You've seen it before: the Instagram ad with a stock image of a glass of wine. It might look good since the photo was pulled off Unsplash, but it doesn't say much about the event. The text doesn't mention the date or location (basics). The copy smacks of fake urgency: "Only 7 left!" To top it off, this Wine and Jazz ad tells you to BUY NOW! Cringe.

These tactics may lead to short burst of traffic or sales, but they don't win over consumers. Take our generic Wine and Jazz festival example. Maybe fans of wine and jazz will buy tickets—but what if you could be increasing your customer base by telling a story about the event? 

Communicating your event to the public is too important to just say "Buy Now".

What’s Wrong with "Buy Now" Campaigns?

We know these campaigns can be successful. They give us short bursts of traffic, engagement, and conversion. What’s so wrong with them?

Think about the last time a friend told you about a great product. The recommendation probably didn’t start with “buy this nowbut instead was contextualized with an account of your friend’s experience with that product.

By providing context on why someone should be interested and then delivering your call to action, you can build a personal relationship.

In his book Seducing Strangers, adman and Mad Men Co-Producer Josh Weltman highlights how you should create persuasive messages.

When crafting your message, ask yourself if you're merely selling your product's features instead of seducing your audiences by talking about the benefits that interest them most.

Seducing an audience always means knowing that audience—and, in turn, using the appropriate ad. Below are four types of ads you should be using to get the most out of your marketing efforts.

1. Introductory Ads

When you want to reach potential buyers, craft an ad to introduce your event: Who are you? What is the event about? Why should I care? Stimulate your target audience’s curiosity and then lead them to the event details.

2. Trial Ads

When you want to reach people who've already expressed interest in your event, consider designing a limited time offer ad. Flash-sales, contests and giveaways are great for this because they have a countdown. They end, which means people must take action if they want to participate.

3. Differentiating Ads

Build on the unique difference that sets your event apart from all the others with these ads. Now that people are familiar with your event, stay top of mind and highlight your most important offerings.

4. Mutual-love-and-respect Ads

These ads appeal to your most loyal customers. The language speaks to them. Often the ad thanks the attendees and highlights photos or videos from the event. They can end with "See you next year!"

Ditch the Mindless Messaging

Let's revisit the Wine and Jazz festival ad. Think about the event attendees. Ask the audience if they are interested in exploring a variety of new local wines or hearing the greatest jazz band in the county. List what is happening, when, and where. Put yourself in the event-goer's shoes and you'll think everything you'd want to hear. Finally, use an attention-grabbing photo or video. Design your ad to make someone stop and feel the emotion in your message.

When you graduate from "buy now" to an audience-tailored ad, you'll discover ads are not one-size-fits-all. People will respond instinctively to buy tickets because you have persuaded them every step of the way.

Jake Rush, Head of Ad Operations @ ToneDen

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