How do we attain the level of effectiveness and achieve the results by which we measure our success? It’s not as complicated as you might think. The way we see it, there are a number of obstacles between a consumer and your product or service. We call these “the barriers of advertising.” We define and address them as follows:

·   Attention Grabber - Most consumers are not consciously paying attention to advertisements. Our pitch must offer them a thought that is more interesting than what they are currently thinking. Think about it. When was the last time that you picked up your favorite trade publication searching for ads? That is precisely why we develop and place media that goes looking for your consumer.

·    7-second Rule - When consumers do pay attention, studies show that they lose interest sometime between four and seven seconds on average. Even after you have convinced a potential customer to visit your website, you have very little time to connect with the customer and persuade them to take a desired action (i.e. keep reading, place an order, or stop by your store). Therefore, we develop our media to draw and keep the attention of your potential buyers.

·     Connection Failure – Once we have succeeded in getting and keeping your customer’s attention, it is vital that we now make a complete connection. You have one opportunity to define your value proposition and make your product or service appealing to your audience. How will your product or service ultimately save your customers time, stress or money? If you fail to address this question, you are in essence wasting your consumer’s time. We have learned that overcoming the connection failure with an effective value proposition is an essential part of strong media and simply cannot be ignored. The customer will respond when you address his interests.

·    Media That Sticks – Even after having conquered all of the above, your media will not produce the desired results unless it sticks with the buyer. Studies prove that very few consumers will take action to pursue your offering immediately after seeing your website, advertisement, or brochure. Accordingly, we develop media that sticks with your customers; media that they will remember. The longer that the image of your company’s offering lingers in their memory, the better your chances to make a sale. Put simply, media that sticks is media that sells.

·     Harness The Buzz – At CarbonPixel, we put an exorbitant amount of effort into precisely targeting your market. We believe that persuading people of the many virtues of your offering is in effect converting them into word-of-mouth salespeople. This word-of-mouth excitement is termed “buzz” in advertising jargon.  People are most likely to buy when a colleague or friend endorses your product as the trust factor already exists. This is very powerful advertising. Through our media, we aim to waste no energy and put all potential sales forces to work for you, including customers who have already bought from you.

While each of these principles serves a different purpose at a different stage of your relationship with the customer, they are all equally necessary to effective media. By failing to address any one of these barriers, you limit the flow of potential buyers and will ultimately cut your number of sales significantly.