Objection Handling in Advertising

Usually, when reading advertisements people have frames in mind, that the ads must be prominent-unimportant of himself. Consider himself number one. In the old days, ketchup ads say that their products are number one.

Typing the one-sided statement was the appearance of many ads, including ketchup ads, a viewer’s critical attitude to the ad. More in the era of the explosion of advertising in mass media and social media era. The presence of advertisements is treated as a nuisance, and ad statements are responded with a ready attitude to deny super claims and feel the best of the advertised product. All the soy sauce tasted number one. Viewers so feel critical thinking, which may be all the number one ketchup.

Ads use news value too, such as actuality, personal acquaintance, closeness, humor, unique images, and attention. For facebook advertising, All this builds an informative and entertaining atmosphere and viewers do not feel instigated to buy the goods on offer. Audience resistance and the critical attitude are relaxed. It is two tricks to create mood relax that reduce objection. Usually, people call it soft selling. Soft selling have function to obljection handling.

Equalizes position

Equating their position with your position includes building closeness. Suppose, by saying, you are not alone, I am also, our fate is the same. So that they do not feel their problem is a disgrace. He also feels the advertiser is concerned with the problems he is feeling.

Talking about their problem

Talking about the problems they feel will attract attention. Moreover, the problem is annoying, they fear. It will be their daily attention and if they find the same problem and also the solution, they will experience the same will bring closure. That experience can be a similar problem, the experience of one group of religions, one Suppose it bothered to dry clothes during the rainy season. It was a close and compelling conversation.

The ad exploited fears include social embarrassment, loss of property, loss of social status and honor, loss of business reputation, loss of confidence, worries about his state of mind, loneliness, stress, moral pressure, family and office relationships pressing, the fall of business confidence.

Calling issues that are the same as their problems make their hearts beat and watch.

Attention Factor : Interest

Interest is attention factor. If someone talks to you about what is the matter for you, of course, you are interested in that conversation.  We can exploit this character on social media than mass media.

Facebook has a uniqueness in advertising rather than advertising in the mass media. Because Facebook allows for the selection of a limited target audience. Messages are restricted specifically to a group of audiences with certain specifications. We can target by geography or location, gender, age, interests, even behavior as recently traveled, and brand mobile phones.

What is the function of interest to attract attention? If we are called our identity, we will be more attentive. If there is something that mentions the special things about us, we will notice.

Called names, we will pay more attention. If anyone mentions our other situation, a special situation, yes, people will be easily attracted.

When I buy a phone with a certain brand, there is a special cover ad handphone brand I have. Apparently, I became the target of her ad. I am interested in. If there is a postal message on facebook that approaches our special features: religion, age, activities, interests, etc., we will be interested. So the Facebook feature that allows audience targeting is useful for tailoring messages to the identity of the audiences.

Ads with such specific themes will be waste and inefficient if they are distributed to mass media that are expensive and reach many people. The mass media can not choose fewer audiences.

Hard selling ads can be accepted when it suits their needs or interest. The first is the intersection between the things they are interested in with what you want to say. After that just deliver what they say. Although they are not looking for advertising, they are seeking information, entertainment, education, if the advertising suit to their interest, they will be easy to accept.

Liking Principle Persuasion

Liking principle persuasion is a very effective technique you should know to persuade, even in advertising, face to face communication and social media. If you didn’t know this technique, you exhaust your energy, time and money for using a job that not sell.

Liking Principle Persuasion Definition

Liking Principle Persuasion means that we tend to agree and follow people who are similar to us. Recommendations from friends with the same identity as us can be as effective as the recommendations of famous artists. We tend to believe and follow in people of the same tribe, same religion, same area, same organization, same struggle. People tend to say “yes” to individuals and organizations they know more and like.

If in social media, people will be affected by just people like us, both commoners, not company representatives, not an artist. Act as a friend, not a product representative, a product defender. But as an objective and impartial evaluator.

The attractive appearance makes people more welcome, but not an attractive appearance that is too far away from the general appearance used by them.
Its application to the ads on Facebook is to match the language and outlook of the market segment. How is their language? Do they tend to use formal language or informal language and young people speak?

Liking Principle in Action

The “Liking Rule” is the reason why sales representative of Yakult is not from a country where Yakult come from (Japanese), but from a similar person as the customer, women as wife in the house. They also not attractive women, because attractive women are an offense for women who have a husband.

When Cialdini wrote book title Influence, there are famous marketing event, Tupperware parties.  In the parties, hostees that promote Tupperware is not very famous people, not very expert, but people as usual and have many similarities with a customer in the term, gender,  ethnic, religion, and so on. Tupperware seller is commoners, where people would collect a monetary reward from trading to their friends.

In the parties, they give door prizes, present, music and fun things, …and then the Tupperware seller tells about the benefit of her Tupperware. The customer would usually buy  Tupperware at the party, and seller or he who promote get a commission.

That is one of 6 technique persuasion. Check another technique: reciprocityConsistencysocial proof, scarcity,  and authority.  Which the sixth? liking. It is this article. He..heheh…

Persuasion Technique: Social Proof

The persuasion technique social proof is most often used in ads and also political campaign. It is a very effective technique to persuade, so if you want to persuade successfully, consider this technique.

Definition of Social Proof

It means, if you want to persuade someone to follow what you want, show that many people include celebrity, film star, public figure follow your recommendation.

Social proof is one of 6 technique persuasion by Robert Cialdini.  Beside persuasion technique social proof Another technique is Reciprocity, consistency, scarcity, liking, and authority.

Robert Cialdini uses the term social proof or consensus… The purpose of consensus as a factor of persuasion is that we tend to believe in something popular, many people wear or supported by people we trust.

This technique is used by new food stalls by inviting a free meal at the restaurant, so the stall is crowded. People who do not know will be encouraged to participate in the restaurant.

In advertising, this technique is used by using film stars, public figures, expert doctors. In addition, this technique is also used by way of example, 5000 people entrust their beauty in this product.

Celebrity Social Proof

We tend to believe that celebrity has a good taste to select cosmetic and products. So if some products chosen by celebrity, we think it is good and worth to by.  it, the softy star of the soap opera wear it, a lot of positive comments, comments from close people give a good impression.

Expert Social Proof

We believe that a product is good if the proficient person uses. So, many experts like people show in the ads. In the last time about 1950, many doctors used in the cigarette advertising to show that cigarette is good for health.

Many People Social proof

We tend to believe that if many people use products, it means good products. If you go the strange city, and there are many options of the restaurant. You want to eat in one of them. You didn’t know which restaurant that suit and good for your taste.