Welcome Back to another Ad Breakdown and Welcome to the Newcomers!
This Ad is for a dental practice, and this is going to be a fun one. In a previous article, I discussed the issue in advertising where the writer overcomplicates things for no reason to sound smarter.
I think that this comes from people getting used to writing essays and extending them using complicated words and “high-level vocabulary”.
Sometimes the person writing the ad forgets that they aren’t trying to impress their English teacher and they forget that their audience is not getting paid to read their ad.
It’s a great example of overcomplicating things. So let’s look at this from a viewer’s perspective.
Reads, “Evolution is Key But Some Are Still Behind.” Look at a picture of an ape with braces… If I didn’t know this was a dentist ad, I would have thought it was an attempt to civilize apes. Now I’m assuming that they don’t want the readers to think that they are trying to bring Planet of the Apes to life. So this is why we don’t complicate things in advertising, we make things as straightforward as possible without scaring away our audience.
Another thing about the audience is if you want to sell something to someone, you don’t want to insult them.
Quick Story - I watching Impractical Jokers, and a challenge came up where a guy had to put on an animal costume at the zoo and go inside the enclosure to get the crowd to cheer for him. When the crowd didn’t cheer for him he started yelling at them to cheer and insulting them, and of course, everyone left.
If you read into the ad you will see that the implication is that people who wear metal braces have less evolved smiles, some people wouldn’t have taken it that way, but others will. This could be prevented by being straightforward and not using vague language. And the advertiser might not have taken this into account, but they are insulting the people that they want to sell to. This could be prevented by being straightforward and not using vague language.
Now this is one of the easiest ads I’ve ever redone, and I’m going to show you the simple process of fixing this ad.
Let’s leave the metaphor behind and let’s have an actual headline.
To get a headline we need to know what the product is, and what solution the product gives. The product is Invisalign and it solves the problem of… being less evolved.
So the ad doesn’t say why metal braces aren’t as good as Invisalign, but I have a solution!
From a simple Google search, I found four angles we can target this. Metal braces may not look good, make it harder to clean teeth, put restrictions on what you can eat, and are not comfortable.
We will go with the 'not comfortable' angle. So now we just need to see how we can structure the ad. The PAS (Problem, Agitate, Solve) Formula works.
Now it’s time to write the ad.
Do You Want to Get Straight Teeth Without the Uncomfortable Feeling of Braces? (Problem)
Braces can be annoying after you had them on for a long time (Agitate)
and it could also make it hard to eat.
You can easily get rid of these issues by using Invisalign! (Solve)
Invisalign is barely noticeable in your mouth, and whenever you want to eat you can easily take them out!
Come by [Practice Name] to get your Perfect Smile Without Pain!
Simple, zero complexity, no room for different interpretations, and even someone who’s half asleep can understand it. Speaking of that, a great way to test if your ad is too complex is to think about if someone who’s half asleep could understand your point.
Do not make the mistake of overcomplicating things when advertising!
If you like how this is done and want to start running ads or increase your ad conversion, email me directly at mikel@mcresultsmarketing.com!
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