Let’s face it. People hate try-hards and hate being sold to. But most ads are a combination of the two.
So, here are three techniques that help me create ads that don’t sound like a sleazy salesman:
1. Use self-deprecation
🎓 Why?
The ‘beautiful mess’ effect:
Revealing our weaknesses makes us more likable.
💡 How?
Ask: What are the disadvantages of my product that everyone is aware of but no one dares to mention?
2. Tease them
🎓 Why?
Playful teasing leads to closeness between the teaser and the recipient.
💡 How?
Ask: What do our customers secretly do while thinking we don’t notice?
3. Break the fourth wall
🎓 Why?
Prof. Stephen Brown said: “Marketers know about consumers, consumers know about marketers, marketers know consumers know about marketers, and consumers know marketers know consumers know about marketers.” So why pretend?
💡 How?
Drop the tricks. Tell them it’s an ad.
