You have a quality and useful product, but how do you get people interested in buying it? One effective way is to explain the advantages of your product in an advertisement that is attractive and easy for readers to understand.
Advertising is a form of marketing communication that aims to influence consumer behavior. Advertisements must be able to attract attention, arouse interest, create desire, and encourage purchasing action. For this reason, you need to know how to explain the advantages of your product in effective advertising.
Benefits of Explaining Products in Advertisements
Explaining products in advertisements is one way to attract consumer attention and interest. Here are the benefits of explaining products in advertising:
Provide useful and relevant information
For example, if we sell sports shoes, we can explain how the shoes are comfortable to wear, durable, light, and have an attractive design. We can also explain how the shoes can improve the consumer's sports performance, health and lifestyle.
Helps build brand trust and credibility
We can show how our products are different and better than competitors' products. We can also display testimonials, facts, or data that support product claims. For example, we can display quality certificates, awards, or research results that prove the superiority of our products.
Use language that is attractive, easy to understand, and appropriate to the target market.
We can use words that arouse emotions, invite action, or provide solutions. We can also use images, videos or animations that show the product visually and attractively. For example, we can display images of sports shoes worn by famous athletes, video testimonials from satisfied customers, or animations that show how sports shoes work. Explaining products in advertisements is an effective marketing strategy to increase sales and expand market share.
Tips for explaining products in advertisements
Here are some tips that you can apply:
Determine your target market
Before creating an advertisement, you must know who will be the readers of the advertisement. The target market is a group of people who have the same or similar characteristics, needs and preferences. By knowing your target market, you can adjust the language, style and content of your ad to suit them.
Use an interesting and relevant title
The title is the first part that readers of the ad see. The title must be able to attract attention and make readers curious to read further. The title must also be relevant to the content of your advertisement and product. You can use questions, statements, or words that contain benefits or solutions for the reader.
Explain the benefits of your product, not the features
Features are the characteristics or specifications of a product, while benefits are the value or benefits that buyers get from your product. Buyers are more interested in benefits than features, because they want to know what they can get from the product. Therefore, explain the benefits of the product clearly and concretely in your advertisement.
Use words or sentences that are easy to read
Advertisements should be easy for readers to understand, without confusing or boring them. Use words or sentences that are simple, clear, and straight to the point. Avoid using unfamiliar technical terms, abbreviations, or jargon. Also use punctuation, capital letters and spacing correctly to make it easier for readers to follow the flow of the ad.
Provide evidence or testimonials
Buyers tend to have more confidence in products whose quality and benefits have been proven by other people. Therefore, provide evidence or testimonials from customers who are satisfied with your product in the advertisement. The proof can be in the form of statistical data, certificates, awards, or research results. Testimonials can be in the form of quotes, photos, videos, or stories from customers.
Get buyers to act immediately
After explaining the advantages of the product, don't forget to invite buyers to act immediately in the advertisement. This invitation can be in the form of buying your product right now, calling a telephone number or email address, visiting a website or online shop, or following on social media. Also give reasons why they should act immediately, for example because of limited stock, promotional prices, or attractive bonuses.
Risks Explain Product Benefits
Explaining the advantages of a product offered in an advertisement can have certain risks that we need to pay attention to
Make consumers feel cheated or disappointed
This can happen if we highlight product features or benefits that are not proven or are not relevant to consumer needs. For example, we advertise a bath soap with the claim that it can make skin whiter and smoother, even though the contents of the soap do not have a whitening or moisturizing effect.
Give rise to unhealthy competition
If we explain the superiority of a product by comparing or badmouthing competitors' products, we could be considered to be carrying out unethical business practices or even breaking the law. For example, we advertise a soft drink with the claim that it is healthier and fresher than other soft drinks, even though we have no scientific evidence or research results to support this claim.
Violates advertising rules
Advertising regulations aim to protect the rights and interests of consumers, producers and the general public. If we explain the benefits of a product in a way that is misleading, deceptive, or detrimental to other parties, we may be subject to administrative or criminal sanctions. For example, we advertise a medicine with the claim that it can cure various diseases, even though the medicine has not been registered or licensed by health authorities. Therefore, we should explain the advantages of products honestly, objectively and responsibly, and not minimize or demean other products.
Those are some tips on how to explain product advantages in advertisements that are attractive and easy to understand. By implementing these tips, it is hoped that advertising can increase sales of your products and build a positive reputation in the eyes of consumers.
