1. Tells the consumer your USP . You need to explain to the potential client why he should buy the product from you. For this, a unique selling proposition is used. It includes three components: benefit, uniqueness and persuasiveness. Read about it in our article “How to create a USP” !
2. Vividly communicates the benefit. Consider the following headline from our advertising: "Surprise your loved ones with 101 roses for 3150 rubles!"
The surprise and joy of a beloved woman from a suddenly presented luxurious bouquet is a genuine benefit for which the client is ready to pay money. Here we follow the commandment of the great advertiser David Ogilvy, who urged marketers to sell not the product, but the benefit from its acquisition. By the way, the same Ogilvy was a convinced supporter of selling advertising based on testing and sales tracking.
3) Offers to make a purchase "here and now". Calls to action are very actively used in product advertising. It is an art to correctly select the appropriate call-to-action in a specific situation. This is how we lead whatsapp phone number list the consumer to action - the final stage of the AIDA (Attention-Interest-Desire-Action) marketing formula.
Let's look at this using the example of our real ad from contextual advertising , which consistently brings the Customer orders for men's cosmetics:
Note the wording "Come in now!" included in the body of the ad. Testing has shown that simply adding these two words increases the number of clicks to the site, while also increasing the number of orders. Yes, this is a simple solution that does not impress with its creative concept. However, in product advertising, creativity is not honored, but the impact on conversion into sales.
This example highlights two hallmarks of product advertising: reliance on testing and the search for sometimes simple but reliable solutions.
4) Stimulates sales with discounts, promotions, and shortages. Since our goal is to encourage the user to perform a target action, we have to invent various incentives for him, a kind of "goodies".
Developing discount systems requires a competent approach. First, you need to make the discount big enough to really interest the potential buyer. Second, it is important not to overdo it, so as not to scare him away with an overly unctuous offer that undermines trust. Third, you need to correctly calculate the profitability of the discount from a mathematical and marketing point of view, taking into account such indicators as LTV (lifetime value of the customer), etc.
For example, we motivate the buyer with well-calculated discounts in this ad:
As you can see, the ad extensions contain a number of offers that are beneficial for both the buyer and the seller. For example, the same 101 roses for 3,990 rubles. By the way, here another characteristic feature of product advertising is revealed - the use of price manipulation.