An Introduction to Persuasive Advertising vs. Informative Advertising

first_img Don’t forget to share this post! 6. Use a Call-to-Value Instead of a Call-to-ActionCall-to-actions are crucial for getting prospects to take the next step, but a “Download Now” or “Call Now” CTA isn’t always going to convince the more skeptical prospects to take your desired action. You need to make sure your ad’s last line of copy or quip is the best of them all.So instead of writing an uninspiring, final line of copy like “Download Now”, write one that clearly communicates your offer’s value and gives a glimpse into your prospects’ potential life if they take your desired action, like this call-to-value prompting readers to download a blogging eBook: “Click today and be a blogger tomorrow.”Persuasive Advertising Examples1. NikolImage Credit: Brilliant AdsShowing — not telling — your audience about your product’s benefits is one of the best ways to capture attention and get an emotional response. Obviously, Nikol’s paper towels can’t actually turn grapes into raisins, but this ad highlights the product’s absorbent powers in a such a clear and clever way, they didn’t need write a single line of copy.2. HeinzImage Credit: Brilliant AdsIn relation to food, the word “hot” has multiple meanings: having a high temperature and being spicy. Heinz brilliantly used the connotation of high temperature to highlight the spiciness of their ketchup, and their creative method of communicating the value of their product helped them instantly attract people’s attention.3. Mondo PastaImage Credit: Brilliant AdsWith this crafty use of guerrilla marketing, Mondo Pasta perfectly aligns their copy with their creative — the guy slurping the noodle literally “can’t let go” because its a rope tied to a dock. By designing such a visual, unexpected, and literal ad with a seemingly one-dimensional prop, people’s eyes can’t let go of this ad either.4. BicImage Credit: Brilliant AdsAnother example of guerrilla marketing, Bic takes advantage of an unkept field to highlight the power of their razors. By just mowing a small strip of grass on a field, this ad is an unconventional, simple, and extremely creative way to catch people’s attention and spotlight a razor’s shaving capabilities.5. SiemensImage Credit: Brilliant AdsSiemens’ skillful ad shows the benefits of their product by unexpectedly placing their washers and dryers in a library to show you that they’re so quiet, even a librarian wouldn’t need to shush them.Informative AdvertisingCompared to persuasive advertising, informative advertising focuses more on the facts, and less on emotions. It highlight how your product’s features and benefits solve your customers’ problems and can even compare your product to your competitors’ product. Although this type of advertising relies on facts and figures to trigger a desired action, the ad’s message is usually framed in a compelling way. Out of all the entertaining ads that played during Super Bowl 53, there’s only one commercial that I woke up thinking about the next morning: Pepsi’s “More Than OK”. Originally published Oct 14, 2019 1:00:00 PM, updated October 29 2019 Topics: 1. Drink ResponsiblyImage Credit: Bloggs74Even though this ad might seem like it’s only aiming to evoke fear in its target audience, it actually leans on the facts to get their message across. If you drink and drive, your risk of crashing skyrockets 11 fold. And by focusing on this alarming reality, this ad can persuade people to get an Uber or Lyft home after a night out instead of getting behind the wheel.2. Miller LiteImage Credit: Miller LiteAfter Bud Light took some jabs at Miller Lite for using corn syrup in their beer during their Super Bowl 53 ads, Miller Lite decided to throw a few punches back. A day later on Twitter, they revealed that their beer actually has less calories and carbs than Bud Light, which helped them persuade people that drinking Bud Light and Miller Lite actually have similar health benefits.3. Siskiyou Eye CenterImage Credit: EntractechThere’s an old folk tale that carrots can improve your eyesight, but science has actually debunked this myth. That’s why this Siskiyou Eye Center ad is such a creative informative advertisement. While it pokes fun at this common fable, it’s still relying on the facts of carrots not being able to improve your vision and the Eye Center’s ability to provide quality treatment for your eyes to persuade people to do business with them.Persuasive advertising vs. informative advertising: which one is better?Persuasive advertising and informative advertising definitely focus on different aspects of persuasion, but they still aim to achieve the same goal: convincing your audience to take a desired action. So whether you pursue one advertising strategy or another, remember that if you can trigger an emotional response, regardless of the stimuli, your ad will be a success.center_img “More Than OK” poked fun at how Pepsi usually takes a back seat to Coke, especially at restaurants. And by featuring a star-studded cast that included Steve Carell, Lil Jon, and Cardi-B (who hilariously and fervently backed up Pepsi’s OKness) their boldness to call people out for undermining Pepsi’s quality got a lot of laughs and persuaded a massive audience to reconsider their own perception of the soft drink.As marketers, we know that if we want to persuade an audience, we need to evoke an emotional response from them. But how do you actually do that? Below, we’ll examine six persuasive advertising techniques you can use in your advertisements, five examples you can reference if you ever need some inspiration, and three informative advertisement examples that are surprisingly just as compelling as the persuasive advertising examples.Download Now: Free Ad Campaign Planning KitPersuasive Techniques in AdvertisingThe Carrot and The StickThe Scarcity PrincipleOne Message Per AdvertisementWrite In the Second PersonGive Your Audience a Sense of ControlUse a Call-to-Value Instead of a Call-to-Action Informative Advertising ExamplesDrink ResponsiblyMiller LiteSiskiyou Eye Center Advertising 1. The Carrot and The StickHumans are hardwired to move towards pleasure, like a horse towards a carrot, and away from pain, like a donkey avoids a stick. When people read or watch your advertisements, “carrots”, or promises of gain, can fill your prospects with hope and compel them to pursue that potential feeling of pleasure. “Sticks”, possibilities of loss, evoke fear in your prospects, which will compel them to flee from that potential feeling of pain.Both tactics can pull your prospects into a narrative and evoke emotions that inspire your desired action. Carrots, like a product’s benefit, entice people to take a desired action. Sticks, on the other hand, like anti-smoking campaigns, evoke fear in people to stop doing a certain action and start doing the alternative. To better understand how to craft advertisements that feature a carrot or stick, check out these insurance copywriting examples below.Carrot: “15 minutes could save you 15% on car insurance.” — GeicoStick: “Get All-State. You can save money and be better protected from Mayhem like me. ” — All-StateAs you can see, Geico’s ad uses a small time investment that could potentially produce big gains as a lure to get you to buy their product. Conversely, All-State’s ad uses the character “Mayhem” to evoke fear into people to stop using their “inferior” insurance and start using All-State’s.2. The Scarcity PrinciplePeople value objects and experiences that are rare — having something that most people want, but can’t have, boosts our sense of self-worth and power. If you use words and phrases that imply scarcity and evoke a sense of urgency, like “Exclusive offer” or “Limited availability”, you can skyrocket your product’s perceived scarcity and consumer demand.3. One Message Per AdvertisementTo immediately hook people and persuade them to read or watch the rest of your advertisement, try sticking to only one message. Spotlighting your product or offer’s main benefit or feature will make it easy for your customers to understand its value and increase the likelihood of their conversion because you’re only conveying one message to your audience: your product’s main feature will benefit your customer’s life somehow, someway.4. Write in the Second PersonSince your prospects primarily care about how you can help them, and pronouns like “you” and “your” can engage them on a personal level and help them insert themselves in the narrative you’re creating, writing advertisements in the second person can instantly grip their attention and help them imagine a future with your product or service bettering their lives.5. Give Your Audience a Sense of ControlAccording to a research study conducted by three psychology professors at Rutgers University, the need for control is a biological and psychological necessity. People have to feel like they have control over their lives.If you want to give your audience a sense of control, you need to give them the ability to choose. In other words, after reading or watching your advertisement, they must feel like they can choose between the option you suggest or another path. If they feel like you’re trying to force them to buy your product, they’ll get annoyed and disengage from your message.To give your audience the ability to choose, and in turn, a sense of control, use phrases like “Feel free” or “No pressure” in your advertisements, like this example from Hotwire.com below.last_img read more

CMHC says the annual pace of housing starts slowed in May

OTTAWA — Canada Mortgage and Housing Corp. says the pace of housing starts slowed last month compared with April.The seasonally adjusted annual rate for May came in at 188,570 units for the month, down from 191,388 in April.The six-month moving average of the seasonally adjusted annual rate was 191,000 in May compared with 194,950 in April.The pace of urban starts slowed by 2.5 per cent in May to 170,432 units as multiple-unit starts fell 5.7 per cent to 110,834 and single-detached starts increased 4.2 per cent to 59,598.CMHC expects home building to slow, but prices to keep risingHot Toronto housing market got even hotter in May as warnings mountThe annual pace of urban starts fell in British Columbia and the Prairies, but increased in Ontario, Atlantic Canada, and Quebec.Rural starts were estimated at a seasonally adjusted annual rate of 18,138 units.Meanwhile, Statistics Canada says the value of building permits issued by municipalities fell 0.3 per cent to $6.9 billion in April, the second consecutive monthly move lower.The agency noted the drop was due to lower construction intentions in Ontario, Quebec and Nova Scotia.Statcan says the value of residential permits fell 1.8 per cent to $4.3 billion in April as the permits for multi-family buildings fell 6.2 per cent to $1.9 billion, while single-family buildings gained 1.8 per cent at $2.5 billion.Non-residential building permits climbed 2.5 per cent to $2.5 billion in April as institutional building permits gained 15.4 per cent at $695 million and commercial permits added 2.5 per cent at $1.5 billion. Industrial building permits fell 16.5 per cent to $346 million in April, the lowest level since October 2013. read more

US investor urges HBC to cash in crown jewels even if it

U.S. investor urges HBC to cash in ‘crown jewels,’ even if it means closing stores TORONTO – Shares in Hudson’s Bay Co. (TSX:HBC) soared more than 13 per cent Monday amid news that it’s facing investor pressure to unlock value from its real estate assets, even if that means closing its “crown jewel” locations.Land & Buildings Investment Management of Stamford, Conn., said in a public letter that HBC’s Saks Fifth Avenue store in Manhattan, New York, is worth more than the company as a whole at current stock prices.It estimates that the Saks flagship location would be worth C$16 per share, after debt, compared with HBC’s recent stock price of C$8.88 at the close of trading on Friday. The company has said in the past that the building is worth US$3.7 billion.The Toronto-based company’s shares gained $1.21 to $10.09 on the Toronto Stock Exchange by mid-Monday.Land & Buildings says HBC’s management has many options, including going private or redeveloping its properties in Canada, Europe and the United States.But it urges HBC to abandon attempts to buy additional retail brands, such as Neiman Marcus or Macy’s.“Hudson’s Bay is a real estate company, full stop. If there is a smarter and better use of any or all of the locations, stores should be closed and redeveloped and put towards their optimal use,” the letter says.Toronto-based Hudson’s Bay Co. says it’s reviewing the letter and will respond later.Last week, at the company’s annual general meeting, HBC chairman Richard Baker said that the company “will continue to strive to highlight the value” of its real estate assets, whether that be a sale or potentially engaging in a public listing.Baker cautioned, though, that a decision would only be made with the consideration of current market conditions.Land & Buildings Investment Management — which now owns about 4.3 per cent of Hudson’s Bay equity — says in its letter to HBC’s board that the “jury is still out” on Baker, given that the company’s shares peaked two years ago at $28.80.At the time, HBC was in the midst of forging major real estate joint ventures with Toronto-based RioCan and Simon Properties of Indianapolis. It had also announced plans to acquire German department store chain Galerie Kaufhof. by The Canadian Press Posted Jun 19, 2017 7:13 am MDT Last Updated Jun 19, 2017 at 11:20 am MDT AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to RedditRedditShare to 電子郵件Email read more