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 below.last_img read more

Lampard: Chelsea don’t need a Drogba despite goalscoring issues

first_imgChelsea have scored the fewest goals of any of the top-six sides in each of the last two seasons and have since lost top scorer Eden Hazard, with new manager Frank Lampard admitting that goals could be a problem going forward. The new Blues boss is searching for his first win away at Norwich City this weekend after failing to find a victory in his first three competitive games in charge. Lampard has experimented with both Olivier Giroud and Tammy Abraham upfront, while Michy Batshuayi is being kept at the club after his loan spell at Crystal Palace. But Lampard doesn’t believe his three strikers should be required to carry the load alone.   Article continues below Editors’ Picks Emery out of jail – for now – as brilliant Pepe papers over Arsenal’s cracks What is Manchester United’s ownership situation and how would Kevin Glazer’s sale of shares affect the club? Ox-rated! Dream night in Genk for Liverpool ace after injury nightmare Messi a man for all Champions League seasons – but will this really be Barcelona’s? Instead, the former midfielder is hoping to get contributions throughout the team as his side looks for the right answers in front of goal.  “Look at Liverpool. Across the front three, they scored 60-something goals last season between the three of them but every team is its own entity and it doesn’t have to be one way to win a game or to score a goal,” Lampard told reporters. “We have to score from different areas of the pitch and that’s pretty clear. We need to score more goals at this moment, for sure. That’s work for the squad. We will have to find it among the group. “I know those stats and I know how many goals Eden Hazard was part of, in terms of scoring and assisting. So, they are facts that are real and ones we have to try to address with work. Which means, can we score goals from other areas of the pitch? “Can we be more clinical upfront? And then the challenge is clear for the strikers and the attacking players. Can you be the players to score those goals? Because I agree the top teams in the league tend to have players that are scoring regularly. “They do win games that are tight, who do make you clear in games in good periods, that you score enough goals to put the game to bed. And that’s a challenge for us because it’s something we aren’t doing and we need to do.” Lampard, the club’s all-time leading goalscorer, admitted that replacing Hazard would be particularly difficult. The Belgian provided 16 goals in the Premier League last season to go with 15 assists as Chelsea finished third behind only Manchester City and Liverpool. “The Eden thing, we all know the reliance in terms of his output was huge and he is in the top bracket of players in world football, attacking players in world football, so you have to accept that,” he said. “But I haven’t considered that, and the players should just play as they play. There is enough quality in this team to win games for sure without Eden. “I understand certainly [Mateo] Kovacic, he has the ability and quality in his game and talent to chip in with goals, but I can’t ask them to be all things in one at one point, [like expecting] Jorginho to set the tempo from midfield and knock in 10 goals a season. “That would be tough. But as a team and from the wide areas and certainly from the striking areas, if players like Mason [Mount] and Ross [Barkley] have those attributes. Ruben [Loftus-Cheek] when he was in the team last year has those sorts of attributes. “Those players, of course, I would ask for a contribution from them. Goals are important from the modern midfield player to try to reach double figures and more. I have belief in Tammy and Oli and Michy, our wide players, from midfield. to score goals. “It is certainly not the way we should be looking at it, ‘I wish we had a Didier Drogba.’ No, this is 2019. We need to try and score goals and look at the problem ahead of us.” Lampard forwardsChelsea’s rivals Man United missed a decisive penalty on Monday which would have likely seen them earn another three points. Paul Pogba took the ball off Marcus Rashford, who had just struck from the spot against Chelsea one week early. Ole Gunnar Solskjaer has since come out and said that the pair are allowed to discuss who takes the penalty with no preferred taker between them. Lampard has gone for a different approach than his opposite number and has a clear penalty taker at Chelsea. He is no stranger to penalty controversy though. having argued with Paulo Di Canio at West Ham and Drogba at Chelsea over them during his playing career. “The Di Canio situation, I think he had been injured, I had taken one and scored it, and he came back into the team and he was the man,” Lampard added. “Probably quite rightly he took the ball in the end there. I was probably trying to make a little mark and I got put in my place by Di Canio, which was fine. “That was a little lesson there. And actually, it happened a few years later with Didier at Chelsea, and we had a penalty and me and Didier are like that, we are very close, and it was dealt with very quickly. “I watched the game and I saw the comments around it on the television straight after, and I can see all sides of that story. It can happen. People feel competitive, feel confident in the moment, where you have a penalty taker and you also have a second pen taker if things happen in games. “I think it is really important to do that, especially if you are really confident, and someone is your man. But that is not always the case. So, it is very easy to comment from the outside, where you have a couple of players that are vying for it and that are confident in games then you can have issues. The issues only arrive when the ball does not go into the net.”last_img read more