Try to get typically the Smoking Gun
In the legal world, there’s a term called “Smoking Gun” which identifies that critical bit of information which makes it impossible for the opponent to win a court case.
It’s a fact, an item of evidence or whatever which proves everything you have to express beyond any seed of doubt. And there are a lot of correlations between law and advertising because Smokin Guns when you’re selling via the printed word, your jury is the customer. And you should do everything in your power to prove your case beyond any shadow of a doubt.
What exactly could be some examples of a “smoking gun” in the advertising world? Well, let’s say I own an item of property on the coast of Western Australia and I do want to sell it. But I am having problems getting the cost I want.
Perhaps a “smoking gun” bit of information I really could find is the fact property in coastal areas has gained 20% or 30% or 40% (or whatever) greater capital growth returns than properties somewhere else in the country.
Is practical, right? Obviously, I have no idea if it’s true. But when I was the buyer, I’d believe it is pretty hard to ignore a fact like this.
Think about if I was selling tyres? Well, this is a pretty easy one. If I owned a tyre shop, I could be looking for a bit of details about what percent of accidents happen from old tyres.
How about shoes?
If I was selling shoes, I’d look for details about how the shoe affected other regions of the body. Looking into such things as foot reflexology, and the interconnectedness between feet and general health, feet and its impact on back pain, etc.
And if I really could discover that little gem of information, no further am I purely selling shoes, I am selling an general health solution. And people can pay for quality if you’re able to prove that it’s going to make their general health better.
Is practical, doesn’t it?
So today, consider doing some research on these facts. Check out the web sites such as the Sydney Morning Herald, Daily Telegraph, CNN, Highbeam Research and CNN and see what facts you are able to dig up about your industry that could be your “Smoking Gun.”
And then take those facts and utilize the strategies you’ll uncover to generate an ad or sales letter which provides you an overwhelming advantage over your competition.