Ad Creative that Converts
We can probably all agree on one thing – there’s a lot of really, really, great-looking advertising out there. I mean it looks great in the agency’s (and client’s) portfolio. It may even win awards. Everyone feels very proud of their work, but…
It does absolutely nothing. No clicks. No calls. No conversions. It simply doesn’t move the needle.
You know what I’m talking about. Sleek visuals. Clean lines. Artsy headlines. Cool graphics and a fabulous color palette. But what does it do? Does it drive action? Does it generate interest? Does it say to the prospect, “Hey, this is just for YOU”? Unfortunately, the answer is sometimes “No.” In these instances, appearances aside, something essential is missing.
But just what is it that makes the difference? What is it that gets someone to do something, to take action? I’m glad you asked. Five things tip the scale. Let’s review them.
Clarity
You have one or two seconds to clearly communicate who, what, and why. If your audience can’t understand any (or all) of them, you’ve lost them right out of the gate. And, no matter how clever you might be, it can’t save you from confusion. Clarity always trumps cute – every time.
Relevance
Are you trying to talk to everyone? If so, you’re talking to NO ONE. You want your audience to feel like your message was created just for them. Like you peeked behind the curtain, understood their wants and needs, and held a mirror up to it. By knowing your audience and speaking their language, you immediately become relevant.
Visual Command
Our eyes follow a clear path. They don’t wander aimlessly. Your ad must guide them with the headline, images, and call to action. Don’t leave it to chance – lead them through the message like a well-lit path in a dark room.
Emotional Pull
People typically buy on emotion, then justify it with logic. Strong creative must make them feel something. It could be any number of emotions…
Hope.
Relief.
Trust.
Belonging.
FOMO.
Something has to stir in them. An internal “yes!” that says, “This is it!” The best creative isn’t informative. It’s charged with emotion and energy.
One Clear CTA
Not three. Not two. ONE. What’s the very next step you want them to take? Tell them exactly what it is. Invite them. Ask them. Make it unmistakable. This isn’t the place for subtlety. This is where you show up strong. Bold.
“Click here!”
“Schedule now!”
“Let’s get started!”
Five simple things. No flash. Not complicated. But if you can master all five, things start to happen. Impressions become clicks. Clicks become leads. Leads become sales. Your creative ad isn’t just another pretty face. It’s doing the work.
It’s not about creating ads that win awards. We want them to win customers. And THAT is what creative that converts really looks like.
