How to make killer performance ads (for editors and strategists) | Volume 1
Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.
and protection of loved ones; and social approval). 2. The strongest advertising appeals are based on these eight basic wants. 3. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire
... See more1. People buy to protect or restore their identity
This is a principle drawn from self-affirmation theory (Claude Steele, 1988). The human brain is hardwired to protect the self-image it believes is true. When we experience feedback or conditions that contradict our self-perception, we feel internal distress.
An identity-based pain.
We act to relieve
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