One of the best-known laws of advertising practice says: "Advertising stimulates the sale of a good product and hastens the failure of a bad one." Are you sure that your product is one of the best "in its line" or even out of competition? Then feel free to get down to business: advertise your product simply, smartly and intelligibly.
Instructions
Step 1
Take print ads as an example.
When will such advertising be effective? In cases where she:
• clearly positions your product, ie. contains information about its features, competitive advantages, unique features;
• focuses attention on the brand;
• relies on the motives of the consumer;
• promises the consumer specific benefits from the purchase of the product;
• contains an original and easy-to-understand advertising idea;
• helps to create a "tangible" and "visible" image of the product (image-stereotype);
• has a clear focus on specific real and potential consumers (target audience);
• focuses on the main thing, offers only what is important;
• attracts attention with a catchy title-appeal, successful art and text design, etc.
Step 2
When composing an advertising message, avoid negatives or phrases with the word "no" in the text.
Use the so-called words - "magnets" (words with a uniquely positive meaning, for example: "new", "durable", "free", "from natural materials", "economical", "light", "first", "profitable" etc.).
Liven up your advertising message with an interesting picture, illustration, photo.
Step 3
Write succinctly but briefly. In some cases, long texts are also useful: a potential consumer, attracted by an intriguing invitation to purchase, may be interested in interesting details about your product.
Operate with facts, not just standard statements.
Step 4
Use in the design of the so-called. positional effect: the right side of the advertisement is remembered better than the left (approximately twice). Various color combinations in advertising have been tested experimentally for the "effect of perception". According to the results of one of the studies, they are ranked in the following order (from best to worst):
• blue color - on white
• black color - on yellow
• green - on white
• black color - on white
• green - on red
• red - on yellow
• red - on white
• orange color - on black
• black - on magenta
• orange color - on white
• red - on green.
Step 5
Use the font wisely. Do not oversaturate your advertising text with several typefaces (letter patterns), point sizes (letter sizes), different weights (straight, italic), boldness and font width. A font in advertising can also have its own “character”: it can be “light” and “heavy”, “feminine” and “masculine”, “elegant” and “rude”, “business” and “entertaining”, etc. … The task of a seller-advertiser is to find “their” font for a specific advertising appeal. Artistic taste and creative experience should help you with this.
