Using AI to Develop Compelling Ad Hooks and Angles for Meta Ads
Welcome to the second part of our 3 part series!
Using AI for Ad Creative Ideation, copywriting and production
Part two In this three-part series where we going to break down some of the ways we are using AI to create amazing ads - at a faster pace.
This week - we’ve got some ideas for you on how you can come up with new Ad Angles and Hooks and how you can get ChatGPT to apply consumer psychology frameworks to improve your ad performance.
Before we dive in - here are some quick definitions
A hook is the initial attention-grabber that makes people stop scrolling and take notice of your ad.
The Ad Angle is the underlying theme of the ads - the reason your prospect is going to make a decision to buy.
Tip: Remember to explicitly telling ChatGPT what you define as a hook, angle etc gets the results you want. That goes for most definitions.
Brainstorming Unique Selling Propositions
One of the most effective ways to use AI in ad creation is to brainstorm unique selling propositions (USPs). A USP is that special something that sets your product or service apart from the competition.
Start by telling ChatGPT what you think is your most compelling USP and then give the AI competitor data, market trends, and customer insights and ask it to come up with additional angles that you can develop further. Prompt your AI to generate dozens of potential USPs.
Applying Psychological Frameworks to come up with better angles
When it comes to creating effective ads, it's not just about what you say; it's also about how you tap into underlying human desires and motivations that makes the difference as to whether they take action.
That's where psychological frameworks come in. By prompting your AI to applying proven psychological principles to your ideas, you can create messages that not only grab attention but also drive action. It's like having a secret weapon in your marketing arsenal.
To use psychology in your ad ideas - you need to first tell your AI tool enough about your product, your customer and your offer for it to come up with ideas that resonate.
Make sure to tell your AI:
The characteristics of your ideal customers, focusing on those who will most value your product's unique features and benefits.
- What broader market trend or force that your target customers are aware of and care about
- What the emotional motivators are behind them wanting to buy your product
- The objections and roadblocks we need to address.
- What stage of the funnel you are developing the ad for - is this an awareness ad or a retargeting ad?
You can also ask ChatGPT to do its own research on the specific brand you're working on or it’s competitor. You can start by literally saying "Please learn everything you can online about [BRAND]’ and it will literally search the internet for info and summarise USPs and so on. From there you can ask specific questions about customers, etc.
Below we have listed four psychological frameworks that you can plug into chat GPT and ask it to come up with ad ideas or angles for your product that use these principles.
1. Apply Scarcity and Urgency
Scarcity and urgency are two psychological principles that can be highly effective in advertising. By creating a sense of limited availability or a ticking clock, you can motivate people to take action faster.
FOMO is a powerful motivator driven by the fear that others are experiencing something you’re not, leading to a desire to join in to avoid missing out. It creates a sense of urgency and scarcity.
Prompt your AI tool to generate ad variations that incorporate scarcity tactics like "Limited time offer" or "Only X units left.” "Don't miss out" or "Act now."
2. Apply The Bandwagon or Herd Effect
The Bandwagon Effect is the tendency for people to adopt certain behaviors or trends because others are doing the same. It leverages the idea of social proof, where individuals are influenced by the actions and preferences of others.
Prompt your AI Highlight the popularity of your product by showcasing user numbers, positive reviews, or phrases like "Join the thousands who already love this product”. And use customer testimonials and ratings can also reinforce this effect.
3. The Loss Aversion Effect
Loss Aversion is a psychological principle where people prefer avoiding losses over acquiring equivalent gains. The pain of losing something is more impactful than the pleasure of gaining something of the same value.
Prompt your AI to emphasize the potential losses or negative consequences of not purchasing your product. Highlight what customers might miss out on or lose by not taking action.
Example in Ads: Use phrases like "Don't miss out on...", "Avoid missing these benefits...", or "Prevent losing..." to create a sense of urgency and emphasize the cost of inaction. For example, an ad for a security system might say, "Protect your home and avoid costly break-ins" to highlight the potential loss and the value of the product in preventing it.
4. Apply The authority Principle
The Authority Principle suggests that people are more likely to be influenced by and follow the advice of someone who is perceived as an expert or authority in a particular field. This principle leverages the trust and credibility associated with recognized experts
Prompt your AI to come up with ad ideas that use endorsements from industry experts, celebrities, or influencers. You will need to share those with Chat GPT first, and specify that you do not want it to make up fake quotes or testimonials, but use ones that already exist.
By combining the power of AI with the power of psychology, you can come up with dozens of ideas for ads that not only look great but also drive real results.
So there you have it - a step-by-step process for prompting AI with information about your product and brand - and some suggestions on how you can ask AI to apply marketing psychology to your advertising campaign ideas.
