האם יש למסר שלך סיכוי לעבוד בפרסום ממומן?

טל וורונל

ייחודיות ברורה ובידול איכותי בעסק הם

חשובים בעיקר כשמפרסמים בממומן.

אבל איך אני יודע אם יש לעסק שלי בידול?

איך אני יודע להגיד אם יש לנו ״משהו לעבוד

איתו״ ויש לו סיכוי לעבוד בפרסום?

לחובבי הסרטונים הקצרים:

בגדול, הרעיון הוא לוודא שיש כאלו שהבידול

של העסק ממש לא מתאים להם.

ככל שיותר ברור לנו שיש כאלו שיסלדו

מהמסר, או שלא יתחברו לבידול, כך אנחנו

יותר יודעים שאנחנו בכיוון.

הסיבה לכך היא שכשיש כאלו ש״שונאים״

את המסר שלנו ולא מתחברים אליו, זה

אומר שיש מצב (זה אף פעם לא וודאי)

שהוא מתאים לאחרים.

הרי אם השיווק שלנו הוא מתאים לכולם, זה

אומר שהוא כנראה שטחי, ולא נוגע בצרכים

האמיתיים של אנשים.

אבל אם הוא נוגע לצרכים אמיתיים של אנשים,

זה אומר שהוא לא נוגע לצרכים של כולם (כי

לכולם יש צרכים שונים).

לדוגמה:

אם אני מפרסם שירות של פתרון בעיות תזרים

מזומנים של יבואנים, זה אומר שכל מי שהוא

לא יבואן, לא יתחבר למסר.

אבל מי שהוא יבואן יגיד לעצמו:

״בואנה! הוא מדבר בול אלי!״

זה לא קל לעשות את זה כי זה אומר לוותר על

חלק מהקהל, אבל זה ללא ספק אפקטיבי.

במיוחד בפרסום ממומן.

כתיבת תגובה לבטל

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