How to
make advertising perfectly so that it arouses interest? How to create the
most effective advertising for your product or service? It is important to
understand that "working" advertising always consists of the same
elements, the availability of which is a guarantee of the success of
advertising.
Whatever
creative approach you do not have, if you do not use obligation key elements
when creating advertising, advertising will be ineffective.
So,
the main elements of advertising:
1. The title or Headline.
2.
Buttons.
3.
Pictures.
4.
The value of the service.
5.
Availability.
1. The Title or Headline:
The headline in advertising is the name of the
advertisement itself. At First, a person sees the headline and only then the
rest of the text of the advertisement, so the headline should communicate in a spacious
and brief manner what our advertising is about. For example, if it is a
question of advertising repair work, then the title may be: "We will do
any repairs. Quality is must guaranteed! "
2. Buttons
:
A button is what causes the person the right
reaction. For example, quite often on the packaging of products you can see the
inscriptions "Does not contain preservatives and dyes!" Or "100%
quality!". To find out the "buttons", you can conduct a survey
among buyers of your products (services), to find out what they do not like in
similar products from other manufacturers or conversely, what they would like
to see most in these products.
In other words, it is necessary to find out
how the negative factors that impede sales, as well as the positive factors
that "cling" the customer to the living and increase demand.
Effective use in advertising can be both positive and negative factors. It is
important only to think in advance: what kind of reaction do you want from your
advertising? Do you want to hurt a client for a "sore spot" or
conversely, cause him to have a light euphoria as a reminder of a secret dream?
For
example, this may be the disagreement of buyers with the fact that, basically,
the products on the shelves of shops are non-natural. Or, if we advertise
vacation in hot countries, then the reaction can be such that a person will
want to "turn off and get at least a week into a fairy tale."
The
main thing - "buttons" should be located as close to the title, that
is, be at the beginning of advertising, to immediately catch your eye.
The quickest and easiest way to identify
"buttons" is to interview a few dozen of your customers. For example,
you are going to produce Fish finger. Questions will sound like this:
1.
What quality of fish finger do you value most?
2. What do you dislike most about the fish
finger you are purchasing?
3. On what would you pay attention in the
first place, choosing fish finger?
3. Pictures:
Surprisingly, all people love pictures,
regardless of age. It is no accident that there is a saying: "It is better
to see once than hear a hundred times". A person has a better idea of the
subject when he sees it, than when he reads about how this object looks. If the
picture is used in conjunction with the "button", then the
"button" itself will work twice as powerful. The choice of pictures
is a complex marketing work, when each picture conveys a certain idea, a
message, evokes a reaction, an emotion and works in harmony with all other
elements.
4. The
value of the service :
At this stage, we have the goal to show the
customer all the possible value of the product / service. And here it is
important to talk about what really will make sense for your client (polls will
also help in this). This item shows the client what he will get, if he buys,
how his life will change, what benefits he will get, and how important it is to
still buy your product / service.
Here
you must show that your company offers a "solution to its problems".
Note that in the buttons you could show that the client has problems in some
area, but here you show that you have solutions to these problems.
You can also use catchy phrases and pictures
to convey to the client the full value of the proposed product. If we consider
the example of the promotion of fish finger to the market, then opposite the
benefits of the advertised fish finger - "Without the addition of
colorants, flavorings and harmful preservatives" and "Nutritional for
the whole family," we could place a picture on which a satisfied family is
having dinner with children.
Attention!
To show the value of your services, it is extremely important to constantly
collect and then display in the advertising companies feedback from satisfied
customers, thanks and letters of recommendation.
5. Availability
:
Availability
of the product or service. Until then, the customer should already WANT TO BUY.
Therefore, at this stage, you must show how easily the customer will be able to
purchase your product.
This
can be addresses showing that the product is sold in any store in the network,
or that you just need to call the phone and bring the goods. If the price of
the product (service) is also public, then it is worth highlighting it.
This
can be a scheme of travel to your office, an indication that orders can be made
around the clock, or a note about free delivery of products to either end of
the city. Here your main goal is to show the customer that the product is EASY.
In conclusion, you can only repeat that
effective advertising should not include a couple of the listed elements, and
all five - only then it will give the expected result for make advertising perfectly.
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