Cashvertising

1. Understand and target the Life-Force 8 human desires

Human beings are biologically programmed with the following eight desires:

Fundamental motivators. The Life-Force 8 (LF8) are core human desires that drive purchasing decisions:

1. Survival, enjoyment of life, life extension
2. Enjoyment of food and beverages
3. Freedom from fear, pain, and danger
4. Sexual companionship
5. Comfortable living conditions
6. To be superior, winning, keeping up with the Joneses
7. Care and protection of loved ones
8. Social approval

Effective advertising taps into one or more of these innate desires. By aligning your product or service with these powerful motivators, you create a stronger emotional connection with your audience. For example, a home security system appeals to LF8 #3 (freedom from fear) and #7 (protection of loved ones).

2. Write compelling headlines that grab attention

Unless your headline sells your product, you have wasted 90 percent of your money.

Capture interest immediately. Your headline is the most critical element of your advertisement. It should:

• Contain your biggest benefit
• Be specific and quantifiable when possible
• Select your target audience
• Create curiosity or offer news

Effective headline formats include:

• How-to: "How to Win Friends and Influence People"
• Question: "Do You Make These Mistakes in English?"
• Command: "Stop Wasting Money on Ineffective Advertising"
• News: "Introducing the First Self-Driving Car Under $30,000"

Remember, 60% of readers only see the headline, so make it count. Test different headlines to find the most effective one for your audience.

3. Use powerful visual adjectives to create mental movies

The more specific your words—described with PVAs—the clearer the pictures.

Paint vivid pictures. Powerful Visual Adjectives (PVAs) help readers imagine using your product or service. This mental demonstration increases desire and motivation to buy. Compare these examples:

Without PVAs: "We sell delicious pizza."
With PVAs: "Sink your teeth into our crispy, hand-tossed crust, topped with bubbling, gooey mozzarella and zesty, garden-fresh tomato sauce."

• Use sensory words (sight, sound, touch, taste, smell)
• Be specific and descriptive
• Create contrast with competitors
• Focus on benefits, not just features

By using PVAs, you occupy more space in your reader's brain, making your message more memorable and persuasive.

4. Leverage social proof and authority to build credibility

People believe testimonials.

Build trust through others. Social proof and authority are powerful persuasion tools:

• Testimonials: Real customer experiences build credibility
• Expert endorsements: Leverage authority figures in your industry
• Statistics: Use specific numbers to support claims
• Awards and certifications: Showcase third-party recognition
• Media mentions: Highlight positive press coverage

When using testimonials:

• Include full names and locations when possible
• Use photos for added authenticity
• Feature specific results or benefits
• Obtain proper permissions

Remember, people are more likely to believe and follow the actions of others, especially those they perceive as authorities or peers.

5. Craft long, benefit-rich copy that sells

Well-written long copy outsells short copy.

More information, more sales. Contrary to popular belief, long copy typically outperforms short copy when:

• It's well-written and engaging
• It targets interested prospects
• It provides valuable information
• It builds desire and overcomes objections

Key elements of effective long copy:

• Strong headline and subheads
• Bullet points for easy scanning
• Testimonials and proof elements
• Clear call-to-action
• Risk reversal (guarantee)

Remember, different prospects need different amounts of information to make a decision. Long copy satisfies both quick and thorough readers, allowing each to get the information they need to buy.

6. Employ psychological pricing strategies

Odd-even pricing theory says that prices ending in odd amounts such as 77, 95, and 99 suggest greater value than prices rounded up to the next whole dollar.

Strategic cents matter. Psychological pricing can significantly impact perceived value and sales:

• Odd pricing (e.g., $9.99) suggests value and can increase sales
• Even pricing (e.g., $100.00) conveys quality for luxury items
• Charm pricing (ending in 9) is most effective, followed by 5
• Prices ending in 98 or 99 are perceived as discounted or on sale

Research findings:

• 99-cent endings increased sales by 8% compared to 00-endings
• Prices ending in 95 are not as effective as those ending in 99
• Consumers often ignore the last two digits, focusing on the dollar amount

Consider your product positioning and target market when choosing a pricing strategy. Test different price points to find the most effective for your offering.

7. Harness the power of color in advertising

Blue is the most preferred color for most people tested, with red a close second, then green, violet, orange, and yellow, ranked exactly in that order.

Color influences perception. Understanding color psychology can enhance your advertising effectiveness:

• Blue: Trust, stability, professionalism
• Red: Excitement, urgency, passion
• Green: Nature, growth, health
• Yellow: Optimism, clarity, warmth
• Black: Luxury, sophistication, power

Color considerations:

• Use contrasting colors for readability (e.g., black on yellow)
• Consider cultural associations of colors
• Align color choices with brand personality
• Test different color combinations for best results

Remember that color preferences can vary by age, gender, and culture. Always consider your target audience when making color choices.

8. Utilize effective layout and design principles

Place the headline under the visual, as the eye moves to the picture first and then moves down.

Guide the reader's eye. Effective layout and design principles enhance readability and impact:

• Use the "Ogilvy" layout: Large image (top 2/3), headline below, body copy, logo
• Employ white space to increase readability and focus attention
• Use serif fonts for print, sans-serif for digital
• Include captions under images (they're read 2x more than body copy)
• Use bullet points and subheads to break up text

Design tips:

• Limit to 2-3 fonts per piece
• Use columns for easier reading in long copy
• Align text and images for a clean look
• Employ the "Z-pattern" for visual flow

Remember, good design should enhance your message, not distract from it. Always prioritize clarity and readability over flashy design elements.

9. Offer strong guarantees to boost sales

Not only do longer, stronger guarantees boost your sales, but they (ironically) also result in fewer returns.

Reduce buying friction. Strong guarantees can significantly increase sales by:

• Reducing perceived risk for the buyer
• Demonstrating confidence in your product
• Differentiating from competitors
• Encouraging immediate action

Effective guarantee strategies:

• Offer the longest guarantee in your industry
• Use specific language (e.g., "No questions asked")
• Highlight the guarantee prominently
• Consider unconventional guarantees (e.g., double your money back)

Remember, a strong guarantee not only boosts sales but can also lead to fewer returns. Customers are less likely to take advantage of long-term guarantees, as they often forget about them or become attached to the product.

Last updated: August 20, 2024