How to create an effective advertising message for your brand
[IMG]file:///C:/Users/tuhin/AppData/Local/Temp/msohtmlclip1/01/clip_image002.jpg[/IMG]
Create an effective advertising message. Sounds good, even sounds easy. Well it is not at all. Think about it: if it were simple, the profession of copywriter would not exist and more than one advertising and marketing agency either. Therefore, my first and most important advice in this regard is that you put yourself in the expert hands of a good professional or a good agency (or both).
But if I tell you only this I will have written the shortest post in our history, so we are going to assume that you are in the case of someone who cannot afford that expense or simply wants to do it alone. For fans of DIY (Do It Yourself), we are going to talk a bit about how an effective advertising message should be (or not be) for your eCommerce , and for this we are going to define some key characteristics that this message must have.
Keys to create an effective advertising message in eCommerce
1. Measure the DBJ (Death By Joke) risk of your message well
No, I have not added the 'eCommerce' ending to the title just for SEO criteria . It is that there really are differences between online and offline when creating an effective advertising message, especially in how people are going to receive it and what use they are going to make of it . Think about social networks, for example, and what happens when some creative or copywriter goes overboard (or the client, who often requires agencies to do horrendous things, but how is he who pays ...) and Launch a message to the networks like the famous #ByeByeOlor of a brand of intimate towels.
The question is: what feverish mind came up with the brilliant idea that women were going to tweet like crazy about whether or not their private parts smell? Was there a woman on the creative team? Did the client warn the agency that intimate towels are not smoked? The result, as you can imagine, was tremendous.
There is always the question of whether it was really a joke that was sought, but I am inclined to think that no, that the company really believed that its clients were going to proclaim to the four winds the virtues of their intimate towels. Here is a small sample of the result:
[IMG]file:///C:/Users/tuhin/AppData/Local/Temp/msohtmlclip1/01/clip_image003.jpg[/IMG]
If you want to create an effective advertising message on social networks, forget about pre-made hashtags . Your clients are not your friends, nor will they ever be. They may be friends of the person behind a brand, but brands, I'm sorry to tell you, have no friends . They have fans, some diehard, they have followers, detractors, and an overwhelming majority of people who will laugh out loud if you ask them to tweet about how much they like the taste of your chicken soup.
(Also Read: Our path at Skymarketing is experimentation, commitment to human capital, the construction of a different, authentic work culture. We provide best, reliable and profitable investments in project like Blue world city, crushed ice maker and capital smart city)
2. General messages are useless
"We have the best team of professionals", "Quality, service and attention are our raison d'être", "Always the best prices" and many other messages of this style only serve to fill the minds of the managers who invent them with satisfaction . If they are already effective towards zero in offline advertising, imagine what they can stand out on the internet among 400,000 similar messages.
And put all together.
An effective advertising message must speak of concrete things, not generalities . Don't tell me you are the best, tell me what you are the best.
Advertising based on user mood: this is Project Feels, NYTimes.com's new AI-based tool
3. Appealing to feelings works, but you have to know how to do it
You like driving? BMW is a fabulous catchphrase. Or Nike's "Just do it". But you're probably not Nike or BMW. Big brands can afford these things because they are already known to everyone. Think of a physical haute couture store, and its shop windows. You will see 1 or at most 2 products, with an extremely careful presentation. These are prestigious showcases, which are not intended to sell the product itself but rather to reinforce the idea of an elite brand.
Appealing to feelings works when it is real , when you are transmitting values that you believe in. Don't forget that values are important in the mind of your potential client. And values do matter now; things like corporate social responsibility, concern for the environment and the social involvement of your business.
Having an effective advertising message is presenting yourself as someone the customer can identify with because you have common values . But for that you have to be clear about who your client is. The same message is not for everyone, so you better not try it.
4. Talk about specific things and run away from the self-bomb
The fact that a company must always present itself as the best in everything, does not make sense to the potential customer who receives the message, for the simple reason that everyone says the same thing .
An effective advertising message should focus on what sets you apart from others, and that is always something concrete. Instead of "best prices" talk about a product that you have at the best price. Don't say "The best team of professionals", introduce your team and say who they are. Always look for what attracts attention because it sets you apart from the rest.
5. Lying is very ugly. And besides, it ruins you
What seems so obvious is still a marketing cancer . Lying to sell is bread for today and catastrophe for tomorrow. In addition to ethical principles, lying is stupid as a piano in a connected society in which anyone can know almost everything about anyone. My favorite metaphor to describe it is that of the glass wall : we all work as if one of the walls of our company was transparent.
Nowadays, releasing a lie or a half truth to social networks or the internet in general is suicide, the only thing that is going to achieve is ruining your online reputation. So now you know: the truth is always ahead.
6. Less is more
The good, if brief ... And on the Internet even more, because your potential client is not going to give you much time. Don't say in two sentences what you can say in two words. The mission of an internet message is to channel traffic to your eCommerce website, and once inside the rules change.
Conclusion: a good message is essential
The most important thing about an effective advertising message on the internet is its ability to identify your potential client with it. Therefore, a message "worth to anyone" is doomed to fail. The rules of the online marketing game are that we compete in a global market, and if we want to stand out in it we have to do something that sets us apart from the rest.
Create an effective advertising message. Sounds good, even sounds easy. Well it is not at all. Think about it: if it were simple, the profession of copywriter would not exist and more than one advertising and marketing agency either. Therefore, my first and most important advice in this regard is that you put yourself in the expert hands of a good professional or a good agency (or both).
But if I tell you only this I will have written the shortest post in our history, so we are going to assume that you are in the case of someone who cannot afford that expense or simply wants to do it alone. For fans of DIY (Do It Yourself), we are going to talk a bit about how an effective advertising message should be (or not be) for your eCommerce , and for this we are going to define some key characteristics that this message must have.
Keys to create an effective advertising message in eCommerce
1. Measure the DBJ (Death By Joke) risk of your message well
No, I have not added the 'eCommerce' ending to the title just for SEO criteria . It is that there really are differences between online and offline when creating an effective advertising message, especially in how people are going to receive it and what use they are going to make of it . Think about social networks, for example, and what happens when some creative or copywriter goes overboard (or the client, who often requires agencies to do horrendous things, but how is he who pays ...) and Launch a message to the networks like the famous #ByeByeOlor of a brand of intimate towels.
The question is: what feverish mind came up with the brilliant idea that women were going to tweet like crazy about whether or not their private parts smell? Was there a woman on the creative team? Did the client warn the agency that intimate towels are not smoked? The result, as you can imagine, was tremendous.
There is always the question of whether it was really a joke that was sought, but I am inclined to think that no, that the company really believed that its clients were going to proclaim to the four winds the virtues of their intimate towels. Here is a small sample of the result:
[IMG]file:///C:/Users/tuhin/AppData/Local/Temp/msohtmlclip1/01/clip_image003.jpg[/IMG]
If you want to create an effective advertising message on social networks, forget about pre-made hashtags . Your clients are not your friends, nor will they ever be. They may be friends of the person behind a brand, but brands, I'm sorry to tell you, have no friends . They have fans, some diehard, they have followers, detractors, and an overwhelming majority of people who will laugh out loud if you ask them to tweet about how much they like the taste of your chicken soup.
(Also Read: Our path at Skymarketing is experimentation, commitment to human capital, the construction of a different, authentic work culture. We provide best, reliable and profitable investments in project like Blue world city, crushed ice maker and capital smart city)
2. General messages are useless
"We have the best team of professionals", "Quality, service and attention are our raison d'être", "Always the best prices" and many other messages of this style only serve to fill the minds of the managers who invent them with satisfaction . If they are already effective towards zero in offline advertising, imagine what they can stand out on the internet among 400,000 similar messages.
And put all together.
An effective advertising message must speak of concrete things, not generalities . Don't tell me you are the best, tell me what you are the best.
Advertising based on user mood: this is Project Feels, NYTimes.com's new AI-based tool
3. Appealing to feelings works, but you have to know how to do it
You like driving? BMW is a fabulous catchphrase. Or Nike's "Just do it". But you're probably not Nike or BMW. Big brands can afford these things because they are already known to everyone. Think of a physical haute couture store, and its shop windows. You will see 1 or at most 2 products, with an extremely careful presentation. These are prestigious showcases, which are not intended to sell the product itself but rather to reinforce the idea of an elite brand.
Appealing to feelings works when it is real , when you are transmitting values that you believe in. Don't forget that values are important in the mind of your potential client. And values do matter now; things like corporate social responsibility, concern for the environment and the social involvement of your business.
Having an effective advertising message is presenting yourself as someone the customer can identify with because you have common values . But for that you have to be clear about who your client is. The same message is not for everyone, so you better not try it.
4. Talk about specific things and run away from the self-bomb
The fact that a company must always present itself as the best in everything, does not make sense to the potential customer who receives the message, for the simple reason that everyone says the same thing .
An effective advertising message should focus on what sets you apart from others, and that is always something concrete. Instead of "best prices" talk about a product that you have at the best price. Don't say "The best team of professionals", introduce your team and say who they are. Always look for what attracts attention because it sets you apart from the rest.
5. Lying is very ugly. And besides, it ruins you
What seems so obvious is still a marketing cancer . Lying to sell is bread for today and catastrophe for tomorrow. In addition to ethical principles, lying is stupid as a piano in a connected society in which anyone can know almost everything about anyone. My favorite metaphor to describe it is that of the glass wall : we all work as if one of the walls of our company was transparent.
Nowadays, releasing a lie or a half truth to social networks or the internet in general is suicide, the only thing that is going to achieve is ruining your online reputation. So now you know: the truth is always ahead.
6. Less is more
The good, if brief ... And on the Internet even more, because your potential client is not going to give you much time. Don't say in two sentences what you can say in two words. The mission of an internet message is to channel traffic to your eCommerce website, and once inside the rules change.
Conclusion: a good message is essential
The most important thing about an effective advertising message on the internet is its ability to identify your potential client with it. Therefore, a message "worth to anyone" is doomed to fail. The rules of the online marketing game are that we compete in a global market, and if we want to stand out in it we have to do something that sets us apart from the rest.
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