What if you had only 5 seconds and fifteen words to make a good impression, convince a customer to buy your product and ensure a click though on your ad? Unfortunately, that is all the time you have got when you are trying to reach new customers. How can this be humanly possible? It is actually very simple. You just need to use a little psychology in your advertising techniques.
How many times have you heard “But wait – there’s more!” Does this make you instantly turn off whatever commercial is on, or roll your eyes as you wait for the announcer to get to the point? Most people roll their eyes, but the important thing is – they actually do wait to see what the special offer is. That is not to say that all of your ads should contain that highly annoying catch phrase, but there are tried and true methods of hooking customers with just a few words.
Words and phrases that play on people’s emotions will be the most successful. It sounds harsh and manipulative, but it is an effective method of reaching consumers. Every one wants to feel great, look fantastic, and be appreciated. When you write your ad using this technique, focus on the positive results that will come from using your product, not the negative attributes that the reader may be suffering from. An upbeat, positive tone will work much more effectively than a low key, negative tone. For example, you would want to focus on words that inspire people to feel good about themselves and not focus on their current state.
There are also words that you can use in your ad that will catch a viewer’s eye immediately. The word “free” is a pretty sure bet to pull the eye as someone scans through your ad. Using all caps for FREE can work even more effectively. Offering a free gift and mentioning it in your ad will improve your click through ratios and your browsers to buyers percentage. “Money back guarantee” is another catch phrase that can preprogram a customer to look into your product since they have absolutely nothing to lose.
Many consumers have been conditioned for certain catchphrases, such as “wait there’s more” and “you will receive absolutely free…” We hear them constantly day in and day out. It has been scientifically proven that these words can actually convince a consumer to buy a product. It is very similar to the Pavlovian response in dogs.
Using the same rationale, there are words and methods to avoid when placing your ad. Using all CAPS can practically guarantee that your ad will get scanned over and passed by. Most people find this highly annoying and will gloss right over it. The same holds true for commonly used phrases and products in SPAM. Go through your email and see just how many times you see “MIRACLE WEIGHT LOSS PILL!” If a consumer is beaten over the head with a phrase, they will automatically tune it out. You will need to find a new approach if you want to market your product and succeed. For example, if you were selling a weight loss pill, instead of using ‘MIRACLE WEIGHT LOSS PILL!” you could use the phrase, “Lose weight and feel great!” You are appealing to their human nature by supplying them with the promise of feeling better and mentioning the positive results they will receive from your product.
The best formula you can use for a great headline or ad copy is:
- Keep it short, simple and to the point
- Appeal to human nature
- Mention positive results
If you keep these three things in mind while writing your ad, you can ensure that your ad will get read, that your link will be clicked on and that your prospective new customer will find what they are looking for on your site.