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New Twist on Old Tactics

We've all heard popular marketing calls to action.
  • For a limited Time Only!
  • Act now or miss this opportunity!
  • A once in a lifetime chance!
Maybe we've even used a few in our advertising. These phrases are designed to spur consumers to buy products quickly. But do they work or are consumers becoming wise to the ways or marketers? With a flood of ads on TV, the Internet, the radio, mobile devices and even in bathroom stalls, it is possible that consumers are learning to tune out advertising. Or maybe they just aren't getting the right message.

Audiences are increasingly segmented and generic calls to action may not yield results because they aren't the appropriate message for the intended consumer. For example, if an experienced, financially savvy car buyer is looking for a new car, she may ignore Act Now messages. She is more likely to spend time researching the pros and cons of different car models before making her decision. Messaging that provides the information this buyer is looking for is more likely to attract her attention.

Because of this change in consumer expectations, a good first step in creating messages to attract consumers is to create customer profiles. Learning consumer groups' buying habits, where they get their information, and how they make their decisions and then building messages around those profiles will yield more targeted messaging that does more than "sell" to potential buyers. It will inform and hopefully incite the consumer to action.

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