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Lately, I've noticed several TV advertisers using a sneaky (and super smart) marketing method to lure new customers.

 

What's great about the approach is, in addition to attracting new buyers, it also gets current customers to make more purchases.

 

In the examples you're about to see, you'll notice the commercials promote products. However, you can apply the same marketing method just as effectively to professional services.

 

Before I reveal the method, let me show you the first advertisement. See if you can figure out what's going on.

 

Click the following link for a 15-second commercial from Bisquick: http://on.fb.me/pVLsni.

 

Did you catch the marketing method?

 

The introductory question -- Can your pancake mix do this? -- triggers curiosity. You don't know what "this" is unless you watch the full commercial. If you use pancake mix, you'll likely stick around to see what follows.

 

I'm guessing Bisquick's reps realize consumers primarily use the pre-mixed baking product for pancakes or biscuits. So by educating their audience about Bisquick's "hidden power," more people will now consider using it for other dishes.

 

Kind of a sneaky way to get into buyers' minds, isn't it?

 

And here's what you must understand ...

 

One way you overcome this problem is by using your marketing to explain how to best use your product or service. You can even take the idea a step further by describing applications beyond your product or service's intended (or most common) use.

 

Check out this 30-second commercial for Pledge: http://bit.ly/nJybou.

 

Just like Bisquick, Pledge is known for a primary use -- cleaning wood furniture.

 

But now consumers know additional applications because the commercial uses an educational approach. It seems Pledge is going through a re-invention process to better accommodate today's consumers.