Shot #5: Emotion of a great ad copy

Hello there,

Here’s your first shot for the week.

A lot has been written about elements of a great ad copy. We spend numerous hours to get that graphic design, colour, font, video edit, etc. right.

But, most of us still fail to understand the basic idea. Is their a trigger in the ad copy?

Let’s do a small experiment. Think of the following 3 words:

1. Food

2. Dessert

3. Hot-Chocolate Fudge

Which of the above triggered the best picture in your mind?

I’m sure, it’s the 3rd one. Yet, all the 3 words can be used to describe hot-chocolate fudge. Same is true for words that you use in your ad copies. Some words are better at triggering emotions than others.

According to Allan Dib’s book 1pmp, there are 5 major motivators of buying behavior. These are:

1. Fear (will I miss out on something if I don’t have this product?)

2. Love (will I be loved if I use or gift this product?)

3. Greed (will I make/save more money using this product?)

4. Guilt (Mostly donation related stuff)

5. Pride (owning this product will improve my status in the society?)If you fail to trigger at least one of these emotions, you are less likely to grab your target audience’s attention. No matter how beautiful your graphics look!

Now is the best time to audit your ad copies to check if they trigger any emotion or just look beautiful.

Thanks,

Luv Arora (About Me)

Missed out on any previous marketing shot? Read all the shots here

Any thoughts? Let me know in the comments :)