8 tips for advertising: Don’t wait until 50% of your advertising budget is wasted!

Whether for marketers or operators , how to advertise has always been a must-learn subject. How to maximize the advertising effect is what many people dream of, especially in this era when the cost of acquiring online and offline traffic has skyrocketed.

However, everyone knows the classic saying: "At least half of the advertising budget is wasted, but I don’t know where it is wasted?" This is tragic!

From offline advertising and TV advertising in the past, to portal website and forum advertising, and now to social media advertising and scene advertising. I don’t think anyone can say that not a penny of my advertising budget was wasted (You are so awesome, why don’t you go to heaven!).

Indeed, advertising is difficult. Who isn't made of money? There may be classic works occasionally, and a few low-cost screen-sweeping cases occasionally, but from a normal perspective, experience is summarized from blood and tears, and you can’t reach the sky by chance!

Let’s not talk about maximizing the advertising effect. There are not so many classic advertisements, and there are not so many advertisements with amazing conversion rates . Most advertisements are just average. Don’t think about writing outstanding copywriting or making stunning advertisements all day long. It would be great if you can improve the marketing effect a little bit.

So, here are some suggestions for you. I hope you can calm down and read it carefully. There will always be restlessness on the Internet, so try to suppress it if you can!

Let me first tell you a little story. Some time ago, when I was reading the news, I saw an advertisement for an English training institution on the homepage of a well-known domestic portal. It was a marketing soft-text advertisement, and it was obviously placed by the training institution on the homepage of this portal. The price should be quite high.

When I clicked on it, I saw that the entire advertising article was about how important it was to learn English (yes, even I thought it was very important), and then at the end there was only the name of an organization and a phone number, and that was it. The article was over.

I specifically checked and found out that this institution itself is not very good. It has no fame and no brand influence. It is also a regional training institution, only in Anhui. It is a traditional English training institution and does not have online courses.

After the episode, what do you think of this kind of soft-text advertising?

Let’s think about it first…

Okay, let’s leave it at that for now and let’s talk about these 8 suggestions! (The above advertisement will be mentioned occasionally in the full text)

1. What is the main purpose of your advertising?

When we make an advertisement, let’s not talk about the advanced strategic level. At least you have to be clear about what problem your advertisement is focusing on solving.

Many people talk about advertising strategies on the Internet. I have talked about some key points of advertising strategies before. However, the strategic level is generally not something that ordinary marketers can decide, so it is not within the scope of what I will talk about today.

Ordinary marketing operations personnel only need to clarify the purpose of the advertisement when creating content and designing. Here, let’s discuss the problems that advertising needs to solve from three aspects.

1) Users have no relevant needs

It should be said that there is a market demand for most mainstream products. However, there will be many users who are not aware of their needs or their needs are not activated.

At this time, the purpose of our advertising is to activate the needs of users. Before they pay attention, no matter how many unique advantages of your products you talk about or how many preferential policies you offer, it will be of no avail.

Therefore, this type of advertisement needs to focus on telling people "why you should use this product", "this product can help you change the problem that is bothering you now", "what problems do you have in your life now", "what changes will happen in your life after using this product", "how this product can help you with your own interests", "what are the disadvantages of not using this product" ... and so on.

The training institution mentioned above talks about how important learning English is, which is to activate user needs (but I think it is not suitable for this institution, as I will explain later). This kind of advertising that directly describes needs and pain points is quite common.

Of course, you can also use various techniques to arouse users' interest, but the essence remains the same: it must be related to the users' personal interests.

However, for the mass market with serious homogeneity, you either need to meet differentiated demands like Shenzhou Special Car , or meet personalized demands like Lao Luo English, or you need to be an influential brand in the industry. Otherwise, advertising that purely generates demand among users is unlikely to be effective, because it is equivalent to advertising for others.

For example, the English training advertisement of a small and unknown institution mentioned above. It is not enough to just have demand. Learning English is very important. Congratulations on activating user demand, but why should I choose you? Others may have made up their minds to enroll in another training institution.

This leads to the following two points.

2) Users have needs but don’t know you yet

This should be the purpose of most companies' advertising at present. The market is huge and there are many users with needs. But the most terrifying thing is that those users with needs don’t even know you exist, and your product is passed over before it even participates in the competition.

This is why, whether it is offline or online marketing, we are always talking about traffic. Without exposure, consumers will have no impression of your brand or your products, and naturally will not consider you when making decisions. So, we always say that we need to gain visibility and exposure.

At this time, the purpose of our advertising is to make users remember your brand, remember your product, quickly remember what your product does, remember which pain point your product can solve, and remember what obvious features your product has. Those shocking points about the product and the brand that can grab attention can be used for endorsement at this time.

For example, "the best mobile phone in the Eastern Hemisphere", "put 1,000 songs in your pocket", "circle the earth three times", etc., all make users remember the product quickly. There are also the following English training institutions, which are relatively concise and clear.

As for the English training institution mentioned above, it really doesn't say anything about itself except its name. It is too pretentious, but it is not a big brand. It is difficult to leave an impression on users, and the result is definitely to be a wedding dress for others.

Think about it, you create a demand in others, but they happen to know another training institution but don’t know you, what will be the result?

It is important to note that to generate traffic and exposure, it is not enough to just put a brand name or product name on the page, but it is about a key point of your product, so that users remember not only a name, but a name that solves their XX pain point. This is meaningful.

To borrow a passage from Shi Yuzhu during the Melatonin era, the gist is:

Regardless of whether consumers like the advertisement or not, the first thing you need to do is to leave a deep impression on them. Of course it would be best if they could remember the good advertisements, but if not, at least they should remember the bad ones.

Audiences may hate this ad when they watch it, but that may not be the case when they buy the product. When consumers stand in front of the counter, faced with so many products, their choices are basically subconscious, those that leave a deep impression on them. ”

What I would say is, don’t pursue the ultimate in advertising all day long, or engage in some kind of deification campaign. In the end, your product is not even remembered by users, and no one even knows what it does. That would be a tragedy.

3) Users know you, but they also know others

Users have demand for a certain type of product. They know your product, but they also know other people's products. It can be said that most marketing takes place here. After all, in a sense, the essence of marketing is competition.

Users know your product, and when there is exposure, what everyone competes on is conversion rate. At this time, the purpose of advertising is to let users see your strong selling points, the outstanding advantages of your products, the strength of your brand, the price advantage, differentiated things, personalized things, or emotional things like Lao Luo, etc.

At this stage, all the schools of thought are launching their ultimate moves. You have differentiation, I have high performance; you have a sense of style, I have strength; you have personal feelings, I have fan economy ; you have technical patents, I have celebrity endorsements... This stage is actually an enhanced version of the previous stage.

Anyway, the advertisements here should let users know "Why choose me", "What's the difference between me and those slutty bitches out there", "Choose me and you will be happy for 3 years".

Of course, some advertisements combine multiple functions, which can not only generate demand, but also make people aware of the brand and make it stand out from many brands.

But, you need to pay attention to: what is the purpose of your current advertising? Does your current advertising meet this need? Or, are you working exclusively for other competing products? Or, your ad didn’t leave any key impression on users? Or maybe your ads are always the same and lack any highlights?

Well, the first suggestion actually mainly talks about the advertising focus and marketing objectives of products and brands at different stages. It talks about whether users have demand or not. But there is a question here. Is this demand something we imagine, or is it a real demand of users? In other words, are the main demand points of our product what users want?

This brings us to the second advertising tip!

2. If the needs do not match, all efforts will be in vain

This is a very common and tragic problem.

The tragedy is that many times our advertising is really good, and our products and services are indeed recognized by users, but they just don’t buy them.

One reason may be that I think your products and brand are good, but my needs are not here, or you didn’t let me see it. If your product or service does not match the needs of users, isn't it just adding trouble if you insist on selling the comb to monks when you can obviously sell it to people with hair?

Many companies are constantly spending huge amounts of money to highlight various advantages and selling points in order to create their strong demand. This is not wrong in itself, but the premise is, do users really have such a demand? If there is no demand, no matter how good your product is, they will certainly not be interested.

Therefore, for each service or product, you might as well calm down and think carefully about the next question - "What kind of scenario is your product in, what product form does it use, and what needs of what users does it meet?"

Think about it carefully. You can take a lot of detours. It would be best if you can summarize your product positioning in one sentence. If you can't even summarize it, how can you match it with user needs?

Demand is a big topic, involving many aspects, and it cannot be fully covered in one or two paragraphs. Now, the good thing is that the user needs in the industries where most companies are located are still relatively obvious and will not deviate much. The products and user needs are well matched, and everyone competes on strength, product differentiation, humanized services, etc.

However, the reason why I put this suggestion in the second place is that I still want to emphasize this big pitfall. After all, if the demand point in the advertisement is wrong, that’s real money. In particular, users' hidden needs, some new products and vertically segmented products need special attention.

I remember there is a famous warning saying circulating in the industry: what users want is never a drill with a diameter of 5 mm, but a hole with a diameter of 5 mm.

This is a very interesting sentence, which emphasizes the need to distinguish between superficial false needs and hidden real needs. The drill bit is the selling point of our product that we spend a lot of money to package in advertisements, and drilling is the user demand. Although users buy drill bits for the final drilling, the implicit demand for drilling is the real demand.

If you don't understand the real needs of users and package your advertising points incorrectly, you will get half the result with twice the effort or even get nothing with a single blow. It is normal to see no effect. This is just like Ford's example back then: "If you ask consumers what they want, they will tell you, I want a carriage that runs faster!"

In fact, what consumers want is not a horse-drawn carriage, but faster and faster. Therefore, cars came into being to meet the needs of consumers.

So, what the user needs is the "hole" to be drilled, not the "drill bit". This "drill" is just a tool to help them achieve their core needs. If that need is not met, no matter how good your "drill" is, it will be of no use.

For example, many people buy LV bags not for how much they can hold, but for the "face", and this "face" is the hole.

In short, the product is well packaged and promoted at a high cost, and many people do recognize it. However, if it does not match the real needs of users, it may lose a large number of users. How can you power it if you haven’t even connected the wires?

Look at Leo, how awesome he is in The Wolf of Wall Street , he can sell anything.

How would you sell a pen? He directly addressed the audience: Can you give me an autograph? The audience answered: But I don’t have a pen. Then he said: So, you need a pen now... See, how awesome it is, the needs are matched immediately.

OK, we have talked so much about the first two points, let’s pause for a moment and buffer. Let me share a passage I read before, which is very well said:

When a person sees an advertisement for the first time, it is the same as not seeing it at all.
The second time he saw the ad, he paid no attention.
The third time, he became aware of it.
The fourth time, he vaguely remembered where he had seen it.
The fifth time, he would read the ad.
The sixth time, he sneered at it.
The seventh time, he read it and said: "It's really annoying"
The eighth time, he said: "It's that annoying ad again"
The ninth time, he began to doubt whether this thing was really valuable.
The tenth time, he thought he should ask his friends if they had used the product.
The eleventh time, he thought that this product might still have some value.
The twelfth time, he thought it must be a good product.
The thirteenth time, he remembered that he had been looking forward to this product for a long time.
The fourteenth time, he felt anxious because the product was too expensive and he couldn't afford it.
The fifteenth time, he felt that he would definitely buy this product in the future.
The sixteenth time, he began to hate his lack of money.
For the seventeenth time, he counted his banknotes.
The eighteenth time, he saw the ad and immediately bought the product.

This passage actually contains a huge amount of information. You may want to print it out and savor it from time to time. This brings me to the third point I want to talk about: repeated advertising.

3. Repeated advertising

Large-scale advertising has one core goal: to make people remember your brand or product, that is, to occupy the user's mind.

This requires you to place your ads repeatedly and intensively. The most typical one is Shi Yuzhu’s advertisement for Nongfu Spring: “I won’t accept any gifts this year, and the only gift I’ll accept is Nongfu Spring.” It has tormented me for more than ten years. Anyway, everyone remembered it, and the effect was good and impressive.

And this is just one of them. The repetition mentioned here mainly includes 3 points:

1) Duplicate advertising content

For a period of time, advertising should always revolve around one core point or core goal. Don’t include all content in one advertisement and try to express everything.

Many people like to put everything in advertisements for fear that others will not see it, but they do not realize that this is just taking it for granted. Now there is less and less time left for advertisements and consumers are becoming more and more forgetful.

Therefore, if there are too many key points, it is equivalent to having no key points. Your advertisement will be a hodgepodge without any flavor.

2) Repeated delivery over a long period of time

It is a common problem for many companies to keep changing their advertisements. The problem is that you don’t know what you want to express, and you don’t even know “who you are”. Then consumers will be even more confused, and they will not remember “who you are”. I’m sorry, you will always be vague in their brains.

After an advertisement is released, it takes a period of accumulation before the effect can be seen. Without repetition, it cannot be remembered. If you want to occupy the user's mind, you have to occupy the user's time. Don’t use a different strategy today and tomorrow, constantly changing it as it wastes money and effort.

Many people would say that our company does not have so much money to advertise all the time. Indeed, most companies cannot afford it, so our advertising must be focused and efficient. "Brainwash" users in a focused manner at a fixed time, directly reaching the boiling point.

Although Melatonin was so rich at that time, it did not advertise all year round, but only concentrated its advertising at two peaks every year, namely the Spring Festival and the Mid-Autumn Festival. The period with the highest advertising density is 10 days back from the Mid-Autumn Festival and 20 days back from the Spring Festival, which adds up to a total of 30 days. This is the "boiling point rule" summarized by Shi Yuzhu.

There is also Tmall Double 11 , and everyone can see it. During this period, all advertisements are on the verge of going off, open around the clock, super efficient, and all budgets are put on one point.

3) Repeating the key points in the advertisement

Like I just said, advertising should focus on one key point, such as your brand name? What are the core features of your product? Your feelings? Your promotional information? etc.

Then, you have to repeat this most important core information in the advertisement, such as "Go to 58.com", "Guazi Used Cars ", "Don't Call Mom When You're Hungry" and other advertisements. You will find that it will repeatedly mention the key information and it is impossible for you not to remember it.

This is a video ad. In fact, other ads are the same, such as the Double 11 poster. It will make a series of ads around one core point. This is repetition.

4 The voice of advertising

First of all, one thing needs to be pointed out. This voice does not refer to the voice in the video advertisement, but the voice in the consumer's mind. He will remember it deeply and blurt it out from time to time.

Mumu also said before that vision cannot be transmitted. And spoken language is undoubtedly still the most important source of information dissemination in today's society. Many of our brand advertisements and image advertisements are not only spoken to users, but more importantly, they are told to the people around them by your audience, and they are catchy.

This point is extremely crucial. It sounds boring, but it is terrifying when you think about it carefully. It's a slogan that's hard to even say, let alone for users to combine and spread it.

So, I increasingly feel that previous visual upgrades may have focused on the eyes, but now we also have to consider hearing, and it must be given priority. This is also a key item in the current brand consumption upgrade.

The key to marketing communication lies in communication, which is word of mouth. If it is only visual communication without auditory communication, the efficiency will be very low. You must know that only advertisements that can be spoken are good advertisements.

Let’s talk about video ads first. These have sound, but the sound in the consumer’s mind that I’m talking about is not the sound of the ad being read in the video, but rather a line from the ad that lingers in your mind, forming a sound. For example, in the previously popular Youxin used car advertisement, even after the video ended, the sound of “on, on, on…” continued to exist.

This is an advertisement that can be spoken out, for example, "Looking for a job, go to 58.com", you can easily pass this advertisement to your friends.

Let’s talk about some other advertisements that have no sound, only pictures. Don’t these commercials have the “voice” I’m talking about? Yes, there are.

To put it simply, this "voice" is those words that stay in your head and repeat over and over again no matter whether you hear them or see them. To be more direct, they are those short sentences that highly summarize the essence, and this point should be highlighted repeatedly.

5. Have you figured out the user purchasing decision process?

Let’s go back to the advertisement of the English training institution mentioned at the beginning. As I said before, it is a very regional training institution, only in Anhui Province, and it is a traditional English training institution without online courses.

Why do you say this? Because as far as I know, the homepage advertising of that portal website is quite expensive. If it is just for a high-authority Baidu ranking, there is definitely no need to spend this money. It is obviously for the traffic of this portal website.

But only people from Anhui will sign up for the training. Is it right to place an advertisement on such a national traffic portal just for some Anhui users to see it?

What a waste of money.

Since they are local users, the stimulation of consumer demand and the acquisition of decision-making information should occur to a large extent offline (local supermarkets, squares, school surroundings, residential areas, etc.), local forums, local public accounts , local QQ groups, local newspapers, local FM, WeChat Moments , etc.

If you think clearly about your users’ purchasing decision path, you will know how unfair your advertising is!

To be more serious, the user's purchasing decision-making behavior includes several stages: generating demand, collecting information, comparing information, making a purchase decision, and finally a purchasing behavior.

When placing advertisements, we must first know how our users’ needs are stimulated in most cases, whether it occurs offline or online. If it is an offline stimulation, then we should increase offline advertising activities. If it is an online stimulation, then we should strengthen online advertising accordingly. For example, if a business sells stinky tofu, it must expand offline.

Of course, some demands are stimulated both online and offline, so you need to be clear about all the channels through which your users obtain information, where users are most concentrated in obtaining information, and where users trust the most information, and that’s where your ads should be placed.

The above example is a counterexample. Its users mainly obtain effective information through some localized precise channels (including offline and online), but he places advertisements in places with very low user density and low traffic value. He can completely choose local cooperation, local public accounts, Moments , social groups , or even precisely positioned DSP advertisements .

Next is information comparison and purchase decision, which is the stage where users evaluate products and make final decisions. If your product is not included in the previous information collection stage, you have nothing to do here. So be sure not to put your ads in the wrong place. Let consumers know you as well as others.

At this stage, users will have various hesitations, make various comprehensive comparisons, and make various trade-offs. So, at this time we need to know what users care most about such products? What will influence their final purchasing decision? Are these products more emotional or rational? Are our core strengths reflected in the advertisement? Did we almost make it clear...wait

This is something we must pay attention to. Otherwise, why do we always talk about doing user analysis, market research, interviews, and user operations ? Isn't it just to better understand users' concerns and then make use of them in multiple ways?

Of course, at this time, many advertisements will also seize the psychological weaknesses of users, such as making users feel urgent that "if they don't buy immediately, it will be gone", creating an atmosphere of "scarcity", making it look like many people are buying, offering discounts, price cuts, free gifts and discounts, and sometimes taking advantage of users' psychological accounts to reduce users' psychological hesitation.

There are many other techniques, and they will be different at different times, in different places, for different products, and at different marketing stages.

So, have you figured out your users’ purchasing decision process? It would be best to draw it on a piece of paper and organize it carefully.

Which areas will stimulate your user needs and are you suitable for doing it now? Is your ad attractive enough to attract users? Where do your users mainly learn about and consult about your products, and what is the cost-effectiveness? In the decision-making and comparison process, what will your users pay more attention to? Are your ads arranged in a targeted manner?

6 It’s too difficult for users to take action

Okay, there are no problems with the above. Our ads are indeed in line with user needs. We have also done a good job in publicity and discovery of key points in ads. Most importantly, users also trust us. But they still don't act.

At this point, there must be something preventing the user from taking final action. The most important thing may be: Is it easy to achieve what your advertisement says? Or is it easy to act according to what your advertisement says?

There are many ultimate goals of advertising, which may be purchase, or it may be following a QR code, joining a group, downloading an APP, registering a product, forwarding to friends, participating in an event, leaving contact information, etc.

Therefore, what we are talking about here is not just the user’s final purchase decision behavior in the previous suggestion, but the user conversion behavior that the advertisement ultimately wants to achieve.

People are used to staying in their comfort zone, unwilling to take risks, unwilling to change, and unwilling to think too much outside of their inherent thinking. Even if your product, activity or some other advertising purpose is worth trying, if the change or action is not so easy and difficult to accomplish, many people may give up.

This is the problem with the vast majority of companies today. They have been using most of their resources to emphasize how great their products are and how good their brands are, but rarely continue to tell consumers "how easy it is to change" and "how simple it is to take action." They have not tried every means to make consumers feel that it is easy to accomplish their goals.

This is critical, extremely critical. The key point is basically ignored.

For example, when we often talk about quitting smoking, every advertisement shows that "smoking is harmful to health" and contains all kinds of horrific and terrifying scenes. As a result, smokers will silently say after seeing it: How scary, I quickly smoke a cigarette to calm down!

Everyone knows that smoking is harmful to health, so why don’t people quit smoking after watching the advertisements? Because it's difficult, there's no end in sight, and there's no feedback in the short term, so of course I'm not willing to do what the advertisement says, and I'll just have to do what I want to do.

Therefore, it is necessary to make users feel that it is easy to take action and achieve their goals quickly. Think about it, smoking is harmful to your health, which is a horrible thing. However, since quitting smoking is not easy, users are unwilling to change, let alone your minor needs?

Yale University once conducted an experiment in which everyone went to the school hospital to receive free tetanus vaccinations. They prepared two versions of the tetanus manual, and different groups received different versions.

One group received the high-fear version, which used exaggerated language and highly stimulating pictures, and listed severe tetanus patients as examples; while the other group received the low-fear version, which used relatively plain language. The result was unexpected. One month later, the proportion of students who actually got vaccinated was the same, only 3%.

The experiment then continued. This time, nothing else changed, except that the experimenter added two minor items to the manual: one was a geographical location map to the school hospital (everyone knew the way to the school hospital); the other was the specific time for vaccination.

However, these two contents seem to have no meaning. In the end, the number of students seeking vaccinations increased significantly, to 28%, an increase of more than 9 times. This has nothing to do with the product itself, but more about the map and specific time making this behavior (going to the school hospital to get vaccinated) look easier to achieve.

Anyway, no matter what, in addition to spending a lot of money to tell consumers from different angles and channels that "our products are definitely suitable for you" and "our activities are unparalleled in the world", you also have to tell consumers that "it is actually very easy to take action", "it can be done easily", "many people have already done it", etc. This must be done well.

To give another example, you go to eat noodles in the morning, and the boss asks when serving the noodles: "Handsome, would you like an egg?" I believe many people will say: "No, thank you." If the question is "Handsome guy, one egg or two eggs?", you might say "One!"

For consumers, multiple-choice questions are actually much easier than essay questions or true-or-false questions because they do not require much thinking and are easy to take action. However, once they have to think, consumers are likely to remain the same and not make changes (too lazy to think). So, the easier choice here is more likely to lead to action.

However, in fact, the choices also have different levels of difficulty. There is a jam experiment that provides consumers with the opportunity to taste the jam. The experiment was divided into 2 groups. One group had 6 types of jams to try, and the other group had 24 types of jams to try. After trying all of them, they could buy any of them at a price lower than the market price.

As a result, in the group with 6 jams, 30% of the tasters chose to buy, while in the group with 24 jams, only 3% of them finally chose to buy.

The reason is simple. Low decision-making costs lead to a high number of actions (transactions). The 24 types of jams seem more tempting, but in fact they increase the decision-making costs for consumers. It is difficult to choose and it is not easy to meet the needs. In the end, they simply give up on buying.

Therefore, if you give users too many choices, it will also make them feel "not easy" and stop possible transactions. Therefore, no matter how good your products and activities are, before they are so good that consumers worship you as a legend, you must let consumers know that "your products are easy to meet needs", "your activities are particularly easy to participate in", "your APP can be used with one click"...

I think many people who often organize activities should feel the same way. If it is not a particularly impressive activity, the activity steps and activity thresholds should not be too complicated. For those who do ground promotion , the process should be simple, and the intermediate links from user contact to achieving the ground promotion purpose should be short.

Why is WeChat Pay so popular nowadays? Isn’t it because it connects many links and makes consumption easier? Also, why do articles on public accounts always emphasize typesetting? A very important role of typesetting is to make browsing more comfortable for users and make the act of reading easier.

7. Test. Test again.

Having said so much, in my opinion, all the above can be said to be inseparable from two words: testing.

Whether your advertisement can arouse users’ interest and stimulate their needs requires testing!

Whether the core selling point of your advertisement is what users care about requires testing!

Whether your slogan impresses users and makes them feel different requires testing!

Whether the advertisement is placed in the right place and whether there is any problem with the label targeting also needs to be tested!

Which ad has a higher conversion rate? This requires more testing!

It won’t work without testing. There is no such thing as an advertising genius. Isn’t it all tested step by step? No matter how many times others have failed, they will not tell you that many of the famous masters have "wasted" their real money. Again, at least half of your advertising dollars are wasted, but if you don’t test, you’ll waste even more.

Many products are tested multiple times before they go online; many activities are tested on a small scale before they go online; many popular H5s are tested multiple times in many groups and then modified before they are released, and even several versions are released before they go online to ensure that there are no mistakes.

As for advertising, there is no need to say more. Any point can affect the final result.

In the world of marketing, nothing can be said to be absolute. It is foolish to expect to make a good advertisement in one go without conducting experiments and tests. What is a good advertisement? It’s very simple. An advertisement that has been tested and is effective in actual combat is called a good advertisement.

The quality of an advertisement can only be judged after it actually comes into contact with consumers. Only through testing can you have the opportunity to adjust your advertising strategy, advertising format, advertising content, and even marketing strategy. Otherwise, you have no chance!

Obviously, the example of English training institutions at the beginning of the article is not enough to test thinking. The content of soft articles on general portals can be changed. If they are placed in a position with such high traffic as the homepage, certain effects can be seen in half a day. If the effect is not good, the plan should be changed immediately. Why bother to hold on until all the money is wasted?

Therefore, do not be afraid of change. When doing advertising, you must have cost thinking, conversion thinking, and data thinking. In particular, advertising data must be organized, such as comparison of various channels, comparison of different advertisements on the same channel, comparison of effects in different time periods, comparison of different population positioning, etc., to make better advertising plans.

Note that it is better, there is no optimal solution, and repeated testing is the most effective approach.

8. Don’t assume your brand is big enough

We know that the functions of advertising are: to inform, to persuade, to remind, and to reinforce. Most of the early stages of advertising are intended to inform and persuade, but when the brand becomes larger, it needs to be strengthened.

Don’t think that your brand is so big that it doesn’t need promotion . How do you compare to Coca-Cola ? How does it compare to McDonald's? How does it compare to LV?

So, this is the sixth tip, don’t think your brand is big enough and you don’t need to advertise.

Firstly, the market competition is so fierce and consumers are so easily abducted. If others advertise and you don't, then consumers will pay more and more attention to your competitors and choose to ignore you, then you will be in trouble.

Secondly, many times, consumers' shopping behaviors are very random and accidental. If you don't remind them from time to time and reinforce the image of you in the minds of consumers, they will probably forget about you slowly. Don't think that users are loyal to you. It's better to be pessimistic.

Isn’t there a saying that goes, “Loyalty doesn’t matter to men. It’s because the risk of betrayal is too low. Fidelity doesn’t matter to women. It’s because they are not tempted enough.” (Okay, I was wrong!)

Finally, the consumer market is constantly expanding and changing. If you don't advertise, new consumers will be taken away by your competitors. Just spend the New Year with your few old users.

The changes in the market also require your advertising strategy to change accordingly. You know, advertising is often not just for sales, but also for brand and concept. The bigger your brand, the more you need to pay attention to these.

For example, many big brands are now taking the younger route, targeting this generation of young people. It won’t work if you still stick to the rigid old advertisements. Advertisements must also be upgraded to be social , younger, and even more ghost-like.

Okay, that’s all the suggestions I have. I also want to say that life is full of surprises. As long as you want to discover, life, travel, work, etc. will always give you some advertising suggestions.

I hope this helps you all, and I hope you can all create good ads that are battle-tested and effective.

PS. These 8 suggestions gained through hard work and tears are not only applicable to advertising. We can also make good use of them when doing marketing events, event planning , operations, and copywriting. What do you think?

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