What is 'SCIENTIFIC ADVERTISING' and how this type of marketing works better to help SMALL and MEDIUM businesses boost sales!
Thirty odd years ago, as a young creative, I was fortunate enough to land a job with the famous publisher Barry Colman (Publisher, National Business Review). Mr Colman's contempt for 'creative' brand advertising was already legendary. He had discovered a better way, a way that was much more likely to increase his client's sales. I would like to be able to say that Colman's way was new and revolutionary, but I cannot. He had simply taken time-tested principles from great newspaper editors and television chiefs, and adapted them to work in advertising.
I had spent years training as an advertising creative, so I was horrified when he demanded I stop making the witty and entertaining 'brand' ads that so impress all creative people. My job, demanded Colman, was not to impress other creatives, it was to impress the public, and to do it well enough to get them buying my client's products.
So I was forced, thank goodness, to learn what does work. And so I set about developing my approach - something I could offer my clients with a clear conscience.
I discovered that Mr Colman was not the first to feel this way. Ad men like David Ogilvy, Clyde Beddell and John Caples had all been angry when they learned about the money that business people were handing over each year for ads that didn't sell. It would be nice to be able to say that these men were famous for the successful advertising principles they discovered, but I cannot. Unfortunately for my industry, all of these men were branded 'advertising heretics' at some time in their careers. We ad people do not like it when one of our clan speaks out against the frivolity of our industry - and who can blame them, when so many have made so much money achieving so little.
Under Colman's tutelage I became a voracious reader of Ogilvy and the others; and then with my client's permission I began to test their principles - first as a junior artist, then as a copywriter, and later as senior management of newspapers and advertising agencies. Over the last 30 years this endless testing and perfecting has led to a new approach.
I call it the "Holloway Approach", but to call it my own is a little presumptuous. I have gathered around me a bunch of advertising mavericks just as passionate about getting results; - together we continue to adapt and perfect our approach to advertising. After all there's nothing new in what we are doing. We are simply taking what others have learned, and adapting it to appeal to today's consumer.
THE ELEMENTS OF SCIENTIFIC ADVERTISING
80% of people will read HEADLINES
Here are some of the MANY things we have learned about HEADLINES:
- It’s here you must tell your ‘selling story’. Your target audience should understand the whole message of the ad and want to read further.
- The most important thing in your headline is a Reticular Activating Device.
- You must never run a headline without an appeal.
- Surprisingly it is often the longest headlines that sell best.
Click here for 'Six Simple Rules for Selling Headlines'
10% of people want to look at PICTURES and CAPTIONS
Here are some of the MANY things we have learned about PICTURES:
- Every picture must have STORY APPEAL
- Make it easy to see detail of how the product works, why it is so strong, so comfortable, so long lasting, etc.
- Newspapers have taught people to look for captions with every image, if they aren’t there, they will be disappointed, even if they know what the image is. More people read captions than the actual copy. Make your caption a mini-selling message.
5% of people will read up to 1500 words of COPY
Here are some of the MANY things we have learned about SELLING COPY:
- First 50 words most important.
- People will read up to 1500 words.
- Short sentences better.
- ONLY write what interests the customer.
- The more that you tell, the more you sell.
20% of people are strongly attracted to an OFFER
Here are some of the things we have learned about Offers:
- Use WHOLE SCIENCE of offers.
- Must TEST the three types of offer.
- Discounting price not normally best.
- Give the audience more than one way to respond - phone, email, fax...
- Where possible, give your readers several different offers, or products to respond to.
- The call to action should make it easy for you (the advertiser) to measure which ad your customer has responded to.
Click here to read more about the three different types of offers