It is interesting that the notion that the way in which an advert is written can have a major effect on sales, is one that is often resisted when companies sell to teachers.
For example, it is often said, "I know the product is great because when people see it at a show, or when I demonstrate it to them, they always buy. But with emails, post and the internet we don't get sales."
And then the explanation given is that emails and postal campaigns don't work.
But the reason is not that emails, post and the internet don't work when selling to schools - they do and it is proven every day - but rather the way in which the advert is written.
Of course I can't say exactly what should be written in each case, because it does depend on the product or service, but if there is one thing that needs to be written about, and which is generally missed, it is the benefit of the product.
95% or more of adverts reaching teachers talk about features. They announce the product. They tell the teacher what the product is - NOT what the benefit is of having this product.
So if you want to make a huge difference to your advertising, you need to write about the benefit to the teacher of having your product or service. It doesn't matter if you want to sell chairs, a one-man mime show that visits primary schools, software, whiteboards or anything else - there has to be a benefit.
Sometimes the reply to this is "everyone knows the benefit of a whiteboard" - in which case the reply has to be, "what is the benefit of this whiteboard."
If you would like me to have a look at your advertisement and talk through with you exactly how I would change it to incorporate benefits, just send me a copy to Tony.Attwood@aisa.org.uk (not my usual email address, but I am away from the office today). Give me your phone number and I will call you back. Or if you prefer I will email you my thoughts.
Tony Attwood
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