Highly persuasive advertising enables your business to get more sales from fewer prospects. Sounds ideal, right? Well, one way to incorporate more persuasive advertising into your marketing strategy is to leverage Google AdWords... but not in the way you might expect.
Increasing Advertising Persuasion (Learning from Dupont)
To explain this, you need to see the power of Google ads like Dupont saw Teflon.
Okay, bear with me. There is actually a serious business lesson here.
In 1938, DuPont discovered the slippery chemical substance we know as Teflon. It turned out to be a very effective substance for the military, from artillery shell fuses to the production of nuclear material for the Manhattan Project.
It was only after World War II that other powerful civilian uses were discovered... like non-stick cooking utensils, for instance.
Powerful, New Uses Not Previously Considered
Alright, that was interesting. But, what does that have to do with Google AdWords and online advertising?
Well, millions of businesses use AdWords to place billions of ads in an effort to capture highly targeted leads online. But, there is an often unnoticed yet powerful way you can use ANY online search engine advertising (Google, Bing, Facebook, LinkedIn, etc.) to benefit your business.
You can use it as a laboratory.
Specifically, you can use it to discover the most important buying triggers for your ideal customers. Just as a highly effective sales person figures out over time what to say to maximize his or her sales, pay-per-click advertising can help you discover the most potent hot buttons for your prospects.
How We Do It at PMG
Here’s how it works, using a real life example from the PMG testing lab.
One of our clients is a regional health club chain. The question was asked of the client, “why do people choose your club instead of other health clubs?” A broader related question: what do people in your geographic area want in a fitness center… that you offer?
We heard various answers but there was no real data to back up these answers. And why guess or conjecture when you can know for sure?
We set up a series of rotating ads, all built around different value propositions to determine which was most attractive to the searcher looking for fitness center options in his/her area.
Did they most value…
- Convenience of location?
- Cleanliness of the facilities?
- State-of-the-art equipment?
- A variety of exercise options?
- The overall value, with value-adds like childcare and tanning at no extra cost?
- Smaller training classes and personalized training?
Of course, all of these are important. But you can’t say everything to the prospect all at once. It's best to mention the most enticing benefits first so you can hook them quickly.
The Limits of Regular Surveys
Some of you may be thinking: why not survey the population and get the same answers?
Surveys have their place, but they do have their limitations.
- Cost: We didn’t have to pay an extra nickel to obtain this information since it was a part of the normal lead generation process.
- Hot vs. Cold Insights: Survey results are based on people being questioned about what is important to them… but they aren’t necessarily looking for a fitness center at the time they answer a survey question.
It is always best to determine what people think while in the heat of the search instead of what they say when they're not looking. The results are often quite different!
The point is to understand and tap into their deep, instinctive desires, not just what they think makes sense on paper.
Moreover, testing value propositions using your ads allows you to get the gut reaction of thousands of people, not just a few hundred. They see a variety of ads from different fitness centers talking about price, or facilities or amenities. With enough data, you can determine the most important and the least important value propositions and tailor your ads accordingly.
The Power of a Single Word
You can even test the wording of the value proposition. In fact, a single word can make a huge difference.
In one test for a healthcare software program, the difference between one word in the following phrases was significant.
- “Raise Efficiency” had nearly twice the response rate compared to “Raise Productivity.”
- Changing the phrase “Drop Registration Times” to “Speed Registration Times” increased response rates by 71%.
Here’s the best part: once you discover the value props and even the language that resonates best, you can use it throughout all of your messaging:
- Your landing pages
- Your website
- Your literature
- Your social media channels
- Other forms of advertising through various mediums
More Persuasive Advertising with Better, Targeted Messaging
With this information, you no longer have to be like the ineffective sales person who sprays all of your value propositions onto a prospect with that hopes that one will stick.
Instead, you already know what they're most hungry for, so you lead with that appeal. A clear, singular message from a high-powered rifle… not a water gun spraying various messages in every direction.
Like Teflon, pay-per-click advertising has many potent applications that can help your business… if you know where to look!