In the legal world, there is a term called “Smoking Gun” which identifies that critical bit of information rendering it impossible for your opponent to win a court case.
It’s a fact, a bit of evidence or whatever which proves what you have to state beyond any seed of doubt. And there are always a large amount of correlations between law and advertising because when you’re selling via the printed word, your jury can be your customer. And you must do everything in your power to prove your case beyond any shadow of a doubt.
So what could possibly be some examples Smokin Guns of a “smoking gun” in the advertising world? Well, let’s say I own a bit of property on the coast of Western Australia and I want to sell it. But I am having problems getting the purchase price I want.
Perhaps a “smoking gun” bit of information I could find is the very fact property in coastal areas has gained 20% or 30% or 40% (or whatever) greater capital growth returns than properties elsewhere in the country.
Makes sense, right? Needless to say, I do not know when it is true. But when I was the buyer, I’d find it pretty hard to ignore a fact like this.
Think about if I was selling tyres? Well, this can be a pretty easy one. If I owned a tyre shop, I could be buying a bit of details about what percent of accidents happen from old tyres.
Think about shoes?
If I was selling shoes, I would search for details about how the shoe affected other regions of the body. Looking into things such as foot reflexology, and the interconnectedness between feet and all around health, feet and its impact on back pain, etc.
And if I could realize that little gem of information, no longer am I purely selling shoes, I am selling an all around health solution. And people can pay for quality if you can prove that it’s going to create their all around health better.
Makes sense, doesn’t it?
So today, consider doing some research on these facts. Check out internet sites such as the Sydney Morning Herald, Daily Telegraph, CNN, Highbeam Research and CNN and see what facts you can dig up about your industry which could be your “Smoking Gun.”
And then take those facts and use the strategies you’ll uncover to create an ad or sales letter which provides you an overwhelming advantage over your competition.