Product advertising, from first principles
What a product ad has to accomplish, in what order, and why most of them stop at the first step.
The Krevya team
Marketing basics7 min read
A product ad has four seconds and three jobs: stop the scroll, make one promise, and give a reason to believe it. Most ads do the first job well, skip the second, and never attempt the third.
Sell the change, not the object
Nobody wants a 40cm cast iron pan. They want the thing where dinner comes out looking like the photo. Describe the state your customer arrives in, and the product becomes the way to get there instead of a thing on a shelf.
One ad, one claim
Three benefits in one creative is not three times the persuasion, it is a third of the attention each. If the product genuinely has three strengths, that is three ads, which is good news, because you needed three anyway.
Proof beats adjectives
- A number you can check.
- A named material, process or certification.
- A customer sentence you did not write.
- A demonstration where the camera does not cut.
Every product has an honest reason to be bought. The work is finding it, not decorating around it.