Originally published at: https://blog.12min.com/cashvertising-summary/
How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
Selling is a fundamental activity. Yet, so many people face bad results, because they do not know how to advertise their product properly.
To sell successfully, it is crucial to know people’s primary drivers and desires. That is exactly what this summary is about.
In the following overview of “Cashvertising,” we show you how to use human psychology to touch your customers’ “buttons” and motivate them to buy.
Who Should Read “Cashvertising”? and Why?Selling is fundamental human interaction. However, most marketers know very little about the drivers that make people buy.
“Cashvertising” is a short but useful book in which Drew Eric Whitman uncovers the mysteries covering consumer behavior by providing insight into some basic psychological principles.
We recommend this book to all marketers since we believe that anyone will find “Cashvertising” useful for developing their advertising skills.
About Drew Eric WhitmanDrew Eric Whitman has taught consumer behavior and response for more than two decades. He has worked as a consultant for many large companies.
"Cashvertising Summary"Effective advertising does magic.
It motivates people to buy products or services that they may not even need.
However, most advertising experts forget this objective: making people spend money, and focus on being clever or win creative awards instead.
We understand that awards are great for your image, but they will not increase your sales.
If that is the case, then why so many marketers make the same mistake?
Well, because they just don’t know any better.
Here is the good news: You can learn specific techniques that will take you back to the right path towards influencing your customers’ actions.
Sellers need to understand human psychology since they have to use persuasion. They need to understand what people want, how they feel about what they want, and try to answer their needs.
All human beings have eight basic desires. Advertisements that connect to these desires generate a reaction in customers. Those desires are:
- To survive and to have a pleasant life.
- To enjoy food and beverages.
- To be free from “fear, pain, and danger.”
- To have “sexual companionship.”
- To live in a comfortable environment.
- To win and to keep pace with their neighbors.
- To care for and protect their loved ones.
- To gain social approval for their actions.
However, these secondary, learned desires are not as powerful as the biological ones.
Below we list the key lessons, which will show you different strategies to make people buy, and the importance of how you pack it up in words.
Key Lessons from “Cashvertising”1. Driving People To Buy 2. How You Say It Matters 3. Going Online
Driving People to BuyTo create effective advertisements, you first have to get to know their customers, their needs, and feelings. Once you get that insight, you can use it to gain a strategical advantage. We list the “Foundational Principles of Consumer Psychology” below
- “Mental movies.”
- “The fear factor.”
- “Ego morphing.”
- “The bandwagon effect.”
- “The means-end chain.”
- “Persuasion step by step.”
- “Belief reranking.”
- “The Elaboration Likelihood Model”
- “Weapons of influence.”
How You Say It MattersAt the point when you have chosen your strategy, move to developing your message. In print ads, be brief, clear and straightforward. Express the most significant benefits in a few memorable words. Adopt a newspaper tone, since readers consider this style as more serious than that of a traditional advertisement. Use photographs and illustrations, and create a balance between graphics and text. Appeal to the all five senses.
Going OnlineThe Internet transforms advertising by adding new twists to it. If you e-mail your ads, note that your customers will most probably want to receive e-mails no more than once a week. Create dynamic e-mails by adding graphics and animations that draw attention. Do not confuse click-through rate with increased sales.
Like this summary? We’d Like to invite you to download our free 12 min app, for more amazing summaries and audiobooks.
“Cashvertising” Quotes[bctt tweet="Loading your advertising with benefits is an essential element that leads to a successful advertising campaign. " username="get12min"]
[bctt tweet=“You don’t need to reinvent the lightbulb…just switch it on, it’s that simple.” username=“get12min”]
[bctt tweet="The features are actually the real attributes. The benefits emerge as a result of those attributes. " username=“get12min”]
[bctt tweet=“Your copy and images should always represent the positive outcomes, and neglect the others.” username=“get12min”]
[bctt tweet=“Your primary objective wouldn’t be to invent new fears, but to tap into existing ones.” username=“get12min”]