How to advertise a product
Learn what it takes to successfully advertise a product.
Learn what it takes to successfully advertise a product.
So, you’ve idealized, thought of, and planned all the details and finally was able to create your product. After you’ve gone through all these stages, there’s a question: how to advertise a product to successfully launch it in the market?
It doesn’t matter the type of product you decide to sell, there’s something recurrent in any market, whether it’s online or physical: a well-done promotion is essential for your brand to get known.
Have you ever heard the saying “it pays to advertise”?
In some ways, it is true. After all, there’s no use having a well-thought product ready to sell if people aren’t exposed to it.
That’s why you need to know how to advertise a product and, in this post, we’ll give you some pointers on how to promote well your business, so that your creation efforts aren’t thrown away.
It’s a little cliche and borderline repetitive to talk about your buyer persona but, for any business, it’s essential to know your customer so you’re able to come up with strategies that talk straight to them in order to get results.
When you start thinking about advertising, the first person you need to take into account is your ideal customer, meaning the person to whom you created your product in the first place. After all, the point to advertising is reaching a targeted audience to show that you have something that can help them solve a problem.
So, talking about buyer personas is always necessary to remind you of how important this character is in your campaigns.
If you still have questions about this topic, check our tips on the post how to create a buyer persona for your business.
After you already know who your buyer persona is, you can start thinking about the kind of language that would be more appropriate to talk to this audience.
When we think about how to advertise, usually, the first language we rule out is the more formal one, with its own language within itself, which can confuse your audience. However, you need to think about the people you want to reach when promoting your product to be able to find the perfect way to communicate with them.
Let’s give you two examples to make it clearer:
Assume your product is an online course on how to improve your posture as a speaker at international conferences on labor law.
Notice that the audience you want to reach with a product like this is extremely specific: people who already work with and know labor law really well and even give lectures about it.
Therefore, the language you’ll use to reach this audience can and should be more formal and you can even use some legalese.
Now, imagine a different situation: you own an e-commerce that sells sports garment. When advertising your business, using formal language isn’t interesting but you can still use the lingo spoken within gyms and among athletes.
The truth is that you need to have your buyer persona as a guide to decide the most appropriate language to promote your product.
Now that you already know who to direct your ad, start analyzing your competition. Check what other people who also work in your niche are doing, so you can identify what is recurring and what is lacking in your market.
But be very careful at this stage. Analyzing the competition doesn’t mean copying what they’re doing. After all, nobody likes to see more of the same.
You need to understand how other entrepreneurs are marketing to try to understand how your audience receives determined ads, thus being able to determine the best strategy for yourself. However, always remember to advertise to your business in an innovative way that catches people’s eye, which is our next topic.
After you analyze your competition, you’ll be able to notice some windows in your market, and there’s where innovation comes in.
Think of ways to provide what your market lacks. Innovating isn’t always about doing something completely new from scratch or something no one has ever seen before.
Of course, if you’re that creative and have this kind of idea, even better, because your product will be completely out of the curve. However, if your business is similar to any existing one in the market, don’t panic because you can innovate in the way you deliver your product or launches it in the market, for example.
Many companies get to shine in over-saturated niches with small innovations. So, all you need to do is figuring out how your product is better than the others in the market in some way and showcase it to your audience.
(Would you like to learn more about this topic? After you finish reading this post, read our text on how to innovate in a saturated niche.)
Still thinking of innovation, a good tip is to advertise focusing on the qualities of your product. Show your buyer persona all the advantages she’ll have if she chooses to buy what you’re offering.
You’ll have to do this especially if your product is something similar to others that already exist in the market.
If you’re selling a foreign language course, for example, you already know that other people teach the same language as you do. However, what sets you apart might be the method you use or how fast the students who take your course learn the language.
So, when advertising, highlight these features, so that other people get to notice how valuable your product really is.
Every advertisement has a common characteristic: the slogan. So, your ad can’t be any different.
A slogan is a short sentence that’s able to define the product you’re offering to your audience and, again, it should be innovative, creative.
Think of all you thought for your product and try to define it very quickly. It’s like you’re trying to make an elevator pitch, with no time to explain the main features of your product (and, in fact, that’s exactly what you’re trying to accomplish: selling it).
You need to come up a slogan that is short and to the point, showcasing your offer quickly and that, at the same time, is easy for people to understand what you’re offering.
A good idea to start writing your slogan is to think of loose words that show how unique and necessary your product is. Also think of sentences that can activate people’s desires. This is because people who are able to see a lot of reasoning behind an ad, most likely will be able to say “no” to the product that is being offered.
Usually, people buy products that help them prevent pains or find a solution to their problems. So, come up with a slogan which focuses on your buyer’s emotional needs. And never forget to keep it short.
Would you like to come up with a slogan people can’t resist?
By putting these 5 steps into practice, it’s very likely you’ll be able to show people why they need to buy what you’re offering.
There are several types of ads to choose from, such as:
Once again, the format you choose depends on your audience, you need to think of the communication channels they use the most, which means, the ones that are more relevant to your buyer persona. But don’t stick only to one format, you can choose as many as you deem necessary.
Besides, you also need to consider the expenses you’ll have to advertise and choose the format that better adjusts to your pocket.
Regardless of the advertisement format you choose, performing tests is essential to check if your promotion is really working.
Keep an eye out for the comments your audience write on each type of ad you run.
You can also talk to people you know and ask them what they thought about how your ad looked, the images or any other element on your ad piece and, especially, ask if they would buy your product after they saw that ad.
This way, you can make small adjustments on your promotion and test to check which one works best.
When you want to make a purchase and still haven’t decided the brand or product you’re going to choose, isn’t it nice to get referrals by people you know or even celebrities who have already used that same brand/product?
In the digital market, digital influencers are great allies to help you market a product. This is because they can recommend your brand to thousands of followers they have on their social media.
That’s why you can try to get in touch with them and find ways for them to promote your product. By doing so, you’ll be reaching not only your audience, but the audience of these digital influencers.
To have a better understanding of how you can make a partnership with these internet celebrities to promote your products, read our post that lets you in on all there’s to know about digital influencers.
We know that hosting events is not always possible because it involves a huge financial investment. So, if you’re just starting out, this is definitely a tip you won’t put to use right away.
However, if you already have a fairly stable business venture that puts you in a position of making an investment this big, it’s interesting to host a few events in your market. Thus, you educate your audience, do something innovative and unlike what your competition’s been doing and as a bonus, you still get to promote new products you’re launching.
At the beginning of this post, we said that it pays to advertise, after all, through advertisement you get to make more sales and attract more customers. So, whenever you have a new product, don’t forget to advertise it in any way you see fit.
If you still have questions about how to promote your products, take advantage to also read our complete post on how to make a perfect launch.