persuasive words used in advertising

"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.

7. Match.com

The year 2020 was challenging for countless reasons. Online dating company Match.com channeled the collective feeling towards the year with an ad depicting Satan meeting his perfect match – 2020.

Informative Advertising

Informative advertising is a form of persuasive advertising that focuses more on the facts. The main goal of informative advertising is to educate the audience on why they need your product instead of appealing to their desires.

It highlights how your product’s features and benefits solve your customers’ problems and can even compare your product to your competitors' products. Although this type of advertising relies on facts and figures to trigger the desired action, the ad’s message is usually framed in a compelling way.

To better understand the difference between informative and persuasive advertising, check out these examples.

Informative Advertising Examples

• Miller Lite
• Siskiyou Eye Center
• Burger King

1. Miller Lite

After 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 fewer calories and carbs than Bud Light, which helped them persuade people that drinking Bud Light and Miller Lite actually have similar health benefits.

2. Siskiyou Eye Center

There’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.

Popular meditation app Calm experienced an increase in downloads by sponsoring CNN's coverage of the 2020 US Presidential Campaign. Through clever product placement in front of an audience that was experiencing stress, the app was positioned as helpful a resource ready to educate on mindfulness during a turbulent time.

In addition to creating popular body and skincare products, Dove has set out to educate its audience on the importance of body confidence, and the harmful impact fabricated social media imagery can have on the self-esteem of young people.

In the reverse selfie campaign, Dove depicts how social media users may be inclined to change their appearance for public approval. Other materials provided by Dove also share facts and statistics related to social media usage and body image.

Last year, Google released a Black History Month ad called "The Most Searched" that was equally informative and inspiring. Showing clips of famous Black figures, each clip read "most searched" to indicate each person shown and event shown was a history-maker.

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 the 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.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

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150+ Persuasive Words to Influence Sales & Marketing

150+ Persuasive Words to Influence Sales & Marketing

Have you ever been captivated by a well-crafted headline, convinced by a compelling sales pitch, or moved to take action by a persuasive call to action? If so, you have experienced firsthand the power of persuasive words. In marketing and communication, influencing and persuading others is a coveted skill that can make or break a campaign's success. This article will explore the fascinating realm of persuasive words, their psychological impact, their role in driving conversions and sales, and how you can harness their power in your marketing efforts.

Table of Contents

Understanding the Science of Persuasive Words

At its core, the art of persuasion is rooted in understanding the human mind and how it processes information. Cognitive biases play a significant role in shaping our decision-making processes, and persuasive words can tap into these biases to sway opinions and behaviours. Emotions and biases are vital drivers of human behaviour, from the allure of exclusivity to the fear of missing out. By understanding these triggers, marketers can leverage persuasive language to communicate their messages effectively.

Harnessing the Power of Persuasive Words in Marketing

Crafting compelling headlines is the first step in grabbing your audience's attention. The right combination of words can evoke curiosity and intrigue, making readers want to learn more. Consider using phrases like “Unlock the Secrets,” “Discover the Hidden Gems,” or “The Surprising Truth Behind” to pique curiosity and entice readers to click.

Power words are another essential tool in a marketer's arsenal. These words evoke strong emotions and create desire or urgency in the minds of consumers. Words such as “exclusive,” “limited time,” “irresistible,” and “transformative” have been proven to influence purchasing decisions. By incorporating these words into your copywriting , you can create a sense of desire and urgency around your products or services.

Building trust and credibility is crucial in any marketing campaign . Persuasive words can help establish trust by incorporating social proof and testimonials into your messaging. People tend to trust the opinions and experiences of others, so sharing positive reviews or endorsements can significantly impact purchasing decisions. Additionally, highlighting your authority and expertise in your industry can further enhance credibility.

No marketing campaign is complete without a strong call-to-action (CTA). Persuasive words play a vital role in motivating action and driving conversions. Using strong verbs and action-oriented language in your CTAs, such as “Get Started Now,” “Claim Your Discount Today,” or “Join Our Exclusive Community,” can create a sense of urgency and encourage immediate action.

Persuasive Words in Different Marketing Channels

While the power of persuasive words is universal, different marketing channels require unique approaches. Let's explore how persuasive language can be leveraged effectively across various channels.

In email marketing , subject lines are the gateways to your messages. To maximise open rates, crafting compelling subject lines is crucial. Using persuasive words like “limited time offer,” “don't miss out,” or “exclusive invitation” can increase curiosity and compel recipients to open your emails. Additionally, incorporating persuasive language in the body of your email and your call-to-action can drive click-through rates and conversions.

In social media marketing , persuasive words can help you stand out in a sea of content. Captivating captions and compelling ad copy can capture attention and generate engagement. Incorporating persuasive language that highlights the benefits and unique selling propositions of your products or services is critical. Additionally, leveraging social proof and user-generated content can create trust and credibility.

Regarding website copy and landing pages , persuasive words are essential in capturing visitors' attention and driving them to take action. Optimising headlines and subheadings with persuasive language that communicates the value and benefits of your offerings

is crucial. Additionally, using power words strategically throughout your website copy can create desire and urgency. Highlighting the exclusivity of your offers or emphasising limited availability can encourage visitors to take immediate action.

Video marketing provides a unique opportunity to engage and persuade your audience. Crafting engaging scripts and incorporating persuasive language in your video descriptions and call-to-action can significantly impact viewer engagement and conversion rates . Storytelling and emotional appeal can be powerful tools in persuading viewers to take the desired action.

150 Persuasive Words to Use in Marketing & Advertising

Positive Emotions:

• Exhilarating – “Experience the exhilarating thrill of our adventure-packed tours.”
• Exciting – “Discover exciting new flavours with our gourmet food collection.”
• Delightful – “Treat yourself to a delightful spa retreat.”
• Captivating – “Our captivating storytelling will keep you hooked till the end.”
• Enchanting – “Step into an enchanting world of luxury at our exclusive resort.”
• Thrilling – “Get ready for a thrilling ride that will leave you breathless.”
• Mesmerising – “Be mesmerised by the breathtaking beauty of our art exhibition.”
• Irresistible – “Indulge in our irresistible chocolate creations.”
• Jubilant – “Join the jubilant crowd and celebrate in style.”
• Electrifying – “Experience an electrifying atmosphere at our live concerts.”
• Alluring – “Discover the alluring charm of our boutique fashion collection.”
• Uplifting – “Our motivational seminars will leave you feeling uplifted.”
• Radiant – “Achieve a radiant and youthful glow with our skincare products.”
• Inspiring – “Be inspired to reach new heights with our motivational books.”
• Sparkling – “Celebrate with our sparkling champagne for an exceptional occasion.”
• Magical – “Step into a magical wonderland at our theme park.”

Exclusivity:

• Exclusive – “Gain access to exclusive content with our premium membership.”
• Limited edition – “Own a piece of art from our limited edition collection.”
• Elite – “Join the elite club and enjoy exclusive privileges.”
• Rare – “Discover rare gemstones that are truly one-of-a-kind.”
• VIP – “Experience VIP treatment at our exclusive event.”
• Members-only – “Enjoy members-only discounts and benefits.”
• Prestigious – “Attend our prestigious gala event with industry leaders.”
• Insider – “Get insider tips and secrets from our industry experts.”
• Privileged – “As a privileged customer, you receive priority service.”
• Invitation-only – “Join our invitation-only fashion show for a glimpse of the latest trends.”
• Exclusive access – “Gain exclusive access to our private beach for a tranquil retreat.”
• Exclusive offer – “Take advantage of our exclusive offer for early bird customers.”
• Restricted – “Limited spots available. Restricted to the first 50 participants.”
• Limited time – “Hurry! Limited time offer ends soon.”
• While supplies last – “Get a free gift while supplies last.”
• Limited quantity – “Only a limited quantity available. Grab yours now!”
• Act now – “Act now to secure your spot in our limited enrollment program.”
• Don't miss out – “Don't miss out on the opportunity of a lifetime.”
• Only a few left – “Only a few units remaining. Buy now before they're gone.”
• Last chance – “Last chance to save big on our end-of-season sale.”
• Limited stock – “Limited stock available. Order now to avoid disappointment.”
• Rare opportunity – “Don't miss this rare opportunity to meet the industry experts.”
• Going fast – “Our best-selling product is going fast. Order yours today.”
• Get it before it's gone – “Get it before it's gone! Limited stock available.”
• One-time offer – “This is a one-time offer you won't want to miss.”
• Offer expires soon – “Act fast! This exclusive offer expires in 24 hours.”

Authority:  

• Expert – “Recommended by top experts in the field.”
• Professional – “Trust the professional advice of our certified team.”
• Trusted – “Thousands of satisfied customers trust our brand.”
• Leader – “Be a leader in your industry with our cutting-edge solutions.”
• Industry-leading – “Experience the quality of our industry-leading products.”
• Proven – “Proven results backed by extensive research.”
• Certified – “Our products are certified for safety and quality.”
• Recommended – “Highly recommended by renowned professionals.”
• Expert advice – “Receive expert advice from our team of specialists.”
• Expert opinion – “Get the expert opinion on the latest market trends.”
• Backed by science – “Our product is backed by scientific research.”
• Trusted by millions – “Join the millions who trust our brand.”
• Expert-approved – “Approved and recommended by industry experts.”
• Top-rated – “Our top-rated service ensures customer satisfaction.”
• Award-winning – “Experience award-winning excellence with our brand.”
• Unique – “Discover unique and innovative solutions tailored to your needs.”
• Unparalleled – “Experience unparalleled luxury at our exclusive resort.”
• One of a kind – “Own a one-of-a-kind piece from our limited collection.”
• Distinctive – “Stand out from the crowd with our distinctive designs.”
• Rare – “Find rare collectables that are highly sought after.”
• Stand out – “Make a statement and stand out from the competition.”
• Exclusive – “Enjoy exclusive access to our members-only events.”
• Extraordinary – “Experience extraordinary adventures with our travel packages.”
• Unconventional – “Embrace an unconventional approach to personal growth.”
• Singular – “Our product offers a singular solution to your needs.”
• Exceptional – “Indulge in the exceptional taste of our gourmet cuisine.”
• Outstanding quality – “Experience the outstanding quality of our craftsmanship.”
• Handcrafted – “Each piece is handcrafted with precision and care.”
• Artisan – “Discover artisan products made with traditional techniques.”
• Custom-made – “Create a custom-made solution tailored just for you.”
• Members-only – “Unlock exclusive benefits with our members-only program.”
• Exclusive access – “Enjoy exclusive access to our private events.”
• VIP – “Join our VIP club and receive VIP treatment.”
• Invitation-only – “Gain entry to our invitation-only gala event.”
• Limited edition – “Own a limited edition piece from our exclusive collection.”
• Insider – “Get insider news and updates from our industry experts.”
• Exclusive offer – “Receive an exclusive offer available only to our customers.”
• Privileged – “As a privileged member, you enjoy exclusive privileges.”
• Limited availability – “Take advantage of our limited availability offers.”
• Exclusive benefits – “Enjoy exclusive benefits reserved for our loyal customers.”
• Exclusive privileges – “Experience exclusive privileges as our valued customer.”
• Exclusive event – “Join us at our exclusive event for a night to remember.”
• Reserved – “A limited number of seats are reserved for our VIP guests.”
• Exclusive membership – “Unlock exclusive perks with our exclusive membership.”
• First access – “Get first access to our latest products and releases.”

Power and Success:  

• Empower – “Empower yourself with the knowledge to achieve your goals.”
• Succeed – “Learn the strategies to succeed in your professional life.”
• Achieve – “Achieve your dreams with our step-by-step guidance.”
• Success – “Our program is designed to help you achieve success.”
• Transform – “Transform your life with our life-changing program.” 
• Boost – “Boost your productivity with our revolutionary tools.”
• Win – “Unlock the secrets to winning in your industry.”
• Superior – “Experience the superior performance of our products.”
• Victory – “Celebrate your victory with our commemorative collection.”
• Triumphant – “Join the triumphant journey of our success stories.”
• Results – “Get real results with our proven methods.”
• Breakthrough – “Discover the breakthrough technology of our product.”
• Dominate – “Dominate your competition with our cutting-edge solutions.”
• Outperform – “Outperform your competitors with our advanced strategies.”
• Conquer – “Conquer new horizons with our expert guidance.”
• Risk-free – “Try our product risk-free with our money-back guarantee.”
• Guaranteed – “We guarantee 100% satisfaction or your money back.”
• Safe – “Our products are safe and reliable for everyday use.”
• Protected – “Stay protected with our state-of-the-art security system.”
• Proven – “Proven results with thousands of satisfied customers.”
• Secure – “Enjoy secure and encrypted transactions with our platform.”
• Peace of mind – “Have peace of mind knowing you're in good hands.”
• No obligation – “Try our service with no obligation or commitment.”
• Money-back guarantee – “If unsatisfied, we'll refund your money.”
• 100% satisfaction – “We guarantee 100% satisfaction with our services.”
• No risk – “Take the risk out of your purchase with our guarantee.”
• Reliable – “Reliable and trustworthy, we deliver on our promises.”
• Trusted – “Trust our brand's reputation with years of experience.”
• Stress-free – “Experience a stress-free shopping experience with us.”
• Lifetime guarantee – “Our product comes with a lifetime guarantee.”

Growth and Improvement:

• Enhance – “Enhance your skills with our professional development courses.”
• Improve – “Improve your performance with our training program.”
• Upgrade – “Upgrade your lifestyle with our premium products.”
• Develop – “Develop new skills and unlock your potential with our workshops.”
• Progress – “Track your progress and see your growth with our app.”
• Advance – “Advance your career with our specialised courses.”
• Evolve – “Evolve into a better version of yourself with our coaching program.”
• Refine – “Refine your technique with our expert guidance.”
• Optimise – “Optimise your workflow and maximise productivity.”
• Strengthen – “Strengthen your body and mind with our fitness program.”
• Transform – “Transform your habits and achieve lasting change.”
• Innovate – “Innovate your business with our cutting-edge solutions.”
• Maximise – “Maximise your potential with our strategic approach.”
• Revolutionise – “Revolutionise your industry with our groundbreaking ideas.”
• Streamline – “Streamline your processes for maximum efficiency.”

Sensory Appeal: 

• Velvety – “Indulge in the velvety smoothness of our luxury fabrics.”
• Silky – “Experience the silky texture of our premium skincare products.”
• Heavenly – “Treat yourself to a heavenly spa experience.”
• Luscious – “Savor the luscious flavours of our gourmet desserts.”
• Aromatic – “Awaken your senses with the aromatic scents of our candles.”
• Delectable – “Delight in the delectable taste of our handmade chocolates.”
• Mouthwatering – “Discover mouthwatering dishes at our renowned restaurant.”
• Succulent – “Enjoy the succulent tenderness of our grilled steaks.” 
• Sizzling – “Savor the sizzling sensations of our hot off-the-grill dishes.”
• Zesty – “Add a zesty kick to your meals with our tangy sauces.”
• Crispy – “Indulge in the crispy perfection of our freshly fried snacks.”
• Smooth – “Experience the smoothness of our luxurious skincare creams.”
• Exquisite – “Treat yourself to an exquisite dining experience with us.”
• Tantalising – “Awaken your taste buds with our tantalising flavours.”
• Refreshing – “Quench your thirst with our refreshing beverages.”

Ethical Considerations in Persuasive Language

While persuasive words can be highly effective in driving marketing outcomes, it is essential to consider ethical considerations. Balancing persuasion with transparency and authenticity is paramount. Avoid using manipulative tactics or deceptive language that may undermine trust and damage your brand reputation. Building long-term relationships with your audience requires honest and ethical communication.

The Impact of Persuasive Words: Case Studies and Examples

Let's explore some real-world examples to understand persuasive words' actual impact. Successful marketing campaigns have harnessed the power of persuasive language to drive impressive results. By analysing these case studies, we can understand how clear words influence consumer behaviour and drive business success .

For instance, a clothing retailer implemented a limited-time offer with a persuasive headline, “Last Chance: 24-Hour Flash Sale!” The urgency and exclusivity conveyed by the persuasive words resulted in a surge of sales within the specified time frame. Similarly, a software company saw a significant increase in conversions by using persuasive language that emphasised the transformative benefits of their product, effectively addressing pain points and appealing to the desires of their target audience.

Tips for Implementing Persuasive Language in Your Marketing Strategy

To incorporate persuasive language effectively into your marketing strategy, consider the following tips:

• Conduct audience research and develop buyer personas to understand the motivations and preferences of your target audience.
• A/B test different variations of your copy and messaging to optimise the persuasive impact.
• Continuously analyse data and gather insights to refine and improve your messaging over time.

The Future of Persuasive Language in Marketing

As technology advances, the future of persuasive language in marketing is poised for exciting developments. AI-generated persuasive language has the potential to revolutionise marketing campaigns by creating highly personalised and compelling messaging. However, ethical considerations and authenticity will remain crucial as consumers increasingly demand transparency and genuine communication.

In conclusion, persuasive words have the power to influence and drive action in the realm of marketing and communication. By understanding the psychological impact of language, crafting compelling headlines, leveraging powerful words, and maintaining transparency, you can unleash the art of influence in your marketing efforts. Remember, persuasive language is a tool to create a connection, build trust, and drive meaningful engagement with your audience. Use it responsibly and ethically to build long-term relationships and achieve your marketing goals.

Stuart Crawford

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Home » Blog » Tips » Top 5 Advertising Words That Sell: How to Persuade in an Instant

Top 5 Advertising Words That Sell: How to Persuade in an Instant

by Erin Ollila | Feb 22, 2016 | Tips | 0 comments

Is your ad copy not connecting with customers? Here’s the key to writing killer advertising: words that sell emotions, not products

Stick and stones may break my bones, but words will influence my behavior. Never heard that one? Well, it’s true: words are powerful. If you create evocative advertising—words that sell to emotions—your bound for higher sales and market share .

Advertisers, marketers, bloggers—they all craft language to influence people. Their writing is simple (typically at the fourth-grade reading level), but evokes deep emotions, motivations, desires, needs, and more.

It all seems very mystical, but copywriters aren’t geniuses; you can learn to write awesome copy, too .

Starting with the basics: 5 advertising words that sell like crazy

Before you jump into the deep end, you need to learn the basic words of great advertising. There are different variations of the words, but they all serve a singular purpose: to influence behavior again and again.

1. You…you…you’re good

It’s probably the single most persuasive word in the English language. Why? Because we internalize it. It makes us feel as though the writer is speaking directly to us. It catches our attention and pulls us into the story.

All of its variations achieve the same effect: you, you’re, you’ve, your, you’s guys, Yusef (O.K. not the last two) But you get the picture, right?

The point: when you’re putting together any writing that seeks to persuade readers, make sure you address the reader directly . Don’t talk about “me me me” or “I did this and that.”

~ ~ ~ ~ ~ ~

2. It’s free ! 

Everyone loves free stuff. Rich people, poor people, and everyone in between. Why? Consider the motivations—what does “free” mean to us?

• It doesn’t cost anything (it saves money).
• There are no consequences for taking it.
• Since it’s free, you can buy other (or additional) things.
• It feels like a gift (emotional response is rewarding, even grateful).

Copywriters aren’t selling products. They use advertising words that sell positive emotions. They build trust, gain rapport, and give you solutions to your specific problems (the products are the solutions).

The point: draw in your prospects with something that’s free. Give the benefit of receiving value at no cost or consequence .

• A free download
• A free trial or demo
• A free sample
• A free gift card

3. “This car is brand-spanking- new”  

It’s modern, exclusive, present, “right now,” popular—it’s new. And there’s never been anything like it before.

Every car commercial focuses on this word and all of its implications. Every clothing line, beauty product, or mobile phone. They’re deliberately advertising “new” features.

But why do we care? Because “new” signifies youth, boldness, advancement, and power. Having new things gets us excited. And these items signify our importance to others, and ourselves. Vanity, folks, is a powerful motive.

The point: brand your services and products as new, fresh and original . If you have a product with new features, highlight those aspects continuously,

4. Oh, that’s okay—I can instantly download it on my iPhone 

This word speaks to our present day and age. We live in a consumer-based world (at least in America and other Western countries). Everything is getting faster. Expectations of instant gratification are high.

We don’t want our purchase to arrive next week. We want it tomorrow. If we could have it delivered in ten minutes, we would pay top dollar for the service.

Why do you think FedEx became one of the largest distributors in the world? Because they guaranteed overnight delivery.

Why do you think Netflix added online streaming, instead of just mail delivery? Because people want movies instantly available.

The point: how can you advertise your services as super-fast or instantaneous? Your customers want quality service (or products) quickly . Give them what they want. Use advertising words that sell your rapid-fire quickness and quality.

5. Why am I borrowing this pen? Because I’m writing your number down

A powerful word, to say the least. You use ‘because” to reinforce the benefits of your offer, product or service. You’re responding to central questions your audience might have.

Why would I need a CRM for my sales team? Because it helps your sales team close more deals.

Why should I place my order right now? Because there is a limited-time, twenty percent discount.

The point: reinforce your marketing and advertising with cause and effect statements . You need this product because it solves your specific problem.

The key to successful advertising—words that sell emotions, not products (the purchase comes later)

Remember: if you’re trying to creating a piece of advertising that sells, use the words that speak to the motivations and emotions of your readers. Don’t focus on “I”; focus on “you.” Once you have the basics down, you can begin to incorporate more powerful words and phrases .

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The art of persuasive advertising + techniques & examples.

• What is persuasive advertising?
• 14 persuasive advertising techniques & examples
• How can workamajig help you deliver smashingly successful persuasive ads?

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If you were a person with limited wardrobe space, what would this ad say to you?

To me, it says, ‘Stop squishing your stuff - get an IKEA cabinet and solve all your problems!’. The exaggerated imagery is both very relatable and humorous, making it a fantastic ad.

In this blog, we’re going to look at a range of persuasive techniques in advertising and discover what makes them work. 

Ready for an interesting ride? 

What is Persuasive Advertising?

Persuasive advertising definition: the art of leveraging consumers’ emotions to make them want to buy/do something, using a mixture of graphics and targeted words.

Persuasive strategies in advertising can take many forms - from billboards to TV commercials, to print ads. They can also use various tactics to achieve their desired action, as we’ll discuss below.

14 Persuasive Advertising Techniques & Examples

We’ll go through 14 tactics while citing some examples.

1. The Carrot

An important principle in advertising is that humans desire pleasure and will go to lengths to get it. The carrot technique invokes a desire for the advertised pleasure, just like a horse is tempted by a carrot.

Dunkin' Commercial

This is a classic example of ‘carrot advertising’ - what could produce a greater desire for pleasure than a Dunkin’ commercial showing off its newest treat?

2. The Stick

Quite the opposite of the carrot technique, the stick principle relies on emotional aversion to make people want to avoid a specific type of pain or problem like a donkey instinctively moves away from a stick.

CeraVe Commercial

No one likes acne and CeraVe capitalized on the ugly acne look to show people how much they need a good anti-acne cream, like CeraVe

3. Bandwagon appeal

Human beings naturally want to be ‘part of the crowd’. If everyone else is doing something, we don’t want to miss out!

The bandwagon appeal draws on this human trait to get people to buy things, for fear of missing out.

McDonald’s ‘billions and billions served’ sign is a typical example of the bandwagon appeal - if billions and billions of people have eaten their burgers, they must be good, no?

4. Anti-bandwagon appeal

This technique works in the opposite way to #3, drawing on people’s desire to be unique and express their individuality.

5. The scarcity principle

The scarcity principle creates a sense of urgency, causing people to feel that if they don’t take action now and buy/do a certain thing, there’ll be no more chances - better act quickly!

Verizon Wireless Commercial

This hilarious ad shows the magical effect of scarcity - until the guy with the megaphone said ‘only till July the 4th’, no one budged and when he did say it, they went running!

6. Product comparison

People want the best value for their money, so if a product can show that it has better features than a similar product of a different brand, they’ll be able to draw customers away from other brands and towards their own.

iPhone Commercial

This ingenious product comparison ad shows the benefits of having an iPhone over your old phone, giving you the feeling that your old phone is clunky and you’d be silly not to switch to an iPhone.

Humor is a powerful advertising tool. Everyone likes a laugh and the beauty of humor advertising is that people like to spread jokes. If people point out or share humorous ads with friends, you get a lot of reach with little effort.

Evian Commercial

Evian uses humor to portray their ‘live young message’ by showing how adults literally turn into babies by drinking Evian, featuring dancing babies for a good laugh.

8. Second person

What talks to you more:

‘Dig into our croissantes’, or ‘Dig into your croissant’? 

The difference is plain - we are a self-centered breed and the word ‘you’ automatically causes people to insert themselves into an ad and envision themselves with the advertised product. The feeling that an ad is talking directly to them, makes people far more likely to buy.

Starbucks Commercial

With the words ‘It Starts with YOU’, this persuasive advertising example is designed to make the watcher feel that Starbucks will cater to their preferences and that they are important.

9. Repetition

Repetition drives a message home, so the more consumers are exposed to a certain message, the more likely they are to take action. Repetition can be within an ad itself, or over a series of ads all giving across the same message.

10. Sense of control

As much as advertising is used to persuade people to buy things, no one likes to feel pushed into a corner, and everyone likes to feel in control. Ads that give people a sense of control, by e.g. giving a variety of options to choose from, or making it clear that the choice to buy is up to the customer, are likely to attract people. 

This Ford advert, featuring a city skyline on a car key, with the words ‘The city is in your hands’, gives consumers a sense of control.

11. Snob appeal

Let’s face it - there are snobs in this world, and snobs like to feel elite. Ads that leverage the snob appeal aim to create a feeling of exclusivity that attracts people who enjoy the feeling of superiority that luxury items provide.

12. Plain folk

The plain folk technique attempts to promote a product as practical and of good value. This technique attracts the general population who are always looking for bargains on things that will make their life better and easier.

Nissin Cup Noodles Commercial

With the words ‘delicious, nutritious, and affordable’, and featuring ordinary school children, this is a classic example of an ad that is geared toward plain folk.

13. Avant-garde 

This technique attracts customers with the cry ‘Be the first!’ Whether it’s the first to try something new or adapt to change, people like to feel that they are on the cutting edge.

New Car Commercial

Literally using the words 'avant-garde’, this commercial focuses heavily on this principle - if you get this car, you will be ahead of time!

14. Bribery

Ads that offer free or reduced products if you buy something, use the bribery technique. It convinces consumers that they’ll be getting a good deal, even if they actually won’t be saving any money.

I hope these persuasive advertising examples have helped you get a better grip on what works, and how. 

How can Workamajig help you deliver smashingly successful persuasive ads?

Adverts require careful planning. In fact, every ad is a project unto itself. And successful projects are run by project management software.

And that’s where Workamajig comes in. 

If you are looking to run projects:

• Quickly 
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• Under budget

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Let me introduce you to some Workamajig capabilities:

• Know the full story with a real-time daily feed of all updates across projects
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• Workamajig’s powerful project templates help you kick off your creative projects with ready-to-go schedules & resourcing needs.
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• Visualize project tasks, dependencies and complete timelines with built-in Gantt charts

• Create & manage detailed, realistic budgets using a powerful creative project management tool, with real-time updates.
• Know exactly where your project stands with budget breakdowns by item, type, task or person
• See the big picture with view, filter & drill-down options across multiple project budgets
• Stay ahead of the curve with customizable budget status notifications & health meters

Choose Workamajig. Choose A* projects. Try it now!

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The art of persuasive advertising: Techniques and examples

Written by Spotify Editorial Team

The art of persuasion—it's as timeless as Shakespeare and as contemporary as your next Spotify playlist. It's also the root of success in the marketing world. All ads are intended to be persuasive, but some fall short. Truly persuasive advertising forms a compelling bridge between your brand's voice and that highly sought "yes" from your target audience.

What is persuasive advertising?

Persuasive advertising is the art of creating messages that do more than simply capture an audience's attention—they also encourage people to take a specific action, whether that's buying a product, signing up for a newsletter, or simply viewing your brand favorably. The overarching goal of the persuasive advertisement is to influence listeners to think favorably of and remember your brand .

5 persuasive techniques to try in your advertising

Meet ethos, pathos, and logos, the trifecta that's formed the backbone of persuasion since Aristotle got all philosophical on us more than 2,300 years ago. Ethos appeals to credibility, pathos to emotion, and logos to logic—and these ancient principles continue to power today's most persuasive ads.

Want to be more persuasive in your own campaigns? These persuasive techniques in advertising not only shine in audio ads—they can be the centerpiece of any advertising format.

1. Authority

Closely aligned with ethos, the authority technique uses credible experts to establish trust quickly. Authority doesn't always mean bringing in an external expert, either. Sometimes, the authority is your brand—especially if your product or service targets a specific need with a laser-like focus. Got people with years of experience in your team? Use them to your advantage, and build that authority.

2. Emotional appeal

The emotional appeal technique comes straight out of the pathos handbook. With this technique, your goal is to resonate emotionally with your audience, igniting the feelings that drive decision-making. Use emotive language and relatable references to make your point.

3. Social proof

Nothing says "trust me" like a chorus of happy listeners—this is the essence of social proof. Drawing from the principle of ethos, the technique showcases testimonials or reviews to make your brand the talk of the town. Don't be afraid to leverage any positive sentiment within your ad, whether that's a direct quote, or a layered testimonial in a blog post.

4. Association

Association allows you to piggyback on something people already love, aligning your brand with those good feelings: Pathos at its finest. With this technique, your brand gets to be the cool kid on the block simply by basking in the "halo effect" of others. Think about what seasonal moments you want your brand to align with, and build a credible, authentic campaign around it.

5. Celebrity/influencer

Ethos, in its 21st-century form, is the celebrity/influencer technique that lets your brand capitalize on the allure of individuals with an already-established reputation and emotional resonance. Whether Hollywood A-listers, social media influencers, podcast hosts, or industry leaders, their seal of approval adds instant gravitas.

Anatomy of a persuasive advertisement

Let's dive into the mechanics that lay the foundation for any irresistible ad.

• The hook. This is your first impression, so make it count. Start with an emotional pull—perhaps a compelling question like, "Ever feel like you're running on empty?" You're speaking to a real emotional need.
• The message. This is your elevator pitch. You want to lay out your value proposition here. Hit that emotional chord and invite your audience into a specific feeling they can achieve with your product or service.
• The call to action (CTA). Time to seal the deal. Give your audience a simple and direct action to take—one that ties into the emotion you're evoking, for example, "Treat yourself to a much-needed boost." Make it so irresistible they'll regret not taking action.
• The sign-off. This is the last thing your audience hears, so you want it to leave a lasting impression. Consider rephrasing your hook for an extra emotional boost, or close with a reminder or a feeling they won't forget.

Persuasive advertising examples

You've got the framework. Here are a few persuasive advertising examples that get the game just right:

Ever read an ad and think, "Nailed it"? That's Grammarly's Spotify ad in a nutshell. Packed with clear, solutions-driven language, it speaks directly to every professional who's ever struggled to hit the right tone in an email. It makes you think—if they're this clear in an ad, imagine how they could help my writing.

Picture a Spotify ad wrapped as a gift under the tree. Yeah, weird image. But if it were possible, Wonderbox's ad would be that gift. No hard sell, just genuine emotion, like a warm hug in audio form. The ad isn't just about gift boxes; it's an invitation to feel. It's as if Wonderbox is whispering in your ear, "Why give a gift when you can give an entire feel-good mood?"

Nationwide pulled off a slick marketing move in their Spotify advertising campaign. By aligning themselves with a platform with millions of listeners aged between 25 and 49, Nationwide boosted their own trustworthiness with the same crowd—one playlist at a time.

Elevate your brand with persuasive audio ads

You've glimpsed the magic behind influential brands and their audio ad strategies. Ready to weave some magic of your own? Check out how Spotify can help you achieve your advertising objectives or sign up for Spotify's Ad Studio now.

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• 7 Must-Try Persuasive Techniques in Advertising

7 Must-Try Persuasive Techniques in Advertising in 2024

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Using the Internet, we see thousands of advertisements a day. From watching our favorite shows in movie websites to checking our email inbox for new coupons, advertising is overflowing our lives. Most of those advertisements are presented digitally on our technology devices, such as our phones or laptops. That the number of Internet users has been increased dramatically, businesses focus on digital marketing strategies to attract customers through social media.

However, competing against multiple advertisers, you need to be concerned about persuasive marketing, which is regarded as the key to reach the right users and promote conversions for your brand. Entrepreneurs need to convince their target audiences that the product they sell is suitable for them. On the other hand, many businesses have difficulties identifying their right digital marketing strategy, which makes them struggle a lot to develop their companies.

This article will cover the definition of persuasive technique in advertising, the main categories of the term, and 7 must-try persuasive techniques in advertising .

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What is the persuasive technique in advertising?

Before getting to know what seven persuasive techniques in marketing you should try are, let’s make sure we are all clear on their definition, why businesses need to use them, and how they can change consumers’ opinions.

So what is the persuasive technique in advertising? The persuasion process is applied in many cases, from debating at schools, making plans to go travel with friends to negotiating sales deals, persuasion bases based on knowing the other party’s motivation, or fears to gain their attention and influence their decisions. In those cases, you try to persuade the reader or listener. Persuasive advertisements are so similar that they are the method you use to convince a buyer of your featured products via visuals. They are designed to evoke the action of purchasing a product or service.

That means persuasive techniques are taken advantage of to support advertising works and help brands attract public attention. These methods try to focus on a various factors that range from age, gender, race, or religion demographic. No matter what they are specifically about, these tools have proved their power in engaging the viewer’s minds, triggering others’ emotions and feelings, and even changing their attitudes, leading to bigger decisions. Using these tools, businesses, and advertisers will reach their consumers more quickly and gain what they want: sales, clicks, and votes.

The key explanation for the strength of persuasive advertising techniques is that consumers have a desire to spend as little as possible but get more good deals in return. Knowing that trend in consumer’s insights, advertisers spend more time building up the right digital marketing strategy for their brands. If you are owning a business or advertising a product, this method is very helpful. Persuasive advertising can be used in almost every company’s marketing campaign via digital devices like television, digital, print, audio, billboards, even PPC.

The more people use the Internet, the easier it is for advertisers to get data and understand their consumers. Most of the advertisements are served through phones, PC, or laptops, which provide marketing companies information about our location, browsing history, social media, and even online shopping practices. Having this data in hand, they can know detailedly what you like and what you need at the moment. From that, they will create target content that matches perfectly with your interests, making them more relevant than ever before. Moreover, advertisers tend to use persuasive techniques to support the information they find, which means consumers are likely to be convinced to purchase from their shops.

Theory about persuasive advertising techniques was first designed about more than 2,000 years ago when Aristotle gave birth to the term and categorize it into three groups. He divided the way rhetoric is used in arguments into Ethos (appeals to ethics), Pathos (appeals to emotions), and Logos (appeals to evidence and facts). This is also known as the rhetorical triangle that is still mentioned and depends on nowaday in many majors, especially marketing strategies to persuade consumers. The features of these three categories will be presented with more details in the following part.

In general, persuasive techniques and strategies are increasingly in use by advertisers via multiple fields (TV, radio, direct email, newspaper, websites, and especially social media sites. To work well with those techniques, we need to get creative and find the most suitable advertising strategy. Choosing the techniques to use, advertisers should consider whether it is effective in influencing the behavior of the target demographic or not.

What are the three main categories of persuasive advertising techniques?

Ethos persuasive technique.

Ethos is the persuasive technique appealing to audiences by focusing on credibility. The technique calls upon the superior character of the speaker, presenter, writer, or brand (in case of running a business). Easily understanding, ethos technique has the target of convincing the audience that the advertiser or the speaker is reliable and ethical. The final decision and opinion of audiences will be created based on the trust when their respectable people sign off on it.

When it comes to commercials and advertising, the ethos technique is considered one of the best ways to unlock trust between businesses and potential buyers. An advertisement using the ethos category of persuasive technique is one playing off the consumer’s respect for a brand or speaker. Thanks to that respect gradually built in the consumer’s mind, the speaker will appear as a convincing and trustworthy person whom they should listen to. Among the three types of persuasive advertising techniques we are about to mention, the ethos category is used mostly for emphasizing the strength or plus points of a brand and speaker’s characteristics.

To help you understand how Ethos is used in advertising, let’s check out the following examples.

The ethos technique is all about credibility. The basis is proved in a commercial of Infiniti, which was featured, Steph Curry. He is a celebrity who is not known for his taste in vehicles. However, due to his popularity and stature, the product was validated and promoted well.

Another example related to the history and origin story of Anheuser-Busch’s founders has shown the strength of ethos technique in connecting a brand with fundamental rights. In telling the stories to audiences via their “Born the Hard Way” spot, Busch’s turbulent immigration from Germany to St. Louis was illustrated to explain the importance of immigration and multiculturalism indirectly.

One of the very strong instances of ethos technique is the Heineken spot. This commercial video was a short story when Benicio Del Toro came to a bar with a cup of Heineken. In some seconds, he talked about how he and the Heineken brand are widely recognized and globally well-known. The advertisers are so creative that they add a pretty funny meta quality to the video through the film of two tourists spotting him and asking him for a photo, but they turned out to realize he was not Antonio Banderas as they expected.

While tying the celebrity of famous people to the brand, advertisers have dedicated to the business’s credibility and its engagement with target consumers.

Pathos persuasive technique

The second persuasive technique using in advertising is Pathos , which appeals to the emotions. Everything involved, such as senses, memory, nostalgia, or shared experience, are all used to convince an audience. The pathos technique will not only make the audience understand but also feel. Emotions of humans are all easily triggered in many ways. For example, we can get excited by a very cute puppy, turn emotional by a devastating family image, or joyful due to a beautiful love story. From great odds, inspirational songs to imagery, they can all call upon your feelings of happiness, fear, envy, and more.

In terms of consuming industry, pathos is applied to create responses that will then lead to the decision to buy something. That’s why pathos technique is becoming more popular among commercials since it will evoke your feelings and your responses, which help businesses increase their sales.

If you are running advertising work for a product, it is highly suggested you start with language because the words we read as well as the sounds we hear can generate specific feelings. Besides, advertisers tend to use sex appeal more. It is successful mong the pathos advertising techniques, especially for fashion magazines. Also, humor, snob, and patriotism appeal to become well-known and familiar with advertisement examples.

The pathos advertising technique is used in a famous campaign called “Good Goes Round” led by General Mills and Cheerios. In the advertisement, emotions of audiences are built up via good vibes with positive words. Listening to the background sound of the words “Good goes around” going with the imagery of sunshine, smiles, and bright colors, we are likely to feel the positivity and happiness. In fact, the commercial was so successful in encouraging audiences to take part in Cheerios.

In addition to the good vibe, the pathos technique also appeals to unpleasant emotions such as fear and worry. One example of it is an advertisement made by the British Heart Foundation. The video told a touching story of the narrator, who had died right at her sister’s wedding because of heart disease. The feeling of sadness and worry arises when we see the video and hear the music added. The message of “Don’t let heart disease happen to you” was spread globally, which encourages people to protect their health.

Another strong example which also touched unpleasant feelings of human is the commercial made by Zillow. In the video, a family was suffering from the loss of their wife/mother. The father realized that his son was regarding the brightest star in the night sky as his mother who is looking down on him. He decided to search on Zillow, found a home near the grandparent’s one, and bought it to cheer his son up. Surprisingly, the new home had a skylight in the son’s room, which let him see his mother’s star every night and reduce his sadness. Via the commercial using pathos technique, Zillow proved itself the type of website that can relieve the sorrow through its functionality

Logos persuasive technique

The last category of persuasive advertising technique is Logos which focuses on logic and reasons to convince an audience. It is also known as The logical appeal because when using logos, a speaker or brand will appeal to logic. To be more specific, when listening to reason, statistics, facts, charts, or graphs, every point made by speakers will be more trustworthy and audiences are likely to be convinced. Regarding advertising and marketing, those data provided while persuading will make buyers believe that the product is right for them and their decision is so reasonable although the data is sometimes not really sensible.

Apple is a famous brand that used logos technique to showcase its new features. One typical example is the iPhone X. When applying logos rhetoric, advertisers need to provide the best reasons to persuade their consumers to make a purchase more quickly. The new iPhone X is remarkable by its durable glass and Face ID software. Therefore, advertisements of Apple focused on explaining why you should choose iPhone X instead of any other smartphone.

Another example of logos persuasive advertisement is the ad called “I can’t believe it’s not butter” which was made by a food company taking advantage of the demand for healthy options. The advertisement repeated the word “organic” and “vegan” multiple times to prove that their products are made with the goodness of plants. Via the logos technique, advertisers and brands have built their popularity and credibility, claim themselves as the most logical and useful option among others.

When talking about logos persuasive technique, we shouldn’t forget Nissan Commercial which was trying to introduce its new system called “ProPilot”. In the advertising clip, there was a daughter and father driving on a highway. At that time, the daughter tried to drive faster to get through some construction. The father immediately told her to turn on the ProPilot system which Nissan had featured in their cars for the sake of both lives. The ProPilot system then really proved its functionality by saving her while she was about to veer off the road because of distraction led by a Star Wars battle scene. It automatically corrected the trajectory of the car thanks to the sensor system.

As you can see. Nissan uses logos technique to send the message that when youngsters get distracted, its ProPilot system will just save their lives one day. Through facts and logic, the brand will then increase their sales

To sum up, they are the three main categories of persuasive advertising techniques. However, it is different to identify how can you put ethos, pathos, and logos into practice and make a good marketing strategy to attract customers. Let’s dig into some common persuasive techniques which are recommended to you.

Persuasive techniques in marketing you should try

Reach your audience through social media.

Because there are more and more people using the Internet nowadays, it will be an ideal opportunity for businesses to selling products through those digital platforms. However, while reaching audiences through social media, you should consider targeted advertising which means nailing down them according to demographics, behaviors, and interests. When you know who you should focus on and who potential consumers are, a good marketing strategy will be created by sending the right messages to the right persons. This technique brings you many benefits which include saving money and time since you can spend your advertising budget on the right one who is more likely to relate to your ads and make a purchase in the future.

Facebook is the giant among multiple media platforms with 2.6 billion monthly active users and about 2 million advertisers working right now. Therefore, as a business advertising via Facebook, you need to focus on targeting properly and creating audiences. Or else, your content and posts will probably get lost among billion advertisements of competitors.

There are some tips for you to target audience while advertising through Facebook in order to ensure the potential viewers can see your content and in turn, lead to decisions. They are:

Narrowing down your audience group : This categorizing should depend on demographics, interests, behaviors, and location. The basis of it is that when you target customers more specifically, you will find it easier and quicker to reach users who care about your brand and your products. In turn, it can also lower your CPC

Registering for Facebook custom audiences : This will help you create a retargeting strategy. This will make research of who have engaged with your products before and seemed to be concerned about them. From that, those customers will be targeted well for the purpose of raising sales.

Use social proof & testimonial

We are likely to be persuaded by following the actions of others, which means consumers tend to buy a product more quickly if it is used and reviewed well by others who bought it before. This term is called Social proof or Social influence. It is when safety and validity are created when we make the decision of making a purchase if we are considering the most popular products. Some examples of social proof that can be listed are reviews post, comments, testimonials, or rating systems which all help advertisers selling their items by convincing customers to follow the pack and buy something.

For example, a persuasive advertisement can include the following messaging:

More than 6,000 customers have enjoyed the product

Most popular

The story is quite the same when it comes to Testimonial or Celebrity Association which also bases on the influence of one or a group to the opinion of a person. It is also one of the oldest sales tricks while businesses decide to attach a celebrity or a public figure to advertisements to promote a product. Those people can be Hollywood actors and actresses, music artists, television stars, or sports players who are followed by multiple fans in the world. When they involve a product or mention an item in their video or interview, it is enough for their fans to spend money purchasing similar products.

Testimonial is an old but gold tool to sell more services through advertising. Advertisers tend to invite celebrities to join their commercials or ads so that the viewers who look up to them will take into account the process of buying the products.

Increase authority

Authority or experts are those who most of us respect and trust. They appear as people with many good characteristics, from being credible, knowledgeable, to trustworthy. Therefore, when consumers consider whether to make a purchase or not, especially the big one, they tend to check out the origin and the people behind those products. If they are from those who are seen as experts in this field, sales will be increased because consumers are likely to buy more quickly.

Nowadays, this technique is not as overused as it was before. Shoppers spend more time finding the authentic fact of these authority figures. They will do some research about the brand and the expert to stop themselves from being scammed.

Some of the messages which are often used to increase authority:

The experienced team had over 30 years of service

Recommended and developed by leading experts

Doctors advise using this product

Set time & quantity limit

Set time and quantity limit is a technique focusing on the scare of the consumer. We tend to be afraid of losing out on a good deal or a special edition releases. Knowing this fact, advertisers will add some following messages to their advertisement, which prevent customers from putting off buying something:

30% off all orders for TODAY ONLY

10 other shoppers also concern about this product

RSVP to save your spot — limited seats available

To set time and quantity limit, businesses often use a scarcity aspect which will make quantities, expiring time limits, and exclusive offers do it job in enhancing the value of a product. While seeing something is desired by many people or that its price is back to the original cost in some time, consumers will go to great lengths to try anyway. It is one of the key reasons why we must have bought something spur of the moment once and regret not making this purchase.

Play with the emotion of the viewer

One of the most popular persuasive advertising methods is Emotional appeal in which advertisements are targeted to reach the public via different states of emotion. Advertisers are suggested to use this method to play with the emotions of viewers because those feelings are easily triggered. From fear, happiness, sadness, to the excitement, they are all researched carefully to inspire people to buy a product or take part in a specific task. The feelings are called upon thanks to the story, music, or imagery of the advertisements, which make audiences get distracted and follow a certain path.

Sometimes, advertisers will remove their rational thoughts and hide the facts to keep the audiences out of the real issues. To be more specific, the following examples will explain to you:

Raising a question of who the greater threat is by including two pictures of authoritative presidents, politicians, or parties of many different countries

Spreading the message about preventing drug abuse by showing pictures of a teen’s before and after

One emotion which is especially worked with is happiness sticking with humor. The advertisements or showcases focusing on this aspect are designed to make viewers laugh. There are many ways in which humor is presented such as cartoons, sketches, or comic undertones. Although the amount of information related to the item is not provided enough, the idea and message behind them will help advertisers tie the commercials to the audience’s’ minds positively and convince them emotionally to make a purchase.

Make the audience remember you

To make the audience remember your brand, you need to create a catchy slogan that is widely used around the world. You must have known about the slogan “Because you’re worth it” of L’Oréal, “The greatest tragedy is indifference” of Red Cross, or “The happiest place on earth” of Disneyland. Those are strong examples of famous brands in the world use slogan as an advertising technique to make the name of their companies are ingrained in customer’s minds.

When building a strong slogan, advertisers need to combine many factors like a catchphrase, tag-line, and word to use it in commercials or campaigns. The reason why a slogan is a powerful tool for advertising is that when seeing a slogan, audiences will associate with it to some level. They will then likely to be appealing to this brand as well as their product when they go out shopping. Day by day, when the slogan is used many times in many platforms, it will turn into a part of our daily life and language, which means audiences are convinced indirectly to trust and buy what the company is serving.

Also, the technique of repetition is used to make audiences remember you. For example, when you are not attracted to a particular advertisement or slogan, you seem not to buy products from them. However, when they are repeated again and again enough times or you hear and read about it every day in every circumstance, the message will surely stick with your mind.

Therefore, in most advertisements these days, road signs, flyers, billboards, use of colors of a product, and even logos are likely to be used more than one time to make the brand memorable, which can lead to the sales increase.

Spread a positive message

This technique is widely known as Glittering generality, which is filled with positive words having sound connotations stick with them. This is normally used to spread a positive message to the public to make them believe in a company, political party, or products. Although the true meaning behind the message is sometimes hidden, the technique is still so helpful that more and more advertisers take advantage of it.

Some common words which can be seen in ads using Glittering generality may be good, healthy, low fat, freedom, peace, home, sensational, or delicious. For example, a particular program for those who want to lose weight or a product for diet tend to claim themselves to burn “most” of the fat

Examples of the most effective persuasive ads

After having better knowledge about some common persuasive advertising techniques, we will prove the power of those methods via five famous advertisements.

Heinz’s Ketchup: Ed Sheeran

The brand Heinz is so lucky to have Ed Sheeran as one of the biggest fans of its ketchup. The commercial we are going to take as an example is said to be silly but effective. Being one part of Heinz’s advertising strategy in the UK in which the business is trying to make its product of ketchup as popular as it is now in the US.

To fulfill that target, the brand invited a global celebrity who was from the UK to join in the commercial video. In the ads, Ed Sheeran directly tells his story and introduce the product as if it is a pitch. Watching the video, audiences will feel like they are not watching an ads video but a movie clip instead. The content of the video is just so simple when Ed Sheeran proves that all the posh food and sauces will lose its best taste if they are not added with his backpack-based Heinz.

If you are also lucky like Heinz having a fan like Ed Sheeran who is followed by billions of people around the world, your advertisement will then be easily spread. On the other hand, if your brand is new and has few fans or your celebrity fanbase is a bit smaller, let’s consider working with influences who also have multiple followers on social media platforms. In fact, persuasive ads do a great job of helping a company present the image of itself for social media personalities.

Surprisingly, one tip for you is finding influencers who affect a smaller number of people since you can target easily a specific audience you are converting. Moreover, the advertising process will also cost you less than when you work with big influencers or celebrities.

Burger King: Shadow Campaign

This advertising campaign is one that makes people laugh. Some years ago, the brand of fast food, especially Whooper, created a war on Twitter by promoting user tweets grumbling about Wendy’s, one of its competitors. This campaign brought about huge hilarity, and of course, many people decided to buy Whooper and increase the brand’s sales.

In this ad strategy, the brand relied mostly on the emotion and functionality of Twitter. Not doing much, Burger King got permission from the users, and Twitter let them promote other users’ tweets. Therefore, the laughter was created most by users instead of the brand itself. Burger King let customers do the talking and discussion, which gave big weight to the message.

When it comes to your company, you can also apply this case to your story by focusing on your direct competitor. Choose one that has a minus point (such as product breaking, high cost, or not working) to emphasize and consider whether to promote and repost it. In other words, let your opponent’s derogators be your best advocates.

Curio.io: Most Interesting Person

Another example is the “Most Interesting Person” of Curio.io. Curio.io is an audio-journalism app that allows you to get a condensed version of the news without opening it. This app is somehow similar to daily newsletters to which you can listen while driving on commute.

The advertisement works well and helps the brand selling more and more products thanks to its successful ads. Not only is it video-based with captions as usual but it also provides a review and summary of the app in the ad copy. Through it, you will be offered multiple reasons why you should download Curio.io.

Curio.io is such a strong example for you to follow while letting your consumers engage with you. You should add a customer review in the advertisement, if possible. Or else, you can also put them in the copy. Curio.io successfully tells a message that “You’ll immediately become the most interesting person in the room” if you download this app, convincing them to have one for yourself. Therefore, just take this move and make your value prop personal clearly in your ad.

HP: Nobody’s Watching

HP is a big brand of laptop and technological devices in the world. Its advertisement called “Nobody’s Watching” really takes the cake.

This advertisement worked well because HP’s advertising team targeted the right customers and the right demands. HP provides a feature that helps users flip a switch and turn the laptop’s camera off, which means no one can watch you wherever you are with your computer. Knowing that users need to be safe and sound, HP made this advertisement to convince consumers that HP computers will let you be yourself.

The technique used here is targeting a specific audience. When making an advertising strategy, remember to concern about what your audiences need from your products. Keep in mind to target the potential consumers when brainstorming persuasive ads and bring about one convincing customer well.

Streeteasy: Find your place

“Find your place” advertising campaign is designed by the brand Streeteasy who was running a strategy to introduce their New York real estate mobile app. The campaign provided millions of advertisements and let them posted in every subway throughout the city and pointed up the city sections to make them relatable. People find it hard to look for a place to live, and this task makes them feel like Goldilocks.

The campaign is a typical example for those who have a subtle and indirect joke quantity inside the content. Knowing everyone’s desire is having a place not too far from work but not too close to their coworkers, advertisers designed this strategy to lean on these feelings. To call upon waves of laughter in the face of a daunting task, Streeteasy depended on city residents’ feelings.

The example brings you a lesson of understanding your brand and your customers before making an advertising strategy. People are always looking for a way to make their lives easier. Therefore, you need to convince that your brand and your products can handle this job. But first, let’s find out what problems make people annoyed, which issues among them your product can solve, and what makes your products a great solution.

Further readings

• What is Direct Response Marketing?
• 7 Functions of Marketing for Business?

Persuasive advertising is so crucial to any business’s digital media strategy that they should spend more time and effort on getting creative with persuasive advertising techniques. There are many types of persuasive techniques in marketing, and you need to take time considering what values you can bring to your user. From that, you will have a chance to ideate the appropriate method that meets your need.

Hiring an advertising agency or do it on your own? It depends on your choice and your business size. Remember that you can probably connect with the target audiences when you have the right persuasive marketing techniques and increase conversions for your brand.

Hopefully, you’ve found inspiration for your brand to start persuading your customers via advertising techniques. Leave us a comment below if you get stuck in creating a marketing strategy for your product or sharing your experience. Good luck!

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