“OK, now that I have your attention, let me talk to you about financial planning.”
This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.
You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes it works. More often it backfires because the people instantly feel cheated or conned, and either exit as quickly as they entered or are loathe to trust you.
When it does work, the switch needs to be to something pretty darned interesting itself, and leads to such an appealing offer that people with distrust still in their mouth respond anyway. So, in the above example, it would at least need to go from the big SEX headline to “Slashing Your Tax Bill By At Least 33% (Guaranteed)Is Even Better Than Sex! – that’s what my top clients say.”
THE QUESTION FOR YOU is: is “suckering ’em in” a strategy you ought to use? There’s no easy answer.
It is best considered when one or more of these conditions exist:
- Your core product/service/business is instantly rejected by prospects who will want to buy/patronize it if they hear the whole story.
- There’s enormous competitive clutter in the ad media or marketplace,with many other marketers essentially saying the same things and looking too much alike.
- You’re “tired” and “known” in your marketplace and people are immunized to your ad messages. You need to shake things up.
- Your ‘control’ ads, mailings, etc. are wearing out and delivering diminishing results.
- You want to get a double whammy; not just attract ideal prospectsfrom your advertising, but create buzz, be talked about on a wider scale.