Advertising is all about getting your message across and making it memorable. You’ve heard the messages, you know the taglines – Maybe she’s born with it. Taste the rainbow. Just do it. Where’s the beef? We’ve all seen cavemen, frogs, and pink rabbits hawking everything from insurance to batteries. Sometimes we remember the taglines more than the product. Great advertising brings the customer in and captures their attention, but you don’t have to be a nationwide company to make yourself memorable.
We live in an attention economy. If you can grab people's attention, you can sell them things.
Want a trick to grab people's attention? Of course you do! Ready?
The trick is to do what is least expected. That is it. If people expect something right side up, put it upside down. If people expect to see a beautiful woman wearing jewelry, put a necklace on a dorky guy, or better yet on a poodle. Do the unexpected and you will surprise, delight, and sell.
TURN YOUR ADS UPSIDE DOWN
On Black Friday the game Cards Against Humanity raised all their prices! Everyone was expecting lower prices, so instead they raised them for
one day! They got much more attention, not to mention sales, by doing the unexpected.
ZIG WHEN THEY TELL YOU TO ZAG.
Would you have looked at the pretty hand if there was not an ugly one next to it?
DO THE OPPOSITE
Why is this picture of the guys one of my favorites? Because you expect to see girls! Give the unexpected and get noticed, talked about and shopped with.
This ad is fantastic for the same reason. You expect to see two kids on the ground. By doing the unexpected you get people's attention.
You can start small. Look into buying some keywords related to payday loans, cash advances, cash loans, collateral loans, pawn loans, etc. You can target these to people searching for those terms within a geographic radius of your location. On the retail side, you can also target terms that are related to items you’re trying to sell. Some people searching for items may not think to check their local pawn shop. The great thing about AdWords is you can set a daily budget, so you can spend as much or as little as you want – you can start small and increase later. The system manages your budget for you, so you never go over.
As a pawn broker, you know better than anyone that time is money. You may have a dedicated budget for marketing. Or you may have a website that was created two or three years ago that hasn’t been updated since it was uploaded to the web. Perhaps your niece posts something to Facebook a few times a year for you. No matter how little or how much effort you put into marketing your shop, you probably would like to know how that effort is affecting your business.