Problems make us feel uneasy and uncertain, which are great emotions to play on. For example, if you have a sudden and unexpected international business trip and your passport has expired, you can type “renew passport” into Google: At this point you have two problems: 1) you need your passport fast; and 2) you're probably pretty busy getting ready for your trip, so you can't really afford to wait in line at the passport office. Is it any wonder that these ads address both of these issues? “Travelling and need to renew quickly?” It's you! "No waiting or paperwork." Yeah, you again! Now, if your trip is next week,
which ad do you think you'll be most likely to click on? If I had to guess, I'd bet you'd choose the second. After all, you're in such a rush that you're probably stressed enough to get your passport back on time. Ad #2 addresses your biggest problem right in their copy ( “Get your passport in as little as 24 hours” ), so they're much more likely to get your click. Do jewelry retouching service you see how it works? If people resonate with your ad copy because it solves their real problem, they'll immediately feel a sense of relief and connection. This feeling of relief and connection generates clicks. So if you want people to click on your ads, write copy that addresses the issue that
prompted their original search. 2. He passes the logical gut test Now, while people buy because of their emotions, most people know that purely emotional decisions are often bad decisions. In other words, they want to feel like they're making a logical, rational decision when they click, convert, or buy. But honestly, the rationale for a decision is less important than how rational a person feels about their decision. When it comes to ad copy, your audience's need to feel like they're making rational decisions means your ad copy needs to pass a "logical check."