What can't a customer escape?

Is your life perfect, what do you desire, what do you have that you want to keep, what do you want more of? If you think about it I am sure you could come up with a few things off the top of your head in just a few seconds.  And if I gave you a day to write a list out, if you thought closely about every single aspect of your life, I am sure the list of your desires would be longer than you imagined it would be.

What does this have to do with a potential customer?  Your customer is just like you.  While each customer is not going to have the exact same set of desires as you do, common human desires can be grouped into well defined categories. 

1. Survival
2. Absence of fear and danger
3. Absence of pain
4. Escaping boredom
5. Being respected by peers and children.
6. Excitement,enjoyment and entertainment
7. Health,living longer.
8. Sexual companionship.
9. Enjoyment of food and beverages.
10. Increasing the comfort of living conditions.
11. Living life of purpose.
12. Feeling successful, being looked at as a winner, feeling superior.
13. Having what his neighbor has or more.
14. The feeling that loved ones are safe, protected, taken care of.
15. Social acceptance.

When your advertising uses one or more of these aspects for the list above you are tapping into human biology, these are huge motivating factors.  A customer can't escape his own desires, they are programmed into his fabric as a human being .  Your advertising will become powerful when you are able to design your advertising to hit upon these desires.

Do your customers care about your dog?

Are you designing an ad for your product or service?  Are you doing this on your own?  Are you consulting with an ad agency?  Have you asked yourself what your expectations are once this ad goes public?  Of course you want it to increase sales.   

Are you ready to be frustrated and disappointed?  How do you act when your frustrated?  Maybe your wife can answer that...  How well do you handle disappointment?

Get ready to be frustrated and disappointed with the results of your ad.  On top of that, be ready to feel confused...  But don't give up.  The truth is most ads SUCK. 

Let me ask you something.  The last time you put out an ad what type of content did your ad consist of?  Did you talk about yourself?  Did you talk about your company?  Did you show fancy pictures of your product? Was your ad at all self-serving?  Did your ego write the ad?

No, wonder your ad did not produce the results to fit your expectations.
  
When a customer is reading your ad in a magazine, the yellow pages, online, a brochure, wherever it may be. Do you know what this potential customers reading your ad cares most about? 
1. Do you think they care most about you? 
2. Maybe, they care about your business? 
3.  Maybe they enjoyed hearing about your family, maybe this will make them buy?


No!!! They don't give a crap about this fluff. 


If you don't already know the answer to what a customer cares most about, I think when I give you the answer you will see it's only common sense.


themselves... 


They don't care about you, your wife, your children, or your dog.  They don't care about your fancy pictures.


They only care about themselves...


Don't waste your time trying to tell them about you in anyway.

P.S.   Please make sure you feed your dog.

Using a P.S. a great way to grab a readers attention and get your point across