There are a lot of best practices, tips, and tricks when it comes to advertising. It’s an art that’s been perfected over the years, and with the rise of modern advertising and new media, best practices continue to manifest.
In this section, though, we’re going to cover five famous advertising concepts that still work today — regardless of what advertising method or medium you’re using.
When used correctly, these advertising techniques will do wonders for your brand and products.
Appeal to emotions.
While you may not consider the ASPCA a business, their unforgettable Sarah McLachlan commercial is the perfect example of using emotional appeal to entice people to take action.
For most of us, the images in that commercial are hard to watch — we may even turn away. But since it tugs at our heartstrings, we’re more likely to donate to animals in need after seeing the horrors they’re going through.
Studies show that people rely on emotions, rather than information, to make brand decisions. Emotional responses to ads influence a person’s intent to buy more than the actual ad content.
Whether you try to evoke happiness, sadness, fear, or anger, appealing to emotions can help your target audience feel your message — not simply read or hear it.https://www.youtube.com/embed/QTl6xUFxyOY
Create positive associations.
When consumers associate your product with a feeling of happiness, state of achievement, or accomplished goal, they’re more likely to take notice, remember your product or service, and make a purchase.
Actually, you’ve probably been on the receiving end of this before without even realizing it. Have you ever seen your favorite celebrity or Instagram influencer posing with a product or brand and found that you wanted to be, do, or look the same? Companies create this subconscious connection in advertising hoping that you associate your positive feelings with the product or service they’re promoting.
Catchy songs like “Nationwide is on your side” is an example of helping people associate friendliness with the Nationwide brand. Coca-Cola has a brand advertising campaign that associates their product with friends, family, and fun. When you consider what refreshments to serve at a party or bring on a picnic, Coca-Cola wants you to think of them.
As you create your advertisements, consider what feelings, desires, or goals with which you want your brand to be associated. Weave these feelings or goals into your advertisements through stories or videos. Look for influencers who align with your brand’s core values and demeanor and include them to promote positive association.
Establish a bandwagon effect.
People want to fit in. It’s human nature. Neither you nor I are immune to it.
And it’s this base human desire that makes the bandwagon effect so effective. People don’t want to be left out. They find value in their peers’ opinions, and they certainly don’t want to be the only ones not using the latest and greatest product.
Use customer testimonials, survey data, or shareable content to advertise your brand as one worth following or buying into. Take another approach by promoting a discount for sharing your brand with a friend or family member — so your audience will do the selling for you. Either way, use your advertising to create an inclusive environment people will want to join.
Focus on benefits over features.
Features and benefits are two very different things. Features are the details of the product or service you’re selling, such as the measurements of a couch or the ingredients of a protein bar. Benefits, on the other hand, explain why a person should buy a couch or protein bar from you and how their life would, well, benefit from such a purchase.
Advertising should focus on the benefit your product or service brings, not explain what you’re physically selling.
Rather than wasting precious ad space on your product specifications or service details, talk about the ways a purchase might positively impact your customers. If you do it right, your creative, benefit-packed advertisement would then inspire them to research the features on their own.
Not unlike our desire to fit in is our penchant for a good story. Storytelling helps paint a bigger picture of a brand or company, not simply promote a single product or service. Also, when stories resonate with someone, it’s far easier to motivate him or her to take action.
Storytelling is the one technique you should try to infuse in all your advertising. In fact, if you haven’t started crafting your brand’s overall story, you should definitely do so. Research shows that stories that illustrate a brand as “necessary, believable, and integral” are the most effective for engaging and influencing consumers.
Dove employs storytelling in its campaign partnership with Operation Homefront. The videos feature real stories of military men and their families being reunited. The advertisements don’t directly promote Dove products but instead tell the Dove brand story (and pull on a few heartstrings, too).
Determining your brand story will help you learn how to best discuss your brand in all marketing efforts, not just advertising.
Advertising Helps You Grow Better
Equipped with a dense, dynamic history, advertising is an incredible tool to add to your marketing tool box.
Between print ads, radio sponsorship, TV commercials, and social media promotion, the opportunities to advertise and promote your brand are endless.
To best connect and engage with your audience, speak your customer’s language, appeal to their emotions, and tap into their desire to be a part of a community, create a clear and authentic brand story to illustrate how your brand aligns with their values.
By applying these tried and true practices to your advertising, you’ll build a magnetic brand that attracts customers, establishes a following, and generates revenue.
Do this and your brand will grow into a household name that stands the test of time — just like advertising itself.