The Key to Successful Advertising

The emotional pull of an advertisement can make or break performance, much more than budget alone. Once its messaging resonates with a target audience, a brand typically sees lower acquisition costs and elevated return on ad spend.

Emotions

“How Customers Think: Essential Insights into the Mind of the Market” is a groundbreaking 2003 book by Harvard Business School professor Gerald Zaltman. According to Zaltman, “… 95% of our purchase decision-making takes place in the subconscious mind.”

Co-founder Ryan Bartlett stated in a LinkedIn post that “creativity is massively underrated,” adding, “…we create humorous ads for paid media because it adds value to people’s lives when you can brighten their day and make them smile, even for a moment. People don’t forget that.”

Future Pacing

Future pacing is the craft of painting a picture in prospects’ minds. It helps consumers visualize how their life could be, to dream and aspire. For example, Nike’s “Find Your Greatness” campaign encourages the audience to imagine taking action and achieving their goals — a dream career, car, body, girl, status, lifestyle.

That is why True Classic focuses on helping men look good so they feel good, with ad copy such as “Girls will find you more attractive if you dress better” and “fits you tight around the chest and arms and loose in the front.”

Ultimately, people are driven by emotions more than logic. Focus on the result your customer wants and the feelings attached to the outcome. Then make the case that your product is the answer.

Authenticity

Combining future pacing with creative authenticity is a proven winner. Cassey Ho, the founder of PopEx, a female activewear brand, does that on her YouTube channel. It has 9 million subscribers, contributing to PopEx’s $5 million in annual revenue.

In a YouTube Short titled “This legging is designed to fit you perfectly,” Ho quickly attracts viewers’ attention by stating, “80% of women are wearing leggings that don’t fit.” It captures the audience’s needs, desires, and emotions in the first three seconds.

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The Key to Successful Advertising