What Types of Advertising Appeals Work Best?
Types of advertising appeals are as different as the people we want to market to and the service or product we want to sell.
First, what do we mean by advertising appeal?
This is the approach - or advertising technique - we use to get the attention of consumers. It sets the tone for the marketing copy.
Humor works best for some; Fear is extremely effective. Honesty works wonders. All types of advertising appeals are generated by our emotions.
Each of these advertising techniques will have a strong effect on customer behavior. What appeals to one group of consumers may irritate another group.
In fact, the No. 1 key to writing advertising and marketing copy is to Know Thy Audience. and then appeal to them emotionally.
Common types of advertising appeals
An advertising message must match the consumer's need for the service or product.
Our marketing copy should address whatever emotional need our reader is experiencing. They may not even be aware they have this need. but it's our job as copywriters to bring it to the surface.
Let's take a look at some time-tested advertising techniques:
Profit - The potential for wealth is one of the most powerful advertising pulls. This approach lets consumers know the product or service will save them money, make them money, or keep them from losing money.
Happiness and Contentment - Many a service has been sold that pledges to remove stress and improve the enjoyment of everyday life. We all need and want joy and contentment, whether it comes from a relationship counseling, going to the spa, or hiring a life coach.
Fear - Other types of advertising appeals aim at the "fear-factor" or the conquering of fear. This approach is quite legitimate as it focuses on removing risks such as unpleasant legal consequences, social embarrassment, poverty, or losing one's health.
Humor - Readers like to be entertained, but not "pitched" to. So humor - used carefully - can be effective. Just remember that all people do not share the same sense of humor.
Convenience - This strong appeal is used for all sorts of fast and effective solutions to accomplish tasks. Cell phones, expert services, fast-food, charge cards, or the local pharmacy right around the corner are prime examples.
Egotism and self-assurance - People do many things for self-centered reasons. They want to be better at their profession, or at sports. They want to make more money. They want to look and feel better. Understand your reader's ego and appeal to it for excellent results.
Honesty - When advertising campaigns are based on substance and candor over image and hard-sell, consumers will know. Time always brings out the truth in favor of the honest marketer over the old empty sales "pitch" - and they profit handsomely in the long run.
In short, different types of advertising appeals are used to promote your products and services. Each type of appeal connects with an underlying emotional need.
Get to the core of your prospect's psyche and speak to what they really want to hear.
Next, see the latest ways to use these types of advertising appeals.
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