Post by account_disabled on Mar 13, 2024 9:51:42 GMT 5
Understanding the language of social networks means understanding the public and its needs. There are still those who think of "advertising", a technique of typographical origin, which consisted of a "call" to purchase a good praising its merits, its usefulness and convenience. I see many posting on their profiles or in sponsored posts circulating in the news feed obvious old-fashioned advertisements that would have made sense, perhaps, in the 1950s. Digital communication channels give everyone the opportunity to promote a product or service at low costs.
This means that with the increase in promotional activities, the Find Your Phone Number users of these services, which, I repeat, are present on the platform for other purposes, have developed antibodies towards direct calls. Messages like, “buy the new 12-blade lawnmower,” “discover the best pizza in Milan” or “download our store app” don't work. They are weak from a communication point of view and lead the reader to think they are dealing with a promotion and therefore with a biased and non-objective message. You must think that the public behaves and reacts like the human body towards diseases. The body that gets sick heals by creating, within it, the antibodies that will be used to fight that disease again every time it recurs.
To continue with this metaphor, your goal is precisely to be able to produce new and unknown "viruses" to the public, which is the body you have to "attack". “It takes a great idea to grab consumers' attention and convince them to buy your product. Unless your ad contains a great idea, it will pass like a ship in the night. I doubt more than one campaign in a hundred contains a great idea. “ – David Ogilvy The solution If you can't be direct with an obviously promotional message, you can work around it by providing value. You can produce a video or a text post, but whatever communication tool you choose, it must be immediately clear that the reasons for the "call" are different from the purchase.
This means that with the increase in promotional activities, the Find Your Phone Number users of these services, which, I repeat, are present on the platform for other purposes, have developed antibodies towards direct calls. Messages like, “buy the new 12-blade lawnmower,” “discover the best pizza in Milan” or “download our store app” don't work. They are weak from a communication point of view and lead the reader to think they are dealing with a promotion and therefore with a biased and non-objective message. You must think that the public behaves and reacts like the human body towards diseases. The body that gets sick heals by creating, within it, the antibodies that will be used to fight that disease again every time it recurs.
To continue with this metaphor, your goal is precisely to be able to produce new and unknown "viruses" to the public, which is the body you have to "attack". “It takes a great idea to grab consumers' attention and convince them to buy your product. Unless your ad contains a great idea, it will pass like a ship in the night. I doubt more than one campaign in a hundred contains a great idea. “ – David Ogilvy The solution If you can't be direct with an obviously promotional message, you can work around it by providing value. You can produce a video or a text post, but whatever communication tool you choose, it must be immediately clear that the reasons for the "call" are different from the purchase.