Way back in the ancient days in the USA adverts on TV were preceded by a statement along the lines of ”we now interrupt your program to bring you this important message.”

People accepted that, because that was how it was done.   Zap Pow I am the advertiser and I want to shout at you.

Now it is not like that – disruption of MY personal activities and MY personal space does not work.

Instead you need to grab attention and work from the notion of what the customer is interested in, not what you want to say.

So we come back to two eternal questions that the customer will ask:

Why should I buy this

Why should I buy this from you.

The best advertising answers these points before the customer asks them, by using the interesting question technique…

“What is the most effective way of…”

etc etc.  Alternatively tell a story, share a laugh, and answer their needs.

Don’t tell them how important you are, just tell them how important they are.

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.