A narcissist is defined as ‘a person who has an excessive interest in, or admiration of, themselves.’
You probably know someone like that, and don’t really relish trying to have a conversation with them.
They begin every sentence with “I” and it’s all about them.
Invariably, the people you find interesting, are the people who are interested in you.
You need to make sure your advertising is not narcissistic or all about you and your products.
For your ads to communicate effectively, they too need to be interesting. And to be ‘interesting’ they need to be about your customer, not about you or your products.
In world cluttered with traditional and digital media options, many advertisers spend far to much time trying to second guess which shiny new media will be the next ‘big thing’ rather than focusing on their advertising message.
What you SAY in your advertising will dictate whether the platforms you choose will work for you, or not.
When your customers hear or view your ads, they want you to answer the question, “What’s in it for me?”
Bragging like a narcissist “We have in the best warranty in the business” isn’t nearly as effective as telling your customers “You’ll be able to sleep at night, knowing you’re covered by the best warranty available.”
Most sales training courses address the need for selling benefits versus features. It’s pretty basic stuff, and yet we often expect our advertising to sell features to consumers who only care about benefits.
Here is the litmus test that distinguishes features from benefits: A feature remains true if the customer does not buy. For example; “Our Giorgio Armani suits are 100% wool.”
A benefit only occurs if the customer buys. For example; “You’ll still look great after dozens of meetings in a Giorgio Armani suit made of 100% wool.”
Your benefit statement should always answer the question; “What’s in it for me?” from your customer’s perspective.
Look at your next radio script or ad proof. Are you trying to sell features to customers who only want benefits?