>> DOWNLOAD the presentation slides here <<
In this presentation, Ashton Shanks shares some tactics he has learned from spending $100 million on ads.
It's estimated that the average American is exposed to 4,000-10,000 advertisements every day.
The ultimate goal of an ad is to get the user to do one thing: CLICK through to the sales page.
And how do we capture people's attention and get that click?
-Channel the user's desire to what you're selling (e.g. you desire to be healthy? My supplement is your best solution)
-Make their curiosity explode (so that they'd just HAVE to click to find out more)
-Make use of people's desire to protect themselves, by overcoming potential objections
The last point is what the presentation is about!
Here are some common types of objections and how to overcome them in your ad:
-> 1)Boring or Not Special.
People will automatically dismiss many ads as something that isn't special - something that can be ignored. How to overcome this objection?
a)"Intro Mechanism". Describe the benefits of your product and show how it can solve your target user's pain point better than competitors (e.g. "our creatine is 100% water soluble so it will metabolize easier into your body").
b)Urgency + FOMO. Use scarcity, deadlines on discounts/sales, etc.
c)Us vs. Them. Compare your offer with other offers to make your offer appear superior. Position your offer by hanging weakness on the rival.
-> 2)Don't Trust You.
How to get potential customers to trust you when they don't know you?
a)UGC. User-generated content can work very well in building trust.
b)USP. Having a unique selling proposition will instantly build authority and leadership, which will help to gain trust from potential customers.
c)Testimonials. Similar to UGC, testimonials can reveal more insight into your brand from different perspectives.
-> 3)Don't Trust Your Claims.
a)UGC. Same as above - but UGC here should validate one or more product claims.
b)Testimonial. Same as above - but Testimonials here should validate one or more product claims.
c)Demonstration. Demonstrate how to use the product, in ways that you can back up product claims (e.g. dissolve the creatine in water to demonstrate how it dissolves 100%).
-> 4)Just Not Sold.
a)Mechanism Stage. Sell product benefits without the downsides. e.g. "How to lose 5 lbs. WITHOUT giving up the donuts!"
b)Pure Humor. Humor can be an incredibly effective way to get people's attention and get them to convert.
c)Brand New Appeal. Find brand new angles to promote the product.
(Note from Amy: The presentation title says 5 objections but only 4 were covered - may have been a typo.)
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Speech video added! Many thanks to the iStack Conferences team for granting us permission to post the video!
Amy