happen to sell. And they'll be happy to buy it despite believing that they've never seen a single ad for it.
<!—- lagniappe Here are a handful of ways you can plant “stealth” pre-selling arguments in your “content” without your prospects even realizing they are being set up to see an offer in a positive light. 1. Set up the seller. They are authoritative in their field. They are respected by their colleagues. They are revered by their clients. They are praised by their customers. All this can be told in story format - preferably as a case study. Someone came to them with a problem, and a solution was created and delivered. WIN WIN. 2. Set up the problem. Whatever the next thing you’ll be selling is, figure out the problem it solves. Then break that problem down into how your prospect might run across it. Diagnose it. Describe the symptoms. Show people where to find it. Maybe even how to go around it the long and labor-intensive way. 3. Set up the conspiracy. How are their rivals, their haters, their over-protective friends and family, their competitors, and even just the way of the world holding them back and making them suffer this problem? How was it their destiny to suffer? How has it never been their own fault? Who’s to blame? 4. Set up the chase. What are people doing to overcome this problem? How are the working to fix the damage? How are they working to cure it? How are they working to reverse the negatives? How are they discovering how to make it so that the problem doesn’t even need to exist anymore? Now, here’s the key - how are those things complicated, expensive, and difficult to the point of being impossible? 5. Set up the sale. Present your eventual offer as the thing that FIXES the problems with the above solutions. It shuts down all the ones who don’t want you to get it. It counteracts all the causes and eases all the symptoms. It completely fixes the issue and you know it works because it comes from someone they’ve come to trust over time. It doesn’t need to be harder than this. And and doesn’t get much simpler. —->
1 thought on “Ads That Seem Like Ads Are Not Good Ads. Learn To Sell With Persuasive “Content” That Prospects Love”
I love your stuff brother! Keep up the great work!