Lately I’m trying to experiment with FB ads to gauge the market for a potential service. I wrote the ad, selected the demographics, and had it published.
After some time I checked the data. The response I got was rather underwhelming. Therefore I made some changes to the ad copy and tried again. Still, it wasn’t great.
Then I came across some ads from people who are offering rather similar services, and I realized what went wrong.
The ad I posted was too “truthful”.
How so? Imagine a typical fast food commercial: they showcase a gigantic, juicy burger and tells you how fulfilling it would be when you take the first bite. And when you get the actual food, the portion is more like kids’ meal, with hardly any flavours to it.
By the time you realized you’re duped, it’s too late.
I was the “dumb” one for showcasing an actual “burger”. No blowing up the “burger” size by 100%, no exaggeration about how it’s like “the only burger you’ll ever want to eat after this”. Sure I highlighted the great part of the “burger”, but compared to the other ads, mine didn’t stand a chance.
Which got me to thinking, are we so accustomed to all these false advertisements that we are immune to them? When we see an ad, do we automatically “discount” the claims, and hold no real expectations anymore?
What if the advertisers decided to show the REAL “burger”? Would people still buy it? Would people instantly disqualify it because it’s not appealing enough?
I talked to a few people who have done FB ads. They told me outright that “everybody does it”. Whoever manages to get the attention of the client, gets the chance to engage them, and eventually get the sales. Therefore they make amazing claims, and deal with clients later. Like the burger ad, customers have learnt to be fine with it as they’ve more or less expected it.
Though I hate to admit it, what they said hold some truths. A lot of people are superficial, and many have gone through so much bad experiences their hearts have gone cold.
Guess I’ll have to figure out another way to reach the market. This false advertisement route doesn’t really bode well with me.
After some time I checked the data. The response I got was rather underwhelming. Therefore I made some changes to the ad copy and tried again. Still, it wasn’t great.
Then I came across some ads from people who are offering rather similar services, and I realized what went wrong.
The ad I posted was too “truthful”.
How so? Imagine a typical fast food commercial: they showcase a gigantic, juicy burger and tells you how fulfilling it would be when you take the first bite. And when you get the actual food, the portion is more like kids’ meal, with hardly any flavours to it.
By the time you realized you’re duped, it’s too late.
I was the “dumb” one for showcasing an actual “burger”. No blowing up the “burger” size by 100%, no exaggeration about how it’s like “the only burger you’ll ever want to eat after this”. Sure I highlighted the great part of the “burger”, but compared to the other ads, mine didn’t stand a chance.
Which got me to thinking, are we so accustomed to all these false advertisements that we are immune to them? When we see an ad, do we automatically “discount” the claims, and hold no real expectations anymore?
What if the advertisers decided to show the REAL “burger”? Would people still buy it? Would people instantly disqualify it because it’s not appealing enough?
I talked to a few people who have done FB ads. They told me outright that “everybody does it”. Whoever manages to get the attention of the client, gets the chance to engage them, and eventually get the sales. Therefore they make amazing claims, and deal with clients later. Like the burger ad, customers have learnt to be fine with it as they’ve more or less expected it.
Though I hate to admit it, what they said hold some truths. A lot of people are superficial, and many have gone through so much bad experiences their hearts have gone cold.
Guess I’ll have to figure out another way to reach the market. This false advertisement route doesn’t really bode well with me.
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