There is a famous saying about advertising that it is salesmanship in print. If we put this classic definition of advertising in the present context, we can say it is the extension of your selling skills in the form of content. This content could be multimedia, graphics, pictures or simply words – but it is the words that make the real impact in advertising. You can write two types of copies to promote your product or service – a matter-of-fact rational description or a quirky and emotional proposal. Interestingly, it is the latter approach that fetches you more results.
Let us delve a bit deeper to find out why a soft sell copy can be more effective than the hard sell.
The difference lies between intellect and emotion
In a hard sell copy, you say the fact as it is or at the most compare the features of a product to others available in the marketplace. This approach appeals to the intellect of your target audience. However, it is a known fact that people buy a product when they are emotionally charged. Therefore, it is the soft sell copy that works for most the products and services. The reason behind this fact is very simple – in soft sell advertising you do not create demand rationally, rather you use humour, emotion and creativity.
Soft sell advertising does not create a pressure to buy
Unlike hard-sell advertising that gives tight timelines to avail an offer, soft sell copies create lucrative opportunities. In a soft-sell advertisement, you connect with the potential customer on an emotional level and give them ample avenues to go for your product or service.
Humour and subtleness elicit more responses
While hard sell advertising directly gives the reasons to buy a product or service, the soft sell copy is more subtle and humorous. Due to this, more and more people get intrigued and want to know more about what you are offering. If you are able to create curiosity in the mind of your target audience, half the selling is done. Another benefit of the soft sell technique is that you get more responses per advertisement. You can actively convert these responses and increase your sales figures to the desired level.
Though both soft sell and hard sell advertising copies have their own significance, it is the soft sell technique that fetches more results when it comes to overall performance.