If your ads don’t perform the way you expect them to, make this one tweak I learned from some of the failed ads of MNCs to help me make better ad copy now.
As an Internet marketer, we know some ads do well whereas others don’t no matter how much time and effort you put in.
Have you ever wondered why?
The most common of the reasoning is always related to niches. The niche is very competitive or there aren’t too many avenues for advertisement in these niches, so on and so forth. Though it may be true to an extent, the most important aspect of why your ad hasn’t worked is because they didn’t connect with the audience.
So now we have a question why the ad doesn’t connect with the audience when everything was done right about the ad?
Addressing the right audience, to their pain point, with words or actions that resonates your audience’s voice. Still, it just doesn’t seem to connect with the audience.
The answer is, they don’t consider it to be authentic and genuine.
There are multiple pieces to the puzzle and we often miss the third one.
- Who – The target audience
- What – Their pain points
- How – How they connect
It isn’t all about who is your target audience and what are their pain points only. It is also about how they relate their pain points and how they genuinely think your product or services are able to address it.
You may have understood “who” is your right audience and “what” are their pain points but you have to make sure “how” you are able to connect with them.
It is a complete set of 3 that will make the ad from average to great.
Let me explain it with an example:
You may have seen this recent Ariel ad on TV.
The chefs make their coat dirty spilling lot of stuff on them and wash it in front of the camera for the results which are as follows:
Anybody who has done any kind of washing at any point of time in his or her life can tell you it is impossible to get anything as clean as being shown no matter what.
Your target audience (the housewives) are experienced enough to understand the results aren’t going to be as it is shown. Even the ad claims you may not get similar results and it is only applicable to select stains as per the lab test conditions.
Now compare the result of another ad which is the most-watched ad on YouTube for March 2018.
Both the videos are uploaded in March 2018. As on 12th Jun 2018, Ariel video has been watched 20 thousand times whereas the Samsung ad 50 million times. Both the products are by MNC’s and I am sure they may have done the needed promotion.
A side by side comparison:
|Who||Indian Housewives||Indian Housewives|
|What||Stain on Clothes||Powercut Problems|
Both address a pain point for Indian housewives as a target audience. Both the problems are genuine but one solution seems authentic whereas other doesn’t and is only for the lab tests.
The difference in the views may be for many other factors including promotion but what I am trying to make a point is the one that connects with the audience and they find it genuine is always going to do far better over the one that doesn’t seems genuine.
You can take any ad that you didn’t found as genuine and only for lab test scenario and will see a similar results. Fairness ads where some actress looks a lot fairer after applying it or bike mileage number that no one ever believes in.
The same applies to blog as well.
Some blogs get a lot of attraction and traffic whereas others don’t. The most important criteria if you drill down on the reasons, it will be readers don’t find them as genuine.
The how factor can be on the basis of many aspects: humor, emotional, psychology but important piece of the puzzle is “how” along with who you are targeting and what are their pain points.
Freelancers and small web-based services company also have the similar problem. How many times I have seen websites of freelancers and small web-development companies that make fake promises and made-up testimonials.
I just searched for web development companies in Surat and stumble upon a website that claimed
Pioneer … huh.
The meaning of the word pioneer as per Google is:
Develop or be the first to use or apply
And the company that pioneered SEO was formed in 2011. The surprising part is, their launch date is on the same page where they claim to be the pioneers. No surprise the client won’t find them as genuine.
Further Reading …