Most powerful advertisement techniques in business
How much of a role did the advertisement techniques have in your purchase? What was the last product you purchased? Now, think about why you purchased it. Persuasion techniques are used across the board in advertisement techniques—whether they appear in print, on social media, on a radio or on television. Businesses have paid companies millions of dollars to study the behavior of the consumer. Where do they buy their products, when and what types of products? They know more about us then we probably know about ourselves (which, ironically, is scary). So what are these techniques?
First and foremost, humor is a big seller. Think of all the Super Bowl advertisement techniques you see each year. Their goal is to get you laughing, but also they strive to make you buy their product. These companies spent over a $1M dollars per minute on their advertisement techniques. They want to appeal to your positive emotions. They want you to see their company in a positive light. Many of these brands are well-known. They are brands you see at your local department stores or driving through towns, such as Doritos or Kia. But what makes you buy their products? The fact that they created a comedic situation.
Celebrity endorsements can also drive customers to your product. Sofia Vergara is an endorser of the Ninja Coffee Bar, Jennifer Anniston endorses Smart Water, and Taylor Swift endorses Diet Coke. These are celebrities we all love to see on television or listen to their music. They are well-known and, therefore, companies know that they are going to drive sales to their company. In a way, companies are appealing to our pop culture interests. They wouldn’t hire an endorser who spends most of their time off-screen because their customers wouldn’t recognize them. They wouldn’t hire someone that’s unknown to the general public because sales would stagger. Rather, celebrities are the face of the brand. Companies use this as an alternative way to appeal to your positive emotions.
Repetition is another technique that is used often. Companies mention their name, logo or even the purpose of the ad multiple times. There’s a jewelry store in my local area that does this and, to be quite frank, it’s super annoying. But, if this technique is used correctly, it can be very effective. The advertiser can first visually display their logo, for instance, and then speak their logo later on in the advertisement techniques. Television allows for visual and audio so spice it up. This is going to help customers remember your product that much better.
Next is the bandwagon technique. Have you ever heard the phrase “jump on the bandwagon”? It means that if someone is doing something then you should too. This is the meat and potatoes behind this technique. Advertisers show people using a product and then persuade you to use it as well. It could be a tool to pull the weeds from your garden, for instance. “It’s so easy to use and doesn’t hurt the hands of those that have arthritis. I encourage you to give it a try today! If you don’t like it, we’ll send your money back!” the person on the infomercial may say. Well, how can you say no now? They don’t want you to be left out and sales people will do anything to make a sale.
Finally, promotions are a big persuasive technique. Coupons, giveaways, and sweepstakes are all techniques to get you to buy their products. They may include gifts with your current purchase, or they may give you something free if you spend a certain dollar amount. Companies want to see you as a return customer. If you spend $50, you get free shipping. If you buy this set of placemats, you get the napkin rings forty percent off. They find a way to seal the deal every time and most customers fall for it.
How many of these persuasive techniques have you seen? How many have you fallen for as a customer or used in your own business? They are effective, but knowledge is power. Now that you’re aware of them, you’re sure to be a wiser customer.