Advertising is a potent communicational tool. If properly used, it is able to accomplish much in promotion of various products. Then, why are there so many people, who went in for business, spent much money and efforts on the advertising and promoting their products or services and got frustrated and disappointed about it?
What led them down that path and what was that crucial aspect that made other people go up that way to the success?
The advertising is a strong and potent tool in informing people and appealing to their motives and desires, and it is true only when it is able to stir up those motives and to create some desires and needs. It can bring success when it treads the hidden paths of the human souls, their dreams, emotions and their ways of the world perception. The advertising cannot make people do what they do not want to or hate, however, it is quite able to change their attitude towards things or appeal to their desires and motives, thus, leading them up to a purchase making process. The power and secret of the advertising strives within the human nature and psychology.
People may greatly differ in their ways of perceiving things and in the motives to force them to an action, however, if you hit these inner motives, desires and stimulate them with the advertising, you will be able to lead them to the decision you want them to make.
That is the very secret of the advertising success.
Go with the glow. Find out and clearly define your target marketing customers, the people, who are most likely to buy your products or services. Then, find out about their preferences and motives. Make your advertising understandable and stimulating. Go with that flow, even if you have to go against the flow of some other market segments that are not part of your target market. Your main goal is not to please everybody. It is impossible! You cannot win everybody; however, you can, certainly, win your target customers. That is the key to the successful advertising.
There are two main directions in the advertising to take: rational and emotional.
You may generally divide all your customers according to these two categories. They differ by the way they perceive things.
The rationalists view things through logic. The advertisements, made for such people, must contain a lot of text with logical explanations of the products' benefits and values, the description of the technical characteristics, drawings or pictures reinforcing your text effect.
The emotionalists take things and judge them by emotions and feelings they stir up.
The emotional ads have to appeal to dreams, memories and associations the products recall in people. The most effective tools of the emotional advertising are images and colors. People, driven by emotions in their decision making process, sometimes, tend to neglect the logic and go alone by feelings. The advertising can stimulate them and lead them up to the decisions you want them to make.
However, in any case, you cannot afford your customers regret the decision and purchase they have made.
Your products really have to match up to the statements you have made about them in your ads! Being led by logic or emotion, they make a purchase and then, judge your product, based on its real benefits and qualities. Do not make them become frustrated about it by the advertising qualities it does not possess.
The advertising is indeed a strong promotional and communication tool; nevertheless, it is only a tool that marketing offers for the successful business running.
The complete success can be reached by applying the full range of the marketing tools and techniques in your business.