Fantastic article, as always. I’ve also often wondered about the design and wording of those adverts. It’s a lot harder than one can imagine, for me anyway. What fonts, sizes, colors, what to highlight - the possibilities are endless. Many these days take the easy way out with a QR code that takes you to a website. But I think there is a delicate balance between two things - making the offer so attractive and unreal that you know there’s a catch, and when you take the leap to find out more, the size of the actual catch is smaller than the expected one. Or maybe the actual terms are not as rosy as the advert (just as you suspected) but you find out that there are other perks that weren’t mentioned on the advert. Whoever thought making poster adverts was easy!
I agree - that vein of thinking is particularly interesting to me coming from the world of E-commerce where you can track all these things and test them.
With a sticker in a car - it's way more expensive and difficult to test the effects of the elements you've described, so I really admire teams that can craft good appeals and copy to communicate that as needed. Marketing (advertising?) really is fascinating.
Fantastic article, as always. I’ve also often wondered about the design and wording of those adverts. It’s a lot harder than one can imagine, for me anyway. What fonts, sizes, colors, what to highlight - the possibilities are endless. Many these days take the easy way out with a QR code that takes you to a website. But I think there is a delicate balance between two things - making the offer so attractive and unreal that you know there’s a catch, and when you take the leap to find out more, the size of the actual catch is smaller than the expected one. Or maybe the actual terms are not as rosy as the advert (just as you suspected) but you find out that there are other perks that weren’t mentioned on the advert. Whoever thought making poster adverts was easy!
Thank you, Nikhil! I appreciate your kind words.
I agree - that vein of thinking is particularly interesting to me coming from the world of E-commerce where you can track all these things and test them.
With a sticker in a car - it's way more expensive and difficult to test the effects of the elements you've described, so I really admire teams that can craft good appeals and copy to communicate that as needed. Marketing (advertising?) really is fascinating.