How do you grab your reader’s attention and build curiosity through an ad all while driving in more sales? It all starts with how engaging your ad content is. Sometimes it’s more about the small tweaks you can make rather than changing the entirety of the ad. Let’s look at three strategies that you can start implementing today.
Create Scarcity
People hate the feeling of missing out on something. Scarcity is a tried-and-true psychological tactic that motivates action by making something seem limited or urgent. Think about Amazon’s “Only 2 left in stock” messages. Even if you’re on the fence about buying, you suddenly feel like you must act fast. Scarcity taps into our fear of missing out (FOMO).
Some ways you can use this in your ad content include:
- “Hurry! Sale Ends Tonight!”
- “Limited Spots Available for our Q4 Workshop!”
- “FREE Roku with Installation: Only While Supplies Last!”
Another example would be Airbnb. Their listings show “This place is in high demand” or “Booked 5 times this week.” It makes you think, “If I don’t book now, I’ll lose my chance!”
Leave a Letter Out
This one might sound odd, but people love puzzles. It makes viewers stop and think when they see something “off”. When you leave a letter (or a few) out of the main message in your ad content, our brains pause to figure it out, which means your ad is more likely to stick in someone’s mind.
For example, the American Red Cross launched a ‘Missing Types” campaign where they intentionally miscolored “a, b and o” from their slogan, “Without the A, B and O, We Can’t Save Anybody.” The jumbled slogan forces the reader to pay attention and makes the ad more effective.
The same can be used for your ad content marketing strategy. Try using an incomplete brand name or introducing puzzles or quizzes in your ad creative as an interactive element that requires user input.
Ask a Question
Questions are powerful because they create curiosity and invite the reader to engage. When someone reads a question, their brain automatically tries to answer it. For instance, instead of saying, “Our services are the best for busy moms,” you could say, “Are you a busy mom looking for more time in your day?” The second option feels more personal and relatable.
Here are a few more ways to frame questions in your ad content:
- Ready for faster internet? – an internet service company
- What’s stopping you from booking your dream vacation? – a hotel
- How’s your morning breath? – a mouthwash brand
Old Spice nailed this tactic with their iconic ad campaign: “Is your man smelling like an Old Spice man?” It’s funny, engaging and prompts an immediate (and memorable) reaction.
Improving your ad content doesn’t have to be complicated. By utilizing these tactics, you can make your message memorable for all who see it. If you’re ready to up your digital ad game, contact us today! We specialize in creating the most engaging and attention-grabbing content that drives results. Let us help you create ads that stand out and convert.
