Why Your Ads Are Destined to Fail if You Don't Do This One Thing

byWeb20pro

861 followers

3 years ago

There's no question some ads are better than others.

But why is that?

Well for starters, they're structured differently.

What do I mean by that?

I'm glad you asked.

Let's deep dive shall we?

A lot of ads - and I mean a lot - blab on and on about the product.

"Look at this! Look what it can do! Here's why you need it!"

And that's effective to a certain degree, but it'll only get you so far. Here's why.

Behind the ad that screams only about the product itself, there isn't much substance.

There's not a lot behind the ad itself. No emotions. No backstory. No storytelling.

"Well it's an ad, not a story."

Wrong.

The best ads tell a story.

They capture the audience in, make them aware of the problem, point them to the solution (your product/service) and ultimately convince them to buy now.

When you read the headline to this blog, did you guess the one thing to be "sell a concept"?

If you did you would be correct.

What do I mean by "sell a concept"?

Let me explain.

A concept is just a fancy way of selling based on your audiences emotions.

Emotions you provoke.

Let's say you sell brake pads.

In your ads you could talk all about how they're the best brake pads on the market because they only cost x amount and they're much better than x competitor.

Or you could sell the concept of not having your brake pads.

You could tap into the already existing fear of a car crash.

Fear sells.

Why not use that emotion that we already have inside of us to power your ads?

"Nobody wants to experience car crashes but they happen. Everyday.

Don't be the next victim because of your brakes."

Something like that!

By using our innate wants and desires that all of us have hard wired into our brains, you can use that to your advantage when structuring ad campaigns.

Ask yourself next time,

"What emotion does this ad provoke?"

"How can I appeal to my audiences desires?"

"If I was seeing this, would I buy it?"

The best ad campaigns understand what drives people to buy.

Their emotions.

They buy based on the emotion they feel and what your product might do for them.

Consumers want to know what the benefit of your product is. Tell them!

Shout it from the roof tops if you have to.

They want to know how your product can satisfy their wants and needs.

The wants and needs we all have.

Consumers will buy off emotion and justify the purchase with logic.

A commercial for the Porsche GT3 RS can show off the 518 hp, 0-60 in 3.0 seconds, and a top speed of 184mph.

It can also show the emotion of you driving it off the lot and the emotion of the people around you as well.

"Look at that guy in that $250,000 car!"

The commercial pans to all the jealous faces as you drive off into the sunset, using all 518 horsepower and showcasing the top speed to onlookers.

Some people care about the car specs and facts, yes. So it's important to not totally rule those out.

However, almost anyone would be interested in driving a car like that.

Again, emotion.

It all comes back to the emotions that these ads provoke.

Sell the concept of (whatever desire you're tapping into), position your product to be the answer to the concept.

Wrapping things up, I truly hope you found this interesting and can relate to what I'm going on about.

Don't hesitate to comment your thoughts on this as well, I'd love to read them and connect.