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(Customer Journey)

How We Decide to Purchase

Learn how to craft impactful ads that resonate with your audience's needs. Discover the balance between relevance and credibility in advertising.

Roy Williams
Roy Williams
July 2, 2024
How We Decide to Purchase

Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.

Professional ad writers frame their messages to speak to the felt needs of a specific consumer.

People are multi-dimensional. We make decisions to purchase based on a variety of criteria, but two of the big ones are Time and Money.

“Time and Money are interchangeable.
You can always save one by spending more of the other.”
– Pennie Williams

  1. A person who feels they have no money and no time is buried in financial and relational obligations.
  2. A person who believes they have more time than money is a bargain hunter.
  3. A person who has more money than time is overworked and highly paid.
  4. A person with lots of money and time is looking for something to do.

Consciously or unconsciously, every ad is framed to speak to one of those four perspectives.

It isn’t really about whether we can afford to spend the money. It’s about whether we FEEL we can afford to spend it. A person may feel they have the time, but not the money, to purchase a product in one category, but later that day feel they have the money, but not the time, to purchase a different product in a different category.

We evaluate messages – news, information, and advertising – based on Relevance and Credibility:

  1. Relevance: “Does it matter to me? Do I care about this?”
  2. Credibility: “Do I believe it?”

A message high in relevance but low in credibility is hype.
“I would be interested if I believed you.”

A message low in relevance but high in credibility is a tedious waste of time.
“I believe you, I’m just not interested.”

Are you speaking to the felt needs of your customer, or are you speaking only to yourself?
Are the things you’re saying believable, or do they sound like unsubstantiated hype?

Identity Reinforcement and Self-Expression:

We buy much of what we buy to remind ourselves – and tell the world around us – who we are. A surprisingly high percentage of purchases are about self-expression.

We bond with organizations that show us a reflection of our best self-image. When we perceive that an organization shares our outlook and our beliefs, we prefer them and their products.

Win the heart and the mind will follow. The mind will always create logic to justify what the heart has already decided.

Unless you work with seasoned marketers with rich experience writing irresistible advertising, like Ryan Chute’s teams at Wizard of Ads®. Book a call.

(Sales)
(Sales Strategy)
(Customer Targeting)
(Purchasing Power)
(Buyer Type)
(Ad Copy)
(Advertising Techniques)
(Copywriting)
Roy Williams
Roy Williams

Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.

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Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

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Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

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Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

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