That ad was staring at me while I was waiting for the lift. But I noticed that something was wrong with it
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 a 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 handphone 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 many pictures may be risky. Depending on what you are selling, using too many 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 things that could happen to any company or salesperson is when the client walks away still puzzled after your salespeople have made a 10-minute pitch.
Getting the message across to your readers is 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 buy from you, check out our Sales Ninja Training. We use unconventional methods to train salespeople 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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