- Persuasive advertising attempts to convince a consumer to purchase a product or service by appealing to their needs and desires.<\/li>\n\n
- It convinces people that they will be empowered enough to eventually make an informed purchase once they\u2019re informed about your product.<\/li>\n\n
- Persuasive advertising uses strategies belonging to three categories: ethos, pathos, and logos.<\/li>\n\n
- Persuasive ads take finesse to craft. However, there are core principles you can keep in mind as you write your persuasive advertising.<\/li>\n\n
- Informative advertising, on the other hand, involves companies using facts and figures to communicate the benefits of products.<\/li><\/ul>
Understanding the concept of persuasive advertising<\/strong><\/span><\/h2>
Persuasive advertising is a method of advertising that attempts to convince a consumer to purchase a product or service by appealing to their needs and desires. It attempts to frame products in a positive light and convince consumers about their benefits and uses emotional responses instead of facts to motivate consumers.<\/p>
SEE: Customer Success Stories: How Wayfinder Moving Services Transforms Stressful Moves Into Smooth Transitions<\/a><\/strong><\/p>
Persuasive advertising strategies belong to three overall categories:<\/p>
- Ethos:<\/strong> Appeals to ethics, character and credibility<\/li>\n\n
- Logos:<\/strong> Appeals to reason and logic<\/li>\n\n
- Pathos:<\/strong> Appeals to feelings and emotions<\/li><\/ul>
Persuasive advertising works by not just informing the consumer by making them feel smart. It convinces people that they will be empowered enough to eventually make an informed purchase once they\u2019re informed about your product, brand, or service. Once you\u2019ve established an advertising strategy with persuasive ads, you can:<\/p>
- Build brand loyalty and customer advocacy<\/li>\n\n
- Prove more value for your products or services<\/li>\n\n
- Maintain credibility amongst consumers<\/li>\n\n
- Establish a positive association with your brand<\/li><\/ul>
Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user.<\/p>
Persuasive advertising strategies<\/strong><\/span><\/h2>
As mentioned above, persuasive advertising uses strategies belonging to three categories: ethos, pathos, and logos. These are the three types of emotions that are meant to persuade people.<\/p>
Ethos<\/strong><\/span><\/h3>
Ethos persuades consumers with credibility, authority, and trust. Advertisements that use ethos demonstrate that your company has a reputable presence in your industry. Consumers can only trust you and your products if credibility is the bedrock of your brand.<\/p>
In advertising, one of the primary ways to build this trust is with either an authority figure or a celebrity testimonial. For example, if you sell skincare, you could create an advertisement where a celebrity (with flawless skin) endorses your products. Or, if your company sells basketball shoes, an ad with a famous basketball player could establish credibility.<\/p>
In general, even just having ads with positive images of that celebrity or industry professional can persuade customers.<\/p>
READ: How Brand Partnerships Can Improve Consumer Engagement and Business Growth<\/a><\/strong><\/p>
Pathos<\/strong><\/span><\/h3>
Pathos uses emotional appeals the most by trying to elicit feelings like joy, nostalgia, sympathy, frustration, or surprise. Advertisements that use pathos allow you to connect with the consumer and persuade them to take action (engaging with your company or making a purchase) based on how they\u2019re feeling.<\/p>
Pathos ads rely on storytelling, connection, and humanity. If you want customers to donate to your animal nonprofit, showing an ad with a cute puppy can really pull at the heartstrings. Or, if you want customers to know your clothing business cares about climate change, you can create an ad with an influential message on how your company doesn\u2019t use toxic fabrics, actively fights against fast fashion, and uses sustainable packaging.<\/p>
SEE: Sustainable Packaging Solutions for Makeup Buyers: Exploring the Latest Trends<\/a><\/strong><\/p>
Logos<\/strong><\/span><\/h3>
Logos appeals to the consumer\u2019s sense of logic and intellect. Advertisements that use logos persuade consumers with data, facts, or statistics. <\/p>
For example, if you work in the marketing department at a university and you want to make an advertisement that boosts football recruitment, you could include a statistic about how the school is #10 in defense in the country.<\/p>
Tips for creating persuasive advertising campaigns<\/strong><\/span><\/h2>
Persuasive ads take finesse to craft. However, there are core principles you can keep in mind as you write your own persuasive advertising:<\/p>
![\"\"](\"https:\/\/businessyield.com\/wp-content\/uploads\/2024\/04\/persuasive-advertising-1.jpg\")
<\/figure>1. Appeal emotionally<\/strong><\/span><\/h3>
At the center of nearly all persuasive advertising is an emotional appeal. Think of ways your ads can create positive emotions in potential customers. Make people laugh. Tap into their innate desires for connection, control, and self-realization. <\/p>
It\u2019s unnecessary to completely forgo logic when creating persuasive ads. However, the emphasis should be on creating a positive emotional reaction to the ad and planting a seed of desire for your unique goods or services.<\/p>
2. Keep things simple<\/strong><\/span><\/h3>
Try to keep your ad copy short, sweet, and to the point in addition to being emotionally impactful. This type of advertising works best as a marketing strategy when you refrain from over-complicating things. Focus on a specific product and give one extremely compelling reason customers should desire it.<\/p>
- Logos:<\/strong> Appeals to reason and logic<\/li>\n\n
- Ethos:<\/strong> Appeals to ethics, character and credibility<\/li>\n\n