Understanding About Advertising

Understanding about Advertising

Persuader is to make promises that motivate, sell, and seduce.

Persuading – Getting someone to do your will.

Selling – is about making your proposition, goods, or services attractive, visible, and well priced.

To achieved certain business goals, companies and organizations – and the people who do the manufacturing, measuring, and managing – need to get emotional. Seduction is about listening to customers and understanding their feelings, wants, needs and motives.

Happiness isn’t really about what people do or don’t have. It’s about what they expect to have and how well those expectations match up with reality.  When a company sets a level of anticipation that its products or services meet or exceed, it creates happy customers.

High-tech companies are notorious for spending large amounts of money to develop and create wonderful products, then “throwing them over the wall” – that is, neglecting to support them with enough advertising and marketing dollars to create buyer expectations before bringing them to markets.

If you built a better mousetrap, the world will beat a path to door. But better is subjective. Any one of these promises could be compelling to someone in the market for a mousetrap, not the person building it. If you come up with an innovative idea for a new mousetrap but fail to advertise or communicate why it will forever change what people expect from a mousetrap, you’re going to miss out on a lot of customers – not to mention end up with a warehouse full of mousetraps.

Build a better mousetrap and advertise the hell out of it. If you get out there with a compelling promise and the product fails to live up to expectations, its doomed. Make a good promise for a bad product to people connected by social media and watch business implode at the speed of light.

Solution always felt like a process of discovery, not invention.  It always came down to understanding what consumers really wanted. What was going to make them happy? Good ads people are very curious Fascinated by what motivates people. Discovering the one thing that makes customers tick that no one else has ever figured out is what ad agencies refer to as the consumer insight, and it’s the single most important element in the development if effective communication.

Advertising QUOTES: No woman wants to be just another color in a box. A woman wants her lipstick to be her color.

The real truth being more powerful than a good lie.

Customers opinions about truth and advertising:

• Frightening – There are big multinational corporations out there spending billions of dollars to get me to buy crap that leaves me broke and feeling empty.
• More Frightening – There is something inside me that I can’t control that compels me to buy crap that leaves me broke and feeling empty.

People are driven to act by their impulses far more often than by outside forces. Advertising is not about changing their beliefs or the things that drive them. It’s about confirming them. Nobody needs to lie about how rewarding a product is or isn’t. You just need to remind people who feel they deserve a reward that they are absolutely right to feel that way.