How To Turn Website Traffic Into Sale with Advertising Pyramid

How to design a good ad? What concepts should we be familiar with before we start designing an ad? What are the parameters and standards of a good advertisement?

Copywriting is a very important topic in advertising, and a concept that we talked about earlier. Copywriters are those who, by recognizing the goals and values ​​of the business, communicate well with the audience and try to persuade them to do something specific. Of course, to achieve such a goal, we must also go through steps.

The Advertising Pyramid (known to some as the Marketing Communication Pyramid) not only helps us design advertising better by creating a clear picture of the ad design process; Rather, it can be used as a ruler to measure' and effectiveness of advertising.

1- What is an advertisement pyramid?

Each ad has its own message and purpose, and the ad pyramid is actually an embodiment of how the ad affects the audience to achieve that goal. The pyramid consists of 5 stages, respectively: attracting attention, attracting interest, credibility, passion and action.

In this post you read:

1- What is an advertisement pyramid?

2-5 stages of the announcement pyramid:

Attract attention, attract interest, credibility, passion and action

Your ad may attract a lot of people, but only a few of them will contact you (or take action that is the main purpose of the ad). The concept pyramid is similar to a sales funnel . The same hypothetical process and funnel in which a person moves from the audience to the customer.

Different parts of the ad pyramid

1- Attention or Awareness: It is very easy to understand this issue; An ad that is not seen can not make anyone aware of your existence and your product. At this stage, we are more looking to be seen. Attention may occur by the use of color and image or in verbal content.

Depending on what stage of the sales cycle you are at, the emphasis may be on this stage. Marketing communications) and may even sacrifice other steps to attract attention.

2- Attracting interest: An ear-catching or loud music attracts attention well, but does not arouse interest in the listener. To attract interest, we must introduce the product / service to the audience in such a way that the recipient of the message understands its connection to himself. One of the good things about this stage is that we ask ourselves, "Well, what?"

" Experience with us beyond expectation ", for example, the audience may like the phrase itself. But really, what? What does this have to do with me as a customer or consumer? In general, by staying interested, we stay longer in the mind of the audience.

Again, let's not forget that the focus on each part of the advertising pyramid depends on what stage our business is at. Of course, you should not forget to follow the principles of branding , an advertisement that attracts good attention but contradicts your brand identity will be a problem for you.

3- Credibility: Why do the audience of the ad and the recipients of the message trust you and believe that you are right? If you're still growing a business, you can skip this step by using Testimonials or well-known certifications (such as ISO). Or you may use the right tone or words. In addition to the business situation, the emphasis on this step can also affect your product.

A well-known and experienced brand operating in the dairy industry will have different concerns and worries with a fledgling brand in the automotive industry.

4- Desire: Steps 4 and 5 are actually the result of the previous steps. At this stage, by showing the use and positive impact of using the product or service, we create in the customer a desire to buy or try to know more.

5. Action: This is where shareholders, managers and business owners like to start. But this is the ultimate goal of ad design, and the top point of the ad pyramid. Never start from here! None of your audience will buy your product or service just because you ask them to. Writing a website address, inviting to a specific event, or writing down a phone number can be examples of the action step.

Conclusion:

When designing an ad, first identify your target audience and get to know them. Do not prefer your own taste to the customer's taste. Decide on the amount of emphasis needed at each stage, taking into account the "life stage" and the state of your business or product.

If you use online marketing channels , don't forget to measure and find the best option for your ad with A / B Testing, improve your lead generation and sales processes .

Practice creativity and copywriting techniques and decide which advertising element is the visual priority. "Targeted Website Traffic That Converts" or "High Converting Traffic".

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