Ad Lessons From Election Season

Hey Readers 🥰

Welcome to today's edition, bringing the latest growth stories fresh to your inbox.

If your pal sent this to you, then subscribe to be the savviest marketer in the room😉

🗳 Lessons from Political Ads
Insights from Chewonthis

Election season might be wrapping up, but there’s a lot we can take from the world of political ads—no matter where you stand on the spectrum. Campaigns have mastered how to grab attention, pull emotional triggers, and drive action, and we’re taking notes for Black Friday.

Here’s today’s menu:

• Snack 1: Political ads and the power of clear messaging
• Main Course: A brand marketer’s case for thinking long-term

What Political Ads Can Teach Your Brand

If you’re in the U.S., you’ve seen endless political ads this year. Why? Because they work. They have a straightforward formula that’s proven to be effective:

1. Identify a Target: Clear, specific audience.
2. Hook with Emotion: Highlight an issue in the first few seconds.
3. Present a Solution: Introduce the candidate (or product) as the fix.

Sound familiar? This formula works in brand ads too. Open with the problem your audience cares about, double down on how it affects them, and then show why your product is the solution. Simple, powerful, and direct.

Brand Marketing: It’s a Long Game

Preston from Chubbies reminds us: that growth isn’t just about this week’s sales numbers. He presents a hypothetical “conversation” between a CMO and CFO, underlining the tension between short-term metrics and building a lasting brand. Sure, it’s essential to track CPA and ROAS, but don’t overlook the benefits of brand awareness.

When you prioritize brand marketing, more consumers start to recognize and seek you out—organically. That kind of brand loyalty pays dividends, reducing dependency on paid ads. Over time, people don’t just find your ad; they’re looking for your name.

The Takeaway
Whether you’re learning from the simplicity of political ads, exploring new ad channels, or balancing brand-building with sales-driven tactics, remember that a strong brand foundation is what drives sustained growth.

The Power of “Should”: Boosting Engagement with a Few Key Words
Insights from Ariyh

Want to make your social media posts stand out? New research shows that using language that emphasizes a “gap” between the current state and the ideal can boost engagement by as much as 20%. Words like should, want, and wish to draw people in by highlighting how things could improve with your product or service.

How to Tap into this Strategy

1️⃣ Create a Contrast
Focus your message on the difference between what your audience is experiencing and what they truly want. For instance, instead of saying, “ACME Solutions provides coverage,” try “You shouldn’t have to worry about coverage with ACME Solutions.” This approach makes readers feel seen and pushes them to engage with your brand.

2️⃣ Leverage Emotion
Engaging posts often stir an emotional response by using strong language. Adding assertive words like should or could triggers people to consider what’s missing from their current situation, making them more likely to interact with your content.

3️⃣ Use the Right Words
According to this study, posts with phrases like “you wish” or “you deserve” were significantly more engaging. This tactic taps into the way people think about improvements in their lives, making them more receptive to the idea of change.

Why This Works

Words that suggest potential or unmet needs naturally make people curious. They encourage readers to visualize a better version of their lives, sparking engagement. For people feeling a lack of control, these words resonate even more, making them ideal for ads targeting busy spaces where people are less focused.

Implementation Tips

To make this strategy work, choose the language that highlights improvement without being pushy. Use phrases like “You deserve more time,” or “Wish you had faster service?” You can also incorporate phrases like don’t forget or make sure to add certainty to your messages, boosting their impact.

The Takeaway
By focusing on what customers could achieve with your product, you’ll see an uptick in engagement, as this tactic subtly pushes people to consider their needs and take action.

We'd love to hear your feedback on today's issue! Simply reply to this email and share your thoughts on how we can improve our content and format.

Have a great day, and we'll be back again with more such content 😍