Deep beneath the waves, the Nautilus, a marvel of underwater engineering, explores mysteries unknown to the surface world. Captain Nemo, its enigmatic leader, seeks skilled crew members as unique as his submarine.
Through the vast expanse of Facebook and YouTube, your recruitment beacon must shimmer through the oceanic depths. Here’s your guide to crafting a memorable sea shanty that beckons brave adventurers to the Nautilus.
1. Culture: Showcasing the Heartbeat of the Nautilus
The Nautilus isn’t just a vessel; it's a sanctuary, a world apart. In your recruitment video, recreate the wonder of wandering its corridors, the camaraderie among the tight-knit crew, and the shared sense of purpose. Like the harmonious hum of the submarine’s engines, leave viewers feeling the distinct cadence of life aboard your Nautilus.
2. Community: Highlighting the Wonders Surrounding the Nautilus
Outside the submarine's portholes lie the mesmerizing wonders of the deep. Showcase this ever-changing community – the vibrant coral reefs, the haunting shipwrecks, and the luminescent creatures of the abyss. Give potential crew members a glimpse of the magnificent world they'd be exploring when working in your community.
3. Candidate: Describing the Ideal Explorer for the Nautilus
The Nautilus requires more than mere sailors; it needs explorers, thinkers, dreamers, and navigators. Paint a picture of this person in your recruitment video. Someone who's content with a dinghy might not fit the depths the Nautilus delves into. Ensure you’re calling to those who have the curiosity and courage to venture into the unknown. Surfers, drifters, and drowners need not apply.
4. Compensation: Detailing the Riches of the Deep
Adventurers aboard the Nautilus don’t just seek traditional treasure. Their reward is the thrill of adventure. Yet, be transparent about the tangible benefits - the innovative technologies they’ll handle, the knowledge they'll gain, and the unparalleled experiences of the deep. After all, a journey aboard the Nautilus is a treasure in itself, but you risk a mutiny if you don't divvy up the bounty in a equitable way, too.
5. Career Path: Charting the Deep Sea Expeditions
The crew aboard the Nautilus are always evolving, always learning. Show potential recruits the journey they’ll embark on. From mapping uncharted territories to studying unique marine life, the possibilities are endless. Through your recruitment video, promise them a voyage filled with continuous growth and wonder. After all, you can't have an adventure without facing down the occasional Kraken.
6. Content Structure: Laying Out the Chronicles of the Nautilus
Your recruitment story should flow as seamlessly as the currents around the Nautilus. Ensure each segment transitions smoothly, offering viewers a well-orchestrated tour of life beneath the waves, including:
- The Opening Hook: Start with something tantalizing within the first few seconds.
- Captivating Visuals: Use high-quality footage, graphics, and animations to keep the viewer engaged. Ensure the video reflects the quality and professionalism of your brand.
- Optimal Duration: For Facebook, videos that are around 1-2 minutes tend to perform best. For YouTube, you can go a bit longer if the content is engaging. Always prioritize quality over quantity. The general rule of thumb is to leave out all the boring bits.
- Mobile-Friendly: A significant portion of viewers will watch the video on their phones. Ensure it's optimized for mobile viewing: clear visuals, legible text, and good audio quality. Reels and TikTok formats are what all the cool kids are doing.
- Engaging Music/Sound Effects: Use background music to set the mood. Use sound effects to tickle the imagination. Make sure it aligns with your company's brand and the message you're trying to convey.
- Captions: Many people watch videos on social media with the sound off, especially on mobile devices. Including captions ensures that your message isn't missed.
- Shareability: Create content that loved ones will share with your ideal candidate. This will increase your video's reach and bring in more prospective candidates because of the more universal appeal.
Harnessing the Persistence of Captain Nemo
Just as Captain Nemo navigated the depths with unyielding determination, pursuing the heart of the ocean's mysteries, so must you delve deep into the realm of recruitment. A solitary video might skiff the surface, but a series of six will pierce the hearts.
Having captivated your audience initially, it's paramount to maintain their intrigue with a slew of retargeting videos. Remember, recruitment is akin to crafting the lore of the Nautilus; it requires persistent presence to etch a mark deep within the memories of the audience.
Navigating the Depths
Captain Nemo, the Nautilus isn’t just a submarine; it’s a dream, a vision of freedom and exploration. As you beckon adventurers from platforms like Facebook and YouTube, let this guide shape your recruitment videos. Draw them into your world, and rally them to uncover the mysteries of the deep.
Mastering the art of maximizing Click-Through Rate (CTR) is a quest every digital marketer embarks on. CTR is a critical component that influences not only your ad visibility but also how much you pay per click. It's a story of enticing people to step through the virtual door you've created for them. In this comprehensive guide, we'll unravel the secrets of achieving a high CTR and making the most out of your online marketing budget.
1. Captivating Ad Copy: A great ad starts with great copy. Use persuasive, relevant, and tantalizing language. Put yourself in your audience's shoes. What would tickle them pink? What would have them click?
2. Perfect Placement: Where your ad appears matters. Obviously, the higher up on the search engine results page (SERP) helps, but it also matters that you show up where your prospects are looking for your thing. That could mean more than just your brand name or a general description of your goods and services.
3. Understand Your Audience: The more you know about your audience, the better you can cater to them. Leverage demographic data, audience targeting, user behavior, and preferences to tailor your ads.
4. Mobile Optimization: Ensure that your ads and landing pages are mobile-friendly. More than half of users access the internet via their mobile devices. Inadvertently, many of these people oddly have fat thumbs.
5. Always be Testing: Regularly test different aspects of your ads — from the copy to the design to the placement — and optimize based on the results.
6. Effective Retargeting: If someone visited your site but didn't convert, retargeting is a great way to get another shot at closing the sale. Tailor these ads to address their unique needs and pain points. Tools like Hotjar and high quality, targeted copy are your friends here.
7. Landing Page Relevance: The journey shouldn't stop at the ad. Ensure your landing pages are relevant and offer a seamless transition from the ad.
8. Quality Score: Maintain a good Quality Score by ensuring relevance between your ads, keywords, and landing pages. A higher Quality Score will lead to lower costs and better ad positions.
9. Audience Segmentation: Segment your audience and tailor your ads to each segment's needs, preferences, and behaviors.
10. Diversify Your Ad Formats: Don't limit yourself to one ad format. Text, video, image, and rich media ads each offer unique advantages.
11. Personalization: Personalize your ads based on user data to make your audience feel understood and catered to.
12. Monitor and Adapt: Regularly review your ad performance and adjust your strategies based on what's working.
13. Visual Appeal: Attractive visuals draw users in and encourage them to click your ads. Pair powerful images with compelling ad copy.
14. Clear Call to Action (CTA): Every ad needs a compelling CTA. Make it clear what step you want potential customers to take next.
15. Understanding Metrics: Beyond CTR, understand and monitor metrics like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS) to evaluate and improve your overall performance.
16. Case Studies: Use case studies on your website to provide proof of the effectiveness of your products or services, building trust and credibility.
17. Social Proof: Showcase testimonials, reviews, and endorsements on your landing pages to instill confidence with your potential customers.
18. Dynamic Keyword Insertion: Automatically update your ad text to match a searcher's query for more relevance and a better CTR, when it makes sense.
19. Competitor Analysis: Understand your competitors' ad tactics and competitive position for insights into what works in your industry and how you can stand out.
20. Budget Optimization: Allocate your budget strategically across different campaigns, platforms, and strategies for the best results. Focus on the campaigns that are giving you the best Return on Ad Spend (ROAS).
21. Endless Learning: Regularly update your skills and knowledge to stay on top of the latest best practices and strategies for improving CTR.
22. Engaging Ad Extensions: Provide expanded information to increase your screen real estate, and create more ways and reasons for people to choose your ads by using as many ad extensions as you can. FYI, properly constructed ad extensions also improve your Quality Score.
23. Harnessing the Power of AI: Utilize AI tools and platforms to write variations on your copy, optimize your ads and improve your CTR.
Maximizing CTR isn't just about implementing all these tactics at once. It's a process of ongoing testing, analysis, and optimization.
It's about finding the tactics that work best for your business and audience, and continually refining your approach based on the results. With the right mix of tactics, you can boost your CTR and get the most of your online marketing budget.
Good luck on your CTR optimization journey!
Have you ever watched a movie or read a book to discover that you already knew what would happen? That you could guess the plot before it even started unfolding?
Ironically, predictability is far too common in storytelling and and even worse in advertising.
A story that has no intrigue or excitement leaves the audience with an unfulfilling experience. It’s a story that is quickly forgotten.
So why do so many stories fall victim to predictability?
The answer may lie in the writer’s desire to craft a ‘safe’ narrative. After all, we all love stories where the guy gets the girl, or the hero defeats the villain.
These stories, however, need more depth and complexity, with unexpected twists and nuanced characters. They need the courage to take the risks necessary to create something truly memorable.
Maybe the guy doesn’t get the girl because she ends up with someone else, or they both end up alone.
Maybe the hero turns into the villain.
People love a mystery, a twist, an unexpected surprise. But they also want it the story to reconcile by the end.
Let's break down the four basic steps in every good story.
The Good, the Bad, and Brilliant Story Tellers
When it comes to crafting a good story, there are a few key elements that must be present:
1. Create a character people like, believe in and can relate to.
2. Launch that character on a journey.
3. Do terrible things to that character.
4. Surprise your reader/listener/viewer with what happens next.
Unfortunately, many authors can execute steps one and two but falter at steps three and four. To become a good, or even brilliant, storyteller, you must complete all four steps.
The key to succeeding at steps three and four is to be creative, imaginative, and unpredictable. As a storyteller, you must think of ways to shock and awe your audience. You must surprise people with your story, or they will lose interest.
This unexpectedness can come from plot twists, unexpected character interactions, unusual scenes, and even surprising story endings.
While crafting these components, however, it must make sense. A brand story must be more realistic and logical for your audience to remain engaged. Instead, you must find the perfect balance between unexpected and plausible to keep people hooked.
If you can create a story that is both unexpected and logical, your audience will eagerly await the next chapter.
At Wizard of Ads™, we understand the power of surprise and the importance of making sure that it remains believable. That’s why we use story-based marketing techniques to keep your target audience enthralled to the very end.
From creative copywriting to engaging visuals, we ensure that every element is carefully crafted to deliver the maximum impact.
Story-based marketing can provide a robust foundation for long-term customer loyalty. Creating an ongoing narrative and engaging your customers in a story can keep them coming back for more.
So, are you ready to take your marketing to the next level?
Book a call with Ryan Chute today to learn more about our story-based marketing approach.
Predictability Is the Silent Assassin of Storytelling
Every good story begins with a statement that triggers more questions than answers.
This unexpected element—this twist and that turn—keeps readers, listeners, and viewers entranced. Our authenticity is compromised when we provide too much information upfront or tell a predictable story.
Ocean's Eleven, one of the most famous heist films, is an excellent example of how to avoid predictability in storytelling. Here is a swift line of dialogue from the movie:
“I’d say you’re looking at a Boesky, a Jim Brown, a Miss Daisy, two Jethros, and a Leon Spinks. Not to mention the biggest Ella Fitzgerald ever.”
While this may seem like an unrelated and strange string of references, I was intrigued. This line alone sums up the entire plot.
Let's break it down, shall we?
A Boesky is a reference to the stock trader Ivan Boesky, convicted in 1986 of insider trading.
Jim Brown is a reference to the NFL running back.
Miss Daisy refers to a character from Driving Miss Daisy who uses a chauffeur to drive her around.
Two Jethros is a reference to Jethro Bodine from The Beverly Hillbillies.
Leon Spinks refers to the Olympic gold medal boxer who unexpectedly beat Muhammad Ali in a Las Vegas prize fight.
Finally, Ella Fitzgerald is a reference to the iconic jazz singer who shatters a wine glass in a television ad.
Using these references together, Ocean's Eleven successfully provokes the audience to consider the film's implications.
And while we may not all be as talented as writers Steven Soderbergh and Ted Griffin, their storytelling can inspire us.
“Once Upon a Time…”
So, how do we use this technique to tell our own stories?
For example, think about a few of the most remarkable jobs you’ve done if you own a home service business. How did you help them? Who did you serve? What did you do?
Now that you have the details, make it fiction.
That's right, even if it happened in real life, change the names, locations, whatever you need to.
Once upon a time, 87-year-old author William Lederer said, "The public is more willing to believe fiction than non-fiction."
The Ugly American, the famous 1958 novel he wrote alongside Eugene Burdick, was based on real events. It wasn't until James Michener, the Pulitzer Prize-winning author, told Lederer to fictionalize the story that it became a hit.
The Ugly American stayed on the New York Times list for 78 weeks. It also inspired what we know today at the U.S. Department of State's Foreign Service Institute.
So what can we learn from Lederer's success?
- Fiction allows us to introduce characters and tell stories that can be more engaging than facts. When we create stories—whether for marketing or teaching—we give our audience something to connect emotionally. And when our content evokes an emotional response, it sticks in the minds of those who experience it.
- Just because it's "fiction" doesn't mean it can't inspire real-life action.
How Microsoft Tells Their Story? - according to Steve Clayton
Unlike Lederer, Microsoft doesn't use fiction to tell its story. Instead, it focuses on creating content that tells an inspiring story of progress and growth.
An example is Microsoft's “Microsoft by the Numbers” and the story of 88 Acres.
88 Acres, written by Jennifer Warnick, describes the evolution of Microsoft's campus in Redmond, Washington. It tells the story of Microsoft’s journey from its start in 1975 to becoming an innovative global leader.
The story was published off-the-radar without any amplification from within the company. That was until Jennifer's story received correspondence from multiple corporations the following morning. A variety of organizations and storytellers alike has since recognized 88 Acres. In fact, many corporations offered to purchase the technology, or some variation of the 88 acres, for their own use.
But what was their secret to storytelling success?
Microsoft’s Chief Storyteller, Steve Clayton, may have an answer.
The 5Ps of Storytelling
Over time, Microsoft has developed a framework for successful storytelling.
Derived from their company values, they identified the 5Ps of storytelling: People, place, pictures, platform, and personal.
People are the heart and soul of any story, and Microsoft’s audience is no exception. When telling a story, Microsoft always starts with the people they have helped. This is beautifully showcased in Project Emma, where Microsoft's Haiyan Zhang creates a watch to assist people with Parkinson's Disease.
Clayton emphasizes that every story should start and end with the people who benefit from Microsoft’s work. The campaign should focus on how the product will help people and make their lives easier.
Discuss why you are telling the story; who will be impacted and how?
The story can be truly compelling by understanding the impact of the product/service and how it helps people.
Like any good story, you must create a deep connection between the reader and the environment.
What is the setting? What are the locations? Where did you bring people together?
By describing the setting, the reader can imagine themselves in the story. As a result, it helps your audience understand why the product/service is important to people.
Take Microsoft's story on empowering Kenya and the world with high-speed, low-cost Internet, for example. In the story, Microsoft virtually transported readers to Nanyuki, Kenya, and explained how they bridged a significant gap.
By connecting people, culture, nature, and technology, Microsoft's solution contributed to a thriving community by making information more accessible.
Microsoft also used powerful imagery to illustrate technology's impact on people's lives, such as empowered entrepreneurs and students.
Microsoft's story was an inspiring, powerful example of what setting and language can do for a story.
According to Microsoft's very own Satya Nadella, "great assets will travel." In other words, if you have a great visual asset, it can be used to tell many different stories.
Microsoft has had great success with this approach. For instance, when Microsoft CEO Satya Nadella was announced, they released a single intro video and interview.
What was the reason for this?
External platforms had no choice but to use Microsoft's content, which gave them more control over their narrative.
Millions of people saw and shared the content, reinforcing Microsoft's narrative.
Nadella's announcement, however, was one of many assets that were controlled. If you Google image search "Satya Nadella," you'll see mostly branded assets from Microsoft.
Again, this is an example of how a company can control the narrative and ensure that its message resonates seamlessly. Not to mention, many people saw Microsoft— which is critical for any business.
Platforms are fantastic tools for amplifying a message and ensuring it reaches the broadest possible audience. There’s only so much an individual can do to promote a message before they run out of steam.
Businesses need to look beyond their channels when promoting their brand or messaging. By leveraging the power of various platforms, companies can ensure their message reaches the right people at the right time.
Microsoft’s 2019 Super Bowl ad is an excellent example of how powerful platforms can be. Microsoft spread its message to millions in just one night by using broadcast and digital channels.
Their beautiful story, however, didn’t begin and end with the Super Bowl.
Microsoft's Xbox Adaptive Controller ad continues to live on today, inspiring viewers to make gaming accessible to everyone.
Using different media outlets, Microsoft continues to share its message and make a lasting impact beyond the Super Bowl stage.
Refrain from counting out the power of utilizing various platforms to make your mark. It is the way to reach millions of people around the globe and make a lasting impact.
If you're a business owner, you understand that your business was built on a foundation of love, passion, and care. You put your heart and soul into creating something you can be proud of.
The same principle should apply to how you promote your business.
Personalizing your marketing efforts is key to connecting with customers on a deeper level. Show them that there is a natural person behind what they are buying. Tell them about your business, your story, and why they should support you. This will make customers feel more connected to your brand, create trust and ultimately increase sales.
In 2014, Microsoft showcased this idea with its Skype Translator demo. The demo shows the audience how technology can remove language barriers and help create a more human connection.
This example demonstrates how technology can create a more personal connection between people and businesses. During the demo, Steve Clayton speaks in English to a German-speaking woman, Melanie Schoebel, who resides in Germany. Through the Skype Translator, the two can communicate effortlessly.
The same concept applies to your personas as well. Your personas should represent your target audience in a way that makes them feel connected to your business.
So, during your next campaign, foster a humanized connection.
Be genuine in your communication.
Show some excitement in your content.
Go the extra mile to make your audience feel special.
Creating an authentic connection will establish a stronger relationship with your target audience.
How Predictable is Your Story?
Following our discussion of predictability, take a moment to think about the elements that make up your story.
Think about the good, the bad, and even the ugly.
Now, ask yourself, "Is my story predictable?" Are the love, devotion, and determination behind your business apparent?
If not, it's time to create a more consistent narrative that accurately conveys your core message.
- Bring the depth, complexity, and emotion behind your story to life.
- Elevate your story beyond facts and figures, and create an impactful narrative.
- Showcase the unique experiences and moments that led you to your current success.
You'll create an emotionally charged story that resonates with your customers by creating an engaging narrative. Your account may inspire others along the way.
At Wizard of Ads™, we believe everyone has a story. And it is our mission to help you bring your account to life.
We specialize in helping brands create powerful, meaningful stories that help them connect with their customers on a deeper level.
So let us help you craft a fantastic narrative that inspires and captivates your audience. Together, we can ensure that your message is clear, engaging, and effective.
To get started, book a call with Ryan Chute of Wizard of Ads™ today!
Your story can make a difference - so let’s get to work.
With the rise of digital media and a greater focus on uninspired factual ads, people rarely observe false advertising. Every consumer today is all about the truth. After all, a good bit of Google research can tell much about the truth in advertising. As such, sensible consumers can smell false ads that aim to deceive them from a mile away.
We can never contend the importance of truth in advertising. That's not up for debate.
However, the truth is not necessarily believable, interesting, or relevant simply because they are true. You must always wrap the truth in advertising under a compelling narrative. The strength of fact-based ads depends on how stimulating and persuasive you craft your advertisements.
Come to think of it. Why do advertisers use testimonials? Even when some of them are not entirely true, testimonials can sway the hearts of listeners. Which, in some way, adds more heft compared to bombarding consumers with dry statistics and data.
To uphold your truth in advertising, you must work with storytelling professionals who can effectively convey your story. This requires someone with fundamental knowledge of narratives and antenarratives. Lucky for you, we're the experts at it, and we'll give you a comprehensive guide in this article.
If you're interested to learn more about it, keep reading.
The Three Different People
Dean Rotbart, author and host of Monday Morning Radio, described people as having three personas:
- The first is the person you see whenever you look in the mirror. According to him, this is the person you believe yourself to be.
- The second persona is the person others perceive when they look at you. This is the person that others believe you to be.
- The third person is the real, genuine and unadulterated you. It is the rough average of what you see personally and what others see in you.
Here's the caveat: all of these things represent the truth.
What you believe yourself to be is your version of reality. Similarly, others see you as the person they believe you to be. However, given the nuances and differences in perceptual reality, neither persona captures the entire truth.
Now, how is this information relevant?
Here's the catch: everyone is deceived by their delusions. But there's a way to twist people's perceptual reality in your favor. The secret? Stories— the interesting ones.
“Know something, sugar? Stories only happen to people who can tell them.” —Allan Gurganus
The truth happens to everyone, but only storytellers can transform truth into stories. Whatever rhythm, style, prose or narration storytellers use becomes attached to the truth. In the same way, the truth in advertising takes its conversion strength from the narrative behind it.
All businesses possess a set of truths that form the foundation of their business. This same truth reflects in their story— the brand image, public communication and advertising. However, even staggering statistics and incredible facts lose their value when paired with poor storytelling. In other words, the truth and how you deliver them influence their overall impact.
If you want your ads to supercharge your truth in advertising, give it a good story. Or better yet, trust us to write those compelling truth-driven narratives for you. Book a call to learn more about how we can help tell your truth— in the most compelling way possible.
Antenarrative vs. Narrative
Talking about the three personas sets a precedent for fully understanding storytelling and the truth in advertising.
Everyone has heard of the term "narrative" before. It is typically used to refer to a coherent story with a beginning, middle and end. We often see narratives in movies, books, and other forms of media. A storyteller creates them in retrospect, arranging the scenes artfully and integrating them into an appropriate setting.
On the other hand, antenarratives may be a new concept to many readers and business owners. Antenarratives are people's unedited, incoherent, logic-lacking, chaotic and disconnected lived experiences. They are the unadulterated puzzle pieces that serve as building blocks before a story can happen. In other words, they are the way things happen.
A skillful arrangement of antenarratives, paired with perfect execution, results in a story that sparkles with fairy dust. Conversely, if the storyteller organizes predictably, the story will reek of a dog's breakfast. Punchlines are funny because they are strategically placed antenarratives that break a story's monotony and chronology.
"Antenarrative happens to everyone. But stories only happen to people who can tell them." —Roy H. Williams
Quentin Tarantino is one of the best storytellers and movie directors. His movies are composed of scattered bits and pieces of open-ended antenarratives that stand alone. However, he always finds a way to sew each scene together to create one cohesive piece. As such, it's impossible to predict the conclusion of his films, and they leave audiences wowing at the end.
The main keyword behind the strength of a narrative is retrospect. Specifically, a retrospective few of all antenarratives happened during those lived experiences. Through a retrospective view, people can recall past events and eliminate irrelevant antenarratives that do not support the story.
Like people, businesses go through their own lived experiences. The sum of all these antenarratives creates the truth of the brand. As a result, they reflect on a company's core values, guiding principles, company culture and even advertising.
However, not all antenarratives become part of that truth. When it comes to truth in advertising, you want to keep the best antenarratives that make your company look good. You won't create ads that deliberately incriminate your business, making audiences second-guess working with your company.
Pulitzer Winning Books and their Narratives and Antenarratives
Narratives are polished and varnished versions of antenarratives. Think of a research paper that's undergone many revisions before being the perfect rendition, ready for publication. However, some finely crafted fiction yet rough-hewn antenarratives make it to the big leagues.
Below, we'll look at two Pulitzer-awarded books that perfectly represent the use of narratives and antenarratives.
The Old Man and the Sea
"The Old Man and the Sea" is a classic novel by Ernest Hemingway. It features the epic struggle between about an aging fisherman and the greatest catch of his life. For 84 days, the Cuban fisherman called Santiago sets out to sea only to return empty-handed. Conspicuously unlucky, even his most trusted apprentice, Manolin, left his boat for others.
However, the intensity of the narrative began rising on the 85th day. Santiago went beyond the island's coast, trying his luck against the aggressive gulf stream. Finally, his bait catches a big fish that he knew was a marlin. The man tries to hook the fish back but struggles and the fish begins pulling the boat instead.
The majority of the narrative revolved around this push-pull dynamic. But during these moments, we explored countless antennaratives beyond Santiago's lived experiences.
For instance, Hemingway detailed Santiago's physical suffering and exhaustion. We also had the chance to enter Santiago's perceptual reality and existential thoughts. Finally killing the marlin, we are greeted with Santiago's battle against mako sharks and losing fish's meat to the predators.
The story takes an odd turn when an exhausted, empty-handed Santiago returns and goes into a deep sleep. During this, tourists and fishermen gathered to adore the carcass of the biggest fish they'd ever seen. Finally, the story closes with Manolin bringing Santiago coffee and talking about baseball.
Did you notice the roller coaster ride of antenarratives throughout the story? Despite these seemingly bizarre and disconnected details, Hemingway managed to piece them together into a perfect narrative. This complete narrative is now Santiago's story, and with Hemingway's perfect delivery, it also became everyone's truth.
The truth in advertising follows the same principle. How people view your brand's truth depends on how you effectively piece your antenarratives together. Some antenarratives will never make it in the final cut of your advertisements, and that's okay.
Because ad writers never let the truth stand in the way of a good story.
Let's look at another antenarrative-powered publication.
"Founding Brothers" is the brainchild of award-winning author Joseph Ellis wherein he explored the people that built America. In his landmark history work, he explored how deeply flawed individuals confronted the challenges to set the nation's course.
Ask anyone outside the US, and they'll describe America as the land of the free. Others may even add that success and wealth are achievable through hard work and determination. Despite the country still being rife with inequality and bureaucracy, to some degree, foreign people's perceptions have some merit.
However, that was never always the case.
The United States of America was more a fragile hope than a reality in the 18th century. While we view the founding fathers as great people, as we should, they are not free from flaws. History books tell the tale of their bravery in breaking free from Britain's grasp. But books will only delve into important antenarratives like their clashing personalities, troubles among the ranks and character flaws.
Hamilton, Burr, Jefferson, Franklin, Washington, Adams and Madison were never perfect. And these shortcomings would have cost this landmass to remain an extension of England. But despite these challenges, America rose from the ashes of a shattered dream. "Founding Brothers" brings reveals the vital issues and personalities of America's Founding Fathers.
Here's the thing: they never thought after three centuries, people would refer to them as the Founding Fathers.
These antenarratives are omitted from history books and class lectures because they give America a bad name. The course of time could have gone differently considering their demeanors, dispositions and differences.
What matters is they signed the Declaration of Independence, right? That seems to be the problem.
"But you and I live under the curse of post facto knowledge." —Roy H. Williams
Antenarratives are the building blocks that form the truth— the story. However, our post facto or after-the-fact knowledge urges us to challenge the very foundations of the story— the antenarratives. That's why businesses integrate as many facts, statistics, data and truth in advertising. But that's where problems occur.
Post facto knowledge is always troublesome, especially when crafting ads, and Roy H. Williams has a comprehensive explanation as to why:
- Facts are not necessarily believable just because they are true.
- Facts are not necessarily interesting just because they are true.
- Facts are not necessarily relevant just because they are true.
You can't just throw in antenarratives and expect people to chew them up like a well seasoned, medium-rare steak. Wrapping those facts in a compelling narrative upsurge the impact and relevance of your ads.
Let me repeat what I said earlier: never let the truth stand in the way of a good story.
Ad Writers and the Truth Within Stories
Even the most popular brands use crafty narratives to convey their truth in advertising. Let's look at the antenarratives of some famous brands:
Harley Davidson's "American by Birth. Rebel by Choice" slogan
Japanese manufacturers have always taken the lead in motorcycle and car technologies for many years. Harley Davidson's marketing slogan is built around the central idea of giving American customers a sense of freedom. It is a freeing statement that breaks motorcycle enthusiasts from the shackles of superior Japanese engineering.
Harley-Davidson is an American brand, hence, American by Birth. Harley has also been associated with a rebellious spirit and a strong sense of independence throughout its history. Whether riding their iconic motorcycles or rocking the brand's famous logo, people always embody this bold, unyielding attitude.
Their target is people who value the prestige of owning one of Harley's badass gas-guzzling bikes. Millennials who firmly stand against vehicles for their environmental impact will never understand the art of riding Harleys. That's why Harley riders are rebels by choice.
Willie G. Davidson once said, "motorcycles have always been dramatic. They are not for everybody and never will be. This is a product that people can take to an extreme as a means of self-expression."
Capturing this essence in marketing messages has allowed Harley to remain one of the most recognizable brands in America.
Volkswagen's "Think Small" advertising campaign
Volkswagen was not too popular post the second world war. After Hitler's fiasco, redeeming Germany from shame and economic downfall was far from easy. At the time, the United States became the world's consumer superpower. The car industry was also growing in their favor, where muscle cars and sedans began booming.
Fifteen years after world war II, Volkswagen found itself in a bubble. They developed a two-door, odd-looking, rear-engine mini economy car called the Beetle. It was unique, but the looks didn't match consumer preferences at the time. Not to mention, VW manufactured the Beetle in a plant that the Nazis built in Wolfsburg, Germany.
However, Volkswagen's Think Small ad campaign turned Beetle into a global sensation.
How? Simple. Volkswagen conveyed the truth in advertising, but only the truth that mattered.
Allow me to retort.
Their Think Small campaign centered on a series of antenarratives that explained the advantages of owning a Beetle. Paired with great graphic design, Ad Age ranked the ad series as the best ad campaign of the 20th century. Here are some examples:
- They wrote "Think small" on a page featuring a plain white background and a small image of the Volkswagen Beetle.
- "And if you run out of gas, it's easy to push."
- "It makes your house look bigger."
- "We do ours. You do yours." They showcased a factory-produced Beetle on the right pane and a colorfully painted Beetle on the left. This ad ushered in a new wave of marketing called the "creative revolution."
- "They said it couldn't be done. It couldn't." In this campaign, we see the legendary basketball center Wilt Chamberlain beside the small Beetle. Volkswagen said the Beetle is not for the 7'1" but can fit up to 6'7" people with generous headspace.
In their ad campaign, Volkswagen shared many facts, a.k.a. antenarratives,, which brought the Beetle its well-deserved glory. However, they omitted some antenarratives that would have cost them their game. Some people would feel sore knowing it was manufactured in a Nazi-built plant in Germany. So they did the right thing, omitting a fact and highlighting other facts that make their brand look good.
Don't mistake me. It's not about deception, false advertising or lying to your target audience about defects or product flaws. That is plain wrong. After all, Harley-Davidson and Volkswagen never lied in their ads.
You're simply focusing on the antenarratives that perfect the narrative of your advertisements. In other words, you're telling a TRUE story that best serves your clients while also serving your business.
That is how you use truth in advertising.
Again, never let the truth stand in the way of a good story.
At Wizard of Ads™, we're all about conveying the truths that matter. If you want people to know your brand's truth, we can do it for you in the most compelling way possible.
Book a call with Ryan Chute, and let's reveal your truth in advertising.
The direct mail innovation was a significant leap that transformed human communication throughout history. While we have made remarkable strides since, like the development of smartphones and online messaging, direct mail still remains relevant.
Today, direct mail marketing is experiencing a renaissance among businesses. Countless business owners are revisiting direct mail postcards for their lead gen endeavors.
Because there are direct mail advantages that modern-day emails and other marketing means never could achieve. Despite the relatively high direct mail cost, the pay-off can be tremendous, and the benefits unrivaled.
Of course, the content of the mail plays a considerable part in its success. That's why if you're looking into direct mail marketing, you need the right words to make your letters worth reading. In this article, Wizard of Ads™ shares the 10 magical words to use in direct mail.
Where Did Direct Mail First Appear?
Before looking at the magical direct mail marketing words, you should use, let's first have a brief history lesson. What can we learn from the first direct mail ever made?
According to Central Mailing U.K., the earliest record of direct mail came from 1,000 B.C.
On a piece of papyrus, an Egyptian landowner wrote an advertising message to offer gold to people who could return his runaway slave. Experts recovered the letter in Thebes, which has been preserved and displayed in the British museum.
Indeed, Egyptians were just some of the ones innovative enough to figure out the advertising potential of the papyrus before. Even Babylonian merchants advertised "on-print" at the time. However, they utilized stone tablets to list their products when visiting foreign towns.
In fact, catalog mailing and direct mail predate the formation of the United States (sorry, J. Peterman). Direct mail skyrocketed in popularity from papyrus and stone tablets when inventor Johannes Gutenberg invented the printing press in 1440. Pair that with another innovator, William Caxton, who printed pamphlets in Westminster Abbey in 1480.
But here's what you have to keep in mind:
Whatever material was used — papyrus, stone tablets, or print — these are merely channels, not the message. Any form of advertising will work as long as the news comes across, despite the channel utilized.
"The media is not the message. The message is the message."
— Roy H. Williams
Your message still heavily outweighs the media you select. That said, whether you use direct mail or not, you need the right words to print on the page. Otherwise, the marketing or advertising strategy will fail to hit the mark.
Wizard of Ads™ has helped countless residential home service businesses become successful in their advertising endeavors. We can do the same for you. We're the guys to hire if you're looking for advertising experts to craft your perfect direct mail campaign.
All it takes is booking a free call.
With all that's said, here are the magical words to give your direct mail marketing campaign a dose of abracadabra.
The Magical Words in the Kingdom of Direct Mails
Whichever way you use direct mail, it's an effective communication tool. However, there are magic words you can use to spruce up your direct mail marketing endeavors. I call them magical because they dramatically increase the enthusiasm, excitement, and anticipation of reading the content of your letter.
Let's look at the 10 most powerful words in direct mail.
Freebie/No Extra Charge
Do you remember how exhilarating it is to see a big "FREE" plastered on food samples at the grocery store? Or how excited do you feel when you hear about a new product that's available for free?
People have a natural affinity for free things. That is precisely why writing "freebie," "free," or "no extra charge" in your direct mail elicits the same buzz among readers.
Freebies and no extra charge are two of the most powerful words/phrases in direct mail marketing. They tap into the innate desire for people to get something for free. These words can instantly pique the interest of potential customers and encourage them to open up and read your mail.
A few direct mail examples that feature freebies or no-cost offers include coupons, discounts, special offers, or giveaways. Consider this example:
Say you have the offer to waive the HVAC diagnostic fee for your services. Capitalize on this in direct mail marketing by highlighting the FREE diagnostic fee first. Don’t add weasel words, conditions, or any other disclaimers. Just be free.
More often than not, the free aspect will keep homeowners' eyes fixated on the document and considering taking the offer.
Including freebies builds positive associations with your brand and makes customers more likely to engage with your business. It shows you're not afraid to give your customers more if they choose your solutions over the Sea of Sameness.
New and Improved
At the core of every successful direct mail marketing campaign lies the power of the phrase "new and improved." New and improved implies top-quality, freshness, updated, or better. The smell of a car straight out of a dealership. I'm trying to say that anything new and improved gets attention, like a dog with a bone.
In today's business landscape, having the term new in your marketing is more important than ever. People are bombarded daily with marketing messages from countless brands vying for their attention and dollars. As such, you want to offer customers a never-before-heard value that cuts through the noise and stands 600 ft above the competition.
That's where new and improved comes in.
You can use new for three things:
- Adding a completely new (and improved) product among your offerings
- Offering a new and improved world-class service to people that is improved over the previous service
- Highlighting an existing solution with a new and improved promotion
Whichever it is, using the phrase "new and improved" in direct mail is highly effective in capturing customers' attention and building excitement. However, "new and improved" is a double-edged sword. New implies freshness and uniqueness, so the offer must be both new, and improved. Otherwise, you're putting your company's reputation at risk.
It's best to cook up a genuinely unique offer before branding your direct mail marketing with "new and improved."
Whether you're a small business just starting or a well-established brand, picking the right words is key to direct mail marketing success. Another magical word that brings wonders to businesses is "backed."
Other businesses may have used this in their messaging: expert-backed, backed with research, etc.
With this simple word, you are signaling your customers that your product or service has proven to work and deliver results. Like every other customer, people want assurance that they are making the right choice in choosing you. "Backed" is the word that conveys confidence and trustworthiness through your messaging.
Moreover, the term implies authority — a valuable quality people look for in businesses. All buyers respect authority, especially when you substantiate it with research and studies. Using backed gives credence to your arguments and credibility that you're speaking from a position of power.
But there's a caveat.
Like the term "new and improved," you can't just go around using the "backed" without concrete proof. If so, pragmatic and educated buyers will see through your deception and discredit you. That may lead to negative word-of-mouth, which ultimately tarnishes your reputation.
The term "no obligation" is not quite as powerful as "free" but still possesses direct mail advantages.
Unlike the other magical words listed, "no obligation" speaks of your company's character. It displays that you are not after your customer's money but want them to genuinely see the value in your solutions. Allow me to explain.
For instance, imagine you have a new air-conditioning unit that allows customers to use it free for 30 days. They have no obligation regarding the installation fees and disassembly. If customers like the unit, they pay for it; otherwise, you'll remove the system with no questions asked.
The "no obligation" attached to the offer tells customers that you trust their judgment. Offering no obligation reassures buyers that you won't pressure them into buying something they don't want or need. More importantly, it builds confidence among your potential customers because you believe in the quality of your solutions. You are willing to offer them without any strings attached.
Successfully incorporating this phrase into direct mail marketing campaigns entails a hyper-focus on providing customers with high-quality products or services. You must also communicate clearly about what you are offering. This establishes trust among potential customers from the start and encourages them to take advantage of your no-obligation offers.
One of the unspoken direct mail advantages over other channels is its element of physicality. After all, opening and reading direct mail postcards is more exciting than clicking emails. You can be as crafty as you want in presenting your direct mail, like adding an element of surprise. The term "see inside" perfectly pairs with any tantalizing presentation.
The phrase "see inside" conveys a sense of exclusivity and encourages customers to look more closely at your offer. It's a subtle testament that underneath your "see inside" invitation lies a value that customers will want to read. Using it can help attract more attention from potential customers and create excitement to “discover” your offer.
To effectively leverage the power of this phrase, you need to consider two things:
- Your opening statement
- Your complete offer
Like email headlines, your opening statements should be catchy enough to pique readers' interest to look inside. Tailor your opening statement to your customers' pleasure points, pain points, and underlying felt needs to make it effective. Doing so exhibits your awareness of your customer's situation, which makes you an authoritative leader in their eyes. More importantly, it increases their anticipation to know your solution.
Finally, your complete offer must satisfy the craving they're looking for. Otherwise, all those excitement and anticipation will have been for nothing. That's why it's important to focus on creating high-quality products or services that are truly valuable. Because when your complete offer falls short of satisfying them, customers will cease to trust you.
It's no secret that people can be a little selfish, and it's not only in terms of physical appearance. As Denzel Washington once said, “people like to be first to know the latest craze or to hear the most significant buzz.”
Using announcement words in your direct mail, like "announcing" or "at last," satisfies their desire to be first. It shows that you entrusted them with complete information regarding your business. As a result, they feel good about themselves and your brand. Moreover, these terms also convey excitement and anticipation.
You can leverage your announcement by creating a sense of urgency to encourage recipients to take immediate action. This increases the likelihood of engaging with your brand and being the first few to get a hold of your offer.
Your goal in direct mail marketing is to be personal with your customers. Nothing beats being personal than writing the name of your target customer in your letter. Your customer's name is one of the most influential works in establishing a meaningful connection with them.
You immediately catch their attention by including other personalized details and addressing recipients directly. More importantly, you build credibility as a service provider that understands your audience's preferences and interests, increasing engagement and conversion rates.
Just don't make the mistake of mixing up addresses, or you lose that personal quality and may even insult the recipient.
Direct mail marketing relies heavily on the power of words and with good reason. The right combination of words can capture attention, build credibility, and engage recipients. But knowing which words work and which don't require a bit of psychology. For example, the term "simple" is always a fan favorite among recipients.
Because the human brain is hard-wired to avoid complicated things, we tend to dislike anything complex and too much for our brains to comprehend. On top of using simple language and clear messaging, mentioning the word "simple" gives off this easy-to-digest effect.
Customers feel repulsive of solutions that challenge their intellect. Whereas customers from all walks of life love simple, easy-to-use, and straightforward explanations.
Other terms that give the same flair as "simple" include:
What can we say? Humans love simplicity.
Adding to the previous point, "hassle-free" is another powerful term in direct mail marketing. For one, it conveys a sense of ease and convenience — something customers always look for in products and services. Additionally, by emphasizing this key benefit, you instantly ease the mind of your target audience.
At its core, "hassle-free" removes barriers and makes things as painless as possible. Moreover, a hassle-free experience improves the buying journey, convincing buyers to choose your solution over others. Whether it's a streamlined purchase process or easy access to customer support, brands that offer hassle-free experiences outperform their competitors. Just be sure to deliver on your promise.
The two key drivers of consumer behavior are scarcity and urgency. When you use "limited supply," you create a sense of urgency and highlight scarcity in your offer. This encourages potential customers to act quickly before the opportunity passes them by. Here's the thing: this strategy works.
Think about it.
How often have you forced yourself to buy when seeing a limited-time offer announcement in your favorite store? Exactly. A psychological trigger gets people to spend their money but only IF your offer is worth buying. Plus, this phrase communicates to your audience that there is a risk associated with waiting too long.
There's just one problem: using urgency may work once or twice, but it loses its appeal over time. As such, using a "limited-time offer" in your direct mail campaigns works by putting pressure on potential customers to make decisions fast. Unless it is actually true, and really believable, most people will think your just a flim-flam artist, however. So be warned. While inventories deplete, time keeps marching on. Sell the thing that is most believable and compelling to act. No one likes feeling pressure, let alone fake pressure.
5 Most Common Types of Direct Mail
Knowing the right words is one thing, but understanding what media you could use for direct mail campaigns is another. Here are the five most common types of direct mail that businesses use:
Postcards are a popular choice for many businesses regarding their direct mail campaigns. Whether you're looking to promote new solutions or announce a special offer, postcards are a personalized way. With their simple yet eye-catching designs, postcards are an effective way to get your message across quickly and effectively.
- Sales Letters
Letters are the traditional forms of direct mail, but they are the go-to options to look sophisticated and professional. You can use sales letters to announce important business updates or offer customers new and improved solutions. You can still make sales letters highly personalized and creative despite their formality.
- Mailing Lists
While not a form of direct mail, the success of direct mail campaign lies in the accuracy of your mailing list. Make sure to keep names and personal details up-to-date to ensure the success of your marketing and advertising.
Catalogs are the best documents to showcase your array of products and services. The success of catalogs relies on the creativity of your presentation. Aim to enthrall audiences during the viewing experience and then lure them to your exclusive offers.
Brochures and leaflets fall into self-mailers category because they don't require extensive packaging. As such, self-mailers are great options for introducing new products, services or offers to customers. Add in some colors and fancy designs, and you have an appealing document that leaves customers fixated on your mail.
While direct mail marketing seems old-school in today's business landscape, it is not simple. In order to make the most of direct mail campaigns, you must accomplish three things:
- Create a killer campaign strategy that ensures a high ROI
- Utilize the magical words that get people hooked
- Find the suitable media to deliver your message
That is not easy, but it's possible with the right people to help you out. Wizard of Ads™ can help you craft the perfect direct mail campaign strategy that gets results. Interested? Book a call with Ryan Chute of Wizard of Ads™ to learn more.
Advertisements are a creative sneak peek at what customers can experience when they buy your services. That's why mass personalization is essential. You want as many customers to relate to your ads as possible.
But what separates the best ads from mediocre advertisements is the use of "reality hooks." These attention-grabbing narratives connect the ads' abstract perceptual reality to objective reality.
A reality hook differentiates between "real ads" and purely fantastical anti-realist advertisements.
Reality hooks are an invaluable tool for ad writers, helping them craft compelling and engaging ads that connect with real-world audiences. These statements or concepts ground the abstract ideas introduced in your advertisements to real-life experiences. As a result, ads become more relatable and personally relevant to potential customers.
Make your ads more appealing to customers by incorporating some reality hooks.
The question is: what exactly are reality hooks, and how do they work?
Here, we’ll explore reality hooks, real ads, and four unique ways to infuse reality hooks in your advertising. Keep reading.
The Realist Narrative in Advertising
Before anything else, let me clarify something.
When I talk about real ads, I refer to advertisements that utilize reality hooks or follow realist narratives.
The realist narrative in advertising is the idea that ads are grounded in real-world experiences. In other words, they introduce a real-life feeling or portray a scenario that could occur in real life.
While advertisements are imaginative works of art, realist narratives bring ads to life as audiences may personally relate to them.
Using reality hooks is one way to incorporate this approach into your marketing strategies and advertising endeavors. Reality hooks connect the world of abstract imagination to concrete facts. For example, social proof and testimonials are reality hooks that make commercials more realistic and relatable to viewers.
Look at Health Service Executive's "I wish I were an actor" quit-smoking campaign. The 30-second ad follows the real life of Gerry Collins, an actual lung cancer-diagnosed patient due to smoking. As Gerry talks about death looming over smokers, we get a glimpse of the reality that smokers face everyday.
That's what real ads are — advertisements that utilize reality to hook you with abstract ideas.
Meanwhile, the opposites of real ads are fantastical advertisements that follow anti-realist narratives. Unlike the former, outlandish ads are often hyperbolic and create silly or improbable expectations for their target audience. Most of the time, anti-realist ads focus on providing the following:
- Comedic relief
- Unrealistic expectations
- Absurd presentations
One example of an anti-realist narrative commercial is Skittles' "Touch the Rainbow" campaign. A disturbed man named Tim is cursed with the Midas touch, wherein everything he touches turns into Skittles. That context, in itself, already screams unrealistic, but the entertainment value overshadows this aspect.
Despite their difference, both fantastical and real ads effectively get viewers' attention in their rights. However, real ads are more impactful as they resonate and emotionally connect with your target audience.
If you're looking for ad experts who can bring sprinkle reality hooks into your advertisements, look no further. Wizard of Ads™ is every residential home service business’s dream when crafting real ads that convert. We can do the same for you.
Book a call with Ryan Chute from Wizard of Ads™ to learn more.
The Real Life of Leonardo da Vinci
Let's explore reality hooks better by revisiting one of the world's greatest polymaths of all time — Leonardo da Vinci. In his Monday Morning Memo, Roy Williams did a great job explaining how da Vinci's life ties into reality hooks.
Here’s a quick test: try to Google Leonardo da Vinci. I’m certain that search engines will describe him as many different things.
Being a renowned painter, sculptor, musician, engineer, architect, inventor, cartographer, and writer are only some of his greatest feats. Looking at his track record, we realize that Leonardo da Vinci is an unrealistically talented person and a larger-than-life idea.
"Is achieving these sorts of feats even normal for a human mortal?" one might even ask.
However, everything changes when you visit or see a photograph of his place of death in Château du Clos Lucé. You realize that, like everyone else, da Vinci is just a man.
This realization grounds your originally grandiose perception of Leonardo da Vinci. He is no longer the god among men but becomes an actual human being that lives, ages, and dies.
Reality hooks used in real ads follow that same pattern.
Advertisements often promise people many great superficial things that seem unbelievable. Reality hooks make those promises and claims more realistic. Like realizing da Vinci is simply another human being, reality hooks make ads more relatable and appealing to human nature
Think of commercials as presentations of our abstract and creative imagination. Reality hooks are the points of contact that link that abstract world to the concrete fact.
These points of contact matter very much in creating real ads.
Allow me to explain.
Look at every popular collector of historical artifacts, archaeological fossils, and classical paintings. They seem odd in our eyes, but we can never question their passion.
You can get a Mona Lisa replica for several dollars, but it has no value compared to the actual painting. The reason is simple: Leonardo da Vinci personally painted, touched, handled and carried the Mona Lisa painting. In other words, he has a real point of contact with the piece of art compared to replicas.
This point of contact is what gives the art value. Similarly, the point of contact that links abstract advertisements to reality is what makes ads compelling and persuasive.
"An original work of art gives you a point of contact with the artist. A historical artifact gives you a point of contact with a specific moment in time. Understand this, and you understand the heart of every collector."— Roy H. Williams
A “Reality Hook”
Some ads and commercials live rent-free in our subconscious. They may be too entertaining and funny that we can't scratch them off our thoughts. Other ads, however, had a touch of realism that appealed to our humanity, and they evoked an emotional connection.
That's the power of reality hooks. Stories and descriptions become much more believable when you provide realistic and relatable context.
More often than not, reality hooks found in real ads make them more compelling, engaging, persuasive, and influential. They draw viewers by creating a sense of emotional connection and authenticity. By tugging the right emotional triggers, you elicit desirable responses and nudge prospects into taking your intended action.
Whether highlighting real-world testimonials, relatable scenarios, or other relevant experiences, reality hooks are essential for real ads. To create compelling ads that resonate with your audience, the secret is incorporating reality hooks into your messaging.
Below, we'll explore four unique ways to create reality hooks in your advertisements.
4 Ways to Create Reality Hooks
Creating effective ads goes beyond paying close attention to your customer's unique preferences and needs. You must also connect emotionally with your audience and persuade them to take action through a creative presentation. Incorporating reality hooks help create compelling and believable ads that resonate with your target audience.
If you're looking to craft real ads that connect with your market, consider incorporating these four strategies:
Connect to your customer's real-life experience
Every customer is different, as in they have their unique preferences and needs. It's unlikely you sell a one-size-fits-all solution that fits everyone’s needs perfectly. That is precisely the reason why businesses create buyer personas. This enables them to sell solutions and create ads focusing on the underlying felt needs of individualized personas.
The ideal buyer persona is the archetype of customers you are trying to reach. You created this persona by using various relevant information pooled together, including:
- The real-life experiences of your target market
- Their pain points (or primary sources of fears, shame, and guilt)
- Their pleasure points (or desire for identity, purpose, and adventure)
- Their value proposition equation (money, energy, and time)
- Their underlying felt needs of surviving or thriving.
All of the information above influences your average customer's buying decisions. The only difference is that each element's degree of importance varies from one customer to another. Incorporating them in your advertisement increases the likelihood of emotionally connecting to your target market.
For example, homeowners with faulty heating systems have experienced days of being heavily wrapped in sheets to survive the winter. This is a real-life experience and pain point that homeowners face.
Infusing your ads with this information allows you to connect with your customers on a deeper level. More importantly, it gives you more leverage to offer real solutions to their real problems.
The secret is highlighting the common experiences of customers within your market and then introducing your solutions. You can execute this in one of two ways:
- Your solutions are the saving grace that takes customer pain points away
- Your solutions are the bridge to realizing customers’ innermost pleasure points
Make use of highly vivid descriptors
Do you know why oftentimes readers hate film adaptations of books?
Movies often fail to capture the real essence of what was originally written. Despite the technological advancements in CGI and other cinematic editing software, films still comparatively fall short. A valid argument, but not precisely correct.
The real reason is that movies kill our imagination. Films serve the cinematic experience on a silver platter, leaving no room for people to create their own interpretations.
Our human brain is highly imaginative and playful. You need to stimulate the part of the brain that imagines in order to capture its full attention. Using specific and highly vivid descriptors helps in this regard.
With the rise of digital and online marketing, it can be easy to overlook the importance of imagination in ads. However, failing to tap into your audience's imagination limits the potential of ads to connect with customers emotionally.
By using vivid and evocative language, advertisers can conjure up mental images in the minds of their audience. Real ads use words and phrases that appeal directly to our senses of sight, sound, smell, taste, and touch. This helps people form clear pictures in their minds, making the essence of your message clearer and better understood.
Include details that add credibility
Credibility is essential for any successful ad campaign. Without credibility, it can be difficult for customers to trust your brand's claims and promises.
To build credibility, it is important to incorporate details that customers can independently confirm. These bits lend credibility to areas in your ads that are difficult to verify.
For example, testimonials are one effective way to add credibility to your advertisements.
Real-life accounts from customers and clients help validate the claims made by your brand. They give potential buyers greater confidence in your product or service. Moreover, when buyers seek real-life feedback, they can serve as social proof, further building legitimacy.
To ensure that testimonials are credible and impactful, choose real customers who have actual experience with your company. They have more to say about your brand and will be more believable than paid actors or influencers.
You may also incorporate real data into your ads and support your claims with expert opinions or reputable research studies. This will help build trust with your audience and improve the effectiveness of your marketing efforts.
Credibility and legitimacy is one primary element that separates real ads from comedic, fantastical ads. Only by ensuring that your ads feel authentic to listeners will they trust your brand and consider your solutions.
Of course, ads have limited power in pushing buyers to purchase your solution. Often, prospects will visit your website and other platforms to do more research and continue the conversation.
With that in mind, make sure to include real reviews on your website and social media platforms. Additionally, maintain a consistent and authentic voice throughout your business touchpoints. Doing so will further build your image as a credible and trustworthy service provider.
"People are quick to believe things that seem correct, even when those things are not true."— Roy H. Williams
The last thing you want is to deceive customers with your advertising. Saying plain wrong things and outright lies is sure to flush your entire operations down the drain.
As advertisers, it is crucial to use logic and reason to justify your claims about your products or services. Ensuring that your real ads are logical, you strike a chord in your customers' innate desire for accuracy and truth.
Common logical tactics such as confirmation bias and argument from authority are effective ways to spruce up your real ads. However, caution is required when using these persuasive techniques, as the wrong approach may undermine your credibility.
For instance, one way to use the argument from authority is by using influencer marketing. Popular personalities boost the relevance and credibility of your ads. However, hiring the wrong influencer can damage your reputation more than it helps.
One example I vividly recall is a tools company hiring a chic and glamorous teenage actress as their brand ambassador. No person would look at the ad and say, "this child actress uses these pliers, so I'll buy them too." In other words, it doesn't make any sense.
Your ads should be logical if you want them to follow a realist narrative. Otherwise, sensible customers will see through your deception and distrust your brand.
To create effective ads that truly engage your audience, always use logical sense as your guiding principle. With well-crafted arguments, you can create real ads that accurately explain why your product is the best choice around.
The Handy Tool for an Ad Writer
"Reality hooks are the hammer, screwdriver, pliers and duct tape of an ad writer. You can use them to fix practically anything." — Roy H. Williams
Sometimes, a dose of reality is all it takes to make your ads persuasive, compelling, believable and influential. Instead of remaining abstract ideas, using reality hooks connects the conceptual realm to real-world experiences, feelings, or beliefs.
Whether telling people about your solution's advantages or inspiring them to take action, real ads feel genuine, authentic, and direct.
Of course, that's not to say real ads are better than fantastical and purely comedic ads. Both can be powerful tools in their respective rights. The greater knowledge is knowing which of the two is more effective in your ad campaign.
That's where Wizard of Ads™ comes in.
We can help you strategize an ad campaign consistent with your brand voice and speaks directly to your target market. Moreover, we can craft the killer ads you need to put your business at the forefront of your audience's minds. Book a call.
Questions? We’ve got answers.
Ready to transform your world?