Components of classic selling advertising

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Message

Most companies, due to an incorrectly organized marketing approach, spend huge amounts of money on nothing, failing already at the stage of forming a PR message. The whole point is that the focus is on image advertising, not on selling advertising. It should not be like this.

The very name "image advertising" contains the definition. It is aimed at creating and maintaining the reputation and/or image of the company, when selling is aimed at increasing the sales of the product. It is quite easy to distinguish these marketing approaches.

Components of selling advertising

In the image approach, the company name, its pharmaceutical email lists slogan, logo and contacts catch the eye. In the selling approach, all components will be more voluminous and informative. Psychological techniques, triggers, unique offers, promotions and catchy headlines are often used.

USP

A unique selling proposition – to put it simply, this is what will distinguish you from other companies. And the first word of this term in this case is understood in its most literal sense. Speed, quality, a special approach, unusual technology – not exactly what USP carries.

One of the successful examples of selling advertising of a parking lot with a USP would be: "Your car was stolen? Don't worry! We'll buy you a new one!"

Forming a unique offer is a rather labor-intensive and complex process, but quite real. You add an exclusive component to the description of the product/service, and then advertise it on all sorts of platforms and structures.

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Some companies try to introduce incredibly unique products on a global scale, or at least on a country level, but this is a major mistake. As a rule, the sales territory of a product/service does not extend beyond the city or region.

Important! The uniqueness of the sold product must be within the sales territory, this is what will distinguish you from your main competitors. Do not try to stand out from the rest of the universe.

Multi-step selling

One of the main secrets of successful sales advertising is the ability of the client to pre-evaluate a potential purchase. In other words, this can be called a preliminary touch.

A good example of this approach is the test drive in the automobile business. Before buying a particular car, the buyer can test it and understand whether it suits him. The main call to action in automobile companies is usually an offer to sign up for a test drive, not to buy a car.

Multi-step selling

Generally speaking, this kind of multi-step sale should only be used for large purchases, but if a small business can come up with something similar to a test drive and appropriate for the scale of the business, it will be a great opportunity to increase sales.

A good example of such a move is a music store. Anyone can try working with an instrument or rent one, and then decide whether to buy it.

Product-locomotive

When it comes to supermarket PR campaigns, we usually think of advertising cucumbers, tangerines or other fruits. These retail chains and outlets usually create PR based on a locomotive product. In America, such products are called front-end – they have a low price and the main goal of the PR campaign is to attract potential buyers, while the store receives its main income from back-end products.

A striking example of selling advertising in a store is attracting customers through dairy products, fruits, baked goods, etc., when the main income will be generated through sales of alcohol, meat, seafood, sausages, cheeses and other expensive assortment units. The locomotive product should be considered both in combination with other products sold, and separately.