With the holidays fast approaching, one factor all SEMs need to keep in mind is ad copy. Many of your competitors will be offering special promotions and tweaking their ad copy accordingly. As the season of selling approaches (or if you’re just in need of a creative refresh), here are some emotional factors (what our CEO, David Rodtnizky, often cites as the four basic human emotions of ad copy) to take into consideration.
Say or think what you want – even the best of us are not immune to occasional vanity. At the very least, people will want to feel good about the gifts they give others. A good way to prey on (err, get the attention of) potential consumers is by capitalizing on their pride (or, at least, their pride in their gifting abilities).
The holiday season elicits many emotions, with fear being closer to the forefront than we all want to admit. What do I get Mom for Christmas? How am I going to afford it all? What if my gifts don’t arrive on time? What if no one likes my gifts? Is Aunt Erma going to ask me AGAIN why I’m still single?
There are many calls-to-action out there to address most of our holiday concerns, or at least our shopping-related ones. Fear of cost? Advertise your discounts – or, perhaps, the longtime favorite “Free Shipping”. (Sometimes, even when the price isn’t the best, people will opt for free shipping.) Fear of not buying the right gift exists, so focus on either quality, uniqueness, or whatever your client’s unique selling point is.
Kind of going hand-in-hand with vanity, we can’t help but want to feel a part of some kind of a higher-class group in one way or another. Thinking along these lines, who doesn’t want to be a part of the league of extraordinary gift givers? Who doesn’t want to be known as the boyfriend who gives the BEST gifts? Who doesn’t want to get someone a gift that’s unique and stands out amongst all the sweaters and ties out there? You can capitalize on this in your ad copy.
As we all know, whether we like it or not, material possessions play a role in the holiday season. We don’t necessarily want to capitalize on the worst of people, but a little bit of playing to everyone’s desires to have the latest, greatest, and best never hurts.
Regardless of which route you choose, the holiday season is a great time of year to give your client’s ad copy some extra TLC.