Neilhaiphong video 4 ; 10 Advertising Techniques to Create Persuasive Ads

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This video is about the Top 10 Advertising Techniques to Create Persuasive Ads.

Persuasive writing and advertising techniques convince people to take specific actions or agree with you. You give them a choice and a compelling reason to make the decision you want them to make, and (if you’re good at it) they won’t be able to refuse.

These strategies aren’t a replacement for a stellar product or service. Assuming you already sell or offer something you’re proud of, there are specific things you can do in your advertising to be more persuasive.

1: Answer the “Why?” Before Worrying About Any Other Persuasive Techniques

You can’t tell a person what to do or how to do it and expect them to immediately get on your side. You have to tell them why they should do it. Any time you want to make a request, answer the “why” first.

Even though this is arguably one of the most important persuasive techniques you can employ, so few ads make use of it. This one from Designlab is an exception, as it goes beyond the “what” and “how” to say why you should take their online program: to land your first job in the field. You may not know for sure that you want to take their online UX course or get one-on-one training from a mentor. You do know that you want a job in the field, though, so the “how” doesn’t matter so much anymore.

2: Upset and Solve

This piggybacks off answering the “why.” For both persuasive techniques, you have to acknowledge the customer’s pain point. Your first step is to identify the problem and state it in a way that makes it seem pretty bad. You want to upset the reader – not in a way that makes them hate your brand, but in a way that makes them hate the problem. Remember, you’re not pointing out the problem to put the user in pain.

First, they appealed to anyone who’s offended by magazines that have “reduced women to sex objects,” and then they fixed (part of) the problem. On their website, they explain their choice. “We used this purchase as an opportunity to challenge the culture of sexism and gender inequality that the magazine had contributed to building.”

3: Address Every Concern

Advertising copy can be pretty long, but there’s a reason for that – and it’s not because every potential customer must read a 500-word Facebook post. It’s because the consumer has to read as much as they need to before they commit. That may be one sentence or it may be 50. The advertiser has to address every possible concern so that the user has no choice but to say, “Well, yeah, you’re right. I’m in.”

This Instagram ad from Facebook is a good example of communicating a lot of problem-solvers in a short ad copy. The ad includes several images with overlaid text that tell what you’ll learn and how long each lesson will take you. There’s a lot to know when it comes to Facebook Ads, and this ad basically says, “Oh, you’re wondering about XYZ? We’ll teach you.” That way, you won’t hesitate at some point because you’re afraid you won’t learn enough.

4: Tell a Story (and Include Other Persuasive Techniques)

Storytelling is one of the more difficult persuasive techniques to master because it’s so broad. Plus, storytelling on its own won’t work – you’ll need to use some of the other techniques on this list along with it. Storytelling works so well because it’s like you’re planting a seed and then letting the reader convince themselves – you Inception them. We’re all our own most compelling people, so if you can get someone to decide “on their own,” you’ve won.

The goal of The&Partnership’s campaign for British Gas was to have consumers view the company as more than an energy supplier. They used several animated videos to show how British Gas impacts daily life, all through storytelling.

5: Show Differences Instead of Similarities

One more thing: comparisons can show the major differences between two things instead of the similarities. For example, a lot of brands compare the cost of their service to paying for a cup of coffee a day, showing how low the price tag is. However, if you want to push one service over the other, you can compare its pricing to a service that costs a lot more, or even to a competitor’s service. 

An entrepreneur does this, too, by comparing the regular cost of their masterclass to the discounted cost. Also, it’s smart to use non-rounded numbers, because it makes you focus on them more and realize what a huge discount you get. You don’t need to use any tricks for this type of comparison – just put one against the other to clearly show the audience which one is a better choice.

6: Repeat What You Want to be Remembered

In order for a person to agree with you, they have to understand what you’re saying – and it’s difficult to get them to understand if you only say it one time. Instead of literally repeating your message verbatim, though, say it in different ways. Say it directly, then use an example, tell a story, share user feedback or post a quote from an influencer. Then, summarize your message in a new way to wrap up.

Wieden + Kennedy used repetition as one of the persuasive techniques in their Dream Crazier ad campaign for Nike. By stitching together different sayings, athletes and examples of going after your wildest dreams, they make the same point several times.

7: Remain Consistent

When you’re consistent, your audience will value you, because they’ll trust you and see that you stand by what you believe. When you’re inconsistent, you seem untrustworthy, unstable and unreliable – and no brand wants to come off that way.

You can also remain consistent within a single piece of content by making your point up front, proving it throughout and then summarizing it at the end. Again, this isn’t quite a repetition. Instead, it’s about making sure you stay the course and that everything you create goes back to your main point without getting off track.

8: Show the Future

This is a common trope in writing conclusions or outros – you show the reader what life will be like if they don’t follow your advice, and then you compare that to their future if they do. You have to link current events and actions to future outcomes and restate why your solution will lead them to the outcome they want. Part of this relies on showing your credibility, which the next technique – social proof – can help with. You can also show your credibility by sharing your credentials (degrees, certifications, successes, time spent in the industry) or your deep grasp of the subject.

Here’s another example from Droga5. Their campaign for United Rentals, an equipment rental company, started with visuals of what happens when work equipment sits idle. The campaign then continued on to explain how United Rentals can help customers make their worksites more efficient.

9: Provide Social Proof

Social proof is powerful, whether consumers are taking recommendations from people they know or from strangers. We look to others for guidance when making a decision. Many brands show social proof through referrals and testimonials. However, you can go beyond that.

Remember Coca-Cola’s “Share a Coke” campaign? Coke bottles were wrapped with labels that had “Share a Coke with…” and then popular names. This was a brilliant way of spreading word-of-mouth and increasing referrals. One person would buy a bottle of Coke and then give it away to a family member or friend. Whenever a bottle was purchased and then shared with someone, it was like walking, sipping social proof.

10: Invite People to Join Your Crew

People like to feel that they’re part of something. Unifying your target audience – wealthy finance professionals, just-out-of-college hipsters, eco-conscious devotees, whatever – will help them buy-in to what you offer. Find out what your target audience wants to be a part of, and then give them the option to join. Make it exclusive, too. Facebook Groups are great for this. Members feel that they’re amongst peers and can speak freely because while the group is accepting of them, it’s also dedicated to that specific group of people.

Ad agency Giant Spoon put together a colorful, eye-catching ad campaign for Eventbrite titled “Made for Those Who Do.” Their posters, billboards and social ads appealed to different segments of do-ers, including foodies, Pride supporters and music lovers.

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