Three Simple Rules to Better Advertising
Our ability to influence the decisions of others is what matters most in
advertising. To do this effectively, you must first understand the
customer. The more you know about your customer and market, the more
effective you can make your advertising.
To understand how others think and behave, generate information based on real-life habits, thinking and actions. Often people say things and give us verbal impressions of what they think. However, the actions of what people do may be totally different. Research allows us to watch and measure behavior and not just listen to what people say. When we understand preferences we are better able to target advertising messages and information to wants, needs, and desires.
We are also told advertising is more an art than a science and virtually all decisions are made from right brain thinking. However in practice, good advertising balances left and right brain thinking. Advertising is both art and science. Creativity and strategy based on sound current information is critical to produce effective advertising.
If you keep three things in mind as you create your advertising campaigns you will have greater success.
- Understand the customer. A common pitfall is to think we understand the customer and market. In reality, customers are moving targets. The marketplace, lifestyles, demographics, psychographics, and society constantly change. People can be spontaneous and unpredictable. Additionally, competition may be trying to change how customers perceive your product or service to enhance their position. To stay in tune with your customer and market, actively research what can potentially affect your business and sales.
- Advertising is not about you, it's about the customer. We do, we have, or we provide, are not nearly as powerful as, “What's in it for me?” or “Why do I care?” Put the focus on “You” and the “customer.”
- You don't advertise because others are advertising. Advertise because it improves sales, builds business, and helps create a brand. Good advertising will stand out whether it costs a hundred dollars or a million dollars. The key is to be sure it actually works and does what it's supposed to do. In advertising, the customer's reaction is what’s important.
Posted by Brian at 6/30/2010 4:26 PM 
Categories: Advertising
Tags: customer thinking habits demographics actions advertising research market
Categories: Advertising
Tags: customer thinking habits demographics actions advertising research market
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