Bad Advertisement Found In Front Of Lift

Bad Advertisement Found In Front Of Lift

That ad was staring at me while I was waiting for the lift. But I noticed that something was wrong with it

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Translating it to English, it says:

INTERESTED TO BUY USED ITEMS!!!…

Items are like:

– 1 sofa set with wooden legs and carvings, 3+2+1 in blue and batik design.

– 1 queen sized King Koil mattress

– etc

Based on what you’ve read, did your first impression show that this person is selling something or interested buy these items?

For me,  I immediately thought that this person wants to buy these used items from anyone who has them. But as I continue reading, I’m realized that this is a seller and is actually interested to sell off her used items.

What is wrong here?

This person is sending out the wrong message. While the title is huge and is attention grabbing, the message gives the wrong impression to the readers. Only if you continue reading and spend your time analyzing it, you will figure what this advertisement is all about.

You should have realized that people nowadays have very short attention span. If you ask a buyer to read a document or proposal that is unattractive, 10 seconds of looking at it, he might just push it aside or delete it( if it is a digital file). Even as a buyer, reading an advertisement that is full of words or having lots of distracting images without getting to the main point makes me just want to throw it away.

What you should do

Capturing attention is important and immediately hitting your reader with what you are providing is important. Next, avoid putting very technical details in your brochures like:

The vacuum has X horsepower, X air suction, uses low power of only X watts … etc.

These are so technical that normal people  just cannot understand what that means and what do we do, we lose interest and do not want to read anymore.

Alternately, you can relate to them better like:

The vacuum suction is so strong, it can hold up a brick! The best thing is it only uses the same power as your handphone charger! 

Immediately, you can imagine a vacuum cleaning holding up a heavy brick and imagine your hand phone charger at home. It works when people can imagine it and relate to what you are saying. It keeps them interested and they want to know more.

Another thing is using so much of pictures may be risky. Depending on what you are selling, using too much pictures might distract your readers. If after looking at the pictures and they do not understand what you are selling, then you’ve failed.

Summary

One of the worst thing that could happen to any company or sales person is when the client walks away still puzzled after your sales people has made a 10 minute pitch.

Getting the message across to your readers are important and you only have a few seconds to achieve that. Your customers will lose interest fast if they do not understand what you are trying to convey.

If you want to learn Sales Ninja techniques on how to improve your sales by communicating effectively and get buyers to to buy from you, check out our Sales Ninja Trainings. We use unconventional methods to train sales people on how to sell their products, handle objections, make effective presentations, make cold calls and immediately build rapport with the buyers and more!

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Kevan Phua is Sales Ninja’s Marketing Shinobi who specializes in online marketing and generating inbounds. He loves reading, spending time with his wife, daughter and definitely his car. Recently, he has been in the online shopping craze and he’s looking to buy a new cupboard to store all his new clothes.

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