Yo! Welcome to the next episode of The Content Strategy Reeder. If you want share this newsletter with your friends so they can learn how to create engaging content, you can send them this link. I'd also be honored if you shared on LinkedIn. Here's an example from Thomas to make it easy.
I haven’t spent a single day in advertising.
You probably haven’t either.
But we’ve both consumed thousands of ads.
So why do some ads work and others flop?
Well, aside from just being weird or confusing, when we see ourselves in the ads – specifically the problem it focuses on and the negative outcomes it creates – it grabs our attention and motivates us to act.
This is because of loss aversion. People will put in more effort to avoid loss than to experience gain.
This is important to understand because truly effective content changes the way people think or act. Could be changing their perspective or motivating them to buy something.
Here's something very few people know:
If you want to persuade your audience to change, then you need to connect with them at an emotional level.
This is how you increase your views/clicks/sign up/sales.
Let’s break down two examples.
Despite having millions of dollars in advertising budget, they completely miss the mark with their ads.
Because they think by telling you how great they are that you’ll be motivated to change (ie, buy their service).
So they blast messages like:
We have the FASTEST network in the country!
We have the MOST coverage coast to coast!
Or my least favorite, We’re the BEST!!!
I’m going to take a leap of faith and guess none of those made you feel anything (except maybe annoyed).
If you’re like me, these ads make your eyes glaze over and motivate you to scroll through Instagram until the commercial ends.
All three lead with how great their service is then list all the wonderful features they offer. All gain, no pain.
Sure, after seeing them dozens of times, I remember what T-Mobile thinks of itself, but I don’t FEEL any reason to make a switch.
Put simply, they won the awareness game but not my business.
I also don’t trust any of those claims because they’re self-serving. I’d believe and like them more if they said “We’re #2 nationally, but no one complains about dropped calls in California.”
Which leads us to a much better example: Lusha.
In short, the ad starts with a custodian picking up the phone saying, “Yes this Mr. Zuckerberg.”
Then a loud buzzer goes off in tandem with a big red stamp smashing the screen saying WRONG ZUCKERBERG.
Four seconds in you and you’re smiling (maybe even laughing) and nodding along because you understand and relate to the scenario of calling bad leads.
Then Lusha doubles down to make it painfully obvious (pun intended):
Eight seconds in and you know exactly what Lusha solves.
(Ironically I found this ad – or rather, this ad found me – while I was Youtubing those T-Mobile ads.)
I’m going to grossly simplify how our brain works when watching this commercial:
First, the emotional side of the brain:
Ah yes, I get the wrong person when cold calling all the time, it’s frustrating, and I hate when it happens. And it is hard to get in touch with my prospects. Oh that’s what Lusha does? Hmmm… I could use that...
Then the rational part of the brain jumps in to weigh the pros and cons (ie, cost) of using it or not:
Oh I can try it for free? That’s nothing. It’s worth checking out to avoid more bad cold calls, which costs me time and frustration. Let me go ahead and click Start free trial.
And their final banner message? Not a word about themselves:
This ad works because it focuses on the problem and provides a tangible example.
Not a single word about being the best, largest, smartest, whateverest.
Just laser focus on ONE specific example based on a problem they know their audience has.
- Use examples in your content
- Focus on one specific problem your audience has that you solve
- Use emotion to “sell” for you
Follow this formula and your content will be irresistible to your audience.
And that will fuel your growth.
Holler at you next week,
PS: Lusha did not pay me for this newsletter. And clearly, neither did T-Mobile.