Knowing whether leads come from targeting, word of mouth, paid ads or none of the above can be challenging. While no one-size-fits-all approach that guarantees conversions exists, there are some “secret ingredients” the most successful product advertisements share. Knowing what they are and how to use them can drive brand recognition and sales.

1. Be Clever and Use Humor

Consumers are inundated with advertisements when driving on the highway, scrolling on social media, browsing the internet and listening to the radio. Only the best campaigns cut through the noise. They must be powerful and interesting. Marketers should be clever and witty, infusing humor or current events into their ads to make them relevant and compelling. 

2. Subtly Influence With Color Psychology

Color psychology subconsciously influences consumers toward desired outcomes like trusting a brand or making a purchase. Color alone accounts for 90% of a person’s first impression of a product, significantly affecting their mood, behavior and purchasing decisions. 

There is no secret, one-size-fits-all palette that increases sales. However, some colors have universal meanings. For example, people typically associate red with passion, excitement, love and aggression because it triggers physiological reactions like an increased heart rate. Strategic hue selection in marketing materials is the secret ingredient for success. 

3. Leverage the Power of Storytelling

Storytelling is an age-old tradition in most cultures, making it a powerful tool for product advertising. People are 22 times more likely to remember a story than a fact, demonstrating the power of an interesting narrative. This is why testimonials are compelling — they tell authentic customer stories, building trust and creating a connection. 

Take a skin care product, for example. An anecdote about a percentage of the clinical trial participants seeing results is not memorable. Instead, marketers should craft a narrative about achieving smaller pores and fewer blackheads in one week. Statistics should be used for emphasis, while visuals remain the main focus. 

4. Make Key Phrases Stand Out

In this field, a good rule of thumb is to get to the point. If you have much to say, bold and size up key phrases to make certain claims stand out. People have to absorb a lot of information each day. Enabling them to skim your ads may get the message across better.

5. Spotlight Your Reply to Negative Reviews

Many online shoppers are skeptical because of past experiences. Whether the material, size or color was off, their expectations did not match reality. May rely on reviews to prevent that from happening again. Interestingly, research shows they pay more attention to negative comments.

A 2022 study used eye-tracking software to evaluate the impact of online product reviews on purchasing decisions. It found consumers gave substantially more attention to negative comments than positive ones. They viewed the unfavorable responses as more valuable because they established a worst-case scenario, helping them avoid possible risks. 

The answer to this attention disparity is not to scrub one-star reviews. Rather, brands should highlight them by showing how they made things right. They can demonstrate their commitment to their customers this way, turning even the most negative comment into a selling point. 

6. Show off User-Generated Content

User-generated content (UGC) is original, brand-related media created by consumers. This includes unboxing videos, social media posts and text-based testimonials. Unlike standard marketing material, this unpaid advertising method feels authentic and relatable. 

One way to source UGC is to invite customers to submit content under a specific branded tag or hashtag. Alternatively, you can work with well-known influencers — or real customers, which is more relatable — to generate promotional media. Encourage participation with incentives like a product giveaway, brand trip or repost. 

In addition to encouraging participation, this approach gives you a second opportunity to improve brand reputation. When you reward the winner, you can post about it on your blog and social media platforms to generate goodwill and encourage participation in the future. 

7. Use Brand Recognition to Your Advantage

Businesses should carry a theme, color scheme, style or typography choice throughout each advertising campaign. This way, they improve brand recognition, allowing marketers to make more experimental creative decisions. The statistics on this approach speak for themselves. Companies with consistent branding tend to have 33% higher revenue than those without.

Of course, startups and small businesses do not need a large audience to explore playful, experimental advertising strategies. However, recognition gives them leeway. They can be creative while remaining recognizable.

Real-world examples show this approach is best implemented when the marketing material is familiar. McDonald’s launched the Follow the Arches campaign in 2018. It strategically placed sections of its logo on billboards as driving directions. In one, the arch at the top of the “M” was placed next to text that read “just missed us,” indicating drivers should make a U-turn. 

8. Make Advertisements Shareable

People consume content almost continuously. Many spend most of their waking hours on their phone or computer. Brands that make ads shareable have a better chance of going viral, potentially increasing brand recognition and sales. Unpaid advertising avenues are best for this method. Short-form videos and infographics are great because they are easily digestible. 

9. Present the Product in Action

Consumers want to see the product in action, especially if they are shopping online. A 2024 survey from the marketing and advertising agency MGH found that 69% of TikTok users find videos of unboxings and user experiences important when deciding whether to buy an item. Despite significantly impacting purchasing decisions, brands do not often make this content. 

Businesses can show off their products’ built-in bragging rights by recording an unboxing and demonstration video. This approach helps customers establish realistic expectations while reinforcing the item’s quality and legitimacy. Either way, it shows they deliver what the marketing team pitches. It may even inspire a fear of missing out.

10. Localize Advertising Campaigns 

You probably already understand the importance of using keywords like “near me” for search engine optimization. Location-based advertising is fundamental for attracting locals to physical branches. It can even be effective in e-commerce because it personalizes the material. 

If you do not have the time or resources to personalize an ad campaign for numerous cities, create a handful that cover common local preferences — language and culture — to prioritize regional interests over geographic location.

Your Advertisements Need These Secret Ingredients

If your product advertisement has these secret ingredients, you can grab potential customers’ attention, driving conversions. Of course, you should not haphazardly throw in a little bit of everything. The best approach is one based on careful, timely market research. Work as a team to decide which method to leverage for optimal results.