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How to Promote a Product

Last Updated: February 14, 2024 Approved

This article was co-authored by Christine Michel Carter and by wikiHow staff writer, Madeleine Criglow . Christine Michel Carter is a Global Marketing Expert, Best-Selling Author, and Strategy Consultant for Minority Woman Marketing, LLC. With over 13 years of experience, Christine specializes in strategic business and marketing consulting services including market analysis, organizational alignment, portfolio review, cultural accuracy, and brand and marketing review. She is also a speaker on millennial moms and black consumers. Christine holds a BS in Business Administration and Art History from Stevenson University. She is a leader in multicultural marketing strategy and has written over 100 articles views for several publications, including TIME and Forbes Women. Christine has worked with Fortune 500 clients such as Google, Walmart, and McDonald’s. She has been featured in The New York Times, BBC News, NBC, ABC, Fox, The Washington Post, Business Insider, and Today. There are 15 references cited in this article, which can be found at the bottom of the page. wikiHow marks an article as reader-approved once it receives enough positive feedback. This article received 21 testimonials and 85% of readers who voted found it helpful, earning it our reader-approved status. This article has been viewed 423,627 times.

Promotion is one of the best ways to turn a solid idea into actual profits. Whatever your role in the business world happens to be, if you're trying to sell a product, you'll want to boost your sales and build brand recognition with a well-balanced promotional effort. While a lot of this may sound complicated, it's pretty easy once you do some market analysis and figure out what kind of promotion you want to run. This article breaks down the many different ways you can go about promotion. Find the ideas that make the most sense for your product!

Things You Should Know

• Rewards programs, promotional deals, and discounts are phenomenal ways to keep return customers loyal and happy.
• If you do any kind of business online, Google Ads is an invaluable resource that you can use to track how successful your advertisements are.
• You can always hire a marketing firm to revamp your promotional materials for you.

Leverage social media posts.

• Interact with the people who comment on your posts and ask you questions about your product. The more engagement you get, the more likely you’ll be to see growth!

Utilize email marketing.

• Make the subject line refer to the product so that your customers are more likely to notice it, and give more information on the product and how to buy it in the body of the email.
• Expand your email list by announcing your newsletter on social media channels and linking to a signup page on your website.
• Offer a special discount code or another incentive for customers to signup to your email list

Write a blog post to highlight a new offer.

• Let's say you run a popcorn brand and you just launched some new flavors. Write a blog post that mentions all the new flavors, with a snappy description for each. Be sure to include how and where your customers can get the product!
• You can also send out an email that links to the blog post to get the word out about your new product. [7] X Research source

Melissa McDermott

Strong branding and demonstrated expertise both matter in health & wellness marketing. While marketing wellness brands, define your visual and ethical brand identity clearly and stick to those values in all content. Educate and engage your audience with informative, mission-aligned content. Thought leadership builds trust and makes your brand stand out through authentic expertise.

Issue a press release.

• Make the first line of your press release clear and to the point to get journalists' attention.
• If your ice cream shop is giving away free ice cream to promote your new menu, write something like, "Ice cream shop will give free ice cream to first 100 customers next month."

Give out free samples.

• A sample doesn't just refer to food products. The same principle applies to other products and services. For instance, if you're selling cars, test drives or a free trial subscription to an online service are the rough equivalent of a free sample.

Run a promotional deal.

• New member discounts. If you offer cheaper prices for people who make an account, sign up for a mailing list, or become a member of your service, you’ll build up a larger reoccurring customer base.
• Buy-one-get-one-free deals. Offer the customer a free reward (this can be more of your product or a different product entirely) if they buy a certain amount of your product.
• Holiday deals and sales. Running a promotion for holidays can really generate new business. People tend to buy more goods on certain holidays, and a sale is a great way to attract folks.
• Rebates. By putting the responsibility to claim a discount on the customer after the purchase has been made, you can save money relative to other promotional deals because many will forget or neglect to send in their rebates.

Create a rewards program.

• This is the perfect option if you have an established business and you’re trying to get a brand new product off the ground. By getting your first round of inventory into your most loyal customers’ hands, they’ll be able to spread the word about your product’s quality.

Use influencers to push your product.

• You can offer to give them your product for free in exchange for the review. If they’re an especially popular influencer, they may ask for some kind of monetary compensation on top of it.
• For example, if you’re developing a fitness app, you might ask a popular fitness guru from Instagram to try the app and review it on their platform.

Pay for views on Google Ads.

• Cost-per-click (CPC). You will only pay a fee when a user clicks on your link.
• Cost-per-mile (CPM). You will only pay for every 1000 ad appearances.
• Cost-per-engagement (CPE). You only pay when a user does something on your website, like watch a video or sign up for an account.

Use paid social media ads.

• Instagram, LinkedIn, and Facebook are especially popular venues for social media advertising.
• You can also pay to promote your social media posts. This is a good way to get more people to interact with your brand.

Hire a marketing firm.

• If you only need a little bit of extra help coming up with designs or slogans, hire a consulting firm to help you out.
• There are marketing firms out there that specialize in TV ads, radio, social media, or print media. Check each firm’s website to see what kind of marketing they specialize in.

Expert Q&A

You Might Also Like

• ↑ Brian Honigman. Marketing Consultant. Expert Interview. 16 April 2021.
• ↑ https://www.forbes.com/sites/forbesagencycouncil/2021/03/12/three-reasons-you-should-be-advertising-on-social-media-in-2021/?sh=a9292833f525
• ↑ Christine Michel Carter. Global Marketing Expert. Expert Interview. 30 September.
• ↑ https://youtu.be/1kmR7-PEtQk?t=86
• ↑ https://youtu.be/RnrikF5fLzw?t=27
• ↑ https://youtu.be/RnrikF5fLzw?t=200
• ↑ https://www.theguardian.com/small-business-network/2014/jul/14/how-to-write-press-release
• ↑ https://www.researchgate.net/publication/227442337_The_Effects_of_Free_Sample_Promotions_on_Incremental_Brand_Sales
• ↑ https://www.inc.com/peter-roesler/new-study-shows-deals-promotions-affect-every-part-of-shopping-experience.html
• ↑ https://hbr.org/1995/05/do-rewards-really-create-loyalty
• ↑ https://www.wsj.com/articles/online-influencers-tell-you-what-to-buy-advertisers-wonder-whos-listening-11571594003
• ↑ https://youtu.be/oQw8pn-xgZY?t=167
• ↑ https://www.forbes.com/sites/forbesagencycouncil/2021/03/12/three-reasons-you-should-be-advertising-on-social-media-in-2021/?sh=4116e8e83f52
• ↑ https://www.businessnewsdaily.com/15774-tips-for-hiring-a-marketing-company.html
• ↑ Amber Rosenberg, PCC. Pacific Life Coach. Expert Interview. 26 February 2019.

About This Article

To promote a product, identify who your customers are so you can create targeted promotions. Build promotional content that is clear, quick, and informative and use it to design billboards, print ads, and online advertisements. Always prioritize the most important information and remember to highlight what makes the product better than its competitors. Offering special deals can also make your product more appealing! For more tips on creating more demand for your product, read on! Did this summary help you? Yes No

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19 Persuasive Marketing Techniques For Product Descriptions That Sell

Darren DeMatas

November 30, 2023

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In addition to receiving commissions generated through affiliate marketing, we are able to fund our independent research and reviews at no extra cost to our readers. Learn more.

People don’t read online; unless they’re about to spend money—then they scrutinize each word.

Design, SEO , and advertising  can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman,  95% of our purchase decision  occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.

With a few persuasive writing techniques, you’ll be able to write compelling copy quickly and sell more products.

“The principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” Claude C. Hopkins

This is a mammoth post, so I added links to sections for you TL;DRs out there.

• Use Repetition To Make Your Claims Believable
• Use Maslow To Match Search Intent
• Turn Shoppers Into Buyers With Benefit-Focused Copy
• Use Forum Research To Get Inside Your Buyers’ Mind
• Use Sensory Words To Connect With Your Buyer’s Subconscious
• Use Scarcity To Boost Sales
• Use Micro Commitments To Turn New Customers Into Big Spenders
• Use The Blemishing Effect To Increase Trust
• Amplify Your Top Pages With Power Words
• Improve Ad Performance by “Borrowing” from Tested Copy
• The Disrupt and Reframe Technique (DTR)
• Use Buyers’ Words to Build Brand Preference
• Use the Endowed Progress Effect To Build Customer Loyalty
• Sway Buyers On The Fence With A Rhyming Sequence
• Be Ultra Specific
• Use Social Influence To Lift Conversions
• Use Mini Stories to Fascinate Readers
• Improve Message Recall with The Serial Position Technique
• Use The Priming Technique to Make Your Marketing Their Idea

1. Use Repetition To Make Your Claims Believable

Repetition is one of the easiest persuasive writing techniques. The more someone hears your message, the more believable it is.  This psychological concept is known as the ‘ illusion of truth ‘.

This technique is most effective when people are least attentive. Since the  average online attention span is 8 seconds  –  you better be repeating your benefits throughout your product page.

Step 1: Determine The Biggest Benefit Of Your Product

Hopefully, you’ll take me up on Tip 3 and create a feature/benefit list for your product. If not, don’t overthink it.  Go for the most obvious benefit.

The most obvious benefit for a jacket is weather resistance.

Step 2: Repeat The Biggest Benefit 3-5 Times

Most people will scan first before reading. So make sure you include your #1 benefit throughout your page layout. Include it in your headline, intro, subheads, bullet points and conclusion.

Take a look at this Calvin Klein jacket. Macy’s wants you to believe this jacket is weather-resistant. The product page gets the point across, without mind-numbing repetition.

2. Use Maslow To Match Search Intent

Remember Maslow’s hierarchy of needs from college? Maybe you forgot because you didnt get enough good sleep . Every time your prospect uses Google search it’s out of a deep psychological desire.

Your job as a marketer is to understand that need. Your copy will be much more persuasive, and it will rank significantly better in a Google search.

Step 1: Determine The Psychological Need Of Your Product

Your job here is to address the primary psychological need behind a search for your product. Some products can meet two. But we want to keep it simple and actionable, so pick one.

• Are you selling make-up or jewelry? Esteem.
• Are you selling organic food? Physiological.
• Are you selling antivirus software? Safety and security.

Step 2: Use Words Suited For That Mental State

Tone matters a lot in writing. Once you are through with step 1, add some words from this article  to your product page.

Step 3: Anticipate Questions About Your Product

Use the keyword research to find questions about your products. This will help you match search intent from a potential customer.

• Plug Your Product Page Into Google Keyword Planner
• Include When, Where, Why, What and How As Required Words
• Look for Concerns You Can Address On Your Product Page

Your goal with step three is to find concerns related to your product that you can address on your product page. If you still can’t find real product questions try this Twitter research trick  from Ann Smarty.

Step 4: Connect Questions to Product Features

Some shoppers might be concerned about cleaning a leather jacket before buying.  Your sales page should briefly address that concern. The solution is easy. Add a simple bullet that turns the question into a benefit.

Ex: “Top-grain leather that cleans easily with a microfiber cloth.”

Your updated page meets psychological, emotional needs and overcomes objections a buyer might have. Sounds like a slam dunk to me. 🙂

3. Turn Shoppers Into Buyers With Benefit-Focused Copy

No matter what product you are selling, the benefit to your customer is a  better version of themselves.   This is why it is so important to understand who your ideal customer is, what questions they have, and how you can help them. You’ll be wasting your time if you jam persuasive tricks into your copy. Even worse, you might come off like a manipulative idiot.

Here is a 3-step process to write benefits-focused, persuasive copy.

• Make a list of your product features.
• List actual benefits of using the product.
• List out how those benefits make your customer’s life better OR avoid problems.

Henneke Duistermaat has an entire ebook that goes into more depth about writing benefits-focused sales copy .  You can grab a copy .

4. Use Forum Research To Get Inside Your Buyers’ Mind

Would you be able to sell more products if you knew someone’s thoughts before they buy something? Of course you would!

You don’t have to do exhaustive primary research to find the right words to use, but you do  you need to find out why people buy your product and use that language on your product or category page. Here’s how:

Step 1: Find Conversations about Buying Your Product

There is an online forum for just about any topic. A lot of times you, can find people who just bought a similar product, and you can see who they are and what they are chatting about. Type the following searches into Google.  Just replace  “keyword” with your product and “niche” with your industry.

• “keyword” OR “niche” “just bought” inurl:forum
• “keyword” OR “niche” “should I buy” inurl:forum
• “keyword” OR “niche” “should i buy” “because” inurl:forum
• “keyword”OR “niche” “just bought” “because”  inurl:forum
• “need help with” “keyword” OR “niche”

The search term, “racing tires” “should I buy” inurl:forum  surfaced 455 car enthusiasts talking about buying racing tires. This is like eavesdropping on a conversation between friends. No focus group needed. How’s that for marketing research?!

 Step 2: Read The Threads and Create a Quick and Dirty Persona

In this step, your goal is to create one (yes, only one) buyer persona.

• Open up a forum thread from Google search.
• Click on a commenter’s profile link.

If you can’t find info about their age, location, hobbies and profession take an educated guess. Your persona should also have a name.

Step 3: Collect Answers To The 5 Questions Below:

As you research the forum threads copy and paste answers to these questions.

• Why did they buy?
• What are their pain points?
• What concerns did they have before buying?
• What is important to them when buying this product?
• What do they use the product for?

Step 4: Update Your Pages

It’s easy to forget that you are writing for a person when writing on the web. Understanding the mental state of potential buyers is the most powerful market research you’ll ever do. As you update your product pages, keep James Holley in mind. He is probably anxious to burn some rubber after a long week selling insurance.  

5. Use Sensory Words To Connect With Your Buyer’s Subconscious

I’m not talking about fluffing your copy up with phony adjectives. Meaningless words like “high quality” or “state of the art” send your reader’s brain into glazed state. Sensory words describe and create a feeling.

Our subconscious collects sensory data (taste, smell, sight, hearing, touch). When information is registered, sensory areas of the brain are activated .

Step 1: Observe Your Product And Create A List Of Concrete Words

Create a table in Excel with sound, sight, touch, smell and taste as headers.  Observe the sensory details of your product. Don’t overthink this. If you can’t imagine it, it is not concrete. You don’t need to appeal to all five senses, and you don’t need a mega list.

Step 2: Read Customer Reviews To Find Sensory Words

In this step, you are looking for words that describe your product and the environment of how it’s used. While reading reviews, I noticed people use Crocs at the beach and inside their house.

You don’t have to make this a grind. To combat information overload, sort the reviews by most helpful. Spend a few minutes on this step, no more.  After reading the first two pages of product reviews, you’ll be able to add some words that you hadn’t thought of.

Step 3:  Add Sensory Words To Your Product Description

When you tackle this step, give context to the words you use. For example, “blisters” is a very concrete, sensory word, but it is also negative. So your copy could say  “ A flexible sole helps avoid foot pain and blisters from walking on hard tile floors.”

Compare our quickly crafted sentence with Kohl’s product description: “Crocs shoes are great for outdoor adventures.” (Yawn). No one buying shoes is looking for an “outdoor adventure.”

6. Use Scarcity To Boost Sales

Cialdini’s principle of scarcity states that desire to obtain something increases when there is a perception of limited availability.  Research shows that scarcity increases impulse buying.

Don’t burn bridges like CoffeForLess  with fake scarcity. Use this technique when you actually have a limited time offer or limited quantity.

Step 1: Create A Time Sensitive Sale

Select high margin or popular products. Install a countdown timer plugin, email your list and run a sale. There are a lot of plugins that can do this. Here are a few of them:

• Sales Countdown For Woo Commerce
• Sales Countdown For Open Cart 
• Price Countdown For Adobe Commerce
• Page Expiration Robot – Countdown Timer For WordPress
• Shopify Countdown Timer

Step 2: Add A Limited Quantity Alert On Product Pages

Use a plugin to show visitors a message when your inventory is low.  Phrases like “Hurry! Only 1 left!” can help move customers to action.  People get a thrill when they snag the last one. I know I do 🙂

Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. – Michel Fortin 

Thinking about using scarcity tactics on your product page?  Check out this in-depth article  and be sure to take a  non-scuzzy approach .

7. Use Micro Commitments To Turn New Customers Into Big Spenders

A high dollar sale on the first visit can be a big ask. Instead, use the principle of commitment and consistency . People want to be consistent. Once someone commits to something small, they are more inclined to continue the process.

How can you use this to increase sales?

Step 1: Ask New Customers if They Are Likely to Buy from You Again

Customers love getting an order confirmation emailed to them. Turn it into a marketing opportunity. Use automated email software like  Klaviyo to add this question to the bottom of the order confirmation email:

“Are you likely to buy from us again?  Yes    No.”

Make the responses “Yes” or “No” hyperlinks so you can track if they are clicked.  You don’t want to set up a complicated survey, work it into your regular workflow and make it as easy as possible.

Step 2: Send a Coupon/Promo Code 

Customers who responded positively to your first email are likely to follow through with their original commitment. Incentivize them to be consistent by sending them a coupon to save $10 when they spend $150. The actual numbers will depend on your store. The goal is to turn them into a big spender.

You can even word the email like this:

A few weeks ago you said you would like to buy again from mystore.com. We wanted to send you a quick thanks for your recent order with a promo code to save on your next purchase. You can save $10 when you spend $150. Here are some of our most popular items (show images of products over $150). Promo code is good for 30 days.

When someone publicly declares they will do something, they are likely to carry through with that statement. This is also called the “ mere-measurement effect .”

Tip: Send the same email to people who also said no. Just remove the first sentence.

8. Use The Blemishing Effect To Increase Trust

Trying to hide the negative features of your product? Researchers from Stanford suggests you shouldn’t.

Customers can tell when you write a product description that’s 100% positive fluff. Adding in a small dose of negativity can make your product more attractive.

We find that as long as the negative information about a product is minor, your pitch [to a consumer] might be more persuasive when it calls attention to that negative, especially if consumers have already learned some positive things,” – Baba Shiv

9. Amplify Your Top Pages With Power Words

A lot has been written about the psychology behind persuasive words . Here are “must have” words for your ecommerce site.

• You: Using this word forces you to focus on how customers will benefit from doing business with you.
• Free: Our brains are hardwired to respond to “FREE .” Don’t overdo it.
• Because : Giving your reader a reason will make your copy more persuasive. Using because helps you trigger action by giving them a specific reason.
• Imagine:  Research suggests that imagining using or owning a product increases the desire to own it.
• New : Using this word activates the brain’s reward center and makes products seem more attractive.

Now that you know the words to use, it is time to put them to work for you.

Step 1: Use Google Analytics to Find Your Top Landing Pages

Don’t try to update all your pages at once. It is too tall of a task. Use Google Analytics to find your top 3-5 product landing pages.

• Log in to Google Analytics
• Click on Behavior
• Click on Site Content
• Click on Landing Pages

Step 2: Update the Copy To Include Those Power Words

Chances are your home page is a top landing page. Be sure to include power words, like “Free Shipping” in global elements like headers.

Use power words at the beginning and end of your product page. Include them in bulleted lists too.

10. Improve Ad Performance by “Borrowing” from Tested Copy

When you’re writing persuasive copy, it’s easy to miss the forest for the trees. If you don’t analyze competitor ad copy, you’re missing out on insights from tested copy.

Step 1: Find Out Who The Big Advertisers Are In Your Niche

Type a keyword from your niche into SEMRush along with (adwords_historical).  In the example below, I used “work boots” (adwords_historical) to see all the companies advertising for that keyword. Look at their ads traffic price to get an idea of how much they are spending each month.

Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most.  Avoid megastores like Amazon or Overstock.com. You’ll get too much data to analyze. You want to write persuasive copy, not analyze data.

Step 2: Review Their Ad Copy

In SEMRush type in the big spenders domain with  (by uniq_ads) to see all of their ads. In the example below, I typed in workboots.com (by uniq_ads) . SEMRush will show you the ads that have the most keywords. For a company spending $10K + on PPC, you can bet that their best ads get the most keywords. Look for common themes within the ads. Pay extra attention to any benefit-focused ads.

Step 3: Update Your Copy

Your competitors spend a boatload of cash figuring out which ads sell the most products. People who shop for work boots care about new styles and slip resistance. Focus on those points when updating your copy. Also consider following these copywriting tips.

11. The Disrupt and Reframe Technique (DTR)

If you want a fast and effective method for influencing people , DTR is it.

Most of us go into auto-pilot mode when surfing the web. By disrupting your readers’ understanding on a typical phrase, you can knock them out of auto-pilot and reframe their thought process to give new meaning to the confusing phrase.

Apple’s entire marketing strategy is based on DTR.

Here is how you can do it:

• Add a bizarre or confusing statement in your copy: “Retina re-envisioned”
• Reframe it to give new meaning: “The moment you open the new MacBook, its gorgeous 12‑inch Retina display with edge-to-edge glass brings everything into focus. Every photo leaps off the screen in rich, vibrant detail.”

12. Use Buyers’ Words to Build Brand Preference

Have you ever bought a product because your friend told you it was “high performance” or “innovative”? No.

This is why you need to eliminate marketing speak and write for your ideal buyer.

Professional copywriters know that the most persuasive language comes directly from the customer ( see Tip #28 ).  But why?

According to the Kellogg Marketing Faculty at Northwestern University , consumers seek comfort and self-expression in the brands they choose. By using your customers’ own words you can shortcut the persuasive writing process and help readers self-identify. Joanna Wiebe explains how to do this in her post , but here is the gist:

• Search for customer reviews for your product on Google, Amazon or forums.
• Copy memorable phrases directly from customers.
• Paste them into your product pages.

Don’t copy entire paragraphs. You’re looking for emotionally charged phrases to leverage into your copy. Here are some examples from racing tires:

• “quicker acceleration, better braking, smoother ride, less wear on shocks”
• “Lower weight is important, but traction is more important”
• “meaner tire, they have great wet traction, they stick, lots of dry traction”
• “Some people whine about them on wet roads, but I had zero hydroplaning issues and I drove them through winter here in the metroplex”
• “with fresh rubber”
• “I love spirited driving”

You want to sound like a customer, not a marketing company. Check out some more examples here.

13. Use the Endowed Progress Effect To Build Customer Loyalty

You’ve worked super hard to get a customer, use the endowed progress effect to keep them buying from you.

Reward programs give your customers a sense that they are working towards a goal. By giving them a few extra free points, they will be more likely to buy from you again. Check out this study from USC.

To create an effective program you need:

• Reward program technology. Like a plugin or points system.
• A persuasive autoresponder email chain to let customers know they’re close to a reward.

Please don’t just use the boilerplate copy from the plugin. Be sure to cater it to your audience.

14. Sway Buyers On The Fence With A Rhyming Sequence

Research suggests that rhyming phrases are more believable .  I am not suggesting that your product pages sound like nursery rhymes, but the “rhyme as reason” effect can help persuade people who are on the fence.

Johnny Cochran, O.J. Simpson’s lawyer, knew about this cognitive bias.

If the glove does not fit, you must acquit.

Rhyming makes copy easier to remember and ideas easier to digest. This concept is also known as the fluency effect . Rand Fishkin has an excellent white board on this topic.

Here is how you can incorporate rhyming today:

• Boil your product or benefit down to the simplest word (ex. Weather Proof Jacket = rain)
• Go to  Rhymer.com
• Find a word that rhymes with your product or benefit (ex. main)
• Add the rhyming phrase to the start or end of your product description   (ex. The Calvin Klein hooded windbreaker will be your main jacket to project against the rain.)

This exercise can be a lot of fun, and it will make your benefits more persuasive.  Don’t overdo it, Mother Goose.

15. Be Ultra Specific

Copy has to be credible to be persuasive. We are all bombarded with generic marketing claims all day long.  Precise details turn your ho-hum headlines, taglines and slogans into believable messages.

When it comes to selling products, details about problems or benefits make your copy trustworthy. Notice how the details describe the benefits of the raincoat material.

Constructed with durable, water-resistant, urethane-coated nylon taffeta and rustproof snaps; watertight bound seam construction. – REI

Ask yourself these questions to help you pull out the relevant details for your product page:

• What is your product made of?
• Where is your product made? 
• How is your product made?
• How many people have used it?
• Are there quantifiable features?
• Are size dimensions relevant?

When you start adding irrelevant details like the number of grooves on a pen grip, you’ve gone way too far.

Online shoppers are skeptical . Adding details helps people understand you are telling the truth.

16. Use Social Influence To Lift Conversions

As we saw in Maslow’s pyramid, belonging is a basic psychological need. This is why peer pressure works. Our ideas are validated when similar people share them: this is especially true for shopping online.

71% of online shoppers read reviews before buying.

Here are two surefire ways you can use social influence on your ecommerce site:

1. Add Product Reviews

Reviews help validate your claims. It is one thing for you to say “This backpack is durable.” It’s more impactful when a customer says the same thing. By simply adding a reviews widget, Express Watches  increased conversions by 58% .

It is not enough to add a widget; you have to be proactive about getting them. Once you add the widget:

• Email customers who purchased your top selling products
• Offer them a discount or points for leaving a review
• Add an automated email asking people for a review a few weeks after receiving the products

2. Add a Recommended Products Widget

When people get stuck on a decision, they look to see what other people do. This is why a recommended products widget can help lift conversions.  When people don’t find what they want, they leave. Providing additional suggestions to them might persuade them to check out other products.

17.  Use Mini Stories to Fascinate Readers

Stories that relate to your audience strengthen your brand position. If your story doesn’t, your copy will come off cheesy.

Do you remember James Holley from Tip #4? He will probably appreciate a mini story about peeling out in the office parking lot on a Friday night.  This story works because it’s:

• Relevant to our ideal buyer and product
• Simple and concise
• Imagery is concrete and vivid

This mini-story would be a huge turnoff to Donna, 57, in New York City. She values safety and style when buying luxury tires.  Burning rubber would run her off your site. You’re job is to tell an unexpected story that will entertain your ideal customer. Something they won’t read on an Amazon product description.

Retailer J. Peterman is known for their unique product descriptions. Check out this one.

18.  Improve Message Recall with The Serial Position Technique

People remember what they saw first (primacy effect) or last (recency effect). Use this to your advantage. Put your best copy where it matters most.

Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary

When you write copy for product pages, you have to consider the design. Once you see how the information is  layered on the page , make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.

Bonus SEO tip : Use your, ultra-short persuasive intro as the meta description to improve your click-through rate from searches.

Step 2: Rearrange Your Bullets

Readers love bullet points. Don’t rattle off a bunch of product features. Make sure that your bullets are a list of benefits. Give extra love to the first and last two bullets.

Step 3: End Your Product Description with a Persuasive Message

If someone reads your entire product description, chances are they are almost ready to buy. Don’t fizzle out at the end. Give them one simple, memorable reason why they should buy this product.

19. Use The Priming Technique to Make Your Marketing Their Idea

Priming is similar to the principle of commitment and consistency Both are used to influence subsequent behavior. The main difference is that priming is the process of tapping into the  subconscious mind.

Numerous studies show the priming effect in action . For example, three groups were primed with different words (rude, polite, and neutral). The group shown rude words were most likely to interrupt the interviewer. In another study ,  people who were shown sad faces 🙁 preferred mood-enhancing content.

Because people are influenced subconsciously, primes are perceived to be their own ideas. Remember the movie Inception? Same thing. When people think they are being “marketed to”, all bets are off.

Here are two ways you can use priming for your ecommerce site:

• Use homonyms to influence buying
• Use price priming to position your best products

Using Homonyms To Influence Purchase Behavior

A study from the University of Miami revealed that adding the words “bye-bye” in the web copy increased sales. This is because the word sounds like “buy.” You can use this on your product pages easily by using a sentence formula: “Say bye-bye to [problem] with [feature] that [benefit].”

Fuel can example: Say bye-bye to spilled gas with the locking nozzle that won’t leak.

As University of Chicago points out, you can also say “Good-Bye” on your order confirmation page to subconsciously influence that a “good buy” was made.

Don’t go overboard. If you use this on every page, it will lose its effect.

Using Price Priming To Sell More of Your Popular Products

This is not really a “copy writing” technique, but it can improve your sales. You can influence customers’ value perception by placing your top products next to super expensive products.

A $600 watch seems less expensive when placed next to a $2500 watch. This subconsciously influences your visitor to think the $600 watch isn’t that expensive. This is the reason why the default price setting on many ecommerce sites is “high to low.”

Another strategy is to implement a “featured” area on your category page.

You can also use colors, images, and metaphors for priming .

Ready for More Sales?

Persuasive writing means marketing to the subconscious. This is where purchase decisions are made. We’ve gone through a long list of persuasive writing techniques. You don’t have to tackle them all at once. Pick one technique, and you’ll be on your way to improving product sales. Remember, moderation is key.

Enjoy this article? You’ll love my free ecommerce marketing course .

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BUS101: Introduction to Business

Promoting a Product

The final P in our marketing mix is promotion, which people often think about when they hear the term marketing. But, as we have seen, it is only a part of the entire marketing mix. The promotion mix includes advertising, personal selling, sales promotion, and publicity. Some of these elements are paid for, with the business having direct control over the message. Some are not. Read this section to learn more about promoting a product.

LEARNING OBJECTIVE

• Describe the elements of the promotion mix.

Your promotion mix – the means by which you communicate with customers – may include advertising, personal selling, sales promotion, and publicity. These are all tools for telling people about your product and persuading potential customers, whether consumers or organizational users, to buy it. Before deciding on an appropriate promotional strategy, you should consider a few questions:

What's the main purpose of the promotion? Am I simply trying to make people aware of my product, or am I trying to get people to buy it right now? Am I trying to develop long-term customers? Am I trying to connect with my current customers? Am I trying to promote my company's image?

• What's my target market? What's the best way to reach it?
• Which product features (quality, price, service, availability, innovativeness) should I emphasize? How does my product differ from those of competitors?
• How much can I afford to invest in a promotion campaign?
• How do my competitors promote their products? Should I take a similar approach?

To promote a product, you need to imprint a clear image of it in the minds of your target audience. What do you think of, for instance, when you hear "Ritz-Carlton"? What about "Motel 6"? They're both hotel chains, but the names certainly conjure up different images. Both have been quite successful in the hospitality industry, but they project very different images to appeal to different clienteles. The differences are evident in their promotions. The Ritz-Carlton Web site describes "luxury hotels" and promises that the chain provides "the finest personal service and facilities throughout the world". Motel 6, by contrast, characterizes its facilities as "discount hotels" and assures you that you'll pay "discount hotel rates".

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Using a Speech to Promote a Product or Service-Use Public Speaking as Marketing

This is part three of our posts on  How to Use Public Speaking in Your Career . In this session, we are going to show you a few simple ways to use public speaking to promote or market your new product or service. In fact, using a speech to promote a product or service is one of the most effective ways to conduct marketing campaigns for both large and small businesses alike.

Using a Speech to Promote a Product or Service

There are a number of different ways to use a presentation or speech to promote a product or service. We will cover each of these briefly in this post.

Promoting a Product or Service in Personal Meetings and Sales Calls.

• In-Person Marketing Meetings and Seminars.

Webinars to Both Educate the Public and Promote Your Product or Service.

• Paid or Guest Spots on Webinars or Podcasts.
• Use Videos to Promote Your Product or Service.

Below are a few ideas for each of these categories.

The most common type of speech to market a product or service is a sales call or sales presentation. Although this one has been around since commerce began, it is quickly becoming a lost art. As a result,  those who can do this well, are now, highly sought-after in the business world .

Salespeople get a bad rap. Movies typically depict salespeople as dishonest and immoral. However, if a salesperson is dishonest, he or she may survive for a little while, but bad behavior will quickly catch up with the person.  Good salespeople, though, are trusted confidants. They are problem-solvers and educators.  So, if you are giving presentations to individuals or small groups as a way to promote your product, the goal is to educate your audience. Help them solve a problem, and they will buy the solution. Your speech shouldn’t be about you or your product. It should be about the problem(s) your potential buyers are experiencing and how to solve these problems.

In decades past, if you needed a new suit, you went down to the local department store. The salesperson in the store was an expert on suits. The salesperson would be able to educate potential clients on the qualities of each style of suit, what was currently in fashion, and how to care and accessorize each suit.

That leaves a tremendous opportunity for people and companies who understand this need.  For instance, although we have a popular podcast, a YouTube channel, and a ton of social media pages, we still get most of our business from people who have a question, and who can’t get that question answered anywhere else. When someone calls our 800 number (800-975-6151) they are connected with an instructor who actually teaches our classes. We don’t have a room full of telemarketers who are reading off a script. We have professional educators who can answer any question that a potential customer might have. As a result, we are filling a need that almost all of our competitors have neglected.

Sales presentations whether one-on-one or one-to-a-group are becoming a lost art, but they’re a great business model. If you get really good at doing them, you will help your customers make better decisions. And the best results will increase your income.

If you are looking for a  step-by-step process to create a good sales presentation along with examples , visit this post. You may also be intrested in our post about how to design  Bid Presentations . It also has a  Great Sales Presentation Outline .

In-Person Seminars and Conferences

Prior to the video streaming era, in-person seminars were one of the easiest ways to maximize your promotional time. Instead of setting up a series of individual one-on-one sales meetings, you could invite prospective customers to a live seminar. These seminars were often either free or for a nominal fee to encourage audience members to come.

Back when I first started teaching leadership seminars, we promoted a 12-week series of training sessions. Since the class was both a significant investment of both time and income, we typically offered an “introduction” session a week before the series started. We would allow people who were interested in the class, but who hadn’t yet registered, to come and preview the course.

It worked really well. The preview session reduced the risk of making a bad buying decision because the prospective customer could actually see and experience part of the class in advance.

If you are over the age of 35, you may remember the financial planners offering the “free how to retire” seminar at the local Holiday Inn. This was a way for the financial planner to show a group of people how skilled he/she was at helping couples plan for their retirement. By offering part of his/her expertise for free to the public, the financial planner was often able to convert some of those attendees to customers. The sales managers from many companies, big and small, used to invest a tremendous amount of money on TV and radio ads to promote these seminars with the same end goal.

Today, though, getting a group of people to a seminar is much simpler.  With websites like  MeetUp  and  EventBrite , a company can create a seminar or conference with little or no investment.

Here is an example:

A local dentist can create a seminar called, “ How to Whiten Your Teeth Three Shades in Less than Six Weeks. ” (I just made that up. I’m not sure if that is actually possible, but you see how that might get someone’s attention.) The dentist promotes this seminar to every patient who comes in for a month. The dentist might tell his patients that the seminar is $29 per person, but if they bring a friend that is not already a patient, both of them can get in for free. Or, perhaps we could tell attendees that if they post the event to their Facebook page, they could get free admission. Regardless, we make the fee nominal but give attendees ways to come to the event for a discount or for free.

The goal is to  get a room full of potential new customers from your target market  and win them over with your skill as a dentist. The topic of your speech must also be something that captures your audience’s attention, of course. With a room full of your target audience, all you have to do is give a persuasive speech by expertly delivering your key points and providing valuable information.

By the way, according to a Bizzabo, a company that specializes in event marketing,  in-person seminars and conferences  are one of the big trends in recent years. Big companies like Apple started the trend with their huge product roll-outs to Apple enthusiasts. However, other huge companies have followed the trend as well. Last year, I was invited to speak at Transitions Academy. This is a conference where eye doctors, lens manufacturers, and salespeople come to learn about trends in the industry (and about Transitions Lenses). I had a blast speaking there, and the attendees gave positive feedback on the event as well.

Companies have realized that they can  replace the missing education part of the sales process with webinars . However, webinars are a little tricky. If you make them too “salesy,” you will turn off your audience.

Especially in web-based products and services,  webinars have become the go-to education and sales channel  (According to Go-To-Meeting… No pun intended.) They claim that 73% of the top marketers in the world believe that webinars are the best way to market, today. If you recall, since the education function of a sales professional has practically been eliminated in most industries, webinars are a great way both educate the potential customer and move them through a sales process.

Just as a warning,  leading webinars and leading in-person speeches are TOTALLY different skills . Just because you are good at one, doesn’t mean that you will be good at the other. For instance, when I lead an in-person meeting, I typically use few and simple visual aids, because my goal is to build the trust of the audience in me. In a webinar, your visuals are critical to keeping the audience tuned in to the presentation. So, when I speak for 30 minutes in person, I might use three or four slides. But when I lead a webinar, I might go through as many as 20 slides in the same time period.

For details on  How to Design a Good Informational Webinar , click here.

Paid or Guest Spots on Podcasts/Webinars

If you want to really get good at using a speech to promote a product, start a Podcast . However, this is a real-time commitment. If you want to test the waters,  promote yourself as a guest on someone else’s podcast or webinar . It does take a little homework to get one of these guest spots, but there is a tremendous opportunity if you are willing to do the work. An easy way that doesn’t take much effort is to just  Google [Your Industry] with the word “podcast” .

I tried to pick a really obscure subject matter just to show that Google will find anything. I found an article called  12 weird jobs you’ll be surprised to know exist  published by Business Insider. One of the weird jobs is a “Professional Bridesmaid.” If this was your career, you’d likely type “wedding podcast” into Google. When I did, I got  Top 10 Wedding Podcasts .

You’re likely to think, “Oh sure, Doug, weddings — of course there are a bunch of podcasts about weddings.” Okay, another obscure career is “Snake Milking.” I Googled “Snake Podcast” and I found  Best Reptile Podcasts . If you happen to be in either of these industries, I suspect that many of the podcast hosts for these programs would ABSOLUTELY LOVE to have you on as a guest!

Once you know who the host is, you can often easily find the person’s website, fill out a “contact us” form, and wait for a callback.

If you want to move faster on a guest slot, many companies have lists that they will market to and be the host of an impromptu webinar, teleconference or podcast. You can use the same process as we just talked about, but offer a fee to the host. He/she will likely move you to the top of the list.

The final genre for using a speech to promote a product or service is video. I won’t be able to cover everything that you will need to know in order to show the value of video when promoting your product or service. However, let’s cover a few basics.

Practice with Instagram Stories

The live video social media and “stories” are fantastic ways to begin to practice making marketing videos, but they have a short shelf-life. (They go away after 24 hours or so.) So, while you are learning, you won’t be leaving embarrassing videos of yourself all over the internet. (See my embarrassing early video here https://www.youtube.com/watch?v=Ja_BEMmpcUo). It’s also a good idea to use these kinds of social media platforms to test your main points on the public. This will help give you a reference point for which topics you should put more effort into.

Get Some Help

The best investment that I ever made for The Leader’s Institute ® is hiring a full-time video expert. You don’t have to invest in a full-time person, though. You can contract out most video jobs very easily. Hiring the right people can get you solid advice on filming, lighting, and sound as well.

Don’t Post to YouTube Until It is Perfect

YouTube is hard work to break into, so you only want to put your absolute best stuff on that platform. Use Vimeo, Facebook, or Instagram for anything that looks less professional.

We will be talking a lot about video (especially live video) on future podcasts, so stay tuned and subscribe to the podcast!

You are Your Best Marketing Strategy

In today’s world, there are a tremendous number of ways to share your expertise with others to market your product or service. Using a speech to promote a product is just one of many. But always realize, that you are your best marketing. A fancy proposal, a flash ad, or an expensive business card will not do nearly as much to promote your product or service as you share your expertise with a potential customer!

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How to Promote a Product Essay: Writing Guide and Services

The query, “how to promote a product essay,” appears to be a request for information on how to write an essay about promoting a product. To help you understand this better, let’s break it down:

• “How to” : This indicates that the person is looking for guidance or instructions on a specific task.
• “Promote a product” : This is the main topic of interest. It means the person wants to learn how to market or advertise a product effectively.
• “Essay” : This specifies the format or type of writing the person is interested in. In this context, it suggests that they want to write an essay about the topic of promoting a product.

Putting it all together, the person is seeking guidance on how to write an essay that discusses strategies, techniques, and concepts related to promoting a product. Here’s a general outline of what such an essay might include:

How to Write Title:

Begin with a clear and engaging title that reflects the focus of your essay, such as “Effective Strategies for Promoting a Product.”

How to Write Introduction:

Provide an introduction to the topic. Explain why promoting a product is important, its relevance in the business world, and briefly outline what your essay will cover.

How to Write Body:

This is where you delve into the details of how to promote a product. Consider including sections or paragraphs on the following topics:

• Understanding the Product : Describe the product you are promoting, its features, benefits, and target audience.
• Market Research : Discuss the importance of market research in understanding customer needs and competition.
• Marketing Mix (4Ps) : Explain how the four Ps – Product, Price, Place, and Promotion – play a crucial role in product promotion.
• Digital Marketing : Discuss the role of digital marketing channels like social media, email marketing, and online advertising.
• Content Marketing : Explain how creating valuable content can help promote a product and build brand awareness.
• Advertising and Promotion : Discuss various advertising and promotional strategies, both online and offline.
• Measuring Success : Explain how to measure the effectiveness of your promotion efforts using key performance indicators (KPIs).

Conclusion:

Summarize the key points made in your essay and provide some insights or recommendations for effective product promotion.

References:

If you’ve used external sources or references in your essay, include a list of citations at the end.

By following this structure and including relevant information and examples, you can create a comprehensive essay on how to promote a product effectively. Additionally, you can incorporate any specific guidelines or requirements given by your instructor or the context in which you’re writing the essay.

We at semioffice.com offer product essay writing services. If interested please let us know at [email protected].

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Product Promotion Essays

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Essay on Advertising: Top 9 Essays | Product Promotion | Marketing

Here is a compilation of essays on ‘Advertising’ for class 8, 9, 10, 11 and 12. Find paragraphs, long and short essays on ‘Advertising’ especially written for school and college students.

Essay on Advertising

Essay Contents:

• Essay on the Regulation of Advertising

ADVERTISEMENTS:

Essay # 1. Definition of Advertising:

The term has been defined differently by differ­ent authorities but more or less convey the same idea.

According to W.J. Stanton, “Advertising consists of all the activities involved in presenting to group, a non-personal, oral or visual, openly-sponsored message regarding a product or service or idea. The message called an advertisement is disseminated through one or more media and is paid for by an identified sponsor.”

According to American Marketing Association, “Any paid form of non-personal communication of ideas, goods, or services by business firms is identified in the advertising message intended to lead to a sale immediately or eventually”. Advertising is a specific attempt to popularise a specific product or service at a certain cost.

According to Prof. Albert Fray, advertising involves “the pre­paration of visual and oral messages and their dissemination through paid media for the purpose of making people aware of and favourably inclined towards a product, brand, service, institution, idea or point of view.”

Thus, it can be stated that advertising is the principal method of demand creation. Advertising is also called impersonal salesmanship by means of which sales message is conveyed to millions of buyers through printed words or symbols for influencing the consumer’s choice of goods in the market.

Of the four steps in demand creation:

(i) Drawing attention,

(ii) Stimula­ting interest,

(iii) Arousing desire, and

(iv) Securing action, advertising is effective in the first three steps, while salesmanship goes in for secu­ring action.

Essay # 2. Objectives of Advertising:

Advertising is aimed at selling something, whether a product, or service, or an idea. The primary object of advertising is to make the consumers aware as regards the availability and usefulness of a particular product or service. It seeks to establish communication between the producer/seller and the consumer.

The objects of advertising, as listed by Mathews, Buzzel, Levitt and Frank, are as follows:

(a) To make an immediate sale;

(b) To build primary demand;

(c) To introduce a price deal;

(d) To inform about a product’s availability;

(e) To build brand recognition or image and brand insistence or loyalty;

(f) To help salesmen by building an awareness of a product among the retailers/consumers;

(g) To create a reputation for service, reliability or research strength;

(h) To increase one’s market share;

(i) To modify existing product appeals and buying motives;

(j) To inform about new product’s availability, features, or price;

(k) To increase the frequency of use of a product;

(l) To increase the number or quality of retail outlets;

(m) To build an over-all company image;

(n) To effect immediate buying action;

(o) To reach new areas or new segments of peculation within existing areas; and

(p) To develop overseas markets.

Essay # 3. Salient Features of Advertising:

The concept, content, and scope of advertising reflect the following salient features:

1. It is a paid form of non-personal communication of ideas car goods or services by the business firms.

2. It is a specific attempt to popularise a specific product or service.

3. It is a record containing visual or oral messages through which an advertiser wants to convey.

4. It is a kind of ‘salesmanship in print’ as it persuades a buyer to possess by drawing his attention, stimulating his interest, and arousing his desire.

5. It is one of the channels of information for the consumers and customers.

Essay # 4. Classifications of Advertising:

Advertising may be broadly classified from the points of view: business aims, coverage, users, and nature of appeal.

This is condensed in a chart below:

(i) Primary Demand Advertising:

Where advertising is aimed at introducing a product or service which has been newly developed or invented, it is known as primary demand advertising. Such advertisements are directed to­wards a class of customers for products like cars, washing machines, refri­gerators, T.V., or watches. This is also described as selective demand advertising.

(ii) Product or Institutional Advertising:

Where advertising seeks to cash in on the popular brand of a product, such as Dalda, Amul Milk or Butter, Red Label Brooke Bond Tea, it is called product advertising. On the other hand, where it is aimed at capitalising on the name of the manufacturer, who is reputed to produce quality goods, such as Tata, D.C.M., Bombay Dyeing, Bajaj, it is known as institutional advertising.

Product advertising is also called selective or brand advertising.

Institutional advertising is sponsored by the producer or manufacturer. Its purpose is to create goodwill towards the institution. This may be sub-classified into three heads like patronage advertising, public relations advertising, and public service advertising.

(iii) Co-Operative Advertising:

Where advertising is sponsored jointly by the manufacturers, wholesalers or dealers and its cost is borne by them, it is cooperative advertising. This type of advertisement is found in the case of products like electric fans, T.V. sets, etc.

(iv) Commercial Advertising:

Where advertising aims at increasing the sales of any product or service, it becomes business or commercial adverti­sing. It may be selective depending upon the product types such as farm products, professional doctors, engineers, architects, and accountants also fall under this classification.

(v) Non-Commercial Advertising:

This is undertaken by charitable institutions for raising public donations or funds to meet certain special purposes. 

(vi) Local/National/International Advertising:

The advertising circula­ted to a defined area is local advertising. National advertising, meant for the entire national, is limited within the boundaries of a country. International advertising covers either the whole globe or continent or a specific foreign country.

(vii) Consumers/Industrial/Trade Advertising:

The advertisements relating to domestic or household items fall under consumers advertising. The adver­tisements relating to the products which are usually consumed by the indus­tries are industrial advertising and the trade advertising relates to a particular trade of wholesaling or retailing.

(viii) Rational and Emotional Advertising:

These categories are not exa­ctly the types of advertisements. These fall within the categories of pro­duct or brand advertising and are aimed at selective demand advertising.

Rational advertising, while explaining the medicinal quality or other cha­racteristics of a product, is done for cosmetic and perfumes. Emotional advertising attempts to focus the image of a product by attaching an emoti­onal feeling of at consumer. For example, the advertisement of a Lux-Soap, being, used by a glamourous movie star, raises emotions in the minds of younger girls or housewives.

Essay # 5. Steps in Advertising Process:

The advertising process consists of the following steps and each of them virtually is a decision-making process:

1. Defining Advertising Goals

2. Preparing the Advertising Budget

3. Designing the Message

4. Selecting the Media

5. Timing of Advertising

6. Getting the Decisions Implemented  and

7. Evaluating the Effectiveness of Advertising.

(1) Defining Advertising Goals:

There are many objectives, some are immediate, e.g. to increase the sales or to retain the market, while some ultimate, e.g. creating a new demand, fighting out a competitor, etc.

There are other types of goals also—calling the attention of the buyers or dealers to a new price structure or a new showroom or to build morale of the sales force (because if there is extensive advertisement the sales force is strengthened to mate approaches to the buyers).

(2) Preparing the Advertising Budget:

The concern must pre­pare a specific budget for advertising expenses. This is a vital step in the process.

The amount of budget depends on various factors:

(a) The scale of production.

(b) The plant capacity.

(c) The availability of the working capital.

(d) Whether it is a budget for a routine advertisement or a campaign advertisement and what type of campaign.

The common methods of preparing advertising budget are:

(a) How much money the con­cern can afford to pay.

(b) How much percentage of the total sales revenue shall be spent on advertisement,

(c) To spend as much money as competitors are spending,

(d) To spend as much money as will be required to fulfill the ultimate objective. Different mathematical models are prepared for the purposes.

(3) Designing the Message:

There is invariably a message in every advertisement copy which attracts the readers. As time passes new types of copies have to be created for new excitements and to fit in changing circumstances. The copy must have a scientific ‘lay out’ with a caption or heading and then the text.

Generally, pictures are used because pictures are more attractive and explanatory than words. Pictures may be of the product (with their outer and inner views), of the factory, of a user, of a popular figure like a film artist or a player, etc. recommending the product, etc. Different colours are used, whenever possible.

An advertisement copy must satisfy three characteristics: “desirability, exclusiveness and believability”. Advertising agencies engage expert copy writers who have imagination and knowledge and commercial artists for the purpose. Every copy shall create a ‘value’ in the minds of the readers which will have lasting effect.

The different ‘values’ are: curio­sity, instinct, emotion, memorising, suggestion, etc. David Ogilvy, a founder of one of the biggest advertising agencies of the world, said “To attract women, show babies or men; to attract men, show women”. The copy must be written from readers’ viewpoint with precision, brevity and without any exaggeration. Each copy must have originality and not, imitating others’ copies.

(4) Selecting the Media:

Perhaps it is more important to select the media or channels through which the message will be comm­unicated. Media selection is a specialist’s job and most of the advertisers depend on advertising agencies who appoint specialised media managers, each manager is expert in a particular kind of medium.

The different media are: newspapers, journals, posters, handbills, cinema slides, hoarding, radio, television, etc. Besides, there are calendars, diaries, various kinds of small gifts in the forms of stationery goods like paperweight, penholders, desk calendars, etc. All these collectively are known as publicity media, not exactly advertising media.

A number of media can be used simultaneously.

Everything depends on three fac­tors:

(a) What is the nature of the product or services,

(b) What is the nature of the potential, buyers,

(c) The budget of expenditure which can be afforded.

Direct mailing of catalogues and price lists (as mostly done for mail order business) is an effective device. For a very big concern with a wide range of products and varying market, computer is used for decision-making in media selection and mathematical models are prepared.

(5) Timing of Advertising:

Advertising must be done at the proper time when there is a buying spree among the customers in case of fashionable goods or gadgets or at the beginning of the season in case of seasonal products. Advertisements of clothes, transistors, hotels, etc., are mostly found just before the Pujas or Diwali as people have the ‘bonus’ money to spend and people are compelled to make purchases on social obligations.

(6) Getting the Decisions Implemented:

All the decisions as discussed above must have to be implemented. Some firms have a separate publicity department and appoint publicity offi­cers to look after the execution of the decisions. In majority cases publicity officers are not asked to execute the decisions but to participate, as experts, in the decision-making process but the implementation is done through Advertising Agents.

In many cases, the producer prepares the budget and determines the goals but leaves the remaining process of advertising in the hands of the advertising agents, who take commission on the total expenditure as well as service charges and direct costs (e.g., block-making, printing, paper, or other materials used, etc.).

(7) Evaluating the Effectiveness of Advertising:

This is the Controlling function of the advertising process. Such eva­luation is necessary because on the basis of experience the next phase of advertising will begin. If necessary, modifications have to be made.

There are various methods of such evaluation:

(a) Opinion research:

Poten­tial buyers are individually asked of their opinions about or reactions to the advertisements released,

(b) Recognition and recall tests:

Potential buyers are tested as to whether they remember the advertisements and were impressive to them,

(c) Keying:

Different addresses of the concern are given in the copies of advertisement or coupons are attached to the copies which have to be filled in, detached and sent to the advertiser for further enqui­ries or orders.

It is watched, orders or enquiries are coming in what number to what addresses or coupons are being sent detached from which newspapers and journals. The advertiser gets an idea which media are more effective. Advertisements will be repeated or intensified through the more effective media.

Essay # 6. Importance of Advertising:

It is advertising that enab­les the businessman to make continuous mass production for the wide international market. Not only does it convey sales information to potential buyers far and near, it contains positive force determining the action of buyers as well. It applies a veiled method of persuasion to secure patronage for the product. Advertising ensures the introduction and acceptance of a new product in the market.

In the case of existing products, advertising has paved the way for a steadily rising flow of goods to the market. Advertising is a potent and recognised means of sales promotion. When used effectively, it benefits the producers, traders, consumers and country’s economy.

In the modern business world, it is one of the important functions that increa­ses sales, persuades dealers, increases per-capita income, enhances receptiveness of a new product or model, eliminates seasonal fluctuations and raises the standard of living. The relatively insignificant amount with which this marvellous result can be secured has made advertising a boon to the businessmen.

(i) Market Expansion:

Advertising enables the manufac­turer to expand the market for products by creating new markets and retain­ing existing ones. It carries repeated sales messages to millions of buyers and brings customers from remote or inaccessible areas.

(ii) Direct Appeal to Consumers:

Through advertising, manufacturers can appeal directly to consumers and influence their buying habits. Consequ­ently, buyers and producers are freed from the clutches of middlemen.

(iii) Buyers Education in Using New Products:

It helps to overcome old habits of the consumers and to educate them in the use of new products, or in the new use of existing products.

(iv) Removal of Seasonal Fluctuations:

Seasonal fluctuations in demand are eliminated by advertising. Because of creating a steady demand, it has made continuous production more certain and effective.

(v) Reduction in Selling Price:

Advertising speeds up sales and pro­duction turnover. Through a large volume of business, it lowers both selling and production costs. As a result, advertising in many cases has reduced the selling price of goods.

(vi) Price Stability:

Manufacturers invariably maintain resale prices of advertised products. Advertisement of resale prices permits to keep prices within reasonable limits; and buyers are assured of more or less the same price, wherever they may purchase goods.

(vii) Quality Products:

Advertising is usually made under a particular brand name, otherwise it becomes too expensive for the business. Because of this practice, advertising tends to create confidence in buyers about the quality of advertised products.

(viii) Promotion of Goodwill:

It acquaints the people with the name of producer and guides them to improve living through better buying. Adverti­sing leads to the establishment of producer’s goodwill which results in repeat sales.

(ix) Freedom of Press:

Advertising helps to maintain the free and independent status of the press. As newspapers are mostly financed by adver­tising income, they need not be tied down on financial grounds to any party or group.

(x) Higher Standard of Living:

Advertising promotes greater consump­tion, increased production and larger employment. The effect of these improvements is inevitably reflected in lower prices, better quality and greater variety of goods to the consumer. Advertising contributes towards a fuller way of life through happy and contented living.

Essay # 7. Benefits of Advertising:

Advertising benefits a variety of sections of society, such as:

(i) manufacturers/producers;

(ii) Wholesalers/ retailers;

(iii) Consumers;

(iv) Salesmen; and

(v) The community.

(i) Benefits to Manufacturers/Producers:

(a) Advertising results in an increase in sales and, consequently, increase in profits.

(b) It enables an easy introduction of newly developed products/ services.

(c) It helps build the image of the product and its manufacturer/producer.

(d) It establishes a direct contact between the manufacturer and the consumers such that middleman have no scope to push up prices, and thus assists in maximising the profit margin.

(ii) Benefits to Wholesalers/Retailers:

(a) It is easy to find customers for their goods as the consumers are already aware of the goods being available and their usefulness to them.

(b) Advertising increases demand for the products and helps increase sales which lead to quick turnover and increased profits.

(c) The image of the product and its manufacturer/producer, as built up by advertising, will also add to the prestige of the wholesalers/retailers.

(iii) Benefits to Consumers:

(a) For consumers in general, adver­tising means a guarantee as regards quality and suitability of the product/ service which is advertised. But, in some cases, it may not really be so.

However, if the claims made in an advertisement are found by the consumers to be true, they take to using that product on a regular basis, thus pushing up its sales. This, in turn, enables the manufacturer/producer to lower the cost, improve the quality of the product still further, and also earn increased profits.

(b) Advertising is the main source of knowledge as regards the place and time of availability of a product or service. This means, the consumers do not have to run from one shop to another to get the desired product or service.

(c) Advertisements by manufacturers/producers of identical products will enable the consumers to compare the merits of individual products, such that they will be in a position to pick and choose the products which best satisfy their needs and desires.

(d) Most modern advertising is highly educative and useful for the consumers. It leads to better standard of living.

(iv) Benefits to Salesmen:

Salesmanship and advertising play a complementary and supplementary role for one another.

The benefits derived by salesmen from advertising are as follows:

(i) Goods which are already extensively advertised on the media are easy to be introduced in the market.

(ii) As advertising will effectively perform the spadework as regards providing useful information about the product/service to the dealers and consumers, salesmen do not have to make much sales efforts.

(iii) Advertising helps salesmen to establish more stable relationships with customers.

(iv) Salesmen are able to measure as to how far advertising has succee­ded in creating product awareness among customers.

(v) Benefits to the Community at Large:

(i) Modern adverti­sing has become highly educative in nature. It brings to the people valuable knowledge about goods and services which is not easily available elsewhere. In a sense, advertising is an index to the level of civilisation.

(ii) Advertising leads to an increase in production which, on its part, gives rise to greater employment opportunities, increasing income levels, and better standards of living for the people.

(iii) Advertising helps people to know as to what products are avail­able to satisfy their felt needs and desires. It also creates in them an awareness of the needs which they may not have felt before.

For example, it is only due to advertising that articles, like cars, refrigerators, T.V. sets, etc., which were earlier regarded as luxuries causing wasteful expen­diture, can today be seen in many households, whether in urban or rural areas.

Undoubtedly, this has meant extra hours of work for the matters of the family to add to their income so as to meet expenditure on such items. But advertising has succeeded in promoting an awareness about the usefulness of these items. As Sir Winston Churchill put it, “Advertising nourishes the consuming power of man. It creates wants for a better standard of living. It spurs individual exertion and greater production.”

(iv) Advertising revenue leads to low production costs of newspapers and magazines which, in a democratic set-up, are invaluable watch-dogs of the public interest. For example, minus advertising revenue, a copy of the Hindustan Times or the Times of India would sell for more than Rs. 50.

Further, it is because of the huge revenue earned by both radio and television from commercial advertising that the Government has abolished the annual licence fee in respect of radio and T.V. sets.

(v) Advertising helps copy writers and artistes to earn their living. It also enriches the social and cultural life of people.

Essay # 8. Criticisms of Advertising:

Although the merits of advertising far outweigh its faults, the criticisms cannot be neglected.

The following are the important criticisms of advertising:

(i) Unbalanced Advertising:

Advertising is sometimes made in such an excessive and unbalanced manner that it increases the cost of marketing and hence, the price of products rather than reducing prices.

(ii) Combative Advertising:

Advertising, instead of creating new demand, is often directed to transfer customers from one producer to another. Combative advertising represents a sheer waste from the social point of view.

(iii) False Advertising:

Advertising fails to achieve its objectives and destroys public confidence in those cases where false and exaggerated claims are made about the virtues of products in advertising.

(iv) Deceptive Advertising:

Advertising has been used to defraud buy­ers by inducing them to purchase goods of doubtful value.

(v) Lack of Dignity:

In their zeal for demand creation, advertisers sometimes adopt objectionable practices that are totally devoid of ethical sense, moral value or public decency.

(vi) Propensity to Artificial Living:

Advertising creates tastes and desires for some products in such a way that many persons are forced to buy things beyond their means, and others are discontented for not being able to buy the product.

Essay # 9. Regulation of Advertising:

The importance of advertising can be fully realized provided the abuses thereof are stopped. In order to eliminate the defects of advertising, a number of measures have been devised by the businessmen as well as by the Government.

The usual measures that are applied may be stated as follows:

(a) Obscene advertisements are tota­lly banned by statutes, as they offend public moral,

(b) Noisy advertisements through the use of loud-speakers or beating drums are restricted, since they appear as a public nuisance,

(c) Writings on the walls or other public places are prohibited by injunction,

(d) To guard against deceptive adverti­sing, regulatory laws are enforced by the State.

In our country, the Essen­tial Commodities and Drugs Act has been passed for controlling the sale of medicines, food products and some other essential items. But unfortuna­tely, the legislation has lost much of its strength in the absence of admi­nistrative vigilance and rigid enforcement,

(e) The chambers of commerce set up “better business bureaus” to regulate advertising, and

(f) The consumers’ associations or their cooperatives raise some voice against unethical advertising.

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• Essay on Advertising Campaign | Product Promotion | Advertisement
• Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management
• Essay on Advertising: Top 9 Essays | Functions | Marketing Management
• Difference between Advertising and Publicity

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Inside the Success of South Korean Brands

• David Dubois

The specific and effective strategies that catapulted these brands to global success.

Two decades of effective strategy and execution have given birth to some of the most attractive brands in the world: the K-brands. But what has become a key geopolitical asset for South Korea is no stroke of luck — it’s the result of an innovative approach that can be adapted by entrepreneurs, brand managers, and marketing executives around the globe. These brands: 1) encourage fast and fun consumer discovery; 2) elevate themselves through immersive experiences; 3) experiment throughout the product life cycle; and 4) promote their brands through content creation.

The last two decades have seen South Korea emerge as a cultural powerhouse on the global stage. K-pop groups like BLACKPINK and BTS have become worldwide megastars, with the latter’s overall contribution to South Korea’s economy estimated at US$5 billion , while TV series Squid Game drew more than 111 million views worldwide within 30 days, the biggest launch in Netflix’s history. The country steadily churns out award-winning K-movies and K-dramas, boasts a shiny contemporary art scene , and has the world’s fourth-largest gaming industry . And the K-beauty market is expected to hit US$18.32 billion in revenue by 2030 .

• David Dubois is an associate professor at INSEAD.

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GUNS, JUDGES, AND TRUMP

25 Pages Posted:

Rebecca L. Brown

USC Gould School of Law

Lee Epstein

University of Southern California

Mitu Gulati

University of Virginia School of Law

Date Written: June 22, 2024

This Essay reports data on the impact of Bruen and its predecessor, Heller, on gun rights cases. Put mildly, the impact was significant, increasing not only the number of cases in the courts but also the partisanship displayed in the application of Bruen. And that partisanship increase was particularly large on the part of Trump-appointed judges. The Supreme Court has now decided Rahimi, its first opportunity to apply Bruen. While the Court's new decision blunted some of the sharpest concerns raised by Bruen, it did not eliminate the key concern, recommitting itself to a test that places considerable unguided discretion in judges, inviting partisan bias. Thus, the revolution that the Court has wrought through Bruen and Heller seems only to have just begun.

Keywords: Guns, Second Amendment, Trump Judges

Suggested Citation: Suggested Citation

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Social Media Marketing and Promotion Essay

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Business-2-Business brands

Competitive analysis, differentiation strategy.

Bibliography

Many people consider social media as a new marketing tool. An organization can utilize online social platforms to either market or promote its goods and services. Online social platforms centre on relations with friends, prospective clients and existing clients.

Basically, when an organization begins to embark on social platform, it is unsure where to begin. This paper explains ways into which B2B organization is utilizing social media like Twitter and Facebook in promoting its products (Johnson, 2009).

Online social platforms play significant roles in marketing, but these roles depend on the business as well as how the business matches the needs of its customers. They, in addition, depend on the resources the organization is willing to use in order to market and/or to promote its products.

Implementing social media promoting has not been simple. A 2009 research found that about 68% of B2B organizations utilized social platforms so as to grow their businesses and improve on their decision making (Goodwin, 1991).

Organizations are certainly gaining extensively from clients move towards emerging media platforms like social online sites as a method of obtaining data. At first, organizations appeared on the online platforms with conventional specific business websites. But the emergence of new social networking sites has altered the way organizations promote their products.

Currently, numerous organizations have turned to dynamic social sites like Twitter and Facebook in order to promote products. At present, it appears that if an organization is not engaging social platforms, it is at risk of remaining uncompetitive and missing an opportunity of engaging many consumers.

Given the economic slowdown, it is no shock that emerging social platform marketing is the sole rescue for numerous organizations’ marketing attempts. Ideally, businesses do not have $2,000,000 for advertising but they can inject about $50,000 towards online sweepstakes that can be promoted via diverse platforms and advertising methods (Goodwin, 1991).

Besides, there are other online social sites and techniques for promotion that could be efficient and less expensive. For instance, growing and local organizations have started creating Facebook profiles and blogs rendering occasions regarding their grand activities, advertising and promotion almost free.

Overall, from an organizations’ view, emerging media promotion and campaigning is a half-half position. Organizations have the opportunity of accessing and reaching out to many people while reducing their budget share on advertising (Johnson, 2009).

Facebook and Twitter present an opportunity for organizations since they allow people to create business profiles that comprise images of products and details regarding these products. An organization can market its products on a full page on Twitter and Facebook with no additional costs.

Businesses use social media to remain linked to their customers. An organization can utilize a social platform to draw users to their products. Easy emails are enough to contact prospective consumers, and allow them to view products that the business deals with (Johnson, 2009).

Through social media organizations can develop worldwide relationship that aid them in discussing product strengths, need for improvement, or quality concerns and make necessary adjustments. An organization can keep its customers updated via social media. For instance when an organization is introducing a new product, it can test the product based on an online market and request response from consumers via social sites.

A company is capable of communicating and getting responses from its clients in all phases of product development. Businesses use this approach so as to minimize cost incurred during product development instead of testing the new product in an actual market (Goodwin, 1991).

The clothing sector has numerous rivalries especially with the emerging renewal of classy jeans. Currently, different B2B brands are joining the jean market. The competitors are Blue Cult, Diesel, Earnest Sewn, True Religion and Rock. Although Diesel began operations as a jeans clothing product and also that denims are still fashionable to date, jeans are viewed not like denim brand anymore but as the urban classy brand.

Among the brands and apparel firms that aim the sporty smart people only Diesel and Rock brands can be said to be direct competitors. Rock is a Japanese firm that manufacturers and distributes denim clothing as well as other fabric options, not very fashionable in design but, in addition, likeable to middle age people (Eric, 2005).

Diesel is an American brand which targets informal fashion sensitive individuals that require denim and other fabrics coupled with increased details and differentiation, both in fashion and fabric of the clothing (p. 67).

Basically, Diesel has been operational for decades and has dealt with concerns in a manner that no other organization could shine it out.

The fact that Diesel and Rock were expanding so much could have damaged their status as non conventional brands but nowadays the companies are struggling to defend their reputation by establishing company based network of clothing outlets where they are capable of controlling the setting where their products are sold (Eric, 2005).

Besides, Diesel and Rock companies are keeping their products away from large trading stores where the products share similar setting with other brands (p. 68).

The advertising framework engaged by Diesel differentiates it from its rivalries whereas Rock portrays framework utilizing the clothing in a semi levelled situation. Diesel performs well at generating tales regarding its brands. In the youth clothes market, the sensitivity to a brand by users principally depends on the promotion campaigns especially through social media.

The value displayed on the brand is determined by the technology utilized and the advertising approach that is initiated semi annually. Rock may alter its adverts for each collection but the technology does not change: models posturing in action and inscribed information about the clothing.

An easy and old concept of clothing adverts. Rock applies also models of urban setting and all placed along tarmac surfaces and being alert (Eric, 2005).

Diesel brands have retained their stories for decades and consumers even expect the company to generate winning tales rather than the classy persons posturing with descent clothing. Basically, Diesel consolidates in single setting clothing, nature and the brand.

The theme and topic selected for the adverts make Diesel’s campaigns even more unique. Of late, its themes are not as original as before but still the business remains peculiar in the choosing and the intention of the advertising themes (Eric, 2005).

Both Rock and Diesel clothing stores present their collection semi annually. This keeps consumers waiting for good ads regularly. The invention runs on all adverts, form necklaces to clothes and a consumer is ever anticipating different and newly generated ads from Diesel.

In addition the advert initiated by the two stores is a stuff to be desired since consumers, after decades of winning adverts, do expect something impressing and/or surprising through the newly developed campaign (Eric, 2005).

In conclusion, like the other firms operating in the clothing sector, Rock and Diesel are struggling to retain their market share. Any time, a rival or an emerging clothing firm may penetrate the market and begin producing clothing as good as that produced by both stores and recruiting an advertising group in order to generate competitive marketing strategies.

Eric, G. (2005). Diesel Case Study. Journal of Communication Planning , Vol. 2, No. 1, pp. 66-72.

Goodwin, C. (1991). Privacy: Recognition of a Consumer Right. Journal of Public Policy & Marketing , Vol.10, No.1, pp.149-166.

Johnson, G. (2009). Computer Ethics . New Jersey: Pearson Prentice Hall.

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IvyPanda. (2019, May 27). Social Media Marketing and Promotion. https://ivypanda.com/essays/social-media-marketing-promotion-essay/

"Social Media Marketing and Promotion." IvyPanda , 27 May 2019, ivypanda.com/essays/social-media-marketing-promotion-essay/.

IvyPanda . (2019) 'Social Media Marketing and Promotion'. 27 May.

IvyPanda . 2019. "Social Media Marketing and Promotion." May 27, 2019. https://ivypanda.com/essays/social-media-marketing-promotion-essay/.

1. IvyPanda . "Social Media Marketing and Promotion." May 27, 2019. https://ivypanda.com/essays/social-media-marketing-promotion-essay/.

IvyPanda . "Social Media Marketing and Promotion." May 27, 2019. https://ivypanda.com/essays/social-media-marketing-promotion-essay/.

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Apple's 2024 Back to School Sale Launches, Up to $150 Gift Card With Mac or iPad

Apple has launched its annual Back to School promotion for college students in the United States. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad. Apple is also offering students 20% off AppleCare+ plans.

The offer is available through Apple's online education store and at Apple Store locations for students attending or accepted to a higher-education institution, faculty and staff of higher-education institutions, parents purchasing on behalf of an eligible student, employees of a K-12 institution, and select others.

Here are the promotions:

• iMac ($150 gift card)
• MacBook Air ($150 gift card)
• MacBook Pro ($150 gift card)
• Mac mini ($100 gift card)
• iPad Pro 11-inch / 13-inch, M4 chip ($100 gift card)
• iPad Air 11-inch / 13-inch, M2 chip ($100 gift card)

The promotion runs through September 30 in the U.S., according to Apple's terms and conditions . The free gift card is in addition to Apple's standard educational discounts of around 5% to 10% off most Macs and iPads. The promotion has also gone live in Canada, India, and possibly other countries, and will likely come to Europe and other regions in the coming weeks.

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('https://www.macrumors.com/2024/06/20/apple-back-to-schoo-promotion-launches/') Apple has launched its annual Back to School promotion ('https://www.apple.com/us-edu/store') for college students in the United States. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad. Apple is also offering students 20% off AppleCare+ plans. Apple is offering a $150 gift card with any new MacBook Air, MacBook Pro, or iMac, and a $100 gift card with the purchase of any new M4 iPad Pro, M2 iPad Air, or Mac mini. The gift card can be used towards purchases of Apple products and accessories, App Store apps, subscriptions to services like Apple Music, iCloud+ storage, and more. The offer is available through Apple's online education store and at Apple Store locations for students attending or accepted to a higher-education institution, faculty and staff of higher-education institutions, parents purchasing on behalf of an eligible student, employees of a K-12 institution, and select others. Here are the promotions: * iMac ($150 gift card) * MacBook Air ($150 gift card) * MacBook Pro ($150 gift card) * Mac mini ($100 gift card) * iPad Pro 11-inch / 13-inch, M4 chip ($100 gift card) * iPad Air 11-inch / 13-inch, M2 chip ($100 gift card) The promotion runs through September 30 in the U.S., according to Apple's terms and conditions ('https://www.apple.com/shop/back-to-school/terms-conditions'). The free gift card is in addition to Apple's standard educational discounts of around 5% to 10% off most Macs and iPads. The promotion has also gone live in Canada, India, and possibly other countries, and will likely come to Europe and other regions in the coming weeks. Article Link: Apple's 2024 Back to School Sale Launches, Up to $150 Gift Card With Mac or iPad ('https://www.macrumors.com/2024/06/20/apple-back-to-schoo-promotion-launches/')

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