Text produced by Amanda Galvão, first semester Advertising student at IDP 

Faced with increasingly rapid technological developments, people are consuming more information in less time. Practicality then becomes the highlight for this adaptation of the new world . In this context, easy-to-understand advertising makes all the difference.

Furthermore, before advertising, the company needs a well-defined target audience to know what tone of voice and how it will speak. With this in mind, advertising needs to be clear with just a few words, in addition to aligning with the expectations of this audience. 

When entering the commercial world, you need to choose a niche to serve. This way, we can gain insight into each consumer’s lifestyle. Everyone has impasses that they seek to resolve, such as low self-esteem, health problems and performance in a busy day to day life - productivity is highly valued today, in other words, the purchase and the product need to be practical for the customer. 

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1 – Don’t offer too many options 

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From defining your audience, the consumer's needs and preferences need to be heard so that we have the power to filter what will really solve their problem. Know that 2 to 4 options are enough to choose 1 product. 

Otherwise, by offering a wide range of products or services, in addition to not solving the consumer's problem efficiently, we will bring another problem into their lives, the doubt about what they need. Ultimately, he needs to quickly identify with what we offer.

Example: when the consumer arrives at the cell phone store, the merchant asks what he needs and what his preferences are – brand, model, color, for example – and what he expects from a cell phone. After listening to the potential buyer, the attendant shows 2 to 4 options according to the customer's filter. 

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2 - Know how to explain the value and payment methods

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To select the niche, our attention also needs to be focused on its purchasing power. What we offer needs to be accessible to the user we target for our brand. Understand their needs before offering your product or service. 

The lower their economic level, the more flexible the payment method needs to be, therefore, fitting into the budget is essential for this specific consumer. If this is the case, making this accessibility evident or, better yet, emphasizing it in advertising will attract this audience.

Example: “from 10.00” or “everything for 10.00 each”, stores that offer kitchenware and home decoration for a fixed and affordable price, are very common in the center of several cities in Brazil. 

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3 – Compare prices with everyday products 

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Adding the comparison of the price of your product with the price of everyday things, such as pizza, sweets, beer, we are able to show the characteristics that our product surpasses others and change the public's perspective to prioritize what we offer. 

Example: “I think it's cheap, because you buy a case of beer for 35.00 and you drink it in half an hour and it's gone, you don't even taste the flavor afterwards” reels that went viral after several retailers dubbed the audio on Instagram. 

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