For the business to continue to grow, Airbnb must constantly find new hosts. The company therefore uses Facebook advertising … If we take a closer look at this ad, you’ll notice that Airbnb doesn’t just highlight that hosts will earn additional income. No, Airbnb shows in video what you will be able to do (and feel) with your host income. In the video, Airbnb explains that you will be able to: “To offer you the world”, symbolized by the surfboard Finance the work in your home Recharge your batteries in front of a beautiful landscape In other words, you will “gain freedom”. This message would be much less emotionally powerful if Airbnb had simply told us that you are going to make more money. The reality is, we want more money for deeper reasons, like the freedom or the serenity it provides.
If you are not sure you understand correctly, I also found an advertisement for you that does the exact opposite. Although this ad makes perfect use of the immutable rules of copywriting , it is much less impactful than the Dubai Email List first for a similar result: increase your income. Why ? Because it does not induce any emotion . Why increase my reservations and earn more? To do what ? Booking, too, plays on a well-known emotion to sell you rooms: surprise. I found you a good example. This ad starts off very well with an innocuous, but terribly effective catchphrase: “Book your next trip. You will not believe what you will find there ”. The hook catches your attention and the images remind you of the adventures you have experienced during your travels.
Why increase my reservations and earn more?
The fact that the ad awakens vacation memories will probably make you want to visit a few rooms… especially if you need a getaway (our lives are stressful). All successful ads (driving clicks and conversions) harness emotions in some way – whether it’s in the text, image, or even a video thumbnail. In this example, you might be surprised to see Amy Porterfield throwing this gentleman into a swimming pool and curious to find out what will happen to her. So far, I have told you about positive emotions. However, emotional marketing doesn’t just work with the use of positive emotions . Negative emotions, like fear or sadness, also make us click (maybe even more according to some studies ). Watch this second Booking ad. This time, the ad is much less warm than the first. “Don’t miss out on our best rates …”
This means that you will miss an opportunity to go on a trip at the best prices! Unfortunately, when you give people too much time to make up their minds, they end up doing nothing (even if they are interested in what you are offering). On the other hand, when you give them a deadline or that you remind them that the offer is limited in quantity, you push them to finalize their order. By doing this, you create a sense of urgency called ‘FOMO’, the fear of missing out on something (eg a price reduction), which prompts us to make a decision under pressure. emotion (fear). To end on this part, I have found one last example a little more subtle than those I have already shown you.
What does it mean ?
On the surface, this ad presents you with simple and quick-to-use video maker software. In fact, this software not only sells you simplicity, it sells you a better situation than what you have been through so far (investing big bucks in making videos or pulling your hair out if you had decided to do it yourself). What is the emotion implied when you are offered a better future? You guessed it, this is hope. Hope awakens your attention and prompts you to take action. Ads that contain customer testimonials naturally harness this very positive emotion. I’ve just shared with you my first secret to getting your ads to elicit a response from your audience. If you’re interested in emotional marketing and want to learn more about using emotions in your marketing, I invite you to read this comprehensive guide on the Hubspot Blog .