July 22, 2014

Your Customers Make Buying Decisions in Six Seconds; Here’s how To Get Their Attention

By Paul Bieber

That’s all you get—six seconds. People scan the yellow pages, look at listings on Google, Bing or Yahoo, or get a recommendation from an insurance agent or a friend. How can you get to the top of the heap in only six seconds? It actually takes longer than six seconds to read this whole blog, but hopefully the outstanding headline, the catchy first sentence or your undying love for my blogs has moved you to read the rest of the story. See, six seconds can work.

“FREE” works best. More people will read an ad or open an email that has this word in the title or headline. I have a hard time, though, with giving things away for free. I have never made money giving something away for free. There are too many sharks are out there just gobbling up the free stuff without buying what you really want to sell.

Twenty percent off on Tuesdays!  15 percent off on Fridays. People will open emails or read further into an ad with these headlines.

All Seniors get 15 percent off on shower doors–So do Juniors!

We have energy-saving low-E glass in stock!

Our super-smart staff will answer all of your questions!

We’re open on Saturdays!

OK, you get the hint. Just listing your name and address won’t get people to think you are the glass company to go to. 

Now, if you are advertising in a business journal, your line is: “We are experts in commercial work and storefronts!” which is different than advertising in the local TV section of the newspaper, where you would say, “Residential work is our specialty, including energy-saving windows and custom made shower doors!”

One type of ad does not fit all advertising spaces. Make the most of what you spend. Spend a few minutes with the ad representative and get their help in writing the right ad for you.