In the legal world, there’s a term called “Smoking Gun” which refers to that critical piece of information rendering it impossible for the opponent to win a court case.
It’s an undeniable fact, an item of evidence or whatever which proves that which you have to state beyond any seed of doubt. And there are a lot of correlations between law and advertising because when you’re selling via the printed word, your jury is the customer. And you should do everything in your capacity to prove your case beyond any shadow of a doubt.
Just what exactly might be some examples of a “smoking gun” in the advertising world? Well, let’s say I own an item of property on the coast of Western Australia and I do want to sell it. But I’m having difficulty getting the purchase price I want.
Perhaps a “smoking gun” piece of information I could find is the Smokin Guns fact property in coastal areas has gained 20% or 30% or 40% (or whatever) greater capital growth returns than properties anywhere else in the country.
Is practical, right? Obviously, I have no idea when it is true. But if I was the customer, I’d believe it is pretty hard to ignore an undeniable fact like this.
How about if I was selling tyres? Well, this is a pretty easy one. If I owned a tyre shop, I will be buying a piece of information regarding what percent of accidents happen from old tyres.
How about shoes?
If I was selling shoes, I would try to find information regarding how a shoe affected other regions of the body. Looking into things like foot reflexology, and the interconnectedness between feet and overall health, feet and its influence on back pain, etc.
And if I could realize that little gem of information, no further am I purely selling shoes, I’m selling an overall health solution. And people will pay for quality if you can prove that it’s going to create their overall health better.
Is practical, doesn’t it?
So today, consider doing some research on these facts. Take a look at those 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 that could be your “Smoking Gun.”
And then take those facts and use the strategies you’ll uncover to produce an ad or sales letter gives you an overwhelming advantage over your competition.