One of the Best Ways to Advertise: Facts vs. Values
By Aldous Echegoyen - Nov 09 , 2011
Learn one of the best ways to advertise.
There are a lot of strategies to advertise your business or your company, some good and 
many bad. As an advertising graduate, I would like to share with you some of the tips I learned from experience (I promise not to share the bad ones). First tip: speak to the heart and the wallet will follow.
I’ve heard many people say that advertising just don’t work for them. It’s frustrating for marketers who have invested so much on advertising trying to find the best way to advertise and yet fail because they aren’t getting enough conversion from their ads (conversion refers to the people who “convert” from merely reading into actually buying your product or service).
If you want to know why your advertising has failed, then the question is, what is your advertising based on? Is it based on facts or values?
In my opinion, facts can change every now and then but values are hard to change. For a long time, many believed that the world was flat, but Columbus’s voyages (and those of many others in the age of exploration) changed those hard-and-fast “fact,” by proving that the world was, and is, round. A white shirt may become a colored one by soaking up dye. On the other hand, some facts, such as one plus one equals two, don’t change. Or sugar is always sweet and water is always wet.
Values, however, may actually be difficult to change.
Values change when a situation is altered. Our daily decisions in life are usually based on our values. We decide to wake up, work and deliver with excellence because of the values taught to us from childhood onwards. Values are hard to change because it is something that we have developed as we grow up. Values become our habit.
When it comes to advertising, it is better to touch people’s values first before presenting the facts.
When you, as a businessman, are able to present the facts that influences the person’s values then you get a sure sale. I’ve found this to be very effective in any product that I have sold in my 15 years of sales and marketing experience. Indeed a good way to advertise!
