This thread is a bit old and, dport, no doubt you've already run your radio ad by now, but here are a couple things you might consider for future marketing...
, modern technology has helped us to now clearly understand that all
the decisions we crazy humans make are based on emotion
, then we justify them with logic.
For example, I've emotionally decided I'm intelligent and logical and then I find things that logically prove that it's true.
But, if you met me, chance are you'd quickly realize that I'm practically retarded and have no idea what I'm talking about.
Anyway, the point is YOUR
potential customers will decide to purchase from you in the same manner: emotion
, as consumers, we're sick and tired of hearing everyone is the "best" at this or that.
Seriously, when you see plumbing company's truck driving down the road that say "best service" do you quickly write down the phone number because you actually believe they're the best?
...yeah, I don't either.
As consumers, we're kinda 'numb' to the whole "we're the best" line. We don't believe it until we try it. Guess the proof is, uh, in the pudding...?
So, exactly how does this apply to you?
Figure out a group of people who is thinking of ordering a cake.
Sure, this will change from month to month (this is a good thing), so don't try to write an ad for every occasion.
: My ex-mother-in-law owned the very first flower shop in Hermosillo, Mexico. As a business owner ...and brilliant marketer... she had to train people on reasons to give flowers (seems kinda strange to us) -she tapped into their unmet emotional
needs. Yes, she literally manipulated them into buying.
Imagine you're talking directly one-on-one with the person who is LOOKING for a cake.
Exactly what do they want?
A special frosting they can't get from the local Wal-Mart bakery?
Personalized service? The convenience of not having to pick it up?
You've got to stand out. Not to be "unique" and "memorable" (that's branding
and will cost you too much
Become the better choice
among your competition.
Instead of focusing on how GREAT your cakes are, you must focus your message on illustrating why buying a cake from you is a better, smarter decision.
Do the "opposite test" against your competition. If you're advertising "unique & original" cakes, is your competition advertising "ordinary" cakes?
We're so afraid of intentionally excluding certain people that we'll miss out on sales.
Honestly, do not try to capture all the Wal-Mart cake buyers who are only interested in settling for an ordinary cake. They base their buying decision on price and won't value what you have ...and you'll just beat yourself up over them.
Discover your nice margin in those who appreciate what extra value you have in your product.
Speak to their illogical, irrational need with emotional triggers, then toss in a few logical points so they can justify it's the better choice for them.
Good luck to you!