Today’s topic is How to stand out in your product advertising. The clips you saw earlier were NOT an exaggeration. I kinda wish they were.
Ryan Holmes, CEO at Hootsuite shared in a recent blog that “
Back in the ‘70s, the average consumer saw around 500 ads per day. That number has since increased by a factor of 10 to upward of 5,000 ads per day. If there’s a breaking point, my best guess is we reached it (a) long (time) ago.”
I was not kidding when I said 5,000 ads in a day. Don’t believe me?
Just today alone- here is my breakdown of the number of times I had interactions with brands.
Right from when I woke up to this moment right now…
1. Colgate
2. Dove
3. Surf Excel
4. Neutrogena
5. Wella SP
6. Biotique
7. Kellog’s
8. Aavin
9. Samsung Galaxy
10. Steve Madden
11. Lakme
12. Olay
13. Himalayas
14. Zara
15. ONLY
16. Uber
17. Ola
18. Zomato
19. Swiggy
20. Starbucks
21. Nivea
22. Tropicana
23. Chumbak
24. LattLiv
25. Charles Keith
26. Naturals
27. Revlon
28. Windows 365
29. MS Office
30. Philips
With numerous brands targeting us with so many ads through so many channels, how are we ever going to stand out?
As you may know.
Brands do NOT become a huge smashing success overnight! They have to fight competition of millions of similar brands in the global market place, work up strategies to have a bigger reach and better ROI and work on strong branding messages that make the customers come back for more.
Basically customers are being chased around by so many ads and marketers that they probably have their own screening processes by now.
As digitial marketing professionals, we need to get across our brand messaging past their mental filters without seeming intrusive and out of place. We need to understand who our audience is and target them. Our brands may not be the right fit for everyone online. We need to provide the right kind of messaging that appeals to our target audience.
Five ways to stand out with your product advertising:
Here are five quick easy ways you can hook your audience on to your product in your ads. Stay right where you are.
1. Let’s start with the easiest one of all. The second person narrative. Using pronouns like your and you immediately help your customer imagine a connection with your brand easily and can see themselves getting a taste of your product or services. This is the best way to make them feel like they are part of the story that you are telling to sell your product or service.
2. Focus on providing one clear message per ad. Highlight what the main feature of your product or service is – don’t clutter the messaging with too many USPs. Speak of the main value of your product that will benefit the customer in some unique way – this should be crystal clear.
3. Try to create the feeling of being scarce. The harder and more scarce something is to get, the more value our brain places on the object. This logic works wonders for marketing- you can create such messaging for your product ads with phrases that encourage the consumer to act out of urgency like “limited availability” or “exclusive offer” or “a flash sale”
4. Connect to your customers through emotion not by pitching them features of your product or service. The truth behind this being- we all face a ton of competition for whatever it is that we are offering our customers. So how we stand out and make more conversions is by forming that emotional connect with our customers through our brand. Hubspot says “ humans associate the same personality traits with brands as they do with people.” And the logical part of the brain does not drive action as well as the emotional part” so it is crucial to give your brand a personality that the user trusts and connects to.
Say you are writing social media ad copy for the big opening of your formal clothing store for women, don’t talk about the number of fancy brands that you are featuring- instead highlight the experience of successful board room meetings driven by confident women in the formals from your store surrounded by awestruck business investors. You want to sell them on the experience they will encounter when they buy your product to get them to buy your product. This way you make a lasting impression in the minds of your target audience.
5. Last and most importantly- the CTA. The call to action will be the last line that spurs the customers to action. I encourage you to take time and think these through- put across to the customer just how their life could change if they take the desired action you are specifying. Instead of saying ‘Download our Marketing eBook’, you could say- ‘Click today- become a digital marketer tomorrow’.
Information sourced from: Hubspot Academy, Forbes Blog, Hootsuite Blog
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