Text produced by Amanda Galvão, a first-semester Advertising and Public Relations student at IDP.
Given the increasingly rapid pace of technological advancement, people are consuming more information in less time. practicality This then becomes the key to adapting to the new world. In this context, advertising that is easy to understand makes all the difference.
Furthermore, before advertising, the company needs a well-defined target audience to know what tone of voice to use and how to communicate. With this in mind, advertising needs to be clear, concise, and aligned with the expectations of that audience.
When entering the commercial world, it's necessary to choose a niche to serve. This allows us to understand the lifestyle of each consumer. Everyone has challenges they seek to resolve, such as low self-esteem, health problems, and productivity in a busy daily life – productivity is highly valued today, meaning the purchase and the product need to be practical for the customer.
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1 – Don't offer too many options.
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Once you've defined your target audience, you need to understand their needs and preferences so you can filter out what will truly solve their problem. Keep in mind that 2 to 4 options are usually sufficient when choosing a single product.
Otherwise, by offering a wide range of products or services, in addition to not efficiently solving the consumer's problem, we will create another problem for them: uncertainty about what they need. Ultimately, they need to quickly identify with what we offer.
Example: when a customer arrives at a cell phone store, the salesperson asks what they need and what their preferences are – brand, model, color, for example – and what they expect from a cell phone. After listening to the potential buyer, the salesperson shows 2 to 4 options according to the customer's preferences.
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2 – Know how to state the price and payment methods.
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To select the right niche, we also need to consider their purchasing power. What we offer must be accessible to the user we are targeting for our brand. Understand their needs before offering your product or service.
The lower their economic level, the more flexible the payment method needs to be; therefore, fitting into their budget is essential for this specific consumer. If this is the case, highlighting this accessibility or, even better, emphasizing it in advertising will attract this audience.
Example: "starting at 10,00" or "everything for 10,00 each," stores that offer kitchenware and home decor items at a fixed and affordable price are very common in the center of several cities in Brazil.
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3 – Compare prices with everyday products
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By comparing the price of your product to the price of everyday items like pizza, sweets, and beer, we can highlight the features where our product surpasses others and shift the audience's perspective to prioritize what we offer.
Example: "I think it's cheap, because you buy a case of beer for R$35,00 and you drink it in half an hour and that's it, you don't even taste it afterwards" reels that went viral after several shopkeepers dubbed the audio on Instagram.
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