Advertisement guidebooks give insane tips on how to convert readers using sleazy tricks. The truth is that internet users are smarter than advertisers think, and they are sick of mediocre online marketing practices. Improve the quality of your advertisement, or keep on losing potential prospects.
As a person in the world of content, I don’t only produce content, but obviously love consuming it as well. I especially enjoy different kinds of guides for copywriting and content marketing. One can (and should) always learn something new, so it is always a pleasure to go search for new tips and insights.
Lately, these guides are getting me quite upset. Why?
Take a look at some of the tips I’ve recently read on different guides:
“People are inherently lazy. So if you want your readers to take a certain action, you have to make it incredibly easy for them.”
“Your readers don’t always have the time to think about what you want them to do. Your job is to spell it out for them”
“Don’t give your readers the opportunity to think too much – push them to take a decision”
And these are just few examples…
I look at these tips and get desperate. The image of us, the readers, coming up from these guides, is of impulsive, irrational people who buy anything pushed to our faces intensively and persistently enough. The results are low-quality marketing campaigns that have no clue about the readers’ needs or wishes.
News flash: it doesn’t work this way.
Yes, of course, our attention span is short. In a time when we are bombed with low-quality content, a short attention span is a brilliant mechanism to filter and stay only with what is truly interesting for us.
And sure, we want to take a second to check the offer properly before we purchase a product, and if the offer is not good, we won’t buy it. What a surprise!
Imagine how bizarre it could be if these advertisers’ advices were adopted in other spheres of our lives:
When I started dating with my fiancée, instead of being with her for several months, trying my best so she’ll feel comfortable with me and see in me a successful candidate for a life-long partnership, I should have jumped on her after 8 seconds on our first date with a huge ring and shout: “DON’T MISS THE OPPORTUNITY, MARRY ME NOW AND GET 60 YEARS OF SERVICE! QUICK, THE OFFER IS LIMITED!”
I don’t think it would work, do you?
A message to advertisers: stop treating your readers as if they were stupid. Instead of investing in cheap tricks to try and fool them into impulsive shopping, invest in informative advertisement that will actually make them WANT to purchase your product. Instead of trying to push them into buying as quickly as possible, try harder to create interesting content that will make them stay.
It is not a matter of philosophy. It has been proved that bad ads and low-quality content cause losses and damage brands. Exactly for this reason, at Boost the News we have made it our goal to help advertisers promoting quality content: so that you can make advertising campaigns that resonate with your audiences’ needs and bring you better results.
Are you willing to leave behind the unhelpful advertising tips and move on to what your customers really want to see?