Advertising Tip - Advertising The Why Not The What

By Author: Aaron Siegel
Total Articles: 3698
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Advertising is one of the most important key roles in marketing yet not enough marketing strategy is put into the action of creating an advertisement.

You might want to reanalyze, what is advertising? Advertising in simple terms is sharing your company's marketing message through various medias. Without advertising many of the products in the world would have a very hard time being discovered and businesses would have to settle for a lot less in customers and sales. Advertising is both information and inspiration depending on you create it. In your advertisement you try to include your inspiration for the products you offer. You try to inform the potential buyers of your product and price based offer.

What your marketing message is and what is perceived as the message can be the matter of two different perceptions. For instance, you may be advertising the value and benefit of your specialized shoes but the consumer may only see a shoe sale. What could cause this to happen where your inspiration only equates to another sale to your prospective buyer?

A shoe sale may be great to some, but a sale is just ...
... any other sale and there is nothing stopping one consumer from shopping at another location with a sale of the same goods or services if the message conveys just a sale in the consumer's eyes. You need to find a way that shares your enthusiasm with the consumer to build a rewarding customer experience before the consumer ever is your customer. You need to make the consumer want only your shoes, not just because it is on sale.

If you haven't caught on, in this article we will hypothetically be a shoe store which obviously will be selling shoes. We will not go into the specifics of the shoe but rather the advertisement of shoes. I just had to make it clear that the shoe store is only an example. This article applies to all businesses.

The case with many advertisements these days with many businesses is a phenomenon called advertising myopia. Advertising myopia is when you focus more on advertising your product than other possible elements that can benefit a customer. If the overall benefit and value of your product is never properly conveyed in your marketing message you end up with just a product or sale being advertised, nothing more and nothing less. Not too exciting is it? There are plenty of shoe stores with plenty of sales, simple as that.

Before coming up with an advertisement, start to think what it is that makes your product(s) special to the consumer than just a price. It doesn't matter if the brand is established, there is no reason to get lazy and leave it to the brand to sell. An established brand will have many retail outlets other than yours anyhow? It is up to you to make a convincing and compelling advertisement to help your business.

Ask yourself some questions before creating an advertisement such as how do your shoes feel to your customers? Are they made to be comfortable? What is their durability? Are they made to make someone feel more appealing? How might a good shoe make your customers life better than it already is, better sports performance, less shock?

I am not saying toss the promotional sales pitch out the door if you have one. What I am saying here is don't forget to tell your consumer market what benefit there is to having such a sale on your product. In other words detail the benefits. It is through adding the benefits into your advertising message you display a value. The value will create far more than just the intended sale, you will create a rewarding purchase for the consumer which in turn can equal into more benefits such as buzz and customer loyalty.

Coming up with an advertisement that can conjure more emotion than just an impulse sale is an advertisement that does more for your budget and will create much more of a reward for both you and your customers. Good luck in your advertising efforts and may you succeed in whatever you try to sell.

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