Advertising has a very simple job.
Make you the provider people think of first and feel the best about when they need what you sell.
That’s it.
Advertising can help make the sale happen, but notice I did not say, “Advertising can make the sale.”
Wait, what? Am I talking in circles? Splitting hairs?
No. The distinction is simple.
Advertising can’t make the sale. But it does help people get to the point where a sale is possible. By making you the provider people think of first and feel the best about. But just because they think of you doesn’t mean the sale is made.
Thus, “making the sale” is a separate process. The sale is made when there is an ask. The “ask” can come in many forms. We most often see it in things like: low pressure presenting the customer with options, a buy now button, or literally asking for the sale.
We can illustrate the difference with two scenarios.
Scenario 1: You’re standing at the coffee counter with your friend when you realize you forgot your wallet. Ask your friend if you can borrow $5 and they’ll almost certainly say yes.
Scenario 2: You’re standing at the coffee counter when you realize you forgot your wallet. You turn to a stranger and ask if you can borrow $5. Are your odds of them saying yes higher or lower than if they were your friend?
Almost certainly lower.
Now, if you’re a really good salesperson, maybe you’d have a higher percentage of strangers say yes than someone who’s not good at sales. Either way, though, your sales (the ask for $5) will be vastly more successful if the prospect is your friend.
Advertising is the process of turning strangers into friends so that when the time comes to ask them for the sale, you get a yes.
What does all of this mean?
If you’re asking your advertising to make the sale then you’re expecting too much from your advertising. That’s not its job and it’s not very good at it.
Making friends, though?
It’s exceptional at that.
– Zac Smith, VC
