The laws of advertising for business
Physicians are those in position to prescribe treatments and drugs. They possess experience, knowledge and skills on healing. We consider them to be reliable sources of medical guidance. When we follow their guidance we usually achieve good health. Due to their record of good management of health, we trust them. We do not doubt their ability to manage our health. So, when they prescribe a drug we know it would be efficacious.
Likewise are business experts, scholars and owners authorities on the field of business. They possess knowledge, skill and experience. Throughout history they have demonstrated that they have depth of knowledge and skills and wisdom. Wh,,v at they teach always reconciles with facts. The steps they prefer always helps us achieve success in business. So, we trust them. We consider them reliable source of guidance. When we want to draw advice on what to do to excel we consult them.
One thing they have prescribed to be an effective way of succeeding in business is advertising. When a brand is created it remains a mystery to the public. Not being aware of the existence of a brand, the public cannot patronizszw,a,,a,. V. e the brand. Only if one is aware that a product exists can he buy it. Before the invention of Computer, it is not possible for someone to go to the market and ask to buy it from a seller. Lack of knowledge of the existence of a product, makes it's purchase impossible. Lack of patronage as we know is too bad. Nothing can be worst than it, in business. When a business does not receive turn-over, they cannot generate revenue and profit. We do not want this to happen. We want to make sells.
When a brand is known by a public, they could buy it. All the brands that people buy are items known to them. All the items you buy, are those you know are in the market.
Due to the fact that people could only buy an item they know, people choose to let people know about their brands. They do this through advertising.
Human experience shows that advertising improves turn-over. Whenever a new item is advertised, people become curios to know the pack it is made of, so they patronize it. They come to know that their favorite business has introduced a new brand, and patronize them. Becoming aware of the existence they are moved to buy it, thus leading to turn-over on the part of the business, attesting to the claim made by experts to be a fact.
Since advertising makes turn-over possible, since infact it enhances it, patronage, it is therefore a necessity, a requirement for gaining patronage.
You should therefore use it as a tool to improve your turn-over.
Sometimes some may not want to buy your product. They may be hesitant to patronize. But when you advertise, you succeed in motivating them to buy it.
Since it is a key, if you do not use it, you cannot acheive sells. You either use it to boost turnover, or refrain from doing so, and lack it.
You wouldn't want to lack, you want more and more. No one who establishes a business wants less. There is infact a correlation between a business' turn-over and it's success. The business is a monetized entity. So, only through sells of its brand does it generate revenue.
For the the success of revenue, therefore never refrain from advertising.
2. ACQUIRE KNOWLEDGE ON ADVERTISING
Knowledge is always power over ignorance. Acquire knowledge on advertising. Learn what it really entails. Advertising means creating awareness about the existence of your brand. It how? If you are unlearned on how advertising could be done, could you be able to advertise? Is it not when you know how something that you can do it? You need to become a student of how advertising is done, to be able to do it through that way.
This has to be done through certain methods, obviously. Now if you do not know how to do so, can you? You need to learn just how this could be done.
There obviously should be many methods of advertising. There are infact. Each of them has different benefits and challenges. You would need to weigh them to determine which of the methods would be best. How could you determine if you do not have solid knowledge of the methods?
Advertising is done through very many means which includes medias that specializes on it. How could you tell which of them is the best if you do not learn?
Acquire as much knowledge as you can on advertising to be able to, know how to advertise, determine the best method of advertising and reduce your chance of being exploited when advertising.
3. CHOOSE THE BEST MEDIA
Advertising is a job. There are always many that avail themselves for the performance of a job. All of them claim they could perform the job. They claim they possess experience, skill and values able to perform the job excellently. You just cannot resist their appeal for employment.
The truth is that you cannot employ all of them. You can only employ a certain and limited number of them. You would employ in accordance with the number of workers your business needs.
Likewise are advertisers. There are many advertising agents. All of them wants to advertise your brand. They claim to posssese experience and skill. But as you know, you cannot employ all of them. You can only use some of them.
But which should you? Not just any that has claimed to be qualified. Not all who claims to be qualified truly are. Some are not efficacious as logic supports.
Ask yourself which advertising agents most business in your locality are employing. It is obvious that the reason that they have preference for them is efficacy on their part, as they would never opt for them if they are otherwise.
The goal of advertising is to create awareness. Choose the advertising medium that has a capacity to reach large audience, infact the whole world. If the agent you employ could only inform only few about your business, then only few can know about it. But if it has the capacity to advertise your brand globally, then, more people would learn about your product. It is important than more learn about it, so that your chances of having more customers would increase. That way you would make more sells from your products.
4. BE CONSISTENT
What can we liken advertising to? We can liken it to many things. After all it is like many things. But we can like it to a news. A news is information about something that occurred. Like news, advertising is information about a brand that has been created.
When an advertising agent advertises he in a sense is feeding people with the news about a new product.
Now when a news is aired over the media, it is not everyone that hears it. Some may not hear it, due to the fact that they lack access to the media at that party time.
If the news is aired another time, when they have access to the media, they would hear it.
Repeating the news often and often, would ensure that they hear it. If they are not accessed to their media at a particular time, they would be at another time, and so hear it.
Likewise advertising. If you advertise a brand just once, not all will hear about it that particular time. It if you continue to do so, there is every chance that those that have not heard it, will hear it at a different time it is aired.
Being consistent would help you to reach different people who never received the advert for the first time with it.
How can you achieve this? Simply: do not contract the media to air the advert for only one time. But instead, consistently for over a long, long period.
When you do this, those who received the advert but were not interested may become motivated to buy it, as continuous persuation can be key to motivating someone to do something.
5. PUT YOUR BRAND IN GOOD LIGHT
The reason the public would patronize you is to derive value. When you make your target believe that they would derive value from your brand, purchase of it becomes inevitable. You could employ people to give testimonies weather true or false, about deriving benefits from your product. The more people testify about deriving value from your brand, the more people will think that they will derive value from it. They would come to attach so much value on it. They would believe in your claims that the brand is truly valuable. They wouldn't take it, as simply a mere coy or speech to get them to buy your brand.
The more valuable a brand is the more irresistible it would be to your customers. So exaggerate the benefits that your brand possess. Make it to seem to have more value than it does. It would interest your customers to be able to derive that value with less. The result is that they would patronize it. I have seen products with less value, than they are said to be by the producers that people patronize due to the fact that they want to derive those values. They do not completely make the brand valueless. If they do their customers will discover. Instead they make it only slightly valuable than it is. In this way, the produce less, for more profit than the brand deserves, and make higher profit. So, do not because you want to reap benefits, produce your brand to be without zero value
When your customers eventually buy it they would understand that you lied. Instead, the value it would have should only be slightly less than you claim it has. This way it would be difficult for them to discover you only tricked them into purchase.
You can employ advertising as a powerful tool to derive enormous turn-over that you could never have.
You are a business that has others dealing with your niche. They produce the kind of thing that you produce. Advertising is like flashing a torchlight on the benefits of a brand. When your brand has flaws you wouldn't flash light on those flaws. Instead you will conceal those flaws. Your rivals, those who produce the kind of product you are trading, has weaknesses. You can use advertising to expose the weaknesses of their brand. Concealing yours, people will now perceive their brand negatively, and would run away from it. To boost this negative view, you can employ people who would advertise to the whole world that they were harmed from using the product of your competitors. Not everyone who hears this will disbelieve it. Some will believe it. This will lead them to withdraw their patronage of that brand lest they are harmed. Having less patronage, your competitors will never out-perform you.
6. USE DIVERSE SOURCES OF ADVERTISING
There are diverse sources of advertising. Television, Radio, Newspapers, Social Medias, etc. You can use one of them to advertise. Those who receive information through that particular media would receive your advert when you air through it. But what about those that does not. Not everyone will have access to a particular advert at a particular time, because of lack access to the means to the advert. For instance Television is the means of accessing adverts that come through the T.V. Some may lack a T.V, but possess Radio. So if your advert is aired only through the T.V, those who do not have the T.V, will not receive it. Only those who have T.V will.
Airing your advert through the diverse mediums of information dissemination is a good way of ensuring that as many as possible receives information about your brand.
7. ATTACH AN EXTRA BENEFIT
Discount is one way of enticing customers. When customers know that they will receive discount they will prefer to buy from you instead of a business that is not willing to offer it. At first they may not want to buy your brand. But because they will derive extra benefits, apart from the value they will gain from the product, they may become motivated to buy it. Deriving extra benefits from a brand is like using less money to get higher value than it could obtain. Surely no one will find this prospect unappealing. But instead find it irresistible, spurring him to purchase the product.
Bonus is also another way to achieve it. When customers know that they will receive a bonus for buying from you, they will feel enticed to patronize you. This will motivate them to buy from you, boosting your turn-over. A good way to let them know about all those extra benefits is through advertising. If your advert is void of them, they may never be aware of it if they have never patronized you. So fill your advert with those benefits.
8. MAKE USE OF THE POWER OF STARS
No one exerts more influence on people than the famous. The actions of people are to a large extent influenced by the famous. People like to copy the famous. They want to act like them. They have preference for whatever they prefer. They try to speak like them. They dress like them. Either directly or indirectly the famous controls people into giving into his will. When he brings up a new slang, people replicate it. When he introduces his tread-mark, people mimick it.
Knowing this, advertisers have often employed the famous to urge people to use a product, or to pose as if they are. When people hear or discover that their favorite stars are using a product they are usually willing to use those products. It influences them to want to use the items their favorite stars use.
Throughout history this very method has worked for people. Look at the social media for instance you will discover one celebrity or the other promoting one product or the other. It is very common. Ask yourself why business men would often employ celebrities to advertise their products if it does not influence people to buy from them.
If you can get celebrities to identify as users of your brand or advertise it, you would give it more fame than an advertising agent could. It will become the talk of the town that a certain celebrity is using the product, as people like to discuss about them so much.
The fact that they are using it will even help to authenticate the efficacy of the product, as people will think that celebrities will be certain about the values of a product before buying it, compelling them to patronize it.
Due to the fact that people like to copy the celebrities by making their preferences theirs, you can be sure that all those who discovers the celebrity who would pose as the user, would become your customer.
Comments
Post a Comment