Don´t you just hate images of perfect people, smiling robotic into thin air, for no apparent reason?
A great image is a key ingredient in any campaign.
It will communicate the offer, it will address the right audience, and exclude the wrong, it will convey emotion, and make a memorable impression for the brand.
Meaning when it hits all targets, it can carry a campaign almost all alone.
A good excample is how it worked in this financial campaign.
(Image or client cannot be disclosed due to an NDA)
– 224 completed applications at kr 39 each ($4,6).
– Conversion rate at 30,03%.
– 3 months.
– 9 000 kr ($1000) budget
For reference, the avg. 2020 CPA for financial was $41,43. (kr. 357,5), according to Wordstream.
How?
Supported by a charged oneliner text, an ultra-relevant element grabs the attention of the target audience.
– Filtering who needs the service, whilst being empathetic and funny.
Even rendering applicants in a positive state when later addressed – which is NOT common.
You can replicate the process by:
1. Frame a relevant item, state or emotion
2. Address the prime pain point
3. Add conflict or discrepancy to spark interest
4. Use as few elements or people as possible
5. Direct eye-contact is powerful
6. Be fun, if possible
So to summarize, the imagry in an ad should:
1. Stop you from scrolling
2. Promote the offer without any doubt
3. Convey emotions
4. Intrigue
5. Qualify
Other thoughts on imagry?
Let me know 🙂
Stay tuned for my take on ad copy.