5 main marketing formulas
Until a 'golden formula' for advertising is found, marketers around the world continue to use old and proven methods that help structure and optimise business strategies by adapting to the situation.
The success of an online retailer is largely determined by the marketing properties of their store's merchandise and their ability to convert potential customers into loyal consumers. Step one is to study the pain points and find out what the customer needs. Step two is to present a solution to the problem in a clear, unobtrusive and effective way. How to do it? The specialists at Betonlogos tell us how to use well-known marketing formulas to present a product, talk about it and motivate the customer.
AIDA describes the stages a consumer goes through from learning about a product to making a purchase. It is a formula for effective marketing campaigns aimed at attracting attention and generating interest. AIDA appeals to the heart rather than the mind of the consumer. It is designed to appeal to their emotions.
Attention - draw the user's attention to the message using a catchy headline, unusual image, contrast.
Interest - create interest based on the needs of the target audience.
Desire - arouse desire, create a situation where the user wants to own the product.
Action - offer to call immediately, leave an enquiry, make a purchase.
AIDA in the Apple iPhone ad: 'New iPhone (Attention), with improved camera and battery (Interest), perfect moments to remember (Desire). Order now on our website (Action).
1. ODC (Offer, Deadline, Call to Action)
The ODC formula helps to motivate potential customers to take immediate action by providing them with an attractive, time-limited offer and a clear call to action. This message structure influences the decision making process.
Offer - the essence and benefit of the offer in figures and percentages
Deadline - a time limit
Call to action - motivation for immediate response
The ODC formula fits perfectly into the F-pattern - one of the patterns of visual perception of information that describes the movement of the user's eye across the page. ODC is the formula of loans, short ads, social media and banner ads.
A classic example of ODC is advertising Black Friday promotions and sales. Discounts up to 70%, 24 hours only! Hurry to get in on the action!
2. AIDA (Attention, Interest, Desire, Action)
According to marketing experts from Betonlogos Czech Republic, the formula is suitable for customers who make a purchase decision carefully, without emotion or hesitation. The customer recognises himself in the advertisement, the arguments are numbers and statistics.
Attention - a catchy headline, a well-chosen illustration and a succinct filling of the first paragraph of the text.
Understanding - the benefits of buying the product, what needs the offer covers.
Persuasion - carefully considered arguments, at this stage talk about: certification, experience, portfolio, measurable and verifiable professional achievements, reputation and guarantees.
Action - encouraging the customer to buy.
In the Tesla ad: "Tesla electric cars (awareness) with up to 600 kilometres on a single charge (understanding). Reliability and innovation (Conviction). Join the transportation revolution - order now (action).
The formula reinforces the impact of the ad, describes the problem and offers a solution. This structure helps to create a strong motivation to buy. A dropshipper website or online store can use this approach by offering seasonal products or holiday discounts.
Pain - describe the problem the product solves.
More pain - list what the customer could have done and what didn't work, talk about the consequences if the problem is not solved.
More - it is still possible to get rid of the problem.
Solution - offer a solution.
Advertisement for back pain medication: 'Do you have back pain (Pain)? Getting worse every day (More pain)? Do you dream of a life without pain (Nore)? Our product will quickly get rid of your pain and bring back the joy of movement (Solution)'.
Betonlogos uses most of the marketing formulas described above when advertising products on our website. We focus on detailed descriptions of the products and their main features. To promote the advertising of our platform partners, Betonlogos marketing specialists develop advertising campaigns and target specific market segments, analysing user behaviour to offer relevant products.
3. ACCA (Awareness, Comprehension, Conviction, Action).
The PPPP formula should be used if you are selling a product that needs to be accompanied by visual and emotional content (clothes, cosmetics, furniture).
Picture - to show an enticing image or situation in an advertisement.
Promise - show or tell how the customer's life will change after buying the product.
Prove - gather arguments and evidence, testimonials, descriptions of the manufacturing process, anything that can answer the question 'Why will the product really make the customer's life better?
Push - lead, nudge the customer to buy. Offer to order the product or go to the website.
The PPPP formula is an advertisement for L'Oréal cosmetics: 'Perfect skin with L'Oréal cream (image). Promise of smoothness and radiance (promise). Clinically proven: 95% of women see an improvement (Prove). Buy now and get 20% off (Push).
4. PPPP (Picture, Promise, Prove, Push)
5. PMHS (Product, Market, Habit, Situation)
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