Make Emotional Ads That Create Call-to-Action Success
Ever been sucked in by a ‘BOGOF’ deal or a loyalty card?
Of course you have!
As humans, we love a deal; we love to think we’re being done a favour when technically we’re spending money we probs didn’t need to spend…
But hey-ho, that’s marketing for you – and suckers for it we are!
Now you want to entice customers in the same way with your PPC ads, creating speedier and higher conversion rates.
(We know you so well already, don’t we?!)
Let us tell you this for free: focusing on customer emotions is the key.
The smartest marketers in town (or the world actually) are those who have a strong understanding of how our brains tick.
Creating an emotional connection for users to your product, advertised via digital means like PPC, will engage those looking for a product they need.
But when there’s so many similar products out there, how do you separate yourself from a brand with the same product to offer as you?
Common marketing methods don’t explain to customers how their product can aid them in the ways they’re looking for; the reasons between the lines.
A 50-year-old female might be looking for anti-wrinkle cream yes, to prevent wrinkles, but what is the real reason she wants it?
Probably because she wants to feel young again, to feel like her appearance doesn’t reflect her age (not that 50 is old BTW!!!)
It’s all about the feels rather than the deals.
When individuals have a positive, emotional association with a brand, they are nine times more likely to trust the company, over seven times more likely to buy from them and almost seven times more likely to forgive a company’s slip ups.
Even the smallest of things that you consider as simple can effect how your customer engages with your product, through ads.
This can be from changing the colour of an ad button, to the wording of the product.
(Colours can have completely different associations in different cultures).
Humans are selfish.
Yes, we know you’re a good, helpful person – don’t get defensive!
But regardless, when it comes down to good old evolution – all of our thought processes are based around what we want or need.
You’ve got to get to grips with understanding everything that could be going through your audience’s brain when they could need your product.
And when they realise that it’s you who can provide what they’re after, you need to have every possible solution for them, via your product, that will make them choose you from a pool of competitors.
You need to know the motions of their emotions: pains, concerns, hesitations, what makes them feel strong.
Then you need to apply this knowledge to your ads and also landing pages.
Ads that create an emotional response from consumers create a 23 per cent increase in sales, in comparison to standard adverts.
As soon as your brand appears to users online, you want the first thing they see that represents you to answer their questions and qualms.
Customer based optimisation is getting your customer to think, “wow – this company understands exactly how I feel and what I need,” or “yes – I tried that with a different brand which didn’t work, so this is exactly what I’m looking for.”
You want to evoke all of the emotions the customer would be feeling in that moment where they search for a product and create the feelings they desire when they buy it.
If we take a look at big brands like Nike or Dove, they don’t centre their ads around what the product is necessarily, they more so focus on the emotion of a customer finding their inner self, or a better version of themselves.
And you don’t necessarily need a big budget to do this if you are a small company.
However, onto the big boys, let’s take a look at Nike’s heart-string-pulling campaign with former NFL player Colin Kaepernick.
In 2016, Kaepernick caused controversy for kneeling during the American national anthem before matches.
Stating he was protesting against police violence against black people in the US, many people called him disrespectful.
But Nike have used his determination and defiance to stand up to something for their long running campaign and slogan – you guessed it – ‘Just Do It’.
All you need is reflective, persuasive wording and emotive media, like video or images that they can relate to, or want to relate to.
A common misconception is thinking you should paint your brand as the customers hero.
That’s something the customer will decide after surveying what your product achieves for them.
In the meantime, you should make them feel that they are the hero – you want them to feel the greatest version of themselves and that what you are providing them will only better this self-worth.
When undergoing market research, you want to ask questions that aren’t necessarily about the problems they have, but why they have started looking for a solution?
You can then tailor your ads to answer their problems with whatever it is you are providing.
With Dove, for example, they used their ‘real women’ campaign to portray that all women are not the stereotypical model-thin, symmetrical type.
They know their products benefit women of all shapes and sizes, but this campaign, which still runs today from the mid 2000s, was about targeting a wider audience so that their product was more relatable.
And it worked – this rocketed their sales by billions of euros.
In the 90s, Dove was worth around €200 million, whereas now it has soared to well over €20 billion.
It’s also worth creating before and after ads.
Although we’re told that lots of content is a bad idea, that is a pretty large misconception.
If what you’ve produced is engaging, relative and relatable, people will want to read it – wouldn’t you?
‘Before ads’ can tell a story, something people can relate to.
It should acknowledge that people are feeling a certain way and shows them that a solution exists through your brand.
‘After ads’ convey the consequences from using your brand, the positive feelings and satisfaction.
Testimonials or images are good at transmitting the emotion you want your customers to feel after using your product.
These are a way of establishing trust, especially if you have evidence from previous customers of your product successfully creating a positive, desired outcome.
So there you have it: tips on making emotional ads which create engagements that, in turn, generate conversions.