I recently came across an article written by Mary Lister on WordStream looking at 13 of the most persuasive ads (with thanks and credit to WordStream. Read the full article: 13 of the Most Persuasive Ads; www.wordstream.com).

A persuasive ad is an advertisement designed to elicit a desired action, usually purchasing a product. While discussing the different ads, I made a top tips list for myself which I would love to share with you!

Inspiration to get you going:

  1. What makes your product a great solution? What annoying problems does it solve? Lean into that. People are constantly looking for ways to make their lives easier; use your ads to persuade them your product will do exactly that.
  2. Let your customers speak for you: include a customer review in the copy. Or, even better, use it as the ad itself. Make sure that the review links to your message. Make your value proposition personal, and make it clear in the ad.
  3. Build in FOMO (fear of missing out). “If you like it, buy it”. Fear might not always be the best angle for every brand, but for fashion marketing—or if you’re selling a product that will sell out—this is right up your alley.
  4. If your product is cheaper than other options out there, you’re in luck. You can persuade people with a logical display of how your option costs less money—or maybe even saves people money. Show your audience that your product will not only better their life, but will also better their bank account.
  5. If your brand is big enough—or lucky enough—to have a celeb endorsement, you should be all set. However, if your celebrity fan base is a bit smaller, think about working with influencers. Persuasive ads are usually very on-brand for social media personalities. Pro tip: Find an influencer that’s more niche. That way, you can target a specific audience you’re looking to convert, often at a lower cost.
  6. Think about the main demographic using your product. If you’re selling running sneakers, it’s easy to say “Trusted by two million runners,” assuming you’ve sold two million pairs of shoes. Brag about who trusts your product to persuade more people to trust it. Simple!
  7. Think about how your product provides a universal good. Be brutally simple—and glorify that simplicity. Does it satiate your hunger? Keep you dry on a rainy day? Make your audience yearn for that feeling.

People remember stories. Let your words paint a picture in someone’s mind. Describe to them what their world will look like with your product – what could be? How will it transform their problems into solutions? People won’t forget how you made them feel! By using words carefully and creatively, you can take your marketing to the next level!

If you want to work with our team, you can email me directly: liezel@intiem.co.za. We write great copy for clients wanting to connect with our community. My top recommendations to you would be a dedicated Client Newsletter; Digitorial (similar to advertorial) or the Boosted Avatar Campaign. These will paint all the pictures you want your potential customer to see!

To powerful copywriting,

Liezel van der Merwe

Managing Editor INTIEM

PS. Our 2020 Media Kit is now available. Click here.