#4 The Essence of Marketing
A good advertisement produces happiness.
(a bad one focuses only on pricing)
I have seen people advertising their products by pushing their margin thinner to survive.
They cut the price to the lowest they can.
So that people are willing to buy the products.
However, pricing is not the main reason people buy a product.
In fact, your customer will associate your product as low quality due to your bad positioning. (I will talk about positioning in the next newsletter.)
So what is the correct way to advertise?
Every human demand for a better live.
A better looking.
A better feeling.
However, before we achieve our desired goals, we face challenges and obstacles.
And that requires our ability to making decision.
How can we make a right decision?
Based on our experience?
Based on the view of an expert?
Based on our instincts?
Here are the gap that a good advertisement wants.
A good advertisement helps consumers to make a better decision towards their goals.
A good advertisement educates people about the information they do not know.
A good advertisement gives a better alternative or solutions to the consumers.
But a even better advertisement can use association as the tool to their products.
Look at the advertisement given by Giorgio Armani and Dior.
They don’t even advertise the features or benefit of their ads.
They use association.
Association to an attractive person recognised by wide audience.
Association to a magnificient waterfall signify premium of the product.
Association to an reputatable artist.
Try this in your marketing campaign today:
Emphasize on the benefits of your product to realise the goals of your targeted consumers.
Associate your products to something which creates positive feelings.
That’s all for today.
Happy Sunday.
