Views: 0 Author: Site Editor Publish Time: 2022-08-30 Origin: Site
For example, you are not sure what should be put in the subtitle so that it is different from the main title but echoes it? How can we make language fully stimulate readers' associations? According to the experience of Leading Sales Research Institute , if you want to have rich creativity, you must first have a full understanding of the basic principles of advertising and marketing. In fact, the best and most effective digital advertising creatives have always been developed with some basic classic marketing and advertising principles in mind. And, time has proven, they all stem from a basic understanding of human psychology and can be applied to a variety of new platforms and technologies. Therefore, the Leading Sales Research Institute has summarized 5 classic principles that you can incorporate into your digital advertising creativity to gain some advantages in the process of obtaining clicks from potential users.
The more informative your ad is, the more persuasive it will be
The first principle comes from David Ogilvy (1911-1999), who is widely regarded as the father of modern advertising. The Ogilvy advertising agency he founded has become one of the largest advertising agencies in the world.
Ogilvy believed that obtaining useful information about customers was the ultimate key to successful advertising. Today, it’s actually not that difficult to discover what our potential customers are looking for.
Let's take fruit drinks as an example. As the main consumers of such beverages, young consumers may consider juice drinks as a way to take in daily vitamins.
He may have had a conversation with a friend, colleague, or someone else, and they casually mentioned the difference between juice drinks, such as pulp drinks or fruit drinks, and that made him realize that he needed to dig deeper and that we, as advertisers, need to think about how to resonate with people at that stage.
A common way to do this is with the help of tools like the well-known Answer the Public, which uses the same approach as Google’s Autocomplete feature and can give you important context into what your potential customers are thinking. For example, if we enter 'juice' on the homepage of 'Answer the Public', we can see the common situations in which people use juice in questions and comparisons.
Keep in mind that this prospect may not ask every question you see above, but there's a good chance that many of these ideas have crossed her mind at one time or another. Although she may actually only be inquiring about juice, we can see from the picture above that she may be very concerned about what kind of juice is good for the kidneys, what kind of juice can be paired with tequila, etc. Then your advertising copy may need to reflect the relationship between juice and health or suggestions for pairing it.
scarcity
Scarcity is undoubtedly one of the principles that modern advertising likes to use very much. Countless cases have proven that the less something is, the more likely it is to arouse people's desire to obtain it.
And this can work in one of two ways:
limited quantity
limited time
While this is a classic principle that has proven to be very effective, it also needs to be used with caution. Something to keep in mind is that scarcity only works if something is truly 'scarce.'
And if your business strategy is to conduct a 30% off promotion every month, then please do not write something like 'Limited-time event, coming to an end!' 'Last three days, clearance!' in your advertising copy. This content may be effective at first, but soon customers will get used to it.
But for events that really don’t last, like annual sales, Black Friday, or opening anniversaries, use it to your advantage in your ad copy.
The more precise the positioning, the more obvious the audience will be
Grasping positioning is an industry term we often say, but how to grasp positioning. In the past, we often considered this issue from ourselves. However, legends in the marketing industry, Al Ries and Jack Trout, told us that we must first understand the positioning of competitors in the minds of customers, and then look back at ourselves.
For example, if the competitor has been labeled by customers as having the 'lowest price in its category,' it will be difficult for you to win the battle even if your product is actually priced lower than theirs.
As an advertiser, you must find your opportunity in a competitive market to properly position your product or service in your ads. Here are a few directions for reference:
You are local and involved in the community, while your competitors are not;
Your product is more expensive, but independent quality ratings and reviews indicate your product is better;
When someone leaves a message, you promise to respond (honestly, as long as you keep your word, this is a very competitive plus).
Competitors have broad reach, while your solution only works for a specific niche (but for that niche, your solution is very, very correct).
Use everyday language that your audience recognizes
'Talk to them in the language they use every day.'
——David Ogilvy
The father of modern advertising was very clear that ads needed to be relevant to their target audience. Therefore, advertisements should be close to users' lives and use language that users feel familiar with.
Being user-friendly involves more than just avoiding overly technical industry jargon unless it means something special to your audience. Imagine that if a Douyin advertisement does not directly say that the product is 'easy to use', but instead uses statements such as 'open up the uplink', then the advertising effect must be imagined.
If you cannot become an industry leader, become a challenger from another angle.
It's also a piece of marketing advice from Reis and Trout that if you can't fight the industry leaders by becoming better, fight them by being the opposite of them, establishing yourself as a different perspective on the industry challenger.
This advice applies to all kinds of businesses. As we all know, Apple’s IOS system is not the market leader. According to data surveyed by the Leading Sales Research Institute, Google’s Android system beat Apple by almost three times in terms of market share. But if you look closely at Apple's marketing direction, you'll notice that Apple doesn't try to trumpet the improvements they've made to how great the system is. Instead, they've identified as a major selling point the opposite of Google's Android operating system, which may prefer to track and share users' every move, while Apple prefers to protect users' privacy. Nowadays, 'excellent privacy' has indeed become one of many users' perceptions of Apple.
This is a very typical example. If your product overlaps with that of an industry leader, trying to find out what is contrary to the other party as a selling point may help you gain a unique group of fans.
This is what Miss Lingdong wants to share with you today, hoping to help everyone have a clearer understanding of Google advertising. The Focus Lingdong Cloud Platform provides one-stop foreign trade website construction and operation services that integrate marketing planning, brand design, website construction, content construction, user experience optimization, and exposure and traffic . In addition, through accurate traffic delivery and support, the exposure of independent stations is increased, thereby increasing the traffic conversion rate.
