COULD NOT COMPUTE
You’ve probably noticed that people are baffling. They’re irrational, impulsive and emotional. So it can be tricky to create ads that connect with those brains of theirs. Luckily, we speak fluent human – and we’re more than happy to translate. Read on and discover four key ways to make them say ‘affirmative’ to your brand.
EMOTION IS THE LOGICAL APPROACH
Humans like to think they’re logical – which is awkward, because studies show they’re basically just piles of laughter, tears and memories. The IPA analysed 1400 of the most effective advertising campaigns of the last 30 years, and discovered 4X more emotional ads than rational ones¹. So even if your product is 32.5% more effective, you’ll need to poke your audience in the feels before they’ll care.
"THIS PRODUCT IS SUPER-OPTIMUM!"
People love social proof. But that doesn’t mean you should splurge your budget on testimonial ads. If your audience has never heard of you or the person talking, they’re unlikely to trust what they hear, or even understand why it’s relevant to them. So create a connection with your humans first, and save the testimonials for later on in the customer journey.
HEY YOU - MAKE IT ALL ABOUT THEM
Your product is awesome, isn’t it? The idea came to your founder in a dream in 1974. The ghost of Raymond Loewy designed it. And it takes inspiration from the ancient Japanese principle of omotenashi. There’s only one problem with all that – nobody cares. Busy humans don’t have time to work out why your product is relevant to them, so start with the benefit and work back from there.
HUMANS FIND VIDEOS MOVING
They say a video paints a million words. Actually nobody says that – but they should. Top marketers report that video campaigns give them 47% higher click-through rates and 20-30% higher conversions than static ones². So whatever you do: Make. It. Move.
We’re London’s video-first agency – and we specialise in advertising for humans. If you’re interested in powering up your marketing, arrange a meeting with us today.