Let’s face it. We all know advertising is important for brands, but we also know how annoying it can be. Even ad agencies – and marketing writers, like us – are aware that people hate ads. So what can we do to minimize consumer frustration and maximize results?
It starts with understanding your customers. You need to know what makes them tick, their likes and dislikes, and their pain points. Then, it’s about showing them respect. Don’t waste their time, don’t lecture them, and don’t be pushy. Give them more than just a sales pitch. Invite them to engage.
Let’s start with why people hate ads so much.
Reasons consumers hate ads and commercials
Here are some of the main reasons why people say they hate ads:
- They’re intrusive: Ads often interrupt things people are actively doing, like watching a video or reading an article.
- They make assumptions: Some ads make inaccurate or presumptive statements about the viewer (e.g., “You’re sick of cleaning products that don’t work”).
- They’re pushy: Ads that aggressively try to sell something are perceived as more annoying.
- They know too much: Many people have concerns about their personal data being used to target ads.
How to advertise your business authentically
1. Respect your audience
No one wants to have their time wasted or be talked down to, especially in a commercial.
Brands often make the mistake of assuming the audience already knows who they are or cares about their mission. Unless you’re a household name like Apple or Nike, don’t assume people know anything about you or your products and services.
Similarly, you should never assume you know what your audience thinks, needs, or feels in an ad. Don’t just tell them – show them the value you can offer.
2. Set advertising frequency
When you repeatedly show the same ads to the same viewers, you run the risk of irritating them. Seeing the same ad over and over makes people disengage and tune out. This can cause interaction and engagement to drop suddenly.
Frequency capping is a practice that limits the number of times individual customers see each ad you create. It’s an essential strategy you can use to avoid coming across as pushy or obnoxious.
3. Make ads relevant
Your ads will only be successful if they reach the right audience. If you’re trying to sell fine jewelry, you don’t want your ads to pop up on kids’ singalong videos. If you’re marketing B2B payment processing software, you don’t want your ads being shown to retirees.
Here are a few things you can do to ensure your ads reach and engage your audience:
- Analyze audience engagement on your website and social media channels.
- Identify your target audience and tailor ads to their pain points, needs, and interests.
- Use keywords and SEO best practices strategically.
- Match your ad copy to your landing page content.
- Offer sponsorships to online influencers who already have a loyal audience that’s relevant to your brand.
- Highlight real customer reviews.
- Monitor key performance indicators (KPIs) so you know what works and what doesn’t.
4. Keep it short and sweet
Feeling like their time is being wasted is one of the main reasons people hate ads. Consumer research shows that 65% of people hit the skip button on video ads. No one wants to watch a 90-second ad before they get to the content they clicked on. Keep your ads short and to-the-point. Aim for 15 or 30 seconds of useful, clear information.
Put the key message at the beginning where more people are likely to see and hear it. Capture your audience’s attention right away to minimize the likelihood they’ll skip the rest.
5. Offer non-commercial value
If you want your ad to really get and keep people’s attention, you have to do more than just sell them something. Try including statistics or information people might find interesting.
Consumers are much more likely to respond positively to a phrase like “The average American spends $1,100 every year on coffee. Save money and make your morning brew at home with our wholesome, rich whole beans” than to something like “Buy our delicious coffee beans!”
Great ads start with great content
Effective advertising is about setting yourself apart from the pack. It’s all about authenticity. If you can write a great story, you can write a great ad. But you need to be honest and intentional.
You and your audience both know you’re there to sell them something. It’s important to acknowledge that up front. But you can do more than that with the right approach.
Show your audience respect by keeping your ads short, relevant, and infrequent. Don’t force information on them. Instead, invite them into a conversation by including links to longer-from content, asking them questions, and giving them access to non-commercial resources. Give them real value.
At Pitkin Writing & Editing, our content writers know how to write ads, long-form content, and social media scripts that connect brands to their audiences in an authentic way. Get in touch to tell us your story.
