In the legal world, there is a term called “Smoking Gun” which refers to that critical bit of information rendering it impossible for your opponent to win a court case.
It’s a fact, a piece of evidence or whatever which proves that which you have to say beyond any seed of doubt. And there are always a lot of correlations between law and advertising because when you’re selling via the printed word, your jury is your customer. And you need to do everything in your power to prove your case beyond any shadow of a doubt.
What exactly might be some examples of a “smoking gun” in the advertising world? Well, let’s say I own a piece of property on the coast of Western Australia and I wish to sell it. But I’m having problems getting the price I want.
Perhaps a “smoking gun” bit of information I really could find is the actual fact property in coastal areas has gained 20% or 30% or 40% (or whatever) greater capital growth returns than properties elsewhere in the country.
Is sensible, right? Needless to say, I don’t know Smokin Guns if it is true. But if I was the customer, I’d think it is pretty hard to ignore a fact like this.
How about if I was selling tyres? Well, this can be a pretty easy one. If I owned a tyre shop, I will be buying bit of information about what percent of accidents happen from old tyres.
Think about shoes?
If I was selling shoes, I’d search for information about how the shoe affected other areas of the body. Considering things like foot reflexology, and the interconnectedness between feet and overall health, feet and its effect on back pain, etc.
And if I really could discover that little gem of information, no longer am I purely selling shoes, I’m selling an overall health solution. And people can pay for quality if you’re able to prove that it’s going to make their overall health better.
Is sensible, doesn’t it?
So today, consider doing some research on these facts. Have a look at the websites like the Sydney Morning Herald, Daily Telegraph, CNN, Highbeam Research and CNN and see what facts you are able to dig up about your industry which may be your “Smoking Gun.”
And then take those facts and use the strategies you’ll uncover to create an offer or sales letter which provides you an overwhelming advantage over your competition.