Marketing Hates Creativity
To any serious entrepreneurs, I ask following question: What do you think of those big flashy and funny ads you see during the superbowl? If you're like most people, you'd probably say "I think they're funny".
Maybe you'd say they're ridiculous...
I don't know.
But here's something I do know: As far as generating sales goes...
these "million dollar" works of "art" are good at only one thing...
Burning Money! Sure, they might create a surge of "Brand Awareness".
And that might be good for a huge fortune 500 company.
But for the solo-infopreneur, for the guy (or gal) that needs every dollar spent to come back TEN-FOLD, these dazzling, far fetched commercial escapades are the last thing you want to rely on for sales.
You see, name, the vast majority of commercials you see on TV utilize a type of advertising that "us" direct-response guys like to call "Freudian Advertising".
This is the type of advertising that concerns itself with peoples perceptions, or how somebody "feels" about a certain company It's soft of like these companies are saying "we're so cool!", and "aren't we clever?".
Well guess what? Being clever doesn't sell things.
Being creative DOESN'T sell things.
You know what does? Understanding your market on such an intimate level, that you can craft a killer sales-message that gets their Attention, grabs their un-divided Attention, Pushes all of their Hot-Buttons, and creates such a Burning Desire for you're product that the prospect feels compelled to whip out his or her wallet and buy your product...
NOW, not in 10 minutes...
not tomorrow...
NOW.
See, later on when you start crafting your sales-letter, much of what ends up being written will be based upon the market research you've "dug-out" of your market.
So the bottom line is: If you want to get your prospect to laugh, then go ahead, be creative and come up with some hilarious concept sure to get your prospect to laugh..
However, If you want you prospect to BUY your product, then push creativity to the side, and let your target market dictate what types of sales-approaches would likely be most effective.
And of course, the only way to know this is by doing killer market research.
Truth is, if you can write killer sales messages that get people to buy, than you can easily write your own paycheck.
So next time your thinking about being 'creative' with your latest sales letter...
you may want to think again!
Maybe you'd say they're ridiculous...
I don't know.
But here's something I do know: As far as generating sales goes...
these "million dollar" works of "art" are good at only one thing...
Burning Money! Sure, they might create a surge of "Brand Awareness".
And that might be good for a huge fortune 500 company.
But for the solo-infopreneur, for the guy (or gal) that needs every dollar spent to come back TEN-FOLD, these dazzling, far fetched commercial escapades are the last thing you want to rely on for sales.
You see, name, the vast majority of commercials you see on TV utilize a type of advertising that "us" direct-response guys like to call "Freudian Advertising".
This is the type of advertising that concerns itself with peoples perceptions, or how somebody "feels" about a certain company It's soft of like these companies are saying "we're so cool!", and "aren't we clever?".
Well guess what? Being clever doesn't sell things.
Being creative DOESN'T sell things.
You know what does? Understanding your market on such an intimate level, that you can craft a killer sales-message that gets their Attention, grabs their un-divided Attention, Pushes all of their Hot-Buttons, and creates such a Burning Desire for you're product that the prospect feels compelled to whip out his or her wallet and buy your product...
NOW, not in 10 minutes...
not tomorrow...
NOW.
See, later on when you start crafting your sales-letter, much of what ends up being written will be based upon the market research you've "dug-out" of your market.
So the bottom line is: If you want to get your prospect to laugh, then go ahead, be creative and come up with some hilarious concept sure to get your prospect to laugh..
However, If you want you prospect to BUY your product, then push creativity to the side, and let your target market dictate what types of sales-approaches would likely be most effective.
And of course, the only way to know this is by doing killer market research.
Truth is, if you can write killer sales messages that get people to buy, than you can easily write your own paycheck.
So next time your thinking about being 'creative' with your latest sales letter...
you may want to think again!
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