In the last blog, we looked at 7 types of ad copies. Now, let us look at seven more types of ad copies that marketing and creative agencies often use to drive action from audiences.
Expository ad copies get directly to the facts,
i.e they lay bare the product or services functions, features, operations, benefits,
and other information that the client may use to make a decision. You can see some
of these ad copies on e-commerce websites. Example, think of a water tumbler with a
built-in infuser. This is how the seller might show it.
The aim of the institutional ad copy is not to
sell a product or service but rather the name of an entity. The name of the entity
can be the name of a person, business, organization, basically anything. The aim of
the institutional ad copy is to build goodwill around the entity – their thoughts,
actions, philosophies, actions, and the like.
A narrative copy tells a story to promote a
product or service. It is well known that people love stories and often use stories
to communicate ideas, feelings, or thoughts. Using stories to promote a product or
service is an effective way to capture clients' attention and persuade them to act.
Narrative ads can be verbal, visual, or both verbal and visual.
Straight-talking ads make no secret of what
product or service you should use. They recommend it directly, with a reason to
validate it. A straight sell is the simplest and easiest way to sell something, and
it doesn't bear around the bush. Straight-talking ads might appeal to people who are
skeptical or have trust issues, which is true since we are being bombarded with so
many ads daily, often between competitive products and services, making it difficult
to make a choice.
This is a type of FOMO ad copy (fear of missing
out), but it goes a step further in that the product is rare and worthy or being
collected. People like rare things, and they love the feeling that they have
something that can't be easily obtained. It doesn't help that the company creates an
artificial scarcity for the product by producing only limited quantities, ensuring
that there are long wait lists for it. For example, an ad copy selling a Rolex, a
high-end product.
People like to think they have control over
buying decisions, like the ability to customize an experience. A control ad copy can
be a unique selling point, especially when it stands apart from the experience
offered by your competitors.
Sometimes, pointing out an improvement in
performance, rather than pointing out a loss, can be an effective way to goad a
customer to buy something. A BOGO deal (Buy One Get One) deal is a good example of a
gain-seeking ad. In a way, this is also a type of FOMO ad copy, in that it
encourages the user to buy more of the product than they need, and the prospect that
they are gaining something more without paying for it. Food items are often sold
with gain seeking ad copies.
There are many types of ad copies, and we have
just highlighted the important ones. The deal is, you can create as many types
of ad copies as you wish (because in the end, it is a creative endeavor), and it
depends on the situation.
Copywriters at marketing and creative agencies
often have many types of ad copies in their arsenal, and they may use these
individually or in combination with each other, to get the best results.
