When it comes to buying, people buy emotions, rarely ever, things.
Which means that the perceived emotional value of the product will influence their logic.
In a study of 1,400 successful ad campaign case studies, it was noted that campaigns that focused on emotional content outperformed (by twice as much) those with rational content.
What that means is…
An eCommerce marketer can and should leverage the power of emotion to make an attractive offer that your audience can fall in love with.
In the auction called Facebook advertising… there are bound to be some winners and losers.
But if you want to be on the winning side, why not consider adding a dash of thrill, hope, humour, excitement in your ad messaging?
Tease out emotional marketing angles to get your audience excited and hooked to your offer.
How do you do that? Let’s dive in.
# Bring FOMO into the picture
Human psychology explains that people like you and me, dislike the idea of being left out of amazing experiences.
So imagine when your prospect reads an ad that says, “50,000 women from all around the world no longer worry about having to shave or wax constantly. They are using our IPL machines and loving the hair-free experience. Get yours at a 50% discount, only valid for the next 48 hours.
It almost makes the reader think that everyone except them is already using it.
So how do you incorporate the idea of FOMO in your ads…
Mention the number of people already loving your product.
Tell your prospects that they’re missing out because they’re not part of this fantastic community…yet!
Make your offer time-sensitive, so there is an extra incentive for the shopper to hurry up and make a purchase.
True Story: It was a case of pure FOMO that finally got my sister buying her first IPL machine online. She had this sense that she was perhaps the only one to not have got her hands on this fantastic product – a product that women over the world were raving about. Plus she noticed that stock was low — giving her no reason to procrastinate.
Every one of us has this innate desire to be smarter, prettier, thinner, funnier….in short a better version of our current selves!
It is perhaps the #1 reason many of us buy new things.
And believe me, your customers are no different.
Which is why, when you use the emotion of hope in your ad messaging,
You help them get emotionally invested in the benefits of your offer, raising purchase intent significantly.
I recently came across an ad by Shopify that employed some brilliant copywriting, primarily playing on the emotion of hope.
The headline read: ‘Start your journey, free’– Sell online, in-store or on Facebook with Shopify. Build your brand….
The body copy – ‘Get more out of life’ was complemented by an evocative picture of a dense forest with sunlight creeping in from this open space in the middle, illuminating the entire forest.
A soft CTA to end – asking the reader to sign up.
The ad visual and copy together evokes the feeling of ‘the hope of a bright future,’ and that is perhaps one of the biggest wins for the ad.
Plus, the ad copy sounds aspirational, tuning into the desires and sentiments of their target audience – ECommerce entrepreneurs.
# Surprise your audience
Every once in a while, take the opportunity to surprise and amaze your customers.
The surprise and delight approach is, in fact, a great way to make your prospects feel unique and valued.
You could offer a fun freebie, a discount code, a free coupon to win their attention.
Even a gift card in exchange for them filling out a survey for you is a great way to grow brand familiarity and trust.
So there you have it… Three exciting and fun, emotional marketing angles to use in your ad creative to elicit a better response to your Facebook ads. There are loads more you can do with emotional marketing, but these three are my absolute favourites.
Want more hands-on support creating marketing angles and winning ads? Jumpeth on a call with yours truly here – https://www.arnabthecopywriter.com/book-a-call-with-me/