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If you are a DTC/eCom marketer, you HAVE to read Ch 7 of Breakthrough Advertising for a comprehensive breakdown of 13 different ways of using desire to create blockbuster ads
This is elite level stuff,tbh
Don't have the book?
Here's a breakdown, with some help from Office gifs
This is elite level stuff,tbh
Don't have the book?
Here's a breakdown, with some help from Office gifs
1. Simply present your claims.
Sometimes, your ad doesn't need any hype. Sometimes, your product is so good, or the customer is so familiar with the brand that simply stating the claim is enough to make people desire your product.
Simple, easy, quick
Sometimes, your ad doesn't need any hype. Sometimes, your product is so good, or the customer is so familiar with the brand that simply stating the claim is enough to make people desire your product.
Simple, easy, quick
2. Show the claim in action.
This is the "show, not tell approach" to advertising.
From UGCs to before/after to demo videos, it's one of the most commonly used ad formats.
It's a reliable way of intensifying desire in problem aware customers.
This is the "show, not tell approach" to advertising.
From UGCs to before/after to demo videos, it's one of the most commonly used ad formats.
It's a reliable way of intensifying desire in problem aware customers.
3. Include the audience.
The customer is the hero in this ad, and you are explicitly calling them out, and telling them how the product is going to improve their lives.
This ad format works best in intensifying desire with you use insights from a jobs-to-be-done analysis.
The customer is the hero in this ad, and you are explicitly calling them out, and telling them how the product is going to improve their lives.
This ad format works best in intensifying desire with you use insights from a jobs-to-be-done analysis.
4. Show your claims being tested
People are not likely going to believe your claims, so go ahead and show your customers how to test those claims and make the product desirable.
The Purple mattress raw egg ad absolutely fits into this genre
People are not likely going to believe your claims, so go ahead and show your customers how to test those claims and make the product desirable.
The Purple mattress raw egg ad absolutely fits into this genre
5. Display the benefits over time.
"Sure brand, your shit works fine now, but will it make me comfy/healthy/strong/happy 6 months from now?"
To this very valid question, use before/after, body transformation etc type formats to highlight your product's longevity
"Sure brand, your shit works fine now, but will it make me comfy/healthy/strong/happy 6 months from now?"
To this very valid question, use before/after, body transformation etc type formats to highlight your product's longevity
6. Bring in multiple people
Ads that mash together multiple customer testimonials highlighting multiple features work amazingly well in intensifying desire for the product because they present multiple perspectives.
Here's one example https://twitter.com/social_savannah/status/1319359566304309248?s=20
Ads that mash together multiple customer testimonials highlighting multiple features work amazingly well in intensifying desire for the product because they present multiple perspectives.
Here's one example https://twitter.com/social_savannah/status/1319359566304309248?s=20
7. Get expert approval
This ad format, often featuring doctors, dentists or mechanics has a long and hoary existence.
In today's skepticism first climate, pick an expert that has real credibility.
But done well, this ad format can make your product extremely desirable
This ad format, often featuring doctors, dentists or mechanics has a long and hoary existence.
In today's skepticism first climate, pick an expert that has real credibility.
But done well, this ad format can make your product extremely desirable
8. Compare and contrast to prove superiority.
An extremely standard format where a product is compared to its competition to highlight the benefits.
If you approach an ad from the hell to heaven framework, this format focuses on the heaven to create intense desire
An extremely standard format where a product is compared to its competition to highlight the benefits.
If you approach an ad from the hell to heaven framework, this format focuses on the heaven to create intense desire
9. But don't forget to highlight the negative
Sometimes, your ad needs to highlight the shittiness of your customer's current state, as viscerally as possible, for them to have any desire for your product.
Don't go overboard, lest your brand gets a negative association
Sometimes, your ad needs to highlight the shittiness of your customer's current state, as viscerally as possible, for them to have any desire for your product.
Don't go overboard, lest your brand gets a negative association
10. Highlight the convenience of your product
Your product does something simpler, faster, quicker, easier than existing solutions, right?
If you are not highlighting it, why would your customers desire your product?
Pedal to the metal, baby.
Your product does something simpler, faster, quicker, easier than existing solutions, right?
If you are not highlighting it, why would your customers desire your product?
Pedal to the metal, baby.
11. Load up on imagery and imagination
Boredom is the kryptonite of any ad. Shake it up by using metaphors, imagery- anything that acts as a pattern interrupt and makes your product desirable.
Just be careful not to twist the facts, cuz when you get found out
Boredom is the kryptonite of any ad. Shake it up by using metaphors, imagery- anything that acts as a pattern interrupt and makes your product desirable.
Just be careful not to twist the facts, cuz when you get found out
12. Summarize your pitch
Whether it's a long-form, 16-page sales letter, or a 5s interstitial, you always want to summarize or repeat the main points so that you don't lose people to the shiny object syndrome.
Familiarity breeds...desire (for the right audience)
Whether it's a long-form, 16-page sales letter, or a 5s interstitial, you always want to summarize or repeat the main points so that you don't lose people to the shiny object syndrome.
Familiarity breeds...desire (for the right audience)
13 Make your guarantee the star
Nordstrom and Zappos made their products highly desirable through the generous return policies. Amazon does the same through a 10 day no questions asked return policy.
People have no issues paying more if they know they won't be stiffed
Nordstrom and Zappos made their products highly desirable through the generous return policies. Amazon does the same through a 10 day no questions asked return policy.
People have no issues paying more if they know they won't be stiffed
These 13 ways of generating desire are not exhaustive, but they are a great starting point, especially when you can mix and match them in your ads.
Bonus tip: once you are clear on the high-level message, use this format to script the actual ad https://twitter.com/AaronOrendorff/status/1319423060907184128?s=20
Bonus tip: once you are clear on the high-level message, use this format to script the actual ad https://twitter.com/AaronOrendorff/status/1319423060907184128?s=20
Want a TL;DR version of this thread with a checklist on multiple ways of generating desire for your product?
I gotchu #breakthroughadvertising #copywriting #positioning https://www.evernote.com/shard/s76/sh/1a6e4fd7-c8e6-41a1-bdde-5b2ac0ead709/509de7b4551d490ef63953e29222a73b
I gotchu #breakthroughadvertising #copywriting #positioning https://www.evernote.com/shard/s76/sh/1a6e4fd7-c8e6-41a1-bdde-5b2ac0ead709/509de7b4551d490ef63953e29222a73b
