These days, people are more sceptical than ever – especially when it comes to marketing ads. The issue is that we see multiple ads on a daily basis, and that’s just the ones that we acknowledge. Let’s not forget that there’s a ton more we’re presented with that go unnoticed, like product placement in movies. That’s a whole lot of ads. Enough to prevent the sceptical consumer from wanting to engage.
Sceptical consumers are the ones that need a little more convincing because when it comes to marketing tactics, they’re much savvier. As a result, it can be challenging to gain their trust and encourage them to make a purchase. So, how do you go about convincing them? Below are five key pointers to bear in mind when creating ads.
Be Authentic, Not Manipulative
When it comes to ads, although the aim of the game is to convert a person browsing into a paying customer, try not to be pushy about it. The reason being that in this day and age, most people are quite easily able to identify when they’re being manipulated. Naturally, once they recognise it, they’ll respond negatively to your ad.
Researchers have often stated that today’s consumer has what is known as ‘persuasion knowledge’. Persuasion knowledge refers to the savvy individual who is aware of marketers’ motives and knows when ads are designed to manipulate. Because of this, today’s consumers tend to be defensive when they are the target of a sales pitch. You’ve most likely experienced that yourself.
However, this marketing knowledge can also work in the advertiser’s favour. It also means that consumers know what to look for in an ad. So, when the right information is offered, and the ad resonates, even the most sceptical consumer can be encouraged to engage.
Just remember that authenticity is key. Sincerely addressing prospective clients encourages them to let down their guard and engage.
Transparency Unlocks Trust
Winning over customers is no mean feat, but it’s even trickier with a sceptical audience. When creating your ads, transparency is critical. Ultimately, you want to gain their trust, so you should be as transparent as possible.
For example, if you have an affiliate partnership with the company providing the product you’re advertising, make that clear. Don’t hide it in the small print because when the customer eventually sees it, they’ll realise you’re not promoting the product on your own accord. This could stir up negative emotions in them because it brings your integrity into question. As a result, you could lose a potential lead, preventing you from profiting from your affiliate program.
Do Away with Jargon
Another way to engage a sceptical consumer is by avoiding jargon. One way to go about this is by assuming that your audience isn’t familiar with any terminology associated with your product or service. Jargon isn’t easy to read or digest, particularly if it’s incorporated into the short-form copy. Instead, tell the customer what they need to know in a way that’s understandable and free from unnecessary details.
A great way to remind yourself to do that is by applying the K.I.S.S acronym to your ad. There are a few variations of what it stands for but let’s go with: Keep It Super Simple. There’s no need to overcomplicate things. Keep your ad specific and super simple.
Avoid Overenthusiastic Language
Another point to keep in mind when thinking about what kind of language to use is that overenthusiasm can be off-putting. Be realistic in your wording because overenthusiastic language can come across as insincere to sceptical customers.
The best way to keep your language in check is by imagining you are the reader. How would you like to be addressed? Apply this to your advertising language. The aim is to hype up the product or service you are advertising, but in a tasteful way that doesn’t come across as hollow.
Interestingly, consumers have also been known to negatively react to brands that try too hard to come across as ‘real’. They are often thought of as disingenuous, particularly if their marketing messaging isn’t always consistent. It’s a fine line to walk, but you should notice a boost in consumer engagement when you get it right.
Provide Useful Information
Sceptics see through irrelevant ad information, so make sure that you feature the unique selling point front and centre. Ultimately, you’re promoting a product or service, so give the reader as much helpful information as possible. Think of it as a conversation, and you’re being asked the following questions:
- What do you have to offer?
- What sets it apart in the market?
- Why should I buy it?
These are the kinds of questions you want to be answering for the reader. By covering these key points, you provide them with precisely what they need to make an informed purchasing decision. Ultimately, that’s what will win over a sceptic.
To Sum Up
Generally speaking, consumers are much savvier these days. Ads are a big part of our daily lives now, given the amount of time we spend on the internet. As a result, customers are a lot quicker to make snap judgement calls on ads. Follow the above tips to make sure your ad cuts through the internet noise and engages even the most sceptical of shoppers.