How to advertise – Start with the positioning statement
In the section on brand management, we covered the process of segmentation, targeting and positioning. The positioning statement should be completed before you start the process of how to advertise to your consumers. Three key elements from the positioning statement form what is sometimes called the copy strategy triangle. These are :-
For the purpose of marketing, the consumer insight is a broadly based frustration or desire based on a deeper human truth, that the marketer’s product or service can meet in a way that will drive profitable growth.
If you look at Lynx deodorant for example, the insight is that young men know that if they smell good, they have more chance of succeeding with the opposite sex.
Whereas, a brand like Berocca, the insight is that tiredness can catch up with you anytime. So having quick access to an energy boost can help you make it through tough days and nights.
The benefit is what the brand promises to deliver for the consumer, It can be functional – this washing machine will spin at 1000 RPMs. It can also be emotional – this washing machine will give you cleaner clothes and make you feel more confident.
Reason to Believe and Reason Why
The Reason to Believe and Reason Why explain how and why your product or service can deliver the benefit you claim. They provide evidence that can validate your claim. There are many ways to articulate these but they depend on the industry you are in.
If you were a lawyer or accountant, it could be your qualifications, your years of experience and reviews or endorsements from past client. If you are a coffee shop though, it might be the sourcing of your beans, or the friendliness of your staff for example.
Crafting this positioning statement is where you start with how to advertise. These concepts would then feed into the brief you would write your advertising agency or creative partner to move to start creating advertising ideas.