Among other animals, I have three dogs. I watch them with fascination. These guys live in the now. They have a routine: Morning walk, bathroom schedule, ball time, nap time, and at every time they are focused in the now. And when we sit for dinner, they are the cutest faces, staring, hoping, desiring, sometimes drooling. They know what they want and seem to conspire to get it.
Do your ads put your audience in the now? Are they pining for your product or service? If not, why not?
Probably because you are either yelling at them or not talking their language. If you are yelling, that’s an easy fix. Stop. All things being equal, your sales will increase over the next few months. If you are not speaking the customer’s language, get to know them. Maybe you think you are speaking their jargon, maybe you think you know them. Say you’re selling yarn and your ads talk about colors and patterns and stitches, that’s a start, but you should also be talking about what your customers knit: gifts for family and friends, warmth in a practical sense, dexterity, and pastime. These are all possible approaches.
In your broadcasts, forget the price and item specials and embrace the atmosphere. Price and item are fine for print; it is encouraged. In the broadcast ads, even the outdoor ads, create an atmosphere for your store. Some call this “branding,” call it doorknob for all I care, but build friendliness by example. As I caution all writers, show, don’t tell. Show me your staff is friendly and knowledgeable, and I’m more likely to believe you than if you tell me “we have a friendly and knowledgeable staff” and “our people make the difference.” Use examples from their customer interactions and you’ll show your audience, not simply tell them.
Then you create a brand, an image, and put your customers in the now, drooling for your product or service.
