Is this ad selling the wrong product?
How to get the comparison format right
Welcome to your weekly dose of INSPO. It’s never been easier to whip up ads for paid social, so how do you make sure yours grab the attention of your customers and actually get them to buy?
The answer is: good strategy. And that’s what you’ll learn from this email. Every week I’ll breakdown an ad, explain why I think it works/doesn’t work and help you understand how to use the format effectively for your own brand.
Ad breakdown
The 'us vs them' format is popular.
And for good reason.
It quickly helps your audience understand what makes your product different.
So if you haven’t yet, it's worth testing this format for your brand.
But read this first…
To make this format effective, the visuals need to work as hard as the words.
In this example, the words tell us which one is 'better'.
But the visuals appear to do the opposite.
My immediate reaction was the 'Other Jeans' are the 'better' ones.
Why?
👉 The bold typography at the top
👉 The colour vs what looks like black and white
👉 The 'bad' ones still look like a great pair of jeans (culturally popular)
This ad, I imagine, attracts people who want the jeans on the right more than those on the left and end up disappointed when they realise they’re not available.
How to make this format work for your brand
If you’re going to test the product comparison format here’s what you need to have in mind when designing your ad:
🪩 Make sure the visuals clearly make your product look more appealing
🪩 Stick to 3 key comparison points so they’re easy to digest
🪩 We tend to read left to right so put your brand on the right instead of the left
Inspiration
Here’s a strong example of a comparison ad to get you started…
Happy ad creating,
Katherine 🪩
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