Instead of confusing your consumers, cut down the number of products you offer. When P&G cut down the number of products in Head and Shoulders from 26 to 15, sales increased by 10%.
When you are giving something for free to your customers, let them know that it is not exactly ‘free’, but that it have a value that you have just transferred to him.
When you use scare tactics on your customers by drumming up their problems, quickly follow up with clear solutions that they can take immediately.
Consumers prefer to stick to their original decisions, habits and commitments. So if you want them to switch to your products, ‘praise’ them that they probably made the right decision at ‘that’ time in the past. But now, there’s something better for them.
Sometimes it’s better to own up weaknesses or failures in your products. This increases trust from consumers, and let them know that you are aware and in control, rather then ‘seem’ to want to hide the problems.
If there are angry customers, repeat their complaints to show understanding. Praise them for the efforts, and smile.
Show them how your products are rare and very different actually from your competitors’.
Instead of showing consumers how they can gain from your products, show how they can ‘lose’ by not using your products. The law of risk aversion.
Show images that are more literal, or describe in words that are easily visualized by your target consumers.
Use taglines and rhymes to increase recall for your product’s benefits.
Create a sense of mystery and intrigue by giving your products fanciful names. Say for drinks: Tropical Rain Forest Cocktail, Laser Lemon Tequilla.
Depending on whether the local culture is individualistic or collectivist, write your ad to appeal to the individual or to the group.