Successful sale of goods and services is impossible without a competent marketing policy of the selling company. The most important component of the marketing mix is sales promotion, advertising. A good advertising message, which already at the first contact attracts the attention of the consumer and arouses persistent interest in a product or service, can significantly affect the growth of sales.
Instructions
Step 1
Before composing an inviting and textually effective advertising offer, mentally draw up a socio-demographic portrait of the consumer.
Step 2
Having identified the addressee, analyze what can influence a positive purchase decision. You should get an answer to the main question: what arguments in favor of the product will be most adequate to the consumer motives of the representatives of the target group.
Step 3
Put yourself in the shoes of the message reader. How will he perceive it? There is a general psychological model of advertising perception - AIDMA. It assumes the following sequence: attracting attention - stimulating interest - arousing desire - influencing motivation - a call to action.
Step 4
An advertisement can attract attention with an intriguing headline, an extraordinary artistic technique, a play of color, etc. Interest awakens in some on an intellectual level, in others on an emotional level. Advertising can please, and surprise, and provoke, and inspire. A good advertisement will not only inform the consumer about the product, form its advertising image, but also arouse the desire to make a purchase.
Step 5
Argumentation in favor of a product or service is the core of an effective advertising message. Arguments can be both objective, in essence the product's advantages, and subjective, evoking certain positive associations. They must be so strong and attractive that the potential buyer consciously concludes that the advertised product is exactly what he is looking for to solve problems.
Step 6
If the ad is printed text, there are two important points to keep in mind:
- the text must be legible, clearly typed and correctly illustrated;
- the information must be understandable without additional comments.
Step 7
In order for your ad to attract attention and generate interest in reading, do not overuse the volume of text. A short message is preferable, the exception is an advertisement for a complex technical product.
Step 8
Brand constants, which “work” as identification elements, draw attention to advertising. They can be graphic, color, language, etc. Trademark, logo, layout system, special font, slogan - all this will help to remember the advertisement.
