In 1960-e years, the advertiser can teach us about successful Facebook advertising

Hi since 1966! The Board of the TV for American families is in full swing. An actor named Ronald Reagan was elected Governor of California. Families gather around the TV, pick up a newspaper and turn on the radio to catch the latest news of the day together.

Meanwhile, an advertising pioneer named Eugene Schwartz is developing a theory about how people respond to advertising. He calls it the formula of consciousness. By adapting to the existing level of consumer awareness, he suggested, brands can create more compelling, effective copy.

1966 was a very different time for advertising. Attention was more and there was less competition for airtime. Fast forward 52 years, and now consumers are in a constant dance with news updates, pings from friends and colleagues, new matches on tinder and everything else in between. All the time, advertisers try to snatch what is left from the attention of consumers.

But what about the formula of Schwartz? It still sounds plausible?

I would argue, and perhaps even more so, because today, more than ever, we need to adapt advertising messages to capture the imagination of readers in order to fill their fleeting attention.

As Eugene Schwartz can help with Facebook ads

Recently, Facebook revised its news feed algorithm, changing the way its content judges. The algorithm is designed in favor of messages from friends and family for those brands and publishers, and to increase posts to get more comments.

This move from Facebook does not offend brands. Rather, it is a reaction to the fake news epidemic, and these changes are likely to impact on the publishers much more than the efforts of advertising of the brand. However, this change does not create the time for marketers to step back and to reconsider the ways in which they tried to stand out on Facebook.

Marketers who match their Facebook communications strategies and interests of their target will find a bigger return on your advertising investment in Facebook. This can be done from the level of the Schwartz formula of awareness, combined with advertising blocks Facebook, such as advertising carousel and canvas.

If someone knows nothing about your product, you must craft content that will capture his or her attention involving intrigue. But if someone knows everything about your product, you need to give a final push that will forced him or her to do.

Three lessons from Schwartz, to this day

These insights have been here for decades, and despite their age, these lessons Schwartz not outdated:

  • Lead with a story: according to Schwartz, the stories involve people who are not familiar with your product that intrigues them and stimulates their imagination. Studies show that people with a love of storytelling. When content takes off from a narrative angle, the human brain fires more neurons, which increases engagement, understanding, and memory. When it comes to your brand, you can use stories to make your product stand out. To present the benefits of your product in narrative form, and consumers will be more likely to remember and appreciate them. Tell them about the problem your product solves to engage the emotions of the consumer and make them support your product in the same way as for the main character. The stories encourage readers to share. If the plot is awesome, amazing and shocking, the user will have the impulse to tell his friends and family. In 2018, this means that they will not hesitate clicking on the “share”button.
  • To retarget ads with emotional benefits: Schwartz realized that readers were aware of the advertised product, they responded better by learning about the advantages of the product. Think of it as a formula: story first, benefits second. Once you have confidence that your target consumers read your story, this is the time to reconfigure this interested audience member. You need to find people who clicked on the ads before or visited your site, and shift to give a message to saying that the benefits of your solution. When it comes to choosing what are the advantages to flaunt, aim to put emotions in the star role. Tapping the reader’s emotions is really paying off. In fact, according to the study, more than 1,400 successful advertising campaigns, those whose content was primarily emotional had a 31 percent conversion, compared with 16% for the sound content. When developing your next title, I think the emotions you would feel after Your ad Is. Sale of seeds of the lawn is a classic example. Of course, you wanted to mention rich, green turf thy seed shall yield but also to consider the use of a stronger focus on customers, becoming the envy of their neighbors, as friends and family to walk barefoot across a beautiful lawn on the block.
  • To continue to adapt your message: although Schwartz didn’t call it retargeting at the time, his awareness of the theory certainly provides support for sending multiple messages that adapt to users knowledge. Today, the possibilities of retargeting Facebook Is a gift to brands. Use them to become closer to customers without overselling or abnormality. For viewers with zero awareness, to send some unique stories, to give them the best chance of attracting. Then mix Your messages optional in the user settings, so you say different angles of your story. Focus on a new emotional benefit once the user shows interest. Next, develop your narrative so that your ads feel as the story unfolds that the user can’t wait to read.
  • We could not live in the glamorous era of mad men, but our friend Schwartz still has some evergreen lessons. Remember, one message will not fit. In order to make your brand a voice breaks through the noise on Facebook and other digital media platforms, align their messages to the level of awareness of the different users, maximizing the targeting tools at your disposal and emotionally to tell an interesting story, which brings life to your product.

    After a successful direct programs for AOL, Tim Carr based the lift Agency. As a master lifter, he has dedicated his career to driving response through effective strategy and creative.

    Online Business Classes