An advertiser’s marketing message should be a power-packed nugget of succinct and enticing verbiage. This language connects an influential idea about a product, service, place, activity or individual, to the intended target audiences’ needs, emotions, reasoning, and willpower to act or cast a lasting impact.
Going about it haphazardly, can be very damaging to both branding, and return on ad spend (ROAS). In the marketing world, we have all seen those costly failed campaigns where the message was either misinterpreted, or simply ineffective.
Creating the right combination of colors, images, audio, video, and copy is essential to ad optimization.
Below we discuss how to set up effective ads with 16 different types of marketing messages. These ads could be on Google, Facebook, YouTube, Twitter, Pandora Ads, Yelp, LinkedIn, Amazon, or Bing. If you need help determining which advertising platform is best for your business, consult with a PPC expert.
RELATED: How to Advertise on Pandora
Credibility
Credibility involves setting up ads based on the integrity of an authoritative and trustworthy individual to secure acceptance by recipients. For example, if you sell toothpaste, include a dentist who recommends your product in your advertisement.
Storytelling
A great story intrigues, enthralls, captivates, and excites, whatever the genre. A genuinely relatable and inspiring story works wonders in an ad campaign. Write down why you started the business, how it’s been going, and what your vision for the future is. Now put this into a video ad.
Emotion
More times than not, people make buying decisions based on emotions rather than logic. Emotion is used in messages and content that stirs up feelings within audiences. For example, one insurance company metaphorically advertised a puppy that wanted to protect its bone. This appealed to viewers emotions and was extremely successful.
Logic
For certain markets, logic is more powerful than emotion. A valid, reasonable rationale, facts or just plain common sense, encompass the basis of this marketing message. In your ads, state why your product is a better value than competitor’s offerings.
Choice Architecture
People love options, especially when they are clear, and a great choice is obvious. Providing a structured menu of clear best choice options is the foundation set up of this Ad Marketing Message.
Call to Action
A CTA or call-to-action is an advertising marketing message created to persuade and compel immediate beneficial action. Attempt to make your ad viewers act on impulse and click that “shop now” button.
Price
We have found that including price in the headline of Facebook ads can actually decrease advertising cost-per-click, as compared to not including price. This is because it appeals to “buyer intent” meaning people who are looking to buy something are more likely to view your landing page.
Functions
Point out what you can and will accomplish or incite in customers of what they could do because of the design and elements of what’s advertised. What makes your product or service different from competitors? Emphasize this, while also highlighting the standard functionality your offering provides customers with.
Offers
An acute, potent message approach is to provide promised samples, money-back guarantees because it is just that good or it is a one-time exclusive availability. Use limited-time sales to your advantage in ads.
Features
Illustrating features as a solution to your audience’s needs is the basis of setting up this ad marketing message. A simple bulleted list can often be adequate—it keeps things simple and comes off as less “salesy.”
Humor
Humor is great for building brand awareness and engagement. People are much more likely to share Facebook ads that are humorous, just as they would share an organic Facebook post.
Quality
Communicating the quality characteristics that set the product apart is a vital marketing message art form—for example, designing a handcrafted belt like no other from an exotic leather of intricate designs refined over a decade. You can feel the craftsmanship, superior grip, and confidence-boosting look.
FOMO
Fear can be a powerful tool if directed with precision. The fear of missing out (FOMO) from a limited or one-time opportunity that is going, going, and almost gone. Fear of inaction, loss, health risk, or social isolation is a powerful and motivational ad marketing message tool. Try showing a group of people who look like they are having fun using your product in an image ad. This can make the ad viewer anxious that they are not experiencing that same feeling, leading to an impulse purchase.
Anticipating Objections
Handling a preempting objection by addressing it beforehand is a means of subverting mental barriers and improving the success of your marketing message. So, answer the rebuttal punch question or concern even before they throw it.
Signaling
Flare, glamor, style, status, rolling high with the big fellows, and the who is who of the select few. Psychologist Abram Maslow calls it the need to belong and self-actualize. In other words, we want to belong to a group, stand out among others, and feel accomplished or just feel good about ourselves. Communicate that feeling through association or ownership of your product or service.
Countersignaling
Modesty, humbleness, and control are broad socially praised behaviors. Also, confidence, authenticity, and edgy realism are widely favored traits. These can be integrated into the setting up of your ad marketing message through the use of calm ease in downplaying social status. This move elevates the brand identity and social purchase appeal. From a humble beginning or a failure to success story but while being successful, keeping it real, being confident yet poised and trendy is a great example.
Consult with a Professional Ad Creation Team
Truly great marketing messages are channeled conceptually, and purposefully in advertising. You don’t have to limit yourself to using just one marketing message per ad. Try combining a few to create a unique message. It’s often unclear which marketing message(s) a particular business should emphasize in advertisements.
If you can’t decide which message(s) to implement, which platform to advertise on, or how to optimize your ads to generate a high ROAS, contact SunCity Advising for a free strategic advertising consultation.
Grayson Turley, SEO Specialist
Grayson Turley is an SEO specialist with an emphasis on local ranking and page speed optimization. With a background in both marketing and finance, Grayson has increased marketing ROI for many satisfied clients. SunCity Advising specializes in developing high performing websites, including services in SEO, paid media advertising, social media, email marketing and other digital marketing solutions.
