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Advertising
The Wizards of Commercial Ads
Learn the art and strategy behind successful commercials. Discover the psychology of advertising, the power of emotional branding, and top commercial ads that inspire.
There is a lot of art and strategy that goes into making a successful commercial. Some of the greatest commercial ads can make viewers laugh, think or even feel emotional. They are often designed to be memorable and evoke an immediate reaction in order to get people to talk about them. Commercials are crafted by a team of wizards who use their creative skills to commercialize a product or service. They often have to think outside the box and come up with ideas that will grab people's attention and achieve the most desirable results. Commercials can be a great way to get your message out there, but you'll only achieve the brand recognition you desire when they are done well. Even the biggest brands out there have failed to create effective commercials from time to time. So, it's important to know what makes a commercial great and how you can make your own stand out from the rest. In this article, we'll go over the psychology of commercial advertising, the power of emotional branding and share some of the top-selling commercials for inspiration.
How Does Advertising Affect Our Brain?
The average American sees around 10,000 ads per day. Now I don't know about you, but that is a lot of ads. With this alarming statistic, it would be silly to not believe that they have an effect on our thoughts- consciously and subconsciously. Commercial advertisements are specifically designed to evoke an emotional reaction from us. They want us to feel happy, excited or even validated by the product they are selling. When we have these types of reactions, our brain releases dopamine- a chemical that makes us feel good. This is why commercial ads are so addictive — we get a little dopamine hit every time we see one. Over time, this can create subconscious associations between our emotions and the product we are viewing. For example, if we see a commercial for a car that makes us feel happy, we might start to associate that feeling with the car. This can then lead us to want the car more, even if we didn't initially have an interest in it. A brand that does this really well is Coca-Cola. The company has been using emotional marketing for decades, and most of us have subconscious associations between the brand and happiness, refreshment, summertime and good times. So, how does all of this affect our brain? Well, commercial ads can actually change the way our brain works. They can increase our heart rate and blood pressure, make us feel more energetic or optimistic and even make us crave the product they are selling. When this happens, that is how you know marketers have done their job well. If you are looking to achieve this with your commercial ads and maximize your sales, we at Wizard of Ads® can help.
How Does “Emotional Branding” Always Capture Audiences?
Emotional branding is a technique used in commercial advertising to capture the audience's attention and create an emotional response. This type of branding is often very successful, as it can evoke strong feelings in consumers and persuade them to buy a product. In fact, 90 percent of purchasing decisions are said to be based on emotions; and another study has found that ads that evoke positive emotions are twice as likely to be remembered as those that don't. This is why emotional branding is so important for businesses — by creating an emotional connection with consumers, they are much more likely to buy a product or service. There are many different ways to create an emotional response in consumers. Some common techniques include using storytelling, evoking positive feelings and targeting universal emotions. By using an effective mix of these tactics, businesses can create a powerful emotional connection with their target audience. To ensure your commercial ad is effective, it's also important to understand what emotions people are likely to respond to. Some common emotions that are targeted in advertising include happiness, love, joy, excitement, nostalgia and comfort. It's also important to create a connection with the audience by using relatable stories or images.
Top 10 Successful Commercial Ads of All Time and the Wizards Behind It
Now that you know how advertising affects our brains and how emotional branding drives us to make a purchase, let’s highlight the top 10 best commercials of all time. Here, we’ve gathered both old commercials and new and provide a break down of their significance and the wizards behind them that made it happen.
Sylvester DaCunha - Amul
One classic ad campaign that was particularly successful was the "Utterly Butterly Delicious" campaign by Amul. This campaign was successful because it was a funny ad and a catchy slogan to resonate with consumers and convey its message. The blue-haired Amul girl became a familiar and much-loved character in Indian households, and the ads were so successful that they even spawned a TV show. The wizard behind this masterful campaign was no other than Sylvester DaCunha. His main idea for the ad was to get people excited about the dairy product and make people smile. The commercial was aired during the 1966 Cricket World Cup, when India won against England. DaCunha’s marketing strategy proved that commercial ads don't have to be boring or dry — they can be funny and engaging while still getting their message across. So if you're looking to create a commercial ad campaign that will be successful, make sure it is humorous, relatable and engaging. And most importantly, make sure it is utterly butterly delicious.
Mohamed Rizwan - Nike Da da ding Campaign
Nike is a global powerhouse when it comes to commercial advertising. Much like Amul, it has done extremely well in India. Especially with its ‘Da Da Ding’ campaign. This commercial campaign was very successful because it associated the brand with female empowerment, patriotism and nationalism. It played on the emotions of the people, making them feel proud to be wearing a Nike product. The commercial showed India’s greatest female athletes doing well in international competitions, and ended with the tagline, ‘Da Da Ding. India Ka Game Changer’. This campaign resonated with the target audience and increased sales for Nike in India, and not only that, the commercial became famous in other countries as well. The creative director and commercial wizard, Mohamad Rizwan deserves all the credit for this commercial. His vision for the campaign was to show India’s rise in the world, through the lens of sport. He managed to tap into the Indian psyche and create a commercial that made people feel good about their country and themselves.
Lowe Lintas - Flying Machine
Fastrack, a brand of watches, produced a commercial ad in 2014 called "Flying Machine". The commercial was successful because it played on the emotions of the viewers. It showed a young man achieving his dream of becoming an airline pilot, and as a result, made many people want to buy a Fastrack watch. The commercial was well-made and well-scripted, and it successfully achieved its goal of increasing sales for the brand. The fantastic wizard behind the operation, Lowe Lintas created the campaign intending to inspire the nation's youth to pursue their dreams and become the best that they can be. The commercial is a great example of how commercial ads can be used to inspire people and change their lives for the better. It is also a perfect example of how brands can use storytelling to connect with their target audience. Thanks to the "Flying Machine" commercial, Fastrack watches became one of the most popular watches in India.
Ogilvy & Mather - Cadbury Dairy Milk
Another food ad that made an impact was Cadbury's Dairy Milk "Kiss Me" campaign. The commercial was very successful because it successfully played on the emotions of viewers. It showed a couple in a passionate embrace, and when the woman offered the man a piece of Dairy Milk chocolate, he turned away and kissed her instead. Commercial wizards, Ogilvy & Mather claimed that the idea behind the commercial was to show how passionate Dairy Milk fans are about the chocolate. This commercial was so sensational because it showed genuine affection between the couple, which is something that viewers could relate to. Additionally, the slogan "Kiss Me" was very catchy and encouraged viewers to buy the product.
Leo Burnett - John West Salmon - Bear Fight
One of the funniest ads to date is John West Salmon's "Bear Fight." The commercial is a mockumentary that follows two bears as they prepare for their big fight. It starts with the bears in their natural habitat and then cuts to them in a boxing ring, fighting for the salmon. The commercial was so successful that it won an award at the Cannes Lions International Festival of Creativity. What made the commercial so funny was its clever use of irony. The commercial is about two bears fighting for salmon, but at the end of the commercial, it's revealed that John West is the one who benefits from their fight. This makes the commercial not only funny but also clever, as it subverts our expectations. Leo Burnett, the clever wizard behind this commercial wanted to create an ad that would stand out from the rest and he most definitely succeeded.
Weiden & Kennedy - Old Spice - The Man Your Man Could Smell Like
One of the more recently successful tv commercials was no other than Old Spice's "The Man Your Man Could Smell Like." The commercial ad became so successful that it led to Old Spice creating a full-scale marketing campaign around it. So why was this commercial so successful? There are a few reasons. For one, it is very clever and funny. It takes something that is typically seen as "feminine" (smelling nice) and flips it on its head by making it into something "masculine." Additionally, the commercial is high-energy and visually stimulating. It features actor Isaiah Mustafa doing all sorts of crazy things while he delivers his colorful lines. This grabs people's attention and keeps them engaged. The collaboration of two talented wizards, Weiden and Kennedy aimed to redefine the Old Spice brand by targeting a younger, more active male demographic. It is a great example of how a well-executed ad campaign can help to revitalize a brand.
Ogilvy & Mather - Thai Life Insurance - Unsung Hero
The popular ad, "Unsung Hero" by Thai Life Insurance became famous for effectively pulling on the heartstrings of its viewers. The commercial tells the story of a man who quietly performs good deeds. His family and community never know about his good deeds, but one day he dies and they find out. The commercial concludes with the tagline: "When he needed us, we were there. Now it's our turn to be there for him." This campaign was so successful because it resonated with people on a personal level. Everyone has a loved one who has done something selfless for them, and the commercial tapped into that emotion. This is creative wizards, Ogilvy & Mather's second feature in our article, and for good reason. They succeeded with their intention to tug at heartstrings and make people feel something. And when it comes to commercial ads, that's what it's all about.
Ridley Scott - Apple - 1984 Superbowl
Superbowl commercials are a chance for brands to really show everything they've got, and Apple's 1984 Superbowl ad certainly made a touchdown. This 80s commercial was inspired by George Orwell's "1984" and depicted a young woman being freed from the bonds of a totalitarian society by an Apple computer. It was aired only once, but its legacy has lived on. So why was this commercial so successful? Some say it's because it taps into our fear of government control, while others say it's because it portrays Apple as a brand that stands for freedom and creativity. The best way to find out is to ask the Wizard himself who created the ad, Ridley Scott. He said, "I wanted to show that the Orwellian world wasn't some far-fetched thing. It was happening right then and there, in the U. S. We were becoming a captive society." However you look at it, the commercial was definitely ahead of its time and is still considered one of the best Superbowl ads ever made.
Budweiser - Puppy Love
Another good ad that certainly topped the charts was Budweiser's "Puppy Love" Superbowl ad. This commercial was so successful because it tugged at the heartstrings of viewers. It showed a Clydesdale horse being raised by a family of puppies, and then when the horse was all grown up, it came back to visit its puppy friends. This commercial was very emotional and heartwarming, and people loved it. The agrarian and pastoral overtones in the commercial also likely contributed to its success, as these evoke a sense of simplicity and nostalgia in viewers. In a world that is increasingly complex and fast-paced, commercials like Budweiser's "Puppy Love" provide a much-needed respite. Budweiser scored big with this commercial, as it has been claimed the most successful Superbowl ad of all time.
Wrigleys - Sarah and Juan - "Can't Help Falling in Love With You" Commercial
A great ad example that was successful at emotionally triggering its audience was Wrigley's Sarh and Juan "Can't Help Falling in Love With You" commercial. Elvis Presley's hit song was used in the commercial and it quickly became one of the most popular ads of all time. One reason why this commercial was so successful is that it played off of people's emotions. The commercial showed different couples who were madly in love and it ended with the slogan "Can't help falling in love with Wrigley's." This commercial was successful at making people feel happy and nostalgic for their loved ones. It also made them want to buy Wrigley's gum to experience that same happiness. Consequently, this commercial generated a lot of revenue for Wrigley's and got over 2.5 million views on YouTube.
Become A Wizard of Commercial Ads
The wizards of commercial ads are the people who make sure that the commercials they create are effective at catching people's attention in a moving and influential way. They are the ones who make sure that the commercial is memorable and leaves a lasting impression on its audience. However, creating a compelling commercial isn't easy. They cost a lot of money to make and it's a process that takes a lot of time and effort. But it doesn't have to, not with Wizard of Ads at your side. At Wizard of Ads®, we can do all the fancy spell-work for you so you can focus more on your business and satisfying your customers and less on your advertising. Contact us today to learn more about what other wonderful tricks we have under our sleeve.
Branding
Branding is Not Informational. It is Relational.
Here’s my question for you. Do you trust those people who never contact you unless they want something from you?
The goal of branding is to build a relationship with future customers. When a relationship has finally been established, you become who these people think of immediately – and feel the best about – when they, or any of their friends, need what you sell. Direct marketers often disdain mass media because it doesn’t allow them to “target and track” their prey. But these same Direct Marketers will give heavy bags of money to online influencers. It never occurs to them that every person listening to the radio or watching TV is an influencer of approximately 250 people. These 250 people are their Realm of Association. They are the people who listen to them when they speak. They are mostly friends and co-workers, but some of them are family. You have people in your life – acquaintances – with whom you are familiar, but they never quite made it into that circle that is your true Realm of Association.
Here’s my question for you. Do you trust those people who never contact you unless they want something from you?
Those people remind me of direct marketers. They target you – get something from you – and walk away smiling. Your true friends are the ones who spend time with you, who make you smile, laugh, feel good, and rarely ask for anything at all. A brand that you love is like a friend. Ads are either transactional or relational. A long series of transactional ads does not build a brand. It builds name awareness, yes, but not a brand. If I reach and win only 10 percent of your realm of association through my focused use of mass media, but you – my future customer – are not within that 10 percent, I am not worried in the slightest. My relational ads will have won the hearts of 25 of your best friends and it is likely that one or more of them will get my message to you when you finally need what I sell. If I reach and win 20% of your community through my relentless use of cheap and effective mass media, I will have reached 50 of your best friends. Decisions are rarely made in a vacuum. Each of us is surrounded by influencers who do not have blogs or podcasts or YouTube channels, but we value their opinions very highly. We trust the recommendations of our friends.
“Reaching the right people” is not the secret to building a brand. The secret is to say and do the right things.
Getting attention is easy. Any fool can do it. To win a person’s heart, you have to hold that attention. You have to nurture that little spark by the breath of your mouth and then blow it into a flame by your actions. You have to cause people to look forward to their next encounter with you. You have to make them enjoy spending time with you. This, mon chéri, is branding. Brand building is not something you test. Brand building is something you do. Your first encounter with a cold contact will be Low CAP. Low Conversion. Low Average sale. Low Profit margin. But when that contact types your name into the search block because they are looking for you – precisely you – those encounters will be High CAP. Direct marketers wear their CAPs low. Brand builders wear their CAPs high. The most successful direct marketers are those who first built their brands, then began offering specific things to their brand families at specific times, all the while maintaining and nourishing that bond their customers feel with the brand. My personal formula is one-third transactional ads, two-thirds relational. Television and radio advertising are astoundingly cheap and effective. They are the way to go if you want to build a brand. Don’t let anyone tell you otherwise.
Advertising
How Are Visuals Ads Used in Marketing?
Visuals have become more and more of a prominent way for people to take in information. This modern age we live in is also a visual age. So, in order to effectively market and advertise your products and services, one must adapt to using visuals. For instance, humans are hardwired to process visuals faster than text. Our brains can take in information much more quickly when it is presented in a visual format. In fact, our brains can process visuals 60,000 times faster than text; and in this rapidly moving and busy world, this is marketing gold. So how can we wield the power of visuals in our marketing and advertising? Well, you’re in just the right place. This article will give you all the secrets to how you can create a seamless visual marketing strategy that generates powerfully great ads for your business.
What are Visual ads?
Visual ads are ads that use images, videos, or animations to get their message across. The purpose of a visual ad is to grab people's attention and persuade them to take action, such as buying a product or service. Some famous visual ads include the "I Want You" poster from World War I and the "Think Different" ad campaign from Apple. Visual ads can be very effective at getting people's attention. They are more likely to be remembered than text-only ads, and they can be more persuasive than text ads. However, it's important to make sure that the visuals in your ad are relevant to your product or service and that they communicate your message clearly. If the visuals are too cluttered or confusing, people may not understand what you're trying to say.
What are Memorable Ads and How Do They Work?
Memorable ads are ads that stick in people's minds for days, weeks, months or even years after seeing them— I'm sure you could easily think of a few yourself. They often use clever ad slogans, memorable images or surprising juxtapositions to achieve this effect. While there is no surefire way to make an ad memorable, there are a few things that tend to work well. For example, does Verizon's "Can You Hear Me Now?" ring a bell? What about the "Got Milk" campaign? The combo of a big-name celebrity and that signature milk mustache made $23 million annually. These are both symbolic visual advertisements that people still remember to this day. So, how did they do it? By using the first mental image and last mental image strategy.
- First mental image (FMI): the first thing that comes to mind when someone thinks of a product or brand. This can be a logo, slogan, jingle, or even the way the product is packaged.
- Vivid last mental image (LMI): the lasting impression on the viewer's mind. Unlike traditional advertising, which typically flashes a series of images or messages in a short period, LMI creates a single, powerful image that is retained long after the commercial has ended.
If you want to create cool ads that are remembered for a lifetime, contact Wizard of Ads®. We help businesses create advertising that is compelling, exciting and innovative.
Why are Visual Ads More Effective?
Visual ads are more effective in marketing because they are simply more engaging than text. When people see an interesting image or video, they are more likely to pay attention and remember the message. Plus, visuals are a great way to communicate emotions and feelings. For example, if you want to show that your product makes people happy, you can convey that with a smiling customer in your ad. Visuals are also a great way to create a brand identity for your company. When people see a strong visual identity, they will be more likely to remember your company and its products. In fact, studies have shown that people can remember up to 80 percent of the information they see in a visual format.
What is Visual Content Marketing? And Why Is it Important?
Visual content marketing is all about using images and videos to get your message across. It’s a great way to capture attention and break through the clutter of online content. Essentially, visual advertising is a version of visual content marketing. Visual content marketing is important because it helps you stand out from the competition. Images and videos are more casual and informal than text, which makes them more engaging. They also help you communicate your message in a more visual way, which can be more effective than words alone. Visual content marketing is a great way to reach your audience and connect with them on a deeper level. Images and videos can help you create a strong emotional connection with your viewers, which can lead to better engagement and conversions.
What are the Commonly Used Types of Visual Marketing?
Now that you’ve got a solid understanding of visual content marketing, what visual and memorable ads are and how they work, let’s learn about the most commonly used types of visual marketing out there today.
Image Marketing
Image marketing is a strategy that influences people's opinions about your brand so that they want to interact with it. It's a casual way to show off your products or services in an informative way. You can create powerful image marketing by using interesting ads, colorful ads and more. As long as it catches your target audience’s attention in a positive way. Some reasons why image marketing is beneficial for businesses are that it can help you connect with customers on a personal level, show off your brand personality, and increase customer loyalty. Additionally, using images in your marketing can help you stand out from the competition and drive traffic to your website or social media pages. By using interesting, relevant, and attractive visuals in your marketing campaigns, you can improve your bottom line results.
Video Marketing
Video marketing is the process of using videos to promote or market a business. It can be used on a variety of platforms, such as on social media, websites, emails, mobile games and more. Video marketing is a great way to connect with customers and promote your business in a casual, informative way. It can be used to show off your products or services, explain how they work, or answer common questions. This makes the customer experience much more convenient and is more likely to compel them to buy as they can see what you have to offer in a more dimensional space. Ultimately, utilizing helps build more trust and credibility with your potential customers.
Animated Videos
Animated videos are a fun, engaging way to share information with a target audience. They can quickly and easily communicate a message or idea in a way that your customers will understand and remember. Animated videos are particularly beneficial for businesses looking to increase brand awareness or explain a complex concept in a casual, easy-to-digest way. They are perfect to use for web marketing, social media campaigns and even product demonstrations. When planning your video, make sure that the tone is light and entertaining but also provides useful, relevant information.
Custom Illustrations
Similar to animated videos, custom illustrations are a great way to break up content and add some fun and casual flair. For instance, a custom illustration could look like an infographic, but with more personality. Custom illustrations can also be used to grab a reader’s attention and better convey your message. This makes them a great tool for businesses that want to add value to their content without sacrificing readability. This can help businesses stand out from the competition and get their message across in a clear and concise way. At the end of the day, custom illustrations are created with the main goal of adding some personality and visual interest to your marketing content.
Interactive and Social Media
Another great visual technique to try is interactive and social media marketing. Interactive marketing is a great way to get customers involved with your brand. You can do this by using quizzes, polls or games. It’s an engaging way for customers to learn about your products and services. For instance, say you want to find out what your customers' favorite product of your is, you can find out by creating a poll. You can also use interactive marketing to get feedback from customers about what they like and don’t like about your business. Social media marketing is the use of social networking sites to promote a product or service. Businesses often use social media to create relationships with their customers. Take, Wendy's for example. They use Twitter to reply to customer complaints and to post funny memes. This creates a friendly relationship with their customers that makes them more likely to visit Wendy's again in the future. Interactive and social media marketing are great ways to engage with customers. By using these techniques, you can learn more about your customers and what they want from your business. Visual marketing and advertising play a pivotal role in any business that’s looking to create modern ads that generate an impact. If you’re looking to establish the advertising techniques discussed in this article, Wizard of Ads® is here to help. Contact us today and we’ll help you create visual, positive advertisements that attract more leads, increase your conversion rate and amplify your overall revenue.
Advertising
Persuasive Writing in Ad Copy
Learn effective persuasive writing techniques and ingredients to boost your sales.
For your marketing to be effective at bringing in and converting leads, you’ll need persuasively written ad copy. Even if you aren’t a writer by trade or training, you can benefit from learning about how to more effectively craft copy. By understanding key aspects of persuasive writing, you’ll be able to improve your marketing materials. But what is persuasive writing?
What Is Persuasive Writing?
Persuasive writing aims to convince the reader of a particular opinion or viewpoint. As it relates to ad copy, persuasive text aims to convince readers to take an action that begins or continues the sales pipeline. Persuasive arguments can be designed in a number of different ways. Each technique relates to human behavior or psychology, and different audiences are more likely to respond to different types of persuasion. As with all aspects of marketing, you’ll need to understand who your audience is. Otherwise, you won’t know how to persuade them to engage with your product or service. So, how do these ads work? Read on for more information.
How Do Ads Persuade an Audience?
Ads persuade their audiences when they are easy to understand and elicit an emotional reaction. And when ads are memorable or make a lasting impression, your viewer doesn’t even need to make a purchase at first. With repeated exposure to your brand and advertisements, you can build up the sense of curiosity in your potential customer. Eventually, you can still finally persuade them. Often, ads fall short because they’re laden with overly-used keywords and phrases that readers are sick of. Even if these things are true, you’re going to need to be much more nuanced as well as specific if you want your audience to believe you. Think of how many ads people see on a regular basis. Then think of how you can break through that noise. Otherwise, your messages will fall flat. If you’re having a hard time crafting persuasive ads, then we’re here to help. With 60 Wizard of Ads partners and 128,500 ads produced, we’re confident we have the expertise and experience to boost your sales. Visit our website to learn more!
What is a Persuasive Commercial Text in Advertising?
Persuasive techniques in commercial text aim to get readers to take an action that leads to sales for the company running the ad. By making promises, creating scarcity or urgency around an offer, tapping into fears or desires and more, persuasive commercial text aims to drive action. It’s not enough for an ad to be interesting. If it doesn’t generate leads or sales, then it won’t be serving your company’s needs. To create commercial texts that serve your advertising needs, you can turn to the AIDA model.
Knowing AIDA
AIDA, which stands for Attention, Interest, Desire and Action, is formula advertising can lean on. By understanding these four different aspects of stages of ad copywriting, you can leverage persuasive techniques to boost your sales.
A - Attention
If you don’t first grab the attention of your audience, then they won’t even read the ad copy at all. No matter how good the content you’re writing is, if no one reads it…how could it help you? Headlines ought to jump out and catch the attention of the reader immediately. It’s just too easy for people to move on, going about their life, not thinking about your ad, business or product. Your words need to insert themselves into your audience’s conscious awareness.
I - Interest
After grabbing the attention of your reader, you’ll need to prolong it. Prolonged attention is interest, or how much someone cares to stay with your ad. Interest in ads can be generated by demonstrating you understand something about the audience. Tell them what you know about their needs or wants, and they’ll be tempted to see what else you have to say. There’s a reason so many ads use questions. Questions are often more illuminating than answers, so when you ask your readers the right questions, they tend to feel connected. And even if your questions don’t imply previous understanding, they can pique the interest of your audience by causing wonder.
D - Desire
Desire follows interest. You caught their attention. You piqued their interest. And now you have to tap into their current desire and then help drive their future desire. You have to make them want your product or service, essentially. At the very least, you need to make them want some solution, so you can convince them they need your solution, service or product.
A - Action
Here’s the part where a prospective customer can transition to a paying client. You’ve stoked their desire…now show them what to do with it. The action they take should lead into your sales funnel, or lead directly to a purchase. Special offers tend to be effective at driving action, but only if you’ve set up the previous steps first. If they don’t already want to do something, then you can’t convince them to do anything. Anything exclusive, limited, temporary or restricted tends to make people want to take action. Use this information wisely and ethically.
The 3 Pillars Of Persuasive Writing
Persuasive writing consists of three pillars: ethos, logos and pathos. Persuasive articles ought to tap into all three to some extent, but the most persuasive writing tends to rely most heavily on one of the three at a time. A bit of focus can increase how compelling your text proves to be. These three pillars of persuasive writing come from Aristotle’s rhetoric model, so rest assured they’re well-established and well-developed ideas!
Ethos
Ethos is an appeal to your audience’s ethics. The goal is to convince them by tapping into your authority or credibility on a topic. That sense of “ethics” can be informed by the writer’s experience, expertise or popularity. Your company’s success and brand recognition will fuel your ability to deploy ethos as a strategy. The more established a company, the more this pillar can be used effectively. Examples: Influencers use their clout or popularity to sell products on behalf of companies. And companies that are well-established point to their track-record, or longevity, as a source of credibility that makes customers trust them.
Logos
Facts and figures. Objective reasoning and scientific analysis. Logos appeals to someone’s sense of logic to convince them. By reasoning with your audience, you can help them understand why what you’re saying is objectively true. This mode of persuasion is most effective when data is available for you to rely on. Otherwise, your logic won’t be as convincing. Proof matters much more here than with the other two types of rhetoric. Examples: A car company that scores higher in crash safety assessments can point to the data on their car’s performance. An air conditioning unit that is more efficient can point to the electric cost associated with its use compared to their competition.
Pathos
Pathos appeals to emotion. When you can generate an emotional response in your viewer, then you’re making a strong impression. Pathos is easily taken advantage of, though. It’s important to set and stick to an ethical code when you create advertisements. It’s not ethical to use emotions to convince your audience to take an action that isn’t in their best interest. Examples: A fitness tracker app might try to make you feel motivated to get moving in an effort to gain you as a customer. Or maybe a liquor company might try to make you feel fancy for choosing their product.
Key Takeaways
We can’t stress the importance of upholding your ethical and moral codes when persuading your audience. If you’re not serving their needs, then whatever benefit you might find will be short lived. No matter what, audiences will catch on to the gimmicks, misrepresentations or even flat-out lies that they hear. To build a lasting business, you need to grow your audience in an authentic and sustainable way. That means looking out for their best interests in order to serve yours. When you’re marketing your products, ask yourself a few questions, and use the answers to draft your persuasive ad copy:
- Who am I targeting with my product or service?
- What problem or pain-point are they experiencing?
- How am I solving the issue for them?
- Why is my solution the best one for them?
If you can answer those questions, then you should be able to use this article to improve your persuasive writing in your ad copy. It might require some further market research or reflection. If you’re struggling at any point in the process, remember that Wizard of Ads® is here to help you. With our expertise and experience helping companies improve their sales, we’re confident we can help you achieve your marketing goals. Call-to-action here. Contact us today!
Advertising
Ad Copy: The Mechanics of Miraculous Ad Writing
“When his ad writer is a poet, the business owner will be a king.” – The WizardAs business owners, we all want to be the king of the castle. We desire, more than anything as professionals, to be at the top of the mountain within our industry kingdom. But that mountain can be a tough one to climb. In fact, there can be a variety of obstacles in our marketing and advertising wake that can be as ugly as ghouls and goblins. So, how do we persevere? How do we create advertising miracles? It’s simple: through the power of words. Words outwit even the biggest, scariest monsters. Words will win the hearts of your kingdom— as long as you use them wisely. In this article, we’ll teach you how the very mechanics of miraculous ad writing, so you too can wield the power of words and become the ruler of your industry kingdom.
What is Ad Copy?
Ad copy is short for advertising copywriting. It’s the ad message, the sales pitch, the powerful words that will convince your prospect to purchase your product or service. Ad copy is all of the creative, persuasive and poetic writing used for everything from television commercials to social media posts with the end goal of converting a lead into a customer. Many businesses hire advertising or marketing agencies to write ad copy where creative teams work on ad copy and concepts, graphic artists design ad layouts, account planners conduct consumer research and media managers negotiate ad schedules.
What is the Purpose of Ad Copy? How Does it Work?
As we’ve touched on earlier, ad copywriting is designed to engage and persuade your target audience to take action. Whether that involves purchasing your products or services, subscribing to their email newsletter, joining a membership etc. When you have miraculous ad copy, it should put a kind of spell on your audience. It should make them feel as if they are invited to a secret club, one that they want to be part of. If you’re in need of spellbinding ad copywriting, contact Wizard of Ads®. Our talented team of advertising and copywriting experts has been transforming dreamers into millionaires for over 20 years.
How Do You Write “Miraculous” Ad Copy?
To write not just good ad copy, but creative ad copy that bewitches your audience into joining your kingdom, there are important mechanisms involved. So, without further ado, here are the 10 mechanics of miraculous ad writing from The Wizard himself.
1. Be Clear with Your Goals
To write great ad copy, you first need to be clear with your goals. What are you ultimately trying to achieve with your ad? What is the key benefit you want your ad to communicate? For example, if you are selling a product that will make people's cars go faster, your ad should center around its speed. Once you are clear about your goals and the message you want to communicate, you’ll have the foundation to write copy that not only appeals to your audience but drives them to take action because they know exactly what you’re giving them.
2. Deliver a Clear Message
No one likes to waste their time reading a message that could easily be short and to the point. Your audience doesn’t have time to read a long obscure advertisement. They want to find out the value almost immediately. If they don’t, they will lose interest and leave. So do yourself a favor and make your ad copy as specific and easy for your audience as possible. It also helps to be prepared with answers for common questions or objections upfront. Powerful statistics and facts are always great ways to boost your credibility as well. Consumers love getting the wow factor as it stirs up excitement and inspiration.
3. Target Your Audience
Without knowing who your target audience is, you won’t be able to write ads that have a clear message for generating leads. To find out what your target audience is, ask yourself these questions:
- What kind of people want/need your product?
- Where do they spend their time on social media?
- What type of content gets them to engage with a brand or product?
- How much are they willing to spend on your particular service/product?
You can also turn to your existing customers and find out why they have chosen your product over your competitors. Essentially, the more you know about the pain point you are solving for them, the better. This will help you understand who needs what you have to offer and target your ads to those specific people.
4. Target Your Customer’s Pain Points
Now that you have a clear goal, message and target audience, it’s time to pin down what your customer’s pain points are. How does your product or service solve your target audience’s problem or give them value? If your ad doesn't clearly state how what you're selling solves customers' problems, then prospects won't understand why they should buy from you. If this happens, there's no reason for them to engage with you further which means sales opportunities are lost. This is why writing compelling ad copy is so important. Think about what keywords or phrases will attract your target market’s attention and include them in ad copy whenever possible.
5. Optimize Headlines and Subheaders
Another excellent practice in writing miraculous ad copy is to optimize your headlines and subheaders. These are what truly convince your reader to either keep reading or take their attention elsewhere, so choose your words wisely. Include your keywords in your headlines and subheaders. Like ad copy, headlines and subheaders work best when they're packed with industry-related terms. For instance, "Get more leads from Google Ads!" might not be the most creative ad copy example of a headline ever written, but it's a clear and concise message that tells readers exactly what they can expect from clicking on the ad. The same is true of ad text: readers value honesty and transparency far above flowery language or weasel words like "industry experts swear by", which add nothing of substance to ad text (and will weaken your ad's CTR.)
6. Utilize the Emotional Anchor
When it comes to buying products, people don't usually buy on logic. In actuality, they buy from an emotional response. Therefore, it is vitally important that you write ad copy that stirs up emotion in your target audience. You can do this by appealing to their emotional needs of acceptance, status, appealing to the ego etc. Here's an example of ad copy that uses the technique of appealing to your audience's emotions: "Do you struggle with acne? If so, you NEED our brand new acne cream!" This ad copy appeals to a sense of fear by insinuating that not using this product could result in bad skin. It also uses words like "need" and "struggle", which creates the sense that something must be done about it immediately.
7. Keep it Personalized
Your readers want to feel seen and heard, and the best way to do that is by personalizing your ads. A study by Epsilon has shown that 80 percent of consumers will be driven to purchase when brands offer personalized content. To create personalized ads, speak to your reader as if they were right in front of you, using “you,” “your” and “you’re” as much as possible. Avoid writing in the first and third person as this will make it feel less personal and interesting to them. They want to know what your product can do for them, so have it come across that way. You can write in a more casual tone to accomplish this as well. This will make them feel like they are talking to a friend rather than getting a pushy sales pitch that has jargon they don’t understand. It is also important to consider where your audience comes across your ad. For instance, if you are posting your ad online, cater it to online readers. Online readers tend to scan to find information, so make your copy more readable by inputting subheaders and bullet points. Write between 40 and 60 words per paragraph so the text isn’t blocky and intimidating to read. And for the language, write the same way your customers would talk so they can resonate with your brand better.
8. Maintain Credibility
Credible ad copy delivers on what they promise. If you can’t realistically deliver, then you shouldn’t write it in your ad copy. More likely than not, your reader will be able to tell, and you can expect them to look elsewhere for what they need. So, be sure to clearly communicate the results they can expect from using your product or service. If you really want to convince them, add testimonials if possible. Just be sure the testimonials come off as authentic by showing a picture of the customer’s face or providing their name next to their quote. The more personal, the better.
9. Create a Sense of Urgency
To write ad copy that delivers results, you have to create a sense of urgency so your prospects will take immediate action. To do that, you'll need to convince them that they'll regret it if they don't. You can give them a deadline or find a way to communicate the exclusivity or scarcity of what you have to offer. Language like “limited time only!” or “exclusive offer” are great examples that have consistently shown great results. This will drive your readers to make an impulsive decision to buy as it plays on people's fear of loss or missing out on something in high demand.
10. Use an Appropriate Call-to-Action (CTA)
The call-to-action (CTA) of your ad copy is the final piece to your miraculous ad copy puzzle. It is the key channel in which the sales funnel for your prospect begins. This is why you must have a strong CTA if you want to generate more leads and conversions. A powerful CTA should be both clear and concise, as well as give an impression of what customers can expect once they click through. Begin your CTA with a verb. This is usually the main action that you want them to take. For example, “Sign up for our FREE webinar today!” clearly communicates what they want the reader to do. Your CTA can be a text link, or you can make it more visually appealing by incorporating it into a button or graphic. As long as it stays true and consistent with your brand, you can't go wrong.
Conclusion
As you can see, miraculous ad writing doesn’t have to be a strenuous battle for the throne. As long as you stay true to your brand mission, have a clear and compelling message and communicate that message in a personable and engaging way to your target audience, there is no stopping you. However, no advertising warrior becomes a king overnight; they often need the wisdom and guidance of somebody who knows all the hidden secrets to success— a wizard, perhaps? At Wizard of Ads®, we create ads for our clients that bewitch their target audiences. Whether it’s Facebook ad copy, google ad copy, PPC ad copy or Google ads copy, our formula for writing miraculous ads has been perfected from years of experience in the field and has proven to stand the test of time. Contact us today and we’ll create ad copy that turns you into a top competitor in your industry. Our team of advertising masters would be happy to help you generate leads and higher conversions for the highest profitable growth.
Advertising
Advertising Performance: Have You Calculated Your APE?
Advertising performance must first be tracked before being strategically improved. No matter what aspect of a business you’re working to improve, you’ll need to define success. What would it look like for that aspect to get better? How can you measure it? By choosing key performance indicators to track and analyze, you can gain a better understanding of your progress over time. That’ll help you make more effective and targeted business decisions. The same logic applies to advertising. We’re often considering the ways in which advertising is like an art, but we also find some instances where we can use scientific thinking and processes to better understand marketing. What works and why? Sometimes numbers can show us where we’ve been, as well as chart the path forward to success. We would never suggest anyone ignore the less-tangible, more artistic, softskills that make for great advertisements. But we are suggesting that marketers use data analytics CTR is used to calculate, campaign can be considered as.) too. Let’s start with an equation that Wizard of Ads finds incredibly useful: The Advertising Performance Equation. We like to start here because APE takes into account three other advertising assessment equations we value as well. Read on to learn more!
What is an APE or the Advertising Performance Equation?
The “APE” is the Advertising Performance Equation, where the goal is to determine sales volume. Sales Volume = SoV × IQ × PEF × MPo Before we can understand the APE, let’s dive into the three different equations that it’s comprised of:
- Share of Voice × Impact Quotient = Share of Mind
- Share of Mind × Personal Experience Factor = Share of Market
- Share of Market × Market Potential = Sales Volume of the Advertiser
By taking Share of Mind, Share of Market and Sales Volume of the Advertiser into account, APE offers a holistic, broad advertisement assessment.
Why is Advertising Performance Equation (APE) Important for Advertisers?
With an understanding of sales volume, advertisers can trace back what factors influenced a campaign’s success or lack thereof. Let’s break it all down a little bit more to see why this equation matters so much to advertisers.
Share of Voice
Share of Voice (SoV) is the percentage of the total market that your company occupies with its advertising. You can analyze SoV in different media. For example, if none of your competitors are on Social Media, but you are, then you’ll occupy 100% of the Share of Voice for your industry. But, you might only have a small percentage of the SoV across all marketing media for your category.
Impact Quotient
An ad’s ability to convince a viewer is its Impact Quotient (IQ). Average ads can be assigned an impact quotient of one (1). Ads that are twice as convincing can be assigned a value of two (2), and so on.
Share of Mind
Share of Mind (SoM) is the result of Impact Quotient (IQ) on Share of Voice (SoV). In other words, how much did the IQ increase or decrease the SoV? If you have a small SoV because of a small budget compared to your competitors, you could make up for it with influential, convincing ads that have a high IQ. If your competitors spend a lot of money spreading around ineffective ads, then your Share of Mind (SoM) could surpass theirs. What would it take? You’d need excellent advertising materials from your company.
Personal Experience Factor
Personal Experience Factor (PEF) is determined by a customer’s previous experiences with your brand, products or services. If they’ve used your company before with a good result, then they’ll be more likely to return for more purchases. Think of this as your reputation. A neutral reputation should be considered one (1). Advertising cannot make an impact on your PEF, since the actual product or services will determine that. It’s more than just branding for this one. APE is influenced by all aspects of your business and brand, which means its predictive force is powerful. By reaching into copywriting, scheduling, pricing, production, reputation and more, you’ll be sure to get a holistic understanding of how you’re doing with your advertising. If you’d like to better understand how your marketing is working, and how you could make it work better for you, then utilize us at Wizard of Ads. Contact us today to learn more about how we can help you find the success you’re after!
What Other Formulas are Used in Advertising?
While we think the APE is a great start when it comes to understanding your advertising success, there are other formulas we find useful. We’ve chosen seven to highlight, and we think all businesses could benefit from calculating them and tracking them. Here are seven other formulas used in advertising!
Click through Rate (CTR)
_Formula: CTR = (Number of clicks / Number of views) X 100_Click through rate (CTR) helps you understand the overall performance of your advertising campaign. Of all the people who view your ad, the CTR represents the percentage of people who actually click your offer or engage with your Call to Action (CTA). This can also offer you some information about how compelling different parts of your advertisements are. If you have tons of views, that might indicate your headlines are compelling. If you have tons of views, but very few clicks, then your offer, CTA or overall advertisement is probably sub-standard.
Cost per Mille (CPM)
_Formula: CPM = (Cost to Advertiser / Impression ) X 1000_Cost per Mille (CPM) helps newer brands estimate how established they are in their industry. Online advertising that focuses on CPM can help brands increase their exposure in an efficient, scalable and sustainable way. Brands can often spend less money to acquire each impression as their brand grows influence and market share. The lower your CPM, the higher your brand’s power.
Cost per Click (CPC)
_Formula: CPC = Cost to Advertiser / Number of clicks Cost per Click (CPC) is more specific than CPM. With impressions, the viewer doesn’t have to engage with the ad for it to count. With CPC, the viewer needs to click or actively engage with the advertisement for it to count. This model tends to be more widely used than CPM. With impressions, each one still has a cumulative effect on the audience’s overall actions, but it is less specific and takes time. In theory, multiple impressions over time ([most believe seven (7) is the magic number](https://digitaldealer.com/latest-news/rule-7-social-media-crushes-old-school-marketing/#:~:text=The Marketing Rule of 7,movie industry in the 1930s.)) will lead to converted clicks, and then sales.
Conversion Rate (CR)
_Formula: CR = (Number of Conversions / Number of Clicks) x 100_Conversion Rate (CR) is best used to track revenue generated from advertising campaigns. If you run an ad that’s effective, your conversion rate will be high. That means that many of the people who viewed the offer chose to move on to the next stage of the sales funnel. If 100 people click on your ad, but only 1 of them ends up clicking through to purchase, then your conversion rate is 1%.
Cost Per Action/Acquisition (CPA)
Formula: CPA = Cost to Advertiser / Number of Conversion Formula: CPA = Cost to Advertiser / (Number of impression X CTR X CR)_Cost Per Action/Acquisition (CPA) measures how much money it takes to get one customer to follow through with a purchase. Understanding how much it costs to gain a new customer helps advertisers understand how efficiently they’re working. If your ads are great, and you’re generating tons of new sales, is that always going to be great? What if you’re spending more money on creating and running your ads than the amount of money they’re bringing in? That could spell trouble for your business in terms of long-run success and resource management.
Cost Per Lead (CPL)
_Formula: CPL = Cost to Advertiser / Number of Leads Generated Cost Per Lead (CPL) shows marketers how expensive it is to produce leads from their ads. If an ad is expensive, then it better generate lots of leads. Maximizing efficiency here would mean spending as few dollars as possible to get as many leads as possible. This can be a delicate balance to find, but efficiency is everything when it comes to long-term success and scalability.
Return on Investment (ROI)
_Formula: ROI = (Total Revenue – Total Cost) / Total Cost Return on Investment (ROI) measures general financial efficiency. Are the dollars you’re spending bringing in less, more or the same amount of money? No matter what metrics you use to track your progress, it’s important that you do choose some and stick with them. By seeing where you are now, you can set goals for the future and then track your progress along the way. What metrics are you going to start with? If you need help choosing a starting place, or if you are looking for support throughout your advertising growth process, then you’ve come to the right place. Wizard of Ads® is committed to offering ambitious entrepreneurs and advertisers the tools, resources, information and support they need to find success. We’d love to work together. Contact us today!
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