Advertising is the art of attraction and transaction
As we start the year, it’s always good to bring it back to the fundamentals. In the world of marketing, at any given moment, you’re either trying to attract people to a brand, or trying to get them to transact and purchase the brand. That’s it. There is nothing else.
•Transaction is urgent. It targets people in the market right now, the bottom of the funnel. It uses all the tools of marketing to identify and convince them. This is advertising. It goes through the lens of the brand and all its wonderful, differentiating attributes. The goal: buy my product.
•Attraction is patient. It targets people not in the market right now, the top of the funnel. It inspires and entertains to bring more of them into the fold. This is content. It goes through the lens of the platform and all its engaging tools and features. The goal: like my brand.
•The clear endgame for both is a sale. The only difference is a sale now or a sale later.
•The art of attraction and transaction. Everything else is distraction.
