How to make users like your marketing ads?

Don’t try to bother users with things they don’t want to see in the current scenario. If you have to let them watch it, you have to make the ad fit the scenario or let users have an expectation in their minds, so as to reduce users’ aversion to the ad.

Why do people hate most marketing ads ?

Is there any way to reduce users’ resistance to advertising?

Why do people hate marketing ads?

For example, if you are playing Honor of Kings on your mobile phone and are excited and about to take down the opponent’s head.

If a phone call comes suddenly, you don't want to curse at them, but in fact, you have psychological resistance.

To put it bluntly, when you feel that your control or right to choose is unreasonably deprived, you will feel resistance in your heart.

Think about it, isn’t this what marketing advertising is like? We were browsing our Moments today.

Take a look at what's been posted on your Moments, and as you scroll, you'll see various micro-business ads appear. Do you feel particularly disgusted and have a psychological resistance? Then how do you reduce users' resistance to ads?

Let me talk about a few methods. The first is to think about the scenarios in which users will see ads.

Your advertisement should cater to the user's current situation and be natural enough not to hinder the user's purpose.

For example, when we browse Weibo, we want to browse hot topics or some interesting topics and jokes, etc.

Therefore, it is very important that your advertisement is interesting, just like Durex’s every time of leveraging marketing, users will not be disgusted.

For example, during the 2012 Beijing Olympics, Liu Xiang fell due to injury. Durex immediately said that the fastest man is not the best, and only the one who perseveres to the end is a truly strong man. This way users won’t be offended.

Another example is elevator advertising. Think about what people want to see when they are facing a wall. Of course, they want to see notifications.

Like ancient notices or something, right? When we were in school, various notices about rankings, activities and competitions would be posted on the walls of the school. So, the idea behind elevator advertising is the same. If you write a heartfelt copy, who would read the emotional story or jokes you wrote facing a wall?

Therefore, many successful elevator ads give people the feeling of a notification.

For example, I need to talk to my boss about finding a job. It's like notifying you that there is a software that allows you to chat directly with your boss when you are looking for a job and notify you.

Second, if your ad is bound to interfere with the user's goal, then I suggest that you appear in a predictable and definite way so that users can anticipate that you are going to advertise. Reduce negative impacts.

For example, if you watch a movie on Tencent Video, if you haven’t purchased a membership, there will usually be a one-minute advertisement at the beginning. In fact, you already knew about this, so you won’t be that disgusted.

After all, I'm not a VIP. But think about it, when we watched TV in the past, the most exciting part of the movie was when the commercials came. You would also have ads that interfere with users, but the first type has a higher degree of certainty, and users know it will appear, so the negative impact will be much smaller.

In short, don't try to bother users with things they don't want to see in the current scenario. If you have to let them watch it, you have to make the ad fit the scenario or let users have an expectation in their minds, so as to reduce users' aversion to the ad.

In fact, this kind of dislike or resistance caused by advertising marketing is a very natural phenomenon called advertising avoidance. So what should we do to reduce advertising avoidance and make God and consumers not be disgusted by our advertisements?

Two small suggestions. First, you can try to be more sincere.

The most advanced trick is sincerity. You can find a legitimate reason for your advertisement.

For example, one day I said that there was something annoying when using WPS documents, that advertisement kept popping up, and I wanted to turn it off. After studying for a long time, I found a way to tell my Tik Tok fans. This comment from fans was very enthusiastic, and several people even spoke well of WPS. People develop a software for you to use for free, but you turn off their ads. How can you let people eat and drink and how can you make money?

You see, there are people helping them think about this survival issue. As a consumer, can't I turn off his ads? It's like when you are queuing and you are very anxious and want to cut in line, you find a legitimate reason and shout "My bus is late, please help me", then others may let you cut in line. This is just an inappropriate analogy, don't say that I am teaching you to cut in line.

Let’s go back to the same logic as advertising. You make people feel that you are using advertising to disturb them, not to sell them things.

You’re just trying to make a living.

You can say, dear user, I provide you with free products, but our programmer brother is still waiting for advertising fees, salary, and lunch boxes. Thank you.

If you post this, there will really be people who will do this. After you do this, they won't be able to press the button to remove ads. It's out of sympathy.

This is especially useful if you are offering a free product, or a very cheap product, and then you can use this as a way to gain sympathy to justify your advertising. After all, you should be grateful for the food you eat and you should be grateful for the things you take from others.

For example, if the advertising information you provide is useful to them, they will be even less disgusted. This requires more use of the capabilities of technology. For example, if you search for something on Taobao, two days later an advertisement similar to the product you searched for pops up. At this time, you feel that it is exactly what you want.

Or maybe you want to buy a car recently, and you see an advertisement for a certain model of car in your circle of friends, and it happens to be the price range you want, so you will click on that advertisement.

At this time you don’t mind it, but this precise communication is accurately matched to the users. Distributing advertisements accurately and efficiently is a technology-based business, but you can also do it manually.

The second point I want to say is that you should not let customers feel that your marketing is intentionally controlling their choices if they feel that you are controlling them.

He will feel disgusted. No one likes to be controlled.

In the past, Xiaomi would use this hunger marketing, and Lei Jun would stand up and speak out. Mi fans, too many people have rushed to buy our Xiaomi phones and our production cannot keep up. Sorry, please wait a while. You said he did it on purpose.

I don't know, and I dare not say, but he must be whetting people's appetite to show how powerful his phone is. What I mean is that this thing of mine is so good, everyone has grabbed it, I can’t keep up, I’m sorry, etc.

You may not be so disgusted with this kind of marketing in the beginning, but then if everyone does some marketing, it will be ruined. Therefore, an important way to reduce disgust for advertising and marketing activities is to not let them feel that it is the first point.

The highest level of advertising marketing is to influence things silently. Let him feel natural.

Author: Uncle Liudao Source: Uncle Liudao