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Have you ever seen an advertisement written so well that it virtually makes your heart pound? An infomercial that gets your attention so effectively you actually feel that you can't live without that set of paper knives? It is not an exaggeration to say that there are people who have the personality and charisma that can capture a person's attention and sell ice to Frosty. How do you see through their verbiage? What are they really saying? You'd be surprised how simple it is.

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EditSteps

  1. View an Advertisement Effectively Step 1.jpg
    1
    Read or Listen to the sales pitch. Take a moment to experience how it makes you feel. Is your heart racing? Does the Pitchman have your attention? Are you on the edge of your seat? That's the distraction.
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  2. View an Advertisement Effectively Step 2.jpg
    2
    Don't just hear -Listen. Don't just see -Read. Look and listen for the words the Pitchman is using. When you are reading an advertisement, let your peripheral vision ride over the pictures. You'd be surprised how many subliminal pictures there are.
  3. View an Advertisement Effectively Step 3.jpg
    3
    Look and Listen for adjectives that embellish the actual description. In Latin phraseology the construction of the description of a round, red, ball would be ball round red. English is not so easy. Try to rearrange the adjectives in your mind. What is the primary adjective? Item: Ball. What is the second? Shape: Round. What is the tertiary (Third, fourth, etc.)? Color: Red.
  4. View an Advertisement Effectively Step 4.jpg
    4
    Look and Listen for words such as sharp, strong, durable that actually describe the item being pitched. They normally belong there, and would describe the item in normal conversation. Advertising is not "normal conversation."
  5. View an Advertisement Effectively Step 5.jpg
    5
    Watch for buzz-words and phrases such as professionally acclaimed, world renowned, guaranteed for life, fabulous, often copied, never duplicated, one of a kind technology, satin finished steel, finest balanced style and never needs maintenance while describing whatever it is that is being pitched. Ask yourself if the adjectives are appropriate to normal conversation. Especially when watching commercials or videos. Is the comparison realistic? Is it appropriate? Eliminate the adjectives. How does it sound? Is it still captivating and reasonable?
  6. View an Advertisement Effectively Step 6.jpg
    6
    Look for the price. Is the price realistic to the item? Is it appropriate to the pitch? There's a big difference. Is the Pitchman trying to convince you that you can't live without the newest Widget at the low, low price of $99.95? Is he offering it for $59.95, and then proceeds to knock off one payment? Does he double the deal, and then add bonus items again and again? Can he really sell a $99.95 item for half price, while throwing all those items in free?
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EditVideo



Dr. Robert Cialdini discusses sales principles about changing your social reality. (Excerpt from a psychology documentary about "Social Reality" with Philip Zimbardo) en.wikipedia.org)

EditTips

  • The tone of the Pitchman's voice and the cadence of his speech is intended to be hypnotic. It is possible to hypnotize someone without them knowing it.
  • The speed of the Pitchman's speech is intended to make it hard to think rationally. Loud, fast speech is actually an interrogation technique that can make some people actually confess to capital crimes they never have committed within 10 hours because of this kind of pressure. When it comes to a sales pitch, many people will give in within 30 minutes.

EditWarnings

  • Don't impulse buy. If it's good enough to buy on impulse, it's good enough to put on your shopping list.
  • The old adage "If it sounds too good to be true, it isn't true." is true, more often than not.
  • It's a great clearance deal because it didn't sell. There's something wrong.

Article Info

Categories: Website Traffic and Advertising

Recent edits by: Chessycake, Garshepp, Carolyn Barratt

Thanks to all authors for creating a page that has been read 3,290 times.

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