Here’s a refreshing example of how to advertise a website via broadcast advertising.
In this case, it’s on television. But the same rules apply an effective radio commercial.
The Targeted Consumer Should Identify With The Person Giving The Testimonial.
This guy is young…ish. Contemporary but not attempting to be trendy. Casual but not a slob. Enthusiastic but not a goofball.
The set representing his home is uncluttered but comfortable. The guitar resting against the wall, the splashes of color. A college kid can identify with him; so can a young professional.
“The Modest Advertiser”
That’s the term I apply to advertisers who are smart enough to recognize their name is not the most important thing in the consumer’s life.
Instead of opening with, “I’m so glad I found Gazelle.com,” he says, “A friend told me about Gazelle.com.” He’d never even heard of the company…until a friend mentioned it to him.
“The Offer”
“They paid me cash for my used iPhone.” That’s what Gazelle.com will do — buy (some of) your old smartphones or other electronic gadgets.
Successful Advertising Intersects Common Human Behavior.
“I would just keep my old phones in this drawer.”
You don’t happen to have a drawer where keep your old cell phones and stuff, do you?
Advertising Solves Problems.
“Is there a place that will buy my old iPhone or iPad or Android?”
“What am I supposed to do with all these gadgets that I no longer use but were too expensive for me just to throw out?”
This commercial addresses those problems head on.
How It Benefits The Consumer
Getting cash for your otherwise useless iPhone is a pretty obvious benefit. But they dimensionalize it by having him point out that he used the cash he got for his old iPhone to help pay for his new iPhone.
(Think about all the television and radio ads you’ve heard where they’d oh-so-cleverly list all the “funny” things you could do with that $150.)
Overcomes Objections
When first you hear of a service such as this, you probably think, “Oh, it must be a hassle. First I’ve got to figure out how to ship to them….”
As a Gaselle.com user, I can tell you that they really do make it super easy. You can find out online exactly what (if anything) they’ll pay for your phone. They send you a pre-addressed, prepaid mailer to ship your phone to them. And they pay you quickly.
And he comes right out and says: “They made it so easy. Shipping was free. They paid me fast.”
Specifics Convince.
He doesn’t say, “I got some money for my old iPhone.” He says, “My phone was worth a hundred and fifty bucks.”
Call To Action
Instead of saying, “Visit our website for more details,” they ask:
“What’s your iPhone worth?”
And then the guy says, “You can find out at Gazelle.”
He gives you a specific reason to go to the website (find out what your iPhone is worth) and what to do there (again, find out what your iPhone is worth).
Of course, this commercial probably won’t win any big awards.
It’ll just drive targeted traffic to the advertised website.
