Mars Opinion

　　开始以为又是一份无聊的IMedia Newsletter，不过仔细看完后觉得作者还是很强……还是很有启发的。

　　制作高粘性的广告，准确来说文章说的是“如何制作有效果的Flyer”，所说的要点都很平常，不过都很实用。下面是笔记（和原文有不同，不是翻译）

　　1.了解受众：广告是希望给什么人看的，详细了解这些人的特征。

　　2.了解受众的需求：只有了解了需求之后才能找到着力点有的放矢。（从第二点中还能看到更细节的相关内容——虽然没有说清楚——就是要了解的并不是你期待的目标用户，而是你Flyer到达的那部分用户，这两个概念不同。例如主动订阅IMedia Newsletter的用户，和普通浏览IMedia的用户特征和需求是不同的，虽然你的需求可能是把初级用户转化为重度用户——例如把偶尔浏览网站的人变成重度用户的，但是你的邮件列表里只有那些重度用户，所以这个目的不可能通过Newsletter达到，所以不仅仅是要了解受众的需求和期望，而且要根据受众实际特征调整自己的目标和期望——当然这些作者没有写-  -b）

　　3.展示，而非陈述：没有人会仔细看你的长篇大论，所以什么内容都要直观，都要用最一目了然的形式展示出来，而不要用长篇大论的文字陈述。（我自己经常写文案，文字要做到一目了然实在是很困难的工作，非常耗时，而且很可能费力不讨好……只是如果要用图像的话，会需要比较好的GFX的支持，对外界依赖较多）

　　4.创造好感：人类是感情的动物，我们会相信那些我们相信是“好人”的人一片混乱的逻辑和推理，却不会听从那些看不顺眼的人严密的论证和热情地推销。所以需要在广告中努力创造“好感”，创造值得信任的形象，或者“我们在同一条船上”的亲密感，或者……其他一切能够让受众更加相信广告的东西。

　　5.提供联系方式和促销信息：在促销信息旁马上注明联系方式，让消费者在产生兴趣的第一时间就能得到联系方式的信息。根据另外地方看到的Search Engine Keyword Campaign研究表明，在关键字广告上注明特殊优惠促销信息（例如免运费）会显著增加广告点击量和成交率。

　　6.给一个来购物的理由：（不得不说一直觉得外国人文章没什么逻辑性）感觉有用的是两点（虽然貌似作者本意不是这样）：第一是要简单塑造公司形象（说自己是百年老店，在XX区域服务了N年之类，给人信任感）；第二是要能够创造一种亲密感，增加信任——例如用创始人头像来表达一些质量的承诺之类，类似老干妈豆豉辣椒，或者戚姑娘水饺，其实都在用这张牌来增进消费者认同，认同一个具体的人和相关故事，比认同一个冷冰冰的品牌或者公司名字要简单自然得多。

　　貌似曲解了不少地方，呵呵。想自学的还是看原文吧：）

下面是原文：

转载自http://www.imediaconnection.com/content/13220.asp

Introduction

Several readers have responded to my In Focus article, “How to Build Super-Sticky HomePages,” with questions, so I thought I’d devote a follow-up piece to some practical ways to make things sticky.     First, please understand what I’m presenting here is at the 10,000 mile high level. I’m going to start with something I received in an email (all names are changed, of course): a flyer from a tobacconist:  

I’m not promoting the use of tobacco products here, just good marketing practices. I’ll stay with the tobacconist theme because that provides a concrete base to work with.

The suggestions I’m making are meant to be examples only. Use them at your own risk.

Author notes: Joseph Carrabis is CRO and founder of NextStage Evolution and NextStage Global, and founder of KnowledgeNH and NH Business Development Network. He is also author of the Biz Media Science blog. Read full bio.

#1: Know your audience

The first good marketing practice is to know your audience. Most people going to tobacconists:        

1. are either pipe or cigar smokers, or people purchasing gifts for them
2. are purchasing upscale pipes, tobacco, cigars or paraphernalia (items you can’t get at a corner store or gas station)
3. smoke as part of a larger personal sensory experience (people don抰 take cigar or pipe breaks the way they take cigarette breaks during working hours)
4. are often uneducated about how quality is demonstrated in these products

The first three items indicate consumers with education and money. Item four is in conflict with items one through three, and is often true. Upscale tobacco products are like upscale liquor products. Unless you’ve been educated to what a good wine is, a $10 bottle of Chianti often tastes as good as a $50 bottle. A 24-year-old Scotch might taste like iodine unless you’re prepared for it. It’s much the same with tobacco products.

#2: Manage audience expectations

This flyer came through email; therefore, it is probably going to people who’ve been to the tobacconist at least once (and who probably put a business card in a fishbowl as part of a drawing, or something like that). These people are either past purchasers or prospects. In either case, they’ve probably had contact with salespeople in the store.        This flyer could also be going to people who have entered their email address on a website, but that is unlikely. The flyer isn’t professionally done, so if it is indicative of a website’s quality, then few prospects fitting numbers one through three (above) will leave contact information there. The last option is prospects that phoned the store and provided contact information. Again, prospects fitting the top three items probably won’t respond to this flyer, so we’re back to visitors to the store itself.

What we can guess is that people receiving this flyer will expect something that reinforces their self image while offering them an education without insulting their egos or intelligence.

Tough call? Not really. The flyer has the core elements. Our job is to make them better, and therefore sticky enough to bring prospects back to the website and into the store.

#3: Show, don’t tell

Figure 2 shows the first set of changes to the original flyer:        

We’ve moved the store name to the left corner and put it at an angle. Doing so causes the eye to shift to the material under the store name’s long, diagonal axis (an image and a history).

We’ve also indicated that something demonstrating this as an upscale establishment — for example, an image of a cigar and pipe with smoke filtering from them both — should be in the store name’s background. This will address the upscale clientele’s self-concept that this establishment isn’t a “cigarette cartons cheap” place.

The next thing we did was take the main reason for the flyer, “Huge Holiday Sale,” and put it right up top so that it’s immediately in the visual field. Directly beneath, place a photographic long shot of the store. This will serve to show that yes, there’s a huge inventory available and also (we hope) show that this establishment is classy– again a ploy showing that this isn’t a “cigarette cartons cheap” kind of place and addressing the prospects’ ego and intelligence.

#4: Establish rapport

Figure 3 is our next addition and goes to item four, above.        An image of the owner, sitting in the smoking area most upscale tobacconists have, enjoying a cigar or pipe, looking out to the camera and smiling, demonstrates trust between the authors of the flyer and their target audience. Trust means the consumer can ask the proprietor questions and believe they will get informative, helpful answers.

#5: Contact and offers

Note that the original flyer lacked contact information. That is corrected in figure 4 where the contact information is located visually in line with “Huge Holiday Sale.”        

This is good because prospects may just want to pick up the phone or browse a website. Some may simply decide to get in the car (assuming the store is local).

Underneath the contact information is the offer.

Note that what is offered is visually given the same motif as the main draw, “Huge Holiday Sale.” This is done so that the prospect’s mind will quickly cue that this is what is being offered during this Huge Holiday Sale.

#6: Give them a reason to shop

Figure 5 shows a large area spanning the middle to the bottom of the flyer.        

This area is dedicated to your value proposition: your business history and — most importantly — to providing the prospect with a reason to walk in the store, continue through the website, provide contact information, et cetera.

For example, a few sentences such as:

“(Store name), located at 123 Some Street in ThisTown, Here, has been serving the (whatever) needs of (geographic area) for (a number) years.”

What’s important in this sentence is that the geographic area — even if this is a website — be of reasonable size. You may currently sell internationally via the net, but you’ve only been doing it for three years. That isn’t inspiring. You’ve been selling to a 60 mile radius for 45 years? That’s inspiring. If you’ve been around that long in that location, then you have a good reputation.

“Located on (map recognizable address), owners (one) and (two) invite everyone to their (some date) open house to learn what makes a good (product) worth US$x.yz, why some (other products) are better than others and enter a raffle to win (a recognizable item). See you there!”

This sentence provides an address that local prospects will probably recognize as well as a link to a map providing detailed instructions for getting there.

One, two or three owners provide faces and names that unsure prospects can directly address with questions and concerns prior to purchase. A specific date for an open house is a social recognition tool– aficionados will be with aficionados, novices will be with novices. The education aspect is directly addressed, and even if prospects come and don’t purchase there’s a chance they’ll leave behind contact information as part of the raffle.

Conclusion

So there you go. Six simple steps for creating sticky marketing material, be it a website or brochures or what-have-you.        The information provided here is meant as a guide and is for example purposes only.

Let me know how it goes for you, and enjoy!