Advertising On Websites: Men Don’t Read, But Women Do – Tim Burt Explains

The “shotgun” approach to advertising is dead. It’s the (flawed) reasoning: “just put my advertising everywhere, and someone will respond to it.

In the “B.I.” age (Before Internet), this was all too common.

It should have never been born, but that’s another discussion.

My, How Times Have Changed…

If you own a business, you (should) know your target audience. Men ages 18-24; women ages 30-40 with children, etc.

Online advertising has really helped laser-focus where a business should spend their advertising budget. For instance, with Facebook ads, they help you determine where and how your target audience will see your message.

If you’re a plumber, you’re not going to advertise in the “Fashion & Clothing” section. At least I hope not…

Where Most Businesses Drop The Ball

A one-size-fits-all template for a small business website may seem like the best way to go. Price, setup, and maintenance are usually bundled into something that isn’t daunting to handle.

But are these templates the best option? Probably not.

Here’s why it’s important to have a custom website created for your business – because of your target audience.

News Flash: Men And Women Use The Web Differently

Men are the “give me a summary of what you have” crowd.

Women actually take time to read text.

Two Real-World Examples:

First, for the men, I grabbed a screen shot of the home page of Harley Davidson.

Harley Davidson website front pageAs you can see, not a lot of text there. It does contain a rather suggestive headline, which speaks to their target – men – in a way they understand.

(Of course, I’m not saying all men are cave-dwelling neanderthals, this is simply formatted to the way they use the internet.)

Now, for the women…I grabbed the front page of Bed Bath And Beyond:

Bed Bath And Beyond website front pageHere, we have far more text, with an actual product description on the home page. This page actually scrolls down much further, with more pictures and descriptive text.

They’re catering to their audience.

Does your website do that?

Are you sure?

Time to revisit your site…

Tim Burt

http://www.CommercialProfessor.com

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Finalist – Best Commercial of 2015: Kyocera DuraForce Phones – Tim Burt Reviews

First, the commercial:

RULE #1: ADVERTISING SOLVES PROBLEMS

As the owner of a Samsung Galaxy Note 4, I’ve invested in a (somewhat) sturdy case, and a tempered glass screen protector. The last thing I want is to drop it, and have it shatter into something only a broom and dustpan will be able to collect.

This phone claims (through the ad) that it can handle whatever stress test you put it through.

WHAT CAN IT WITHSTAND?

According to Kyocera, it’s:

  • Waterproof
  • Worry-proof
  • Military Grade

Yeah, that’s cool and stuff…but…

HOW DOES IT PERFORM?

Then, this ad brilliantly conveys its features:

  • Enhanced push-to-talk (a high-tech walkie-talkie)
  • Glove and wet touchscreen operation
  • People can hear you when you’re in a crowd with their new microphone/speakers

Yeah, that’s cool…but I’m in the United States…so…

WHERE CAN YOU USE IT?

ANYWHERE. It’s 4G-LTE Global-Ready.

Now, think of virtually any other cell phone ad in the marketplace right now.

Have you seen a commercial that answers virtually all of your questions in 75 seconds? Doubtful.

REMEMBER WHEN YOU BOUGHT YOUR PHONE?

Do you recall seeing an advertisement that convinced you to buy your current phone that was this striking? That answered all your questions?

Or did you do what most people do…go for price/features/name recognition?

BOTTOM LINE

As the ad states:

  • “Handles tough days, all day, everyday.”

No matter what you can throw at this phone, (they claim) it can handle it.

Brilliant. Simple messaging. Beautifully executed.

Remember, advertising solves problems.

A+

Tim Burt

http://www.CommercialProfessor.com

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Advertise Like A Boss: Send A Simple Signal – Tim Burt Explains

Relentlessly repeating the same message in your advertising – regardless of where you advertise – is absolutely critical to making the cash registers ring.

This takes years…not weeks.

How Do You Get People To Remember Your Business With Advertising?

A Great Slogan – Repeated Often – Will Get People To Remember Your Business Through Advertising

The Best Slogans Are Rarely Changed

Here in the U. S., I could ask virtually anyone over the age of 35 about the following slogans, and they could name the advertiser:

  • We’ll leave the light on for you (Motel 6)
  • Finger-Lickin’ Good (KFC)
  • Just Do It (Nike)

The question isn’t how do you know those slogans…but, rather…

WHY Do You Know Those Slogans?

Here’s the short list:

  1. They are short (the longest is 6 syllables)
  2. They are descriptive, informative, or motivational
  3. They were repeated relentlessly

You may be saying to yourself, “Tim, those are for multi-million or billion dollar companies. They have gallons of money to promote those brands.”

And you would be right.

But there’s one thing that they all did exceptionally well, which your business can use starting immediately:

Send A Simple Signal

Does your advertising follow that simple guideline?

I’m calling that “S3″

Think about your own life for a moment. Would you respond to a commercial that requires you to decipher the client’s message?

Your target audience (whomever they may be) does not react to what I call “Corporate Zombie-Speak.”

I Want To Change My Message

Most business owners (regardless of size) often fall into what I call the “Boredom Trap.”

They feel that their message is worn-out, tired, and the audience doesn’t respond to it any longer.

Most times, it’s simply because they haven’t exposed enough people to the slogan for it to become memorable.

Change for change’s sake (or boredom) is a losing formula.

Here’s The Winning Messaging Formula

Step 1: Send A Simple Signal (to your targeted audience)

Step 2: Relentlessly Repeat

Tim Burt

http://www.CommercialProfessor.com

 

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[video] Advertising Myth Busted: Getting Attention – Tim Burt Explains

In this short video, I bust one of the biggest myths in advertising: “getting” the audience’s attention.

Here, I use two real-world commercials to demonstrate that advertising is not just about getting the attention of the audience…it goes much deeper than that.

http://www.CommercialProfessor.com

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Super Bowl 49 Commercials – Live Blogging With Advertising Expert Tim Burt

If you’re going to be watching Super Bowl 49 (Super Bowl 2015) just for the commercials, you’re not alone.

It is estimated that approximately 1/3rd of the audience is watching for the ads alone.

After all, it’s the most watched television program of the year.

Super Bowl Ads Are Supposed To Sell

Here’s the bad news…the vast majority of ads are designed to simply entertain. Not sell.

This is a huge mistake.

I explain why in this video:

Get A Peek Inside My Head During The Game

As in past years, I’ll be live-blogging my critiques and analysis of the Super Bowl commercials on this website: SuperBowl49Commercials.com.

Here are the other sites which I’ll be posting my snark:

Facebook: https://www.facebook.com/SuperBowl49Commercials

Twitter: https://twitter.com/SuperBowl49Ads

Tim Burt

http://www.CommercialProfessor.com

 

 

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Finalists: The 3 Dumbest Christmas Car Commercials, 2014 – Tim Burt Reviews

Every Christmas season, without fail, there will be one auto manufacturer with a stupid advertising campaign, or at least one dumb commercial. This year, we have THREE.

Finalist #1: Honda

Are you selling toys or cars?

 

Let me guess…the Michael Bolton commercials from last year didn’t work out so well?

Finalist #2: Ford

So…nine-year old kids can now drive?

Finalist #3: Toyota

(I apologize, you have to click through the link to watch…but its awfulness is worth it…)

Does this happen in any showroom? Ever? At least during business hours?

http://ispot.tv/a/7WiK

How do you follow that up, Toyota? By asking your dealers to make your customers make ridiculous, forced, lame videos like this…which, I would bet, these people hadn’t seen the “dancing” commercial before they walked in to that dealership…

So…just remember…

These commercials are supposed to convince you to spend $25,000+ on a car.

Tim Burt

http://www.CommercialProfessor.com 

 

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Black Friday Is Dead. Ready For Black Thursday (And Wednesday)? Advertising Expert Tim Burt Explains

Black Friday – As You Know It – Is Dead

After visiting 5 malls in 6 hours on Black Friday, here’s who didn’t show up:

Black Friday 2014 Macys - empty checkout station.

Black Friday 2014 Macy’s @ 5:30 a.m.

Where is everyone? Home sleeping.

Macy’s @ St Louis Galleria, approximately 6:15 a.m. Where is everyone? Home sleeping.

Empty aisles on Black Friday 2014 at St. Louis West County Center

Main thoroughfare on Black Friday 2014 at St. Louis West County Center. Approximately 5:30 a.m.

Microsoft Store St Louis Galleria Black Friday 2014

More staff than patrons at the Microsoft Store in the St Louis Galleria on Black Friday 2014. Approximately 6:30 a.m.

In prior years, you couldn’t walk 5 feet without bumping into 10 people. Now…it’s like a Sunday morning right after they opened.

Don’t Get Me Wrong…

The deals will still be crazy on Thanksgiving weekend for years to come. Consumers will simply be able to get them sooner, and online.

Seeing empty parking lots at the malls when they should be packed led me to some startling realizations…

MY “BLACK FRIDAY” PREDICTIONS: 

  • Within 4-6 years (or less), most major U.S. retailers will remain open on Thanksgiving Day.
  • The only time they will close will be Wednesday evening (briefly) to prepare for the “Black Thursday”crowds.
  • The busiest night in the U.S. at bars (the Wednesday night before Thanksgiving) will suffer a noticeable traffic decline because of the shopping frenzy starting earlier. 

I witnessed (essentially) the death of a retail tradition on Friday. Here’s why I say this:

  • “People won’t shop on Thanksgiving night” (as I’ve heard) is a myth.
  • More consumers are buying online because retailers are offering the same deals.
  • Because people are looking for an escape from their families that night.

Thanksgiving Night Sales By The Numbers

Here are some “Black Thursday” stats to support my predictions and observations:

  • 22 million people were at Walmart stores between 6-10 p.m. on Thanksgiving night. That’s more than visit Disneyland in a year
  • Walmart counted 10,000,000 cash register transactions during that 4-hour span.
  • Target – per minute – was selling an average of  1,800 televisions, and 2,000 video games.

There are more numbers here if you care to see them.

Fights Over T.V’s, Underwear, and T.V.’s

*Warning: strong language in the links*

If you haven’t seen the craziness you can watch some of the NSFW YouTube videos from the United States here.

BONUS! Even Britain got in on the Black-whenever madness. Click here.

BOTTOM LINE:

Just like the line in “Field Of Dreams” – “if you build it they will come” – then if you make it worth their effort, consumers will show up regardless of the day/time.

What was a truly American event has now shifted online, and to a holiday. It breaks my heart.

Be fully prepared to add “Black Thursday” and (probably very soon) “Black Wednesday” to your lexicon in the near future.

Tim Burt

http://www.CommercialProfessor.com 

 

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