How to write an ad that does not feel like an ad
It’s more simple than you think. If you don’t want to write an ad that people ignore, here’s what you do: Don’t start with a feature, benefit or USP.
Start with a story, feeling or emotion.
And it’s not just me saying that. Data can back me up on this too.
A 2017 Harvard article notes, “Scientists are discovering that chemicals like cortisol, dopamine, and oxytocin are released in the brain when we’re told a story.”
Those 3 chemicals help us retain information, make an emotional connection, and experience genuine empathy.
It sounds simple but simple is usally not easy. That’s the catch. Let’s look at one of the greatest storytelling ads of all time
The Iconic Chivas Regal Father’s Day Ad
Take a CLOSER LOOK at the copy
Look closely and you’ll notice… Each line of this ad is a deeply emotional, personal and resonant mini-story. David Abbott wrote this ad and some points aren’t even made up.
Now here’s the thing… You might think this won’t work for your product because it is not as simple (and fine) as a Chivas. I get it. But the bottom line is storytelling removes ad friction.
Here’s something to remember:
The simpler the product, the more it needs a story as the central copy character.
The more complex a product, the more it needs to start with a strong story and then lead to facts like features and USPs.
Obviously, it goes without saying that this is one way and not the only way to create better ads.
But if you want to put in more emotions and personality into your copy, a story is the perfect way to connect with your reader.
What do you think of a story ad?
Let me know in the comments!
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