Breakthrough Advertising<\/a> summary below.<\/p>\n<\/p>\n
According to the author, there are two main ways of building your business: making new products and creating a need for them or making a product around people’s current needs. This book focuses on the second method. It acknowledges the different needs of people, and to build a successful product that these people would want; you need to complement it with their desires.<\/p>\n
According to the author, marketing is not meant to create desire among the masses. Instead, it’s meant to acknowledge and embrace these desires, fears, dreams, and hopes. These are natural feelings that exist in people.<\/p>\n
As a successful marketer, your role is to drive these desires into a specific product or service. Furthermore, the author added that it would take years for the masses to develop a collective passion. These are usually shaped by technological, economic, and social factors that are often too complicated for regular businesses to handle.<\/p>\n
According to Schwartz, it’s impossible even for the wealthiest advertiser to spend their resources to drive business. He added that the desire you need to work on in your marketing strategies must be existing. These desires are not something you can fight or create.<\/p>\n
<\/span>Best ideas from Breakthrough Advertising Summarized<\/strong><\/span><\/h2>\nHere are a few ideas from the Breakthrough Advertising<\/p>\n
<\/span>Start by identifying the most powerful human desire around your product <\/strong><\/span><\/h3>\nA specific product can meet a lot of desires. However, the author argues that you should base your product positioning on one powerful human desire. Your marketing team should understand that they have to identify the strongest desire. After which, they also need to determine what are the things the company’s products should work on to address these desires by answering these questions:<\/p>\n
\n- How solid and urgent is the desire you identified?<\/li>\n
- How long will this intense desire last, and how often does it manifest?<\/li>\n
- How many people share this desire? Is it common?<\/li>\n<\/ul>\n
The phase that involves identifying this desire is essential in coming up with a specific product marketing strategy. Your subsequent marketing communications will be based on these decisions.<\/p>\n
Instead of controlling these desires, it’s best to focus and direct them on a specific product. A telling example of these needs is Abraham Maslow’s hierarchy of needs. It says that before you can progress to higher demand, you need to meet your basic survival needs like water, food, safety, and water.<\/p>\n
Once you satisfy these lower-tier needs, you can move to a higher need like the need for self-esteem, belongingness, and self-actualization. In countries with developed economies, basic needs are easily met. Hence, the needs they’re satisfying are emotional.<\/p>\n
<\/span>Create a novel product call-to-action <\/strong><\/span><\/h3>\nThis Breakthrough Advertising summary also suggests that after identifying the strongest, most intense desire around a specific product, you need to offer ways to satisfy these desires. This is where product messaging comes in. Its purpose is to connect the product sold and the prospects.<\/p>\n
Schwartz suggests the following powerful product awareness messaging as call-to-action:<\/p>\n