There is one misconception when it comes to advertising. Whether its trumpeting your Candles of Eden, or any other quality product line, the misconception is that advertising is all about price. This is where many ads fail. Your customers have to pick up other messages intuitively from your advertising besides the price message.

Sure, price is important. When you advertise SoyLuscious® Soy Candles and other product lines, you want to offer fair prices for top-quality. After all, advertising is a cousin to your promotions and you want to present your products in the best light at the best prices. You want to do all of this while still maintaining a healthy profit margin.

Your knowledgeable regular customers know that. Potential customers who shop for quality in specialty shops and at spas know that as well. They’re not looking for discount merchandise of inferior quality. They know where those entities are that offer that and choose not to go there. They want other things from you. You have to let them know you have these other things through your advertising messages.

Customers want to know five things from you. The following are the five things you need to let your customers know intuitively through your advertising:

Your Commitment to Quality

Your advertisements have to speak of, and show quality. You sell quality Candles of Eden products as well as other lines and you need not be shy about “saying” so. You also need to “show” this quality as best you can through vivid and clear, graphics and photos in your ads. Your advertising images must not be out-dated, faded, blurred, or in anyway shoddy looking.

If they are, the immediate message to potential customers is inferiority and a lack of class and elegance about your business. If you present radio advertising to the public, make sure the message “quality” rings aloud very clearly in all verbal pronouncements.

Your Passion for Your Business

Customers can tell by your advertising whether you believe in your business. It’s in the total package of your advertising. Your words, images, graphics, price, products, and tone of your advertisements. You have to share your passion for your business in your advertising. You have to convey the message that you love what you’re doing and what you’re offering.

It’s a grey area and in an ethereal way, you have to let this shine through in your ads. It’s what can sometimes peak someone’s interest to decide to pay your enterprise a visit. First-rate ads in terms of quality of presentation and positivity of message will let your passion break through

Your Commitment to After-Sales Service

It may be a brief comment…a one-liner. It may something in sub-type at the end of an advertisement. However, somewhere, in some way in your ads, you need to let potential customers know you will take care of them after they have purchased from you. Guarantees, warranties, service, follow-up calls, whatever, customers have to get a sense that this is the way you operate, from your advertisements. Let them know you stand behind your SoyLuscious® Soy Candles and every other product line you sell.

Your Commitment to Providing Them Current Products and Variety

You can have quality products for sale, but they may be old quality products - last year’s, or a prior year model. Let your advertisements show your customers that you carry a good variety of the latest lines of Candles of Eden and other products. Excite them, through your ads, by showing them new SoyLuscious candles scents and accessories. Highlight your newer gift lines. Let you customers know your products are up-to-date and the latest and greatest, via your advertising.

Your Commitment to Giving them Useful Information

In the end, your ads have to give useful information to those who read or hear them. They can be fun, flashy, colorful, vibrant, corny-in-a good-way and the like, but they have to have substance. Customers want relevant and timely information that will aid them in making a buying decision. Your ads need to give them information that convinces them to choose you as their go-to place for Candles of Eden and other quality products. Customers want this information, in easy-to-read or easy-to-listen-to snippets from your print and/or radio ads. Your advertising has to “say” something to them.

Let your customers’ (and potential customers) know these five things through your ads. Have fun with your advertising, but make sure those who see and hear your ads pick up these five things intuitively. Then sit back and wait to see them all in person as they drop by your store or spa for a visit.