5 Powerful Strategies to Revive Your Advertising When It Stops Converting
When the claims in your advertisements lose their effectiveness, don’t panic—reinvent your approach. Here are 5 proven methods to revitalize your “how to sell” strategy and breathe new life into your business.
Let’s take an example: imagine you’re in the business of selling rice. These strategies can apply to any product, but we’ll use rice to demonstrate how to progress through each level of sales messaging.
Level 1: Create a Unique, Non-Competitive Status
At this stage, you’re positioning your product as something distinctive, even if it’s simple. A catchy slogan can help set you apart. For example:
“Fill yourself up with MY rice.”
This positions your rice as a go-to choice for satisfaction, focusing on emotional and practical appeal.
Level 2: Outdo the Competition with a Bold Promise
When competitors start making the same generic claims, go the extra mile by elevating your message.
Example:
“MY rice is twice as filling.”
Here, you’re not just offering rice; you’re promising a superior experience. A bold and quantifiable claim can help break through the noise of similar offerings.
Level 3: Build Credibility with Unique Proof
By this level, customers have grown skeptical of exaggerated statements. It’s time to back your claims with a unique story or methodology that adds credibility.
Example:
“I grew MY rice using a special, 3-step irrigation system.”
This gives your product a sense of authenticity and innovation, appealing to customers who value quality and process.
Level 4: Highlight Your Mechanism
As markets evolve, every product or service will tout its unique qualities. At this point, push your mechanism—the “how” behind your product—to the forefront of your messaging.
Example:
“Our rice is grown with sunlight-capturing technology, ensuring every grain is packed with natural energy.”
Your product’s unique mechanism becomes your key selling point, distinguishing it from similar options in the market.
Level 5: Speak Directly to a Niche Market
When bold claims and unique methods begin to feel overused or gimmicky, embrace a radical shift by targeting a specific audience. Tailor your messaging to show you understand their needs.
Example:
“Rice for monks.”
This speaks directly to a niche market, creating an emotional connection while reinforcing that your product is designed with their unique lifestyle in mind.
Why These Levels Work
Each level builds on the previous one, adapting your approach to stay relevant and effective in changing market conditions. Whether your customers are drawn to bold promises, crave proof, or demand a product tailored to their needs, these strategies ensure your message resonates.
The result? Revitalized ads, more engagement, and a boost in sales. So, when your current strategy stalls, use these methods to kickstart your success.