Scents & Sensibility Seeing isn't always believing. Get your prospects' attention by engaging their other senses.

I can think of a number of marketing innovators whose ideas Iadmire, but the genius who brought us "scratch `n'sniff " print ads is the only one whose water bucketI'd actually carry. Why? Because he or she was able to add atotally unexpected new sensory dimension to the most rudimentaryforms of advertising communication. During its heyday as anadvertising novelty (today it's used primarily forperfume-strip ads), no one could pass by a scratch `n' sniff adwithout giving it the ol' nasal appraisal. Sure, it wasgimmicky. But it worked.

Since scratch `n' sniff, nothing has emerged from thegurgling beakers and foaming test tubes of advertisingexperimentation to give print advertising an added sensorydimension. One day, perhaps we'll flip open our e-publicationsand watch ads with dancing six-packs, smell ads for chicken soupand hear the whir of blenders making iced mochas in coffee shopads, all on a little hand-held screen--complete with the digitizedsound of pages turning. But until we bid farewell to printing onpulverized wood pulp, we need to use language and one-dimensionalimages in a way that reaches readers.

Evaluate your advertising by asking: Am I using language thatreally evokes a decision to buy? Am I reaching people at theiremotional core? What can I say or show that will inspire prospectsto want my product or service? What can substitute for actuallybeing there to help people experience the product or service firsthand, as the scratch `n' sniff approach attempted to do?It's a tall order, but it's well worth the labor to createsuccessful advertising.

That's my message to Dana Crawford of Caldwell, Texas, whowrote recently. Crawford is a Registered Massage Therapist who runsa facility called Water Therapy Centre that specializes inrelaxation and rehabilitation therapies using water and massage.She plans to add facilities for the disabled, too, so she can offera full-service therapy center in a region where such services arenot readily available. The ad she's created doesn't pointout the benefit of having such an enterprise nearby; it merelylists the types of services offered. So what can she do in asmall-space ad to reach her prospects at a sensory level--short ofhaving spa bubbles spontaneously rise up from the page?

Before:

This ad merely lists, it doesn't sell. I like its looks, butfabulous fonts won't sell on their own.

1. We know what kind ofservice it is, what it includes, what it's called and how toget more information-but where's the benefit?

After:

This ad implies the benefit right from the start and theundulating graphic supports the relaxation theme.

1. The headline grabsattention with an unexpected exhalation.

2. The wavy graphic workswith the headline to transmit one clear message: relaxation.

Jerry Fisher is an advertising copywriter, consultant andauthor of Creating Successful Small Business Advertising($39.95), available by calling (800) 247-6553. If you'd likeJerry to consider your materials for a makeover in this column,send them to "Ad Workshop," Entrepreneur, 2392Morse Ave., Irvine, CA 92614, or e-mail him at Jerry228@aol.com.

Capture the Sensation

I often recommend imagining what it feels like to a typicalcustomer to have a positive sensory experience with your product orservice. For example, imagine them taking the first bite out of oneof the fresh-baked bagels you sell; listening to their stereo forthe first time through two of your new super-clear speakers; orlying on an especially comfortable mattress you've sold them.If you can capture that feeling in a word or two, you've gotyourself the makings of a strong advertising headline.

I have a hot tub in my backyard, so I tried to think of what myfirst reaction is when I submerge my body into the warm swirlingwater. The first verbalization that naturally came to mind was"Ahhhh." Why not capture that sensation in a headline torelate the experience Crawford's trying to sell? It's aheadline that, because of its uniqueness and conciseness, will be avisual speed bump that scanning readers notice--and pause at--asthey browse a publication.

Following the headline should be an explanation of what thatterm is supposed to mean in this context: "Discover theultra-relaxation and healing properties of all the water therapiesavailable to you at the Water Therapy Centre." This isfollowed by a reference to the massage therapy and other servicesavailable.

If Crawford chose to emphasize the massage part of her businessinstead of the water therapy, the "AH-H-H-H" headlinewould still apply. The body copy would simply lead off as follows:"Discover the extraordinarily deep relaxation and stressreduction possible through therapeutic massage. At WTC, we usetechniques that many rely on for relief from anxiety, muscletension and pain." Even though Crawford must make her salespitch from within the confines of a small box and in the shadow ofother towering ads, a headline that reaches people at a moresensory level will help her get the attention she wants.

Q: I'm a painting contractor looking for some way topromote my services during slow periods. I was thinking of having a"Spring Sale," but everybody promotes sales--so theycancel out each other's effectiveness. Is there any way topitch a sale that others don't use?

A: You're right about "On Sale" being themost ubiquitous two words in advertising. And, yes, they can becomeweakened from overuse. But one way I've recommended before toget attention for a sale is to use flattery. That is, refer to theprospect's good timing in having waited for the right price tocome along. Trumpet the fact that their decision to hold out forthe best time and the best deal has been rewarded. You can do thiseasily by opening your ad or sales letter with a statement like:"You'll be glad you waited until now to consider paintingyour home's exterior. Now you can take advantage of One CoatPainting's exciting Spring Spruce-Up Sale, which enables you tosave up to 30% on the most professional residential paintingservices in Gainesville."

The opening phrase--"You'll be glad you waited untilnow"--works for any number of enterprises. For example,"You'll be glad you waited until nowto . . . have your furnace ductscleaned . . . learn to playgolf . . . replace your old lawnmower . . . upgrade yourcomputer . . . get your dog groomed." No oneminds the implication that they made a deliberate and shrewd choiceto wait until the absolute best moment to buy. So any way you caninfuse in your prospects the idea that responding to youradvertising is the result of their own intuition, their own goldengut for good timing, strengthens your chances of making thesale.

By the way, this approach also sparks the prospect'santicipation about just how good a deal they were smart enough towait for. So you're virtually guaranteed that the reader isgoing to stick with your ad long enough to find out what kind ofdeal you're offering. And that's a luxury few advertisersenjoy.

After:

This ad implies the benefit right from the start, and theundulating graphic supports the relaxation theme.

1. The headline grabsattention with an unexpected exhalation.

2. The wavy graphic workswith the headline to transmit one clear message: relaxation.

Contact Source

Water Therapy Centre, (877) 4-HERE4U, here4u@txcyber.com