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Advertising Tip - Advertising
the Why not the What by Aaron Siegel
Advertising is one of the most important key
roles in marketing yet not enough marketing
strategy is put into the action of creating an
advertisement.
You might want to reanalyze, what is
advertising? Advertising in simple terms is
sharing your company's marketing message through
various medias. Without advertising many of the
products in the world would have a very hard
time being discovered and businesses would have
to settle for a lot less in customers and sales.
Advertising is both information and inspiration
depending on you create it. In your
advertisement you try to include your
inspiration for the products you offer. You try
to inform the potential buyers of your product
and price based offer.
What your marketing message is and what is
perceived as the message can be the matter of
two different perceptions. For instance, you may
be advertising the value and benefit of your
specialized shoes but the consumer may only see
a shoe sale. What could cause this to happen
where your inspiration only equates to "another
sale" to your prospective buyer?
A shoe sale may be great to some, but a sale is
just any other sale and there is nothing
stopping one consumer from shopping at another
location with a sale of the same goods or
services if the message conveys just a sale in
the consumer's eyes. You need to find a way that
shares your enthusiasm with the consumer to
build a rewarding customer experience before the
consumer ever is your customer. You need to make
the consumer want only your shoes, not just
because it is on sale.
If you haven't caught on, in this article we
will hypothetically be a shoe store which
obviously will be selling shoes. We will not go
into the specifics of the shoe but rather the
advertisement of shoes. I just had to make it
clear that the shoe store is only an example.
This article applies to all businesses.
The case with many advertisements these days
with many businesses is a phenomenon called
advertising myopia. Advertising myopia is when
you focus more on advertising your product than
other possible elements that can benefit a
customer. If the overall benefit and value of
your product is never properly conveyed in your
marketing message you end up with just a product
or sale being advertised, nothing more and
nothing less. Not too exciting is it? There are
plenty of shoe stores with plenty of sales,
simple as that.
Before coming up with an advertisement, start to
think what it is that makes your product(s)
special to the consumer than just a price. It
doesn't matter if the brand is established,
there is no reason to get lazy and leave it to
the brand to sell. An established brand will
have many retail outlets other than yours
anyhow? It is up to you to make a convincing and
compelling advertisement to help your business.
Ask yourself some questions before creating an
advertisement such as how do your shoes feel to
your customers? Are they made to be comfortable?
What is their durability? Are they made to make
someone feel more appealing? How might a good
shoe make your customers life better than it
already is, better sports performance, less
shock?
I am not saying toss the promotional sales pitch
out the door if you have one. What I am saying
here is don't forget to tell your consumer
market what benefit there is to having such a
sale on your product. In other words detail the
benefits. It is through adding the benefits into
your advertising message you display a value.
The value will create far more than just the
intended sale, you will create a rewarding
purchase for the consumer which in turn can
equal into more benefits such as buzz and
customer loyalty.
Coming up with an advertisement that can conjure
more emotion than just an impulse sale is an
advertisement that does more for your budget and
will create much more of a reward for both you
and your customers. Good luck in your
advertising efforts and may you succeed in
whatever you try to sell.
© TopSavings.Net
About the Author
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