A good ad is one that sells. You can surprise with the size of an advertising banner, an artistic trick, please with an original slogan, but not get sales. The buyer is distrustful and picky. He does not want to receive beautiful packaging, but a quality product or service that will solve his problem. How to create an advertisement that would attract the consumer with its importance?
Instructions
Step 1
As a rule, the consumer's involuntary attention "triggers" on advertising, which quickly fades away. The advertiser's task is to transform such attention into arbitrary, i.e. focused, deeper and more interested, which will lead to a purchase. How to do it?
Find a “zest” in your product, an element of uniqueness - what the American advertising guru Rosser Reeves called USP in the 60s, a unique selling proposition.
The main thing in USP:
1. An advertisement must promise a specific, specific benefit from the product.
2. The proposal must be unique - in essence or in a statement that competitors have not yet put forward.
3. The offer must be strong.
Step 2
Before formulating a USP, you need to position your product: who is it for? All socio-demographic characteristics of a potential consumer are important. One and the same product can be intended for people of different age and social groups, different marital status, lifestyle. For each category, targeted advertising is created. Look at your product through the eyes of a consumer. What does he want? After choosing the main selling points, compose the ad copy. It can be different in volume, but the main thing is to focus on the benefits that the buyer will receive when buying your particular product.
Step 3
It is known that the first and last words are better remembered in the ad. Hence the rule: report the most important information at the beginning. In a voluminous advertising message, repeat the USP three times. Avoid phrases in advertising and common phrases: "quality is higher than cost", "prices are below market", etc. Be as specific and specific as possible in your proposal. A travel agency can vaguely offer any trip to anywhere in the world, or it can call: "We offer you 73 tours to 32 countries of the world."
Step 4
Consider ad repeatability. One or two contacts are not enough: you will not be remembered.
Pay close attention to the emotional component of your advertising message. It is generally accepted that any product can be surrounded by a romantic halo. Here's a good example. One catalog advertised a hydraulic impact wrench. A globe was stylized as a nut in the illustration, and the slogan favorably emphasized the world leadership of the manufacturer: "NN nutrunners rotate the Earth." Of course, you need to take into account the interests and preferences of the target audience: for some consumers it is more effective to appeal to reason, for others - to feelings. For advertising to evoke positive emotions, it is necessary to communicate new and interesting information: commonplaces are boring and cause a negative reaction. The game on negative emotions can be beneficial, but rarely: for example, in "intimidation" with the risk of car theft without using an alarm or the threat of fire - without buying special sensors.
Step 5
In advertising, address not all customers in general, but to a specific consumer. Offer one product or a group of similar products in one ad. Another tip: if you use several advertising media, combine them with a single corporate identity - this will increase the ad recall and its effectiveness. It is desirable to include both the address and the telephone number in the contact block.
