It's Not What You Say, It's How You Say It

by Tom Egelhoff

Advertising is now, and always has been, word and picture descriptions that cause a favorable sales reaction from your customers.

The ad message and how it's presented can greatly improve the response rate of any advertising.

For example, one of the following messages produced 40% more business than the other two.

Can you guess which one?

50% OFF
Buy One, Get One FREE
Half OFF

As you can see, all three messages are the same. They all offer the same benefit but stated in different ways.

Which one did customers perceive the greatest value to be?

Buy One, Get One Free

So, the next time you have a sale, don't just throw out any number or phrase.

Give it some thought from the customers point of view. Wouldn't you like 40% more business?


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