The depth of advertising strategy to gain the advantage of competitors

Find your unique selling point

Can you answer the following question for the consumer? "Why should I give up other options, including buying nothing, and choosing to buy from you?" "In the face of this problem, as long as you can really put forward a strong and powerful answer, you will succeed." The answer is your unique selling point, which is the most powerful message your ad has to convey. In this era of vague advertising language and dodgy corporate official parlance, your product will stand out as long as it conveys a simple and straightforward advantage.

What is a unique selling point? It's a special advantage for you, only this one, no semicolon. The unique selling point is related to the uniqueness of your product, but the connotation is more than that, it can cover additional service, necessity of demand, opportunity of consumption, quality of customer service, etc. Find a unique selling point to be based on commodity analysis, and advertising products in the function of a significant difference as a prerequisite. Mainly applicable to: when the product difference is an important basis for differentiating the market, when the consumer is very concerned about the product characteristics, when the product characteristics or advantages in the central position, that is, this feature is the majority of consumers to choose the basis of the time.

To find out your unique selling point, the first step is to answer the following questions:

L Why should I look at your ad?

L Why should I believe what you say?

l want to buy something for you?

L Why should I buy it now?

For a Google AdWords ad, as long as the answer to the consumer above the problem, you can grasp the main points of empathy with consumers, it succeeded. Advertising has a distinct character, we often tend to take care of all consumers, however, you can not please everyone. If your intentions are unclear and the positioning is vague, the customer will ignore or confuse them, and the ad will have no effect. Let's take a look at a civilized, Merlot pizza ad: "Fresh hot pizza, guaranteed to be delivered within 30 minutes!" ”

It is hard to imagine a billions of-dollar corporate empire built on a unique, simple value proposition for Domino's early entry into the market. If you need to eat pizza, what does the ad do for you?

U fresh. They are not going to be fully stocked in the fridge. They will have all the materials they need at hand and hire enough staff to meet the orders. The pizzas they make don't even taste delicious.

U hot. They followed strict time rules and sent the PISA to the oven on time after receiving the order. They have the proper containers, and the person responsible for the delivery will ensure that the pizza is properly packed.

U pizza. Not an Italian pie, not a lasagna, no wine, no hamburger.

U deliver to Mansion. This is not a foreign exchange service, so there is no waiter or restaurant little brother to help, and do not provide desk and chair utensils.

U within 30 minutes. Every employee moves quickly.

U guarantee. Every customer will see the word with open eyes and look closely at their performance, and the store manager has enough financial incentives to ensure that the business is smooth.

A unique selling point that is clearly defined and focused gives you freedom. You become an expert in a field, and once people ask questions that you can't solve, you just have to offer them other options, and no one expects you to be a know-it-all except for your own niche. Extended to other areas, many industries also have a number of unique selling points, in the retail shop shelves each product, each has its own unique selling points, but this unique selling point must be exclusive, must be clear. A good, unique selling point can be a Google ad, following the search for "pizza delivery" (pizza IBuySpy), an advertisement that appears:

1-800 PIE 2 Go

Great Pizza delivered to your Door (delicious pizza delivery to mansion)

Free calls fast delivered great Pizza (please call for quick delivery of delicious pizza)

Www.1-800Pie2Go.com

A good unique selling point allows you to arouse great interest in a very short time. If there's a guy in the elevator asking what you're doing, you have 14 seconds to answer before the elevator reaches the next floor to open the door, and the unique selling point is your answer, the full contents of your elevator address. Well said, the other side may be so bright, with you to ask for a business card and website address.

Here are some excellent examples:

I sell the best and most complete health insurance plan in the world to 10 people:

Tiyatien Ping (health insurance)

Comprehensive Tiyatien plans for (full health insurance plan)

Businesses with Employees or pager (for enterprises up to 10 persons)

Www.SmallBizHealthInsurance.com/10

I provide high rate of site traffic, marketing and promotional services to help High-tech people improve performance, reduce waste.

Generate Leads (Develop leads)

Make Customer call to you (let the customer take the initiative to phone you)

Don ' t s Sell harder-market smarter (free of sales hard--Smart Marketing Act)

Www.PerryMarshall.com

Business-to-business Guerilla Marketing (corporate guerrilla marketing)

Eliminate Cold Calls & AD waste (aside from a strange electric visit to reduce advertising waste)

Instant Web Traffic & Free Publicity (instant solicitation of site visitors and exposure opportunities)

Www.PerryMarshall.com

Teach you how to find the true love of life in 90 days

Find loving in the days (finding true love within 90 day)

Discover Your true Love & Life Partner (Discover your true loves and partners)

Based on Perton of study (30 years of research experience)

Www.90DayMatch.com

Customers are attracted to simple, clear, powerful messages, and think about how consumers will notice you when you have these quick answers. By developing your own unique selling point, you have an unstoppable verbal business card. The unique selling point is an excellent Google ad, and look at the following example of the sales optimization master software. Google entered the "Slow Computer" (computer slow) This search string, will jump out of a surprising advertisement:

Slow Computer? (is the computer too slow?) ）

The Problem is Registry Errors (problem with registry error)

Scan Your PC now--free Trial (free use version-scan your computer now)

Www.RegistryFix.com

Registry errors are a common problem in Microsoft Windows, and the software market for fixing such bugs is everywhere. But I have never seen an advertiser who can write such a simple ad as bold and straightforward as this ad. This advertiser sells the software that fixes the registry, that's all. His diagnosis was not complicated, but the service provided was persuasive-free, fast, without any obligation to the registry scan-and the result was a faster computer. That's a clear idea.

We have the means to condense the message into a short sentence that is sufficiently long to fit into Google's ads. Surprisingly, too many advertisers can do it, but not do it, and when you do, you will be different and win more clicks.

II. website, products and AdWords

We often do not know the relationship between the site, product and AdWords, often someone clinging to the site's exquisite and diverse functions, but neglected products and marketing. Website as the subject of E-commerce, of course, is very important, but as a business, the site is not the primary consideration, the first consideration is the sales of products and marketing. We see a lot of simple sites have been amazing success, but also see the ebay, Taobao merchants to create huge sales, the secret of their success is to firmly grasp the two core products and marketing.

The website and the products sold are the basis of marketing success, so how do we consider the relationship between the website, product and AdWords? Here is a good story to compare. This story is the Wright brothers invented the plane story.

In 1903, not only the Wright brothers were working on airplanes, but there was a more powerful, well-funded and professional engineer and inventor Langley was also working on a plane, and of course he had a full-time assistant. The earliest Langley had flown a few weeks before the Wright Brothers ' success, and the results failed. On the eighth day after Wright's success, Langley had another test flight and ended in failure, disillusioned with regret and melancholy.

What was the reason for Langley's failure? Because his idea was wrong, and he imagined that if there were enough engines and propulsion, it would be able to push the plane into the air. So all of his work revolves around creating a powerful engine, but it turns out that while a high-powered engine can pull a plane up, it turns out that the plane was planted because of unreasonable design and heavy engine weight.

And the Wright brothers were different, they took a completely dissimilar approach: they built a glider that didn't need an engine to glide from the top of the mountain, put all their energies into balance and manipulation, and the introduction of power was almost always a natural thing. As long as the glider can be manipulated in a balanced, the installation of the engine is not the case.

This is similar to the development of the web market, as AdWords is the equivalent of an engine, and the site and the product itself are equivalent to gliders. Of course, you can, like Rand, with abundant funds at any cost to buy hot keyword, occupy the best ranking. But if you don't have good websites and products to support, you may be spending a lot of money, but you're also likely to lose miserably.

If your "Airplane" foundation is good enough, that is, your product and website is good enough, AdWords will provide you with a steady stream of power to bring you soar and create a higher sales performance. Google is a very impartial search engine, he developed a lot of rules are to guide and standardize the advertising site how to close to the user. If your site is doing well, optimization in place, product perfect, in small traffic can be profitable, then, you only need to do is to increase traffic, then AdWords can easily take you to a higher level.

Third, the real significance of the market research

Rigorous market research is to ensure that marketing promotion targeted basis. But in many cases, some veteran companies will also make mistakes in market research, resulting in huge losses, where are the problems? The reason is that most companies do only opinion polls, not really market research, which is a big difference. People's buying decisions are usually motivated by a momentary impulse, and they tell you afterwards what the reason for their purchase may be quite different from the reason. Real market research, find out what makes a consumer buy a product in a flash, rather than investigate why he bought it afterwards and you talk about it.

Therefore, the only way to find out what triggers a consumer's shopping is to test them and see their immediate results. In AdWords, the real market research is the continuous testing, choose the most effective one, even if you do not understand the reasons for success, will be step-by-step towards success.

AdWords Advertising is very similar to the real market research, but there is a clear difference, when your ads appear in front of visitors, decide whether to click the time is much shorter. Therefore, search engine advertising feedback data more sentimental meaning, more close to sales. Most of the clicks are the result of a visitor's instant impulse, where there is little rational thinking.

If you have an ad title that needs to be identified, then there is no need to go to the street to consult passers-by, and in Google AdWords it can be easily and quickly solved. All you have to do is put a few statements that you can't make up your mind to advertise on Google and you can see the results in a very short time. Compare a few ads and look at their respective clicks, which are the real reflection of what the visitor sees in the instant of the ad. So the most-clicked ad is naturally the most interesting choice for anyone interested.

AdWords