With this ad, we see the ability to interact with the many benefits of this product. We are getting a ton of information, which builds trust -- the kind of trust that is needed when making a commitment to act.
We also get a great takeaway with the ability to print a recipe from within the ad. A clickthrough to the website takes us to a landing page where we can get more recipes and coupons --- this could have been referenced in the copy, but the ad is terrific at letting the brand build a relationship with the consumer prior to the click.
Advertising doesn't need to be complicated. In fact, the simpler your message is the better. Regardless of whether you are selling a complex product like financial software or a simple one like a hula hoop, consumers need to understand not only "what" they are doing when they interact, but "why" they are interacting.
Through emerging technology and old-school copywriting, we have the ability to give consumers the "what" and the "why" before they click, which builds a great deal of confidence in your audience. They then become partners in the branding process rather than aimless sheep that need to be led. Seeing the consumer as a branding partner is paramount, not only in driving clicks, but in driving further interaction once the click takes place. It also stimulates conversions to sale, which is the whole point of advertising in the first place.
So let my cautionary tale of a dating life and these examples help guide you in your quest to re-instill some confidence in your customers. Or find the perfect mate. Or both!
Scott Meldrum is president and founder of HypeCouncil. Read full bio.