In general, think about what character your target audience likes and use it in your advertising!
Posted: Sat Dec 21, 2024 5:00 am
10. Become more effective. If there are any keywords in copywriting, then “effectiveness” in the business segment is definitely one of them.
11. Be fashionable and relevant. The desire to keep your finger on the pulse of life is characteristic of many active people.
12. Get rich. Most people, from beggars to oligarchs, lack money. At the same time, many products help to increase income, if not directly, then indirectly. If you have considered such features in your offer, it is definitely worth trying to interest the client with this. However, before generously stuffing your ad with "money signals", remember the results of experiments by psychologist Katherine Vos and research at Cornell University:
1) Images of money and material values in advertising designed to inflame the egoism and greed of the buyer (for example, advertising of deposits and brokers), if successfully presented and hitting the target audience, increase the effectiveness of advertising.
2) However, the same images reduce the effectiveness of advertising that calls for caring for loved ones, giving, and all kinds of altruism. In this case, monetary signals seem to remind buyers that their kindness will “cost a pretty penny.” It is not surprising that the much-talked-about advertising campaign “Diamonds are Forever!” emphasizes emotions, and avoids monetary signals in every possible way.
13. Simplify the solution of problems. The purchasing motive that drives clients of numerous online services. In today's complex and rapidly changing world, the desire to simplify one's life is manifested in the actions of an increasing number of people.
14. Avoid mistakes, losses and troubles. In general, the approach "from negation", the use of the particle "not" in classical advertising is condemned. However, one can cite many examples from the history of marketing, when the approach from negativity showed impressive results. This is a proven way to interest a client from b2b.
If your target audience consists of thoughtful, far-sighted people, then the opportunity you give to avoid pitfalls will be appreciated. Let's give an example from warming up content. Here is the reaction of readers to our article on vc.ru, allowing to determine the cheating of traffic on the site by an unscrupulous contractor:
15. Gain power. In a broader sense, to gain control over a situation.
16. To experience pleasure. Some products, such as sweets, are bought solely to enjoy their taste/other properties. When advertising such products, it is very important to be able to use figurative language and juicy pictures. A striking example of advertising based on this motive is the commercials about the Bounti chocolate bar with its famous slogan "Paradise pleasure!"
17. Find freedom. You've probably seen advertising banners somewhere, where a happy hero works on a laptop, sitting on the beach. It's no secret that freelance serenity is a myth, independent work requires hard whatsapp number australia work and self-discipline. However, such advertising will always attract people's attention, because it gives hope for freedom. Inside the ego of most adults there is a child whose eyes light up at any chance to throw off the yoke of social and economic obligations, even for a while.
18. Relax / be carefree. A motive similar to the previous one to the point of confusion.
19. Get ahead of the competition. The life of representatives of the most solvent target audiences is an eternal struggle for a place in the sun, a constant competition.
This is evident in all areas of life: in competition with a manager from a neighboring department for the boss's chair, in winning the favor of a woman you like, in direct and indirect business competition. Therefore, active people are always happy to learn a new way to get around competitors. If advertising convinces such consumers that your product will help them achieve personal and professional victories, the likelihood of a purchase will increase.
20. Eliminate pain - physical or mental. This motive must be worked with, remembering the sense of tact and professional ethics.
11. Be fashionable and relevant. The desire to keep your finger on the pulse of life is characteristic of many active people.
12. Get rich. Most people, from beggars to oligarchs, lack money. At the same time, many products help to increase income, if not directly, then indirectly. If you have considered such features in your offer, it is definitely worth trying to interest the client with this. However, before generously stuffing your ad with "money signals", remember the results of experiments by psychologist Katherine Vos and research at Cornell University:
1) Images of money and material values in advertising designed to inflame the egoism and greed of the buyer (for example, advertising of deposits and brokers), if successfully presented and hitting the target audience, increase the effectiveness of advertising.
2) However, the same images reduce the effectiveness of advertising that calls for caring for loved ones, giving, and all kinds of altruism. In this case, monetary signals seem to remind buyers that their kindness will “cost a pretty penny.” It is not surprising that the much-talked-about advertising campaign “Diamonds are Forever!” emphasizes emotions, and avoids monetary signals in every possible way.
13. Simplify the solution of problems. The purchasing motive that drives clients of numerous online services. In today's complex and rapidly changing world, the desire to simplify one's life is manifested in the actions of an increasing number of people.
14. Avoid mistakes, losses and troubles. In general, the approach "from negation", the use of the particle "not" in classical advertising is condemned. However, one can cite many examples from the history of marketing, when the approach from negativity showed impressive results. This is a proven way to interest a client from b2b.
If your target audience consists of thoughtful, far-sighted people, then the opportunity you give to avoid pitfalls will be appreciated. Let's give an example from warming up content. Here is the reaction of readers to our article on vc.ru, allowing to determine the cheating of traffic on the site by an unscrupulous contractor:
15. Gain power. In a broader sense, to gain control over a situation.
16. To experience pleasure. Some products, such as sweets, are bought solely to enjoy their taste/other properties. When advertising such products, it is very important to be able to use figurative language and juicy pictures. A striking example of advertising based on this motive is the commercials about the Bounti chocolate bar with its famous slogan "Paradise pleasure!"
17. Find freedom. You've probably seen advertising banners somewhere, where a happy hero works on a laptop, sitting on the beach. It's no secret that freelance serenity is a myth, independent work requires hard whatsapp number australia work and self-discipline. However, such advertising will always attract people's attention, because it gives hope for freedom. Inside the ego of most adults there is a child whose eyes light up at any chance to throw off the yoke of social and economic obligations, even for a while.
18. Relax / be carefree. A motive similar to the previous one to the point of confusion.
19. Get ahead of the competition. The life of representatives of the most solvent target audiences is an eternal struggle for a place in the sun, a constant competition.
This is evident in all areas of life: in competition with a manager from a neighboring department for the boss's chair, in winning the favor of a woman you like, in direct and indirect business competition. Therefore, active people are always happy to learn a new way to get around competitors. If advertising convinces such consumers that your product will help them achieve personal and professional victories, the likelihood of a purchase will increase.
20. Eliminate pain - physical or mental. This motive must be worked with, remembering the sense of tact and professional ethics.