How to make advertising work

Advertising is the engine of commerce, but this engine must be carefully assembled in parts and set up. Each advertising campaign is individual, although some motives can work from one project to another.

Cutting off excess

Michelangelo said that the best sculptures can be obtained only if "cut off all unnecessary." An advertising campaign should convey to the addressee only one (less often two or three) thoughts, simplified to the limit.

Gone are the days when ordinary people were interested in advertising and read the entire Yellow Pages advertising directories. Only short, understandable and repetitive advertising can find, catch up and “neutralize” a potential buyer.

Jobs School

Jobs advertising should use bright and simple images that are repeated several times. This is a kind of "propaganda" of values.

Steven Jobs, creator of the world's most expensive brand, Apple, has transformed the values ​​of the apple company into a kind of religion. He used "twitter-like" (up to 130 characters) advertising messages. So, the iPod player through the eyes of Jobs is “a thousand songs in your pocket, ” and “I want to lick the Mac icons.”

In public speaking, Jobs drew a roadmap for viewers, briefly outlining the problems Apple had to deal with when creating the new product. Usually he denoted two or three stories and lucidly revealed them.

Selection of advertising sites

You should know your audience in person. Pensioners can be "found" by television and "radio wave" advertising, mature people are more likely to watch the press, teens are entertained online publications and social networks. Selecting the right advertising resource will help to solve half of the problems associated with the promotion of a product / service.

Magazine advertising is advisable to order on the eve of the release of a new issue - the editorial may lack advertisers, you can get significant discounts.

If you manage to use several advertising platforms, it will turn out not only to expand the audience, but also repeat your message several times, consolidating the impression among potential buyers.