Ad Creative That Actually Converts

The Early Checkout

The Ecom Growth Newsletter #72

The ultimate superpower for any Shopify store owner is to have the ability to make people stop in their tracks, consume our ad, pull out a credit card and buy our products!

This all starts with amazing ad creative! 

Your ads are only as good as the messages, images and videos you use. 

In today’s issue, we will talk about how to get attention and turn that into sales with ad creative that actually drives conversions!

Let's get into it…     

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Ad creative refers to the visual and written content used in advertising to promote a product, service, or brand. It encompasses the design, copy, images, and other elements that capture the attention of the target audience and convey a message.

Source Link: (Click Here)

People don’t buy products; they buy outcomes or emotional states. have you ever seen an ad for something and had to have it? What is happening to you at that exact moment is an emotional reaction. You can see in your minds-eye what life is going to look and feel like by making that purchasing decision.

Take Apple, for example… 

Why is Apple a trillion-dollar company? Let’s dive in a bit …

Are there other cell phone manufacturers in the world?

Are there cheaper options with better specs?

Yes, of course!

We buy Apple products because it makes us feel like we “Think Different.”  They make us feel intelligent.

Patagonia makes us feel physically fit. 

Yeti makes us feel outdoorsy.

Oura Ring makes us feel in control of our health.

What feelings are your customers buying from your brand?  

Once we know this, we can dive into crafting high-converting creative that will stop your potential customer in their scroll, intrigue them to consume and compel them to buy! 

Here are five core pillars of compelling ad creative:

Note: These pillars will work in written, video & image format. 

#1. Get their attention: If you can’t stop them when they are scrolling on Facebook/Instagram or Tiktok, you will never get them to buy. So the first and most important job of great creative is to stand out and garner attention. 

Pro tip: Be different! Think outside of the box; you can look to competitors for inspiration, but It’s best to look at other industries. Take note of what gets your attention. Ask yourself, what about this made me stop? The answer to this question could provide a solid idea to make your brand stand out and make your customers take notice.

#2. Clearly define the problem: Demonstrate the problem that your brand and your products solve. Include the internal and external discomfort created by not solving this problem immediately.   

Pro tip: A great way to showcase this is with before and afters. What was life like before they bought vs life after they bought?

#3. Show the solution in action: Now that they understand the problem, we need to show them how our product gets them their desired result/feeling. Paint a picture in their minds-eye of what life will look like after they buy it!

Pro tip: Not just the features or the benefits. Show them the feeling they will get if they buy your product.

#4. Provide social proof: Show them an example of others who have achieved the desired result or feeling after buying your product.

Pro tip: This can include testimonials, reviews or influential people such as celebrities using the product. 

#5. Get them to take action now: Be direct and keep this simple. Tell them exactly what to do. E.G. “Buy Now!”

As humans, we are emotional creatures. We are driven by our feelings and emotions when it comes to making decisions, especially when buying things. Brands must understand how to use emotional triggers to create successful ad creative. Emotions allow us to connect with customers on a deeper level, far beyond the logical facts and figures of a product or service. With the right ad creative, brands can create an emotional connection that drives customers to make a purchase decision that is both emotionally satisfying and logically justified.

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The Early Checkout Team

Today's Issue was written by:

Zachary J. Radford

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