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Article: What closes a sale? It's more than an ad!(The Grayson Report)
- Article from:
- Household & Personal Products Industry
- Article date:
- July 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 Rodman Publishing. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE LESS NOTEWORTHY the product, the more Permission to Buy comes into play. Our March 2007 column introduced a term we called permission to buy, as an adjunct to the pretty basic requirement for an effective ad--Permission to Believe.
Permission to Believe involves "support" for the claims/benefits in the ad--those which are necessary for the consumer to trust that the claims will be as advertised when the product is actually used. Okay, that's good, but not good enough. Now the need is to provide a differentiating stimulus for the actual purchase of the product; i.e., making it easier for her to mentally and emotionally commit to the purchase. We call that ...