Your product is the hero of your product advertising; it is all about the product; there are no dull products, only dull advertising.
There are typically two types of advertisements: those that promote your brand and seek to establish you as the leader in your niche, and those that explicitly promote your products and services. Instead of the brand itself, product advertising focuses on a particular product. Product and service advertisements must be completely concentrated on selling products and services based on their features and benefits.
Too many business proprietors lack creativity because they believe their products are not significantly distinct from those of their competitors. Everyone has access to the same manufacturing process and identical technology, and they mistakenly believe that consumers are only concerned with price, regardless of color, size, design, taste, etc. Put a picture up and a large star next to the price, and advertising is complete.
If you must sell "parity" products, you must advertise yours more persuasively than your competitors and differentiate them through your advertising style. This is the 'added value' that advertising provides; excellent advertising transforms a "parity" product into a market leader.
Typically, new business owners believe that to sell their products, they must persuade consumers that their products are superior to those of their competitors. This is not required in any way. The key is to persuade consumers that your product is excellent and fulfills a need they have. If a consumer is confident that your product is superior and uncertain that your competitor can meet their requirements, they will purchase your product.
If you and your competitors both produce excellent products, there is no sense in lying and claiming that yours is superior. Simply highlight the benefits of your product, and do so more effectively than your competition. In reality, the majority of sales go to the company that does the greatest job of instilling faith in the quality of its product.’
Customer Needs
A consumer is motivated to purchase a product or service by a need. The need may be known (i.e., the consumer can articulate it) or undetermined; however, it is the most influential factor in determining what a consumer actually purchases.
There are "soft" requirements:
A reasonable price (not always the lowest if a product costs less than $60)
Excellent service.
A product that lives up to its claims.
To feel valued.
These are the basic requirements that every consumer has, and you should always keep them in mind when planning your advertising.
As you are targeting a niche, you must comprehend what you have been searching for in the market but have been unable to find. Presumably, this is why you've introduced your products and services to the market.
What do potential customers need but cannot find?
This question is crucial for any niche enterprise.
Among the factors you may wish to contemplate are:
Accessibility – Do you offer a variety of support services offline and online, as well as social media contact information? If you have encountered sluggish service in the industry, this may be a void that your company can fill.
Compatibility – Is your product or service compatible with additional products? Compatibility is essential for selling accessories, which are a popular product today.
Control - Customers must believe there is no risk. As Amazon has demonstrated, if you are willing to accept all returns and others are not, this is a tremendous selling point.
Convenience – Is your product or service a more expedient answer to your clients' requirements?
Design - Does your design make the product simpler to use?
Efficiency – Is your product or service more efficient than those of competitors, thereby reducing a time-intensive process?
Empathy – Is your customer service more attentive to the customer's problems than that of your competitors?
Experience – Is the experience of utilizing your product or service simpler than that of the competition?
Fairness – Offering a fair price for a superior product typically results in greater sales than claiming to be the cheapest.
Functionality – Does your product perform precisely as promised?
Information – Does your company provide information and educational content, as well as future, regular communication, so that consumers have the knowledge they need to use a product or service effectively?
Options – Does your product or service offer more options than those of your competitors?
Performance – Do you assure that your product or service will perform precisely as advertised?
Price – If you have the lowest price, use it! Especially if your product or service costs $100 or more.
Reliability – If you offer a guarantee that your competitors do not, this is a powerful selling feature.
Transparency – If something goes awry, be truthful and ensure that everyone knows you did not attempt to conceal it. No company desires problems, but there is a significant difference between those who accept responsibility and those who scapegoat everyone but themselves.
This can ultimately lead to growth, innovation, and customer retention if your company is able to provide products before customers' requirements are met.
If your advertisement is effective, you should not be afraid to run it again and again until it stops selling. Too many effective advertisements have been discarded before losing their effectiveness.
Research demonstrates that advertisements with a consistent theme are extremely effective, especially when satire is included.
You are advertising to a fast-moving audience, and a popular theme will frequently hold their attention longer than other advertisements.
Coca-Cola is little more than carbonated water and syrup; it is difficult to imagine a product that is more difficult to run continuous advertising campaigns for. Nevertheless, Coca-Cola has run a number of memorable campaigns over the past century.
One could argue that they invented Christmas as we know it today.
In the 1920s, Coca-Cola's annual Christmas advertisements featured a man in a crimson suit. In the twenty-fifth century, Santa Claus has taken center stage at Christmas, and the "Holidays are Coming" campaign has been persistently promoted for the past quarter-century to the point where people anticipate seeing it to get into the holiday spirit.
It placed second in the advertising competitions last year despite being essentially the same advertisement as 26 years ago.
Coca-Cola is essentially carbonated water and syrup, and if there is a connection between the beverage and Christmas, it is difficult to identify.
Far too many business owners believe that the era of advertising is over; however, with the advent of social media, it has only just begun its next, much larger chapter.