In over 2 decades of advertising promoting, and marketing I can tell you the biggest mistake I have ever made is starting an advertisement thinking about the product instead of the customer.
When you think about the product you sell points about it that are features and the packaging, and the price but the advertisement runs low on emotional satisfaction. The ES factor is what makes a viewer become passionate about the product and has them saying I have to have that.
Advertising should connect with the viewer and fill a need they have and should lead into your marketing funnel where you will build product knowledge and brand awareness and eventual trust. To do this you have to take your item and ask, "Who uses this, and what problems do they face?" and "How does our product solve those problems?" and apply that to the root of your ad.
Think Tide Laundry Detergent
Their average commercial starts with a housewife and mom with an active family and shows the stains this family gets on their clothes. They then show you the average generic cleaner leaving the stains in and then Tide getting the stains out.
The problem is Stains
The customer is MOM
The secondary problem is cleaners that don't work.
The solution is Tide, Tide with Bleach, and/or Tide Stain Remover
The picture at the end is always clean clothes happy family and happy mom.
Most people don't think about the commercial much to see how they are lead on a journey but it sticks with the inner mind and with repetition it programs our behaviors. Advertising for this must be regular, consistent, and in volume. The same crowd needs to see your advertisement 7-9 times before it begins to take hold and dozens of times to fully commit the message to long term memory. You can not do that spending $20 a month on Adsense, writing 10 ads on 10 classifieds sites and then never advertising there again unless someone joins, or by surfing sporadically instead of daily for long hours.
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In over 2 decades of advertising promoting, and marketing I can tell you the biggest mistake I have ever made is starting an advertisement thinking about the product instead of the customer.
When you think about the product you sell points about it that are features and the packaging, and the price but the advertisement runs low on emotional satisfaction. The ES factor is what makes a viewer become passionate about the product and has them saying I have to have that.
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