How to attract attention in advertising
Successful sale of goods and services is impossible without a competent marketing policy of the seller 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 consumers and causes a strong interest in a product or service, can significantly affect the growth in sales.
Instruction manual
1
Before drawing up an inviting and effective advertising and textual plan, mentally draw up a socio-demographic portrait of the consumer.
2
Having determined the addressee, analyze what can affect a positive purchase decision. You should get an answer to the main question: what arguments in favor of the product will be most appropriate to the consumer motives of the representatives of the target group.
3
Put yourself in the position of the reader of the advertising message. How will he perceive it? There is a general psychological model for the perception of advertising - AIDMA. It involves the following sequence: attracting attention - stimulating interest - arousing desire - influencing motivation - a call to action.
4
Advertising can attract attention with an intriguing headline, an extraordinary artistic device, a play of color, etc. Interest is aroused in some on an intellectual level, in others on an emotional level. Advertising can also please, and surprise, and cheer, and inspire. Good advertising will not only inform the consumer about the product, form its advertising image, but also cause a desire to make a purchase.
5
Arguments in favor of a product or service are the core of an effective advertising message. Arguments can be objective, in essence the advantages of the product, and subjective, causing certain positive associations. They must be so strong and attractive that a potential buyer consciously concludes that the advertised product is exactly what he is looking for to solve problems.
6
If the advertisement is printed text, consider two important points:
- the text should be legible, clearly printed and correctly illustrated;
- The information should be clear without additional comments.
7
In order for the advertisement to attract attention and arouse interest in reading, do not abuse the volume of the text. A short message is preferable, with the exception of advertising a complex technical product.
8
Brand constants that "work" as elements of identification attract 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.
note
Do not advertise a product that deliberately has at least some flaw. Law of advertising: it helps the sale of high-quality products and accelerates the failure of low-quality.
Useful advice
When composing an advertising message, keep in mind that competitors are doing the same. Examine your ad rivals, note the pros and cons. Once you find duplicates, exclude them from ads.
