A case in Norway.
How we brought €200,000 in profit in 3 days for a manicure equipment manufacturer from Norway.
👇There are English subtitles on YouTube👇
"Advertising must be effective!" - shouted some.
"Advertising must be creative!" - shout others.
I think advertising should be PURPOSEful.
All advertising is based on two simple tenets. Two fundamental criteria which, if followed, are highly likely to bring you profits in advertising.
All the talk of targeting managers about what settings are best, whether to broadcast by interest or cast wide, whether to broadcast in a feed or in a story, whether carousel shoots better than video-creative, etc. - these are secondary points.
But first, let's focus on a key need and make people an offer they can't refuse!
Let's continue to consider the Barber Shop niche
So far, our raw offer sounds like this: "A haircut at a professional Barbershop for only$ ( any amount) "
It's raw... To make the offer a killer, marketers use 4 levers that boost our OFFER.
The supply expands through 4 major levers:
Lever 1 - Criterion-measurable result (what exactly will the client get?)
Lever 2 - Speed of achieving the result (in what period of time will the client get it?)
Lever 3 - Technology to achieve the result (how and why do we achieve this result?)
Lever 4 - Safety (why the client does not risk anything by buying our product?)
We need to give an answer to the question that each lever offers us.
The salon's offer sounded like this:
- " A haircut at a professional Barber Shop for only $ "
After applying 4 levers it sounds like this:
- « Get a haircut from London's Top Masters with over 5 years of experience.
Look beautiful after only 1 hour in a comfortable chair, even with your favorite drink in hand ».
Question for you: What do you think? Which offer has a better chance of closing the deal?
Okay, now do we understand WHOM WE SELL and WHAT WE SELL
All that's left is to find our customers and tell them about our service.
How do we tell them about it? It's very simple.
As I said, all advertising is based on two simple tenets. Two fundamental criteria which, if followed, are highly likely to bring you profits from your advertising.
What are the 2 tenets and how does this thing work?)
Principle #1 - Affinity
Everything new is well forgotten old.
To understand the essence of advertising, I suggest we go back 30 years. Yes, back in the days when there were no social networks, targeting, contextual, media advertising, web analytics and other Internet stuff.
Let's start with a simple example.
Question #1: Where would you put it?
The answer is very simple. Where there is a large traffic of hungry people who are ready to grab a quick bite to eat.
Question #2: What kind of places are these?
- Student crowds during recess.
The most important criterion for success is the location in which we put the food truck.
We need hungry people passing by our stall all year round, from morning to night, who need a FAST snack.
We will kill any food truck with the tastiest, freshest baked goods if we put it in a deserted place or if we choose the wrong retail space.
Do you think I write obvious things?))
Then why the hell are programming courses advertised by a mommy blogger, a digital agency advertised in apartment building elevators, and vegans seeing ads in a steakhouse?)
You think I'm kidding? No! These are real-life examples. Some clumsy "marketer" thought it would be a great idea to advertise at just these points.
Somebody really made these decisions on serious grounds.
So, fundamental principle No. 1 - is the right location for your advertising. It should be as densely populated as possible by your audience.
Any CTR and CPL will automatically fall off if you choose the wrong (NON-AFFINITIVE) marketplace.
Principle #2 - Relevance
Relevance - is the maximum compliance with the expectations of the consumer.
For example: the most relevant ad of the entire output is at number 4. The client wants an iPhone 12 PRO 128 GigaBytes in Kharkiv.
If I don't have any questions about the product feed, why is Citrus offering me a credit for an iPhone, and I don't even understand what city it is in?
This is an example of a non-relevant advertising broadcast.
The 4th line of the output is the most relevant to the search query.
Let's go back to our bakery stall.
Accordingly, our task is to show them that:
- Fast - We'll give them their order in three minutes.
- Eggs, flour, meat, vegetables are fresh. All the ingredients are farm fresh.
- That's why it's the tastiest baked goods they've ever tasted.
It shouldn't just be written on a banner.
It has to be what it really is. The ingredients should be fresh, the baked goods tasty, the order dispensed quickly.
It's relevant. It's what our customers want to get. Accordingly, it's what we need to give our customers.
If two parameters are met: affinity and relevance, our stall is doomed to success.
We placed it in the right place and created a product that best meets the needs of our audience.
That's all we need to know about effective advertising.
We're not competing in CTR and CPL. We compete solely on placement points and creating products that meet the needs of our audience BETTER than our competitors' products
Very, very simple. Ask three questions and you get the most effective and appropriate advertising in the world.
2. Where can I find locations where my clients congregate?
And how it works and what results you can get in the video
