Editorial Article as Soft Selling

Editorial Article as Soft Selling is a powerful strategy in advertising that Ogilvy do. People come to the internet not to look for ads. They are looking for information. If on facebook, they want to make friends and seek information. If possible, they reject information distorted for commercial and political reasons.

Why Editorial Article is soft selling

When they want to buy something, they want to seek information, not looking for ads that claim to be the number one ketchup. They seek information about objective products. Not one-sided. The presumption that the internet is a giant promotional channel is not entirely true, as visitors seek information, not to read information.

Therefore, in order for the desire to sell on the Internet to be channeled, they need to hide behind factual information that is objective or objective. For example information such as articles in newspapers and magazines, with the aim of finding the best information with maximum benefits.

They are informed about the product, not in the ad format, but rather in editorial formats such as articles, testimonials, case studies.

The theme of the article can be related to the benefits of your product. Eg your product of peanut sauce spices with health benefits and additional income. Articles may be related to health and additional income. Spice peanut sauce became one of the health contributors and additional income. The formula of the articles charged with the soft selling method is. The benefits of what the product. Talk about anything that supports the benefits. Talk about anything that supports health and additional income, if the customer segment wants that. Not just peanut sauce , but all the factors. Seasoning peanut sauce is only one factor.

According to Ogilvy in Ogilvy on Advertising, “there is no rule that ads should be like ads. If you can make it like an editorial page, you will attract more readers. The average person reads the article 6 times more than reading the ad. Rarely have ads read more than one person in every 20 people. “So, inserting ads in articles will increase the number of people to read.

Here are Roll Rolls Roll ads. The maker David Ogilvy. According to research, ads with style like articles will increase the number of people who read up to 80%.

That is power of Editorial Article as Soft Selling.

Daily Story as Soft Selling in Media Social

Daily Story as Soft Selling will solve difficulty to deliver ads to the audience who didn’t want to read ads is need tactical approach. Usually, people come to social media and surf the internet, not to read ads. They open social media to make friends. They share useful and impartial information. The audience doesn’t want a bias information like an advertisement. Here I show you how to soft selling in social media, for example facebook.

A story about Daily Life

Our personal stories make people closer to advertisements like newspaper and television ads. Tell us about how the situation in which products and services are useful. The story shows that it is not about the product but about other situations and stories. We conditioned their mood to listen to the story.
Selling peanut sauce spice could be linked to a horror movie. For example:

“Last night went to the horror movie DrakuDraculas a voice that makes your heart pounding. Not to mention the surprises. The heartfelt almost dislodged. Do not feel it’s 1 o’clock. Sleeping too late makes me wake up late. And do not be late for work. Good thing to have breakfast. It only takes 2 minutes to prepare the vegetable food. ”

Stories are preferred throughout human history. We are happy with the story. In the era of social media, stories are also still favored. That’s why stories are a great power to attract viewers to watch, including where there are hidden messages.

Stories are usually about feelings. Of the top 10 thousand of the most popular and emoticon-like posters like sad, angry, happy, laughing and others, the most popular are the ones that show admiration or amazing things (25%), then the funny thing (17%) , fun (15%), happy (14%). Sadness is least shared.

What’s the point for sales, if not related to merchandise? If related, there are benefits to arouse curiosity. If it’s not related and only evokes responses and comments, it’s still beneficial to increase the reach   status in their newsfeed. That is Daily Story as Soft Selling in social media.

 

Persuasive Technique in Advertising

This is one of persuasive technique in advertising, consistency. This is one of  6 Cialdini’s factor of persuasion. Another factor is reciprocity that i write in here.   Advertising often using this consistency technique to seduce the audience.

Why this persuasive technique in advertising work?

Break commitment and inconsistency is a generally undesirable public image or make use shame. Generally, people want to fulfill or be consistent with the commitments they have set. It’s not just because of the embarrassment people see.

People have a tendency to be consistent with their own promises. Inconsistent trends also exist, but that does not deny the tendency to be consistent. People tend to be consistent in their identities, statements, promises, roles they pre-determined.

Because of these characteristics, advertisers associate their offer with established identities and commitments.

Suppose if the customer segment of a manager, the sentence persuasion like this: because you are a professional manager, this software suite for you and will improve the achievement because you can manage the administration quickly and precisely.

It could also be this, if you are a disciplined manager, this watch is right for you because it can remind your promises.

This strategy of persuasion is more effective if it starts from an easy-to-accept commitment first, then gradually shifting to a vulnerable commitment to debate.

He will easily accept that debatable prone commitment because he will tend to be consistent with his previous commitments.

Public WItness

If public witness the commitment, it will also be more effective for him to follow. People tend to be ashamed to appear inconsistent. Therefore he will follow the commitment of a new commitment that is consistent with the commitment that the public sees.
People also tend to follow a commitment if they are rewarded for their commitment. He will be even more embarrassed to break his commitment.

A person’s commitment can be identified from his employment statement. All want to be seen publicly as an expert, honest, professional and credible in carrying out his work. In addition, one’s commitment is seen from his identity about religion, citizens, members of the organization and so on. Therefore by associating the offer with those identities, then people tend to accept your offer.

If for example, they do things inconsistent with their identity, can we encourage to be consistent with say, the professional seller really late? He will be compelled to return consistent with his own identity.

Identity is not always something that they said or they think. We can give a good label first. He will tend to accept the consequences of those nicknames. Suppose, Show your natural beauty with xxxx products.

Funneling Marketing Ideas

Funneling Marketing Ideas is wonderful and breakthrough in marketing problem. Funnel in marketing is great ideas.

These ideas break our mind block and stuck when we want to If you market our products.

Without funnel ideas, we don’t know the soft result of marketing activities. We do marketing activities, like promotion, distribution, packaging, open showroom. What is the result? Good sales, small sales, and no sales.

Common people may say “No sales is no result”.

Is it correct?

If we think it is correct we make the mental block that impedes us to view big opportunities.

What opportunities that they can not see?

People that not buy, but interest to buy in another time. A customer that not buy but have the small objection. Prospects that need your products for their problem, but they didn’t understand about your products. People that interest to buy your products, but they doubt your credibility.

Funnel concept important to detect, that their reaction is important to handle it, so next time, they will to be our customer.

If we refuse these realities and named it no sales, we have no idea to lead our customer to sales.

What is meaning funnel in marketing?

E. St Elmo Lewis describes the process of a customer from didn’t know about your products to purchasing. There are awareness Opinion Consideration, preference, and purchase

If we make marketing activity, and then people make the transformation from awareness to preference, but no sales, that is the good result. You can follow up them depend on their situation and their step in tunneling of purchasing.

If we make marketing activity, and then people make the transformation from awareness to interest, that is good jobs, but it needs further action. The further action is give offer again, send ads again, or give better offer, give bonus, give scarcity to get their action.

 

 

 

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