Why Advertisers Should Sweat The Small Stuff
Business → Marketing & Advertising
- Author Rivka R Meyer
- Published August 22, 2021
- Word count 585
'Don’t sweat the small stuff' is good advice in many instances, but not necessarily in marketing. Keeping your focus on the small things frequently makes your advertising more effective. This is especially the case if you are marketing to individuals. That’s because marketing needs to be personal, relatable and specific if you want to influence your audience.
Imagine you own a business selling energy-saving lighting products. You could run an advert which reads “Our products keep the country’s carbon footprint down.” A very worthy consideration but, apart from a few idealists, it isn’t likely to attract customers.
Whether consciously or unconsciously, everyone wants to know ‘what’s in it for me?’ Our overriding interest is in our own welfare. The average consumer might agree the country should reduce its carbon footprint, but if you really want to catch their attention, you need to make your advertising about them.
Your advert needs to be personal.
“Our energy-saving light bulbs will save you money” is much better. It tells people that there’s an individual benefit to them.
We’re not finished yet though. It also has to be relatable. A promise of saving money is a bit too vague. We need something more specific if we want it to be real to the reader. A shampoo advert doesn’t say the shampoo will make your hair ‘better’. It gives specifics. The shampoo will make your hair shinier, thicker, easier to control.
Being specific makes the benefit more relatable and thus more attractive.
“Our energy-saving light bulbs can save you £50 a year” gives a specific sum. There’s now a concrete benefit, not a vague benefit.
But we can go one better and make it even more relatable by showing what difference that money saving will make to the consumer. Your audience needs to know how it can make a difference.
Charities are great at doing this. They don’t run adverts saying, “95% of children in XXXX live below the poverty line.” That would generate plenty of tsks from readers, but it would probably stop there. There’s nothing to grip the imagination, and most people would assume only a millionaire could help anyway. It’s too big. Instead, charities will use lines such as “7-year-old Burhaan hasn’t been to school for a year because he has no shoes to wear.” By stressing the small stuff – the individual – it makes it personal and relatable. Not only is it more effective at garnering sympathy, it also shows how even a small donation can make a difference, prompting more people to donate.
Back to our £50 saving then and how to show our readers that it can make enough difference to their lives to make it worth switching to your product.
Good writers and public speakers know to convert hard-to-imagine things into familiar objects or ideas. For example, describing the size of a new battleship in terms of how many football pitches or Olympic swimming pools would fit on it. Charities often tell you what can be purchased for specific sums of money. “£XXX will provide one village in XXX with clean water for a year.” For my own use, I usually convert cost savings into bars of chocolate. Not everyone shares my dedication to chocolate though. What we need here is a widespread expense which frequently worries people, where £50 would make a significant difference.
“Our energy-saving light bulbs let you put away an extra £50 a year for your Christmas shopping.”
Personal, relatable and specific.
Rivka R Meyer is a copywriter and editor. You can see more of her blog articles at www.abetterword.co.uk.Article source: https://articlebiz.com
There are no posted comments.
- The Power of 3D Prototypes: Transforming Ideas into Tangible Innovations
- "Visit Africa: Navigating the African Continental Free Trade Area for Boosting Intra-African Tourism"
- How to Build a Profitable Online Lead Business Without Amazon or Drop Shipping
- Discover the Top-Rated Hindu Priests and Wedding Officiants for Indian Marriages in New Jersey
- Having A Hard Time Making Money Online? Check Out These Tips!
- How to Become An Influencer: 5 Easy Steps
- Maximizing Your Online Presence: Understanding the Importance of SEO Services
- Solid Advice For Building Up Your Online Network
- How Can Public Relations and Strategic Brand Management Help Startups?
- The Single Most Important Skill You Can Learn In Marketing
- Web Design Services in Red Bank, NJ: A Complete Guide
- My Lead Gen Secret Review *MUST SEE*
- What Type of Marketer Are You?
- What Is The Average Salary For A Jewelry Designer?
- Why Will A.I.'s Never Adversely Affect SEO Work?
- Skyrocket Your Business to the Top of Local Search Rankings!"
- How to Measure The Success of Your Content Marketing Efforts
- Effective Guide of Digital Marketing Techniques and Strategy
- Why rent a photo studio? A look at the pros and cons
- When to Hire a PR Agency - Top 6 Points a Business Should Consider
- Why should you hire a food photographer?
- Inside the Call Center Industry in the Philippines
- Digital marketing in 2023
- The Benefits to Using a Specialist Employment Agency for Finding the Right Job
- Affiliate Marketing - Make Money While Working From Home
- Is a flat-fee content service the answer: how can small businesses compete in content marketing.
- Unleashing TikTok: Maximize Your Presence On the Platform
- Beacon-Based Marketing: How it Works and Why it Matters
- The Benefits of Using Social Media To Build A Strong Brand
- Link Building Tips That Will Work in 2023