Is Your Ad Smelling Good?

Created on 7 July, 2024 • Marketing & Business Communication • 91 views • 2 minutes read

If you’ve ever taken a sales course, you've likely learned about building rapport or similarities with your prospects.

Is Your Ad Smelling Good?

If you’ve ever taken a sales course, you've likely learned about building rapport or similarities with your prospects.

Building rapport or consistency helps to create a "buying mood" for our customers and makes our offers more memorable.

Thus, in advertising, consistency across all elements of the ad or sales pitch is crucial.

Ryan Deiss from Digital Marketer calls this concept "Ad Scent." Ad Scent refers to the consistency in the "feel" or experience that your potential buyers have as they move through the buying journey.

Everyone who becomes a customer goes through what is often called the customer journey.

The Ad Scent technique ensures that every interaction a potential customer has with your brand is consistent and leads to a higher conversion rate.

What Makes Up Ad Scent?

Offer Scent

Consistency in Your Offer

This might seem obvious, but many ads fail to do this. If an ad promotes a specific product, but clicking on it takes you to the homepage, where is the product that was advertised? The customer shouldn't have to search for it manually.

Your offer needs to be consistent from the Facebook ad > Landing Page > Email or follow-up, etc.

Using consistent wording helps reinforce the message and makes it easier to remember. It's unfortunate when traffic generated from Facebook Ads is lost due to an inconsistent offer.

Benefit Scent

Consistency in Benefits

If your ad lists 10 benefits, but the landing page mentions 100 different ones, your offer may not "click" with the customer.

Your product might indeed have 100 or even 1000 benefits, but does your customer need all of them? They might only be looking for one or two key benefits, which could get buried among the rest.

This is why it's important to communicate effectively with your customers and respond to their emails. You can then tailor your offer based on the feedback you receive.

Remember: A replied email is gold.

Design Scent

Consistency in Design

Humans are visual creatures and are often more attracted to visual elements than just text.

An ad isn’t just about the message but also how the message is delivered. If the visuals are strong enough, you might not need much text at all.

What constitutes Design Scent?

• Consistent imagery
• Consistent color schemes
• Layout
• Font choices

Everything from the ad visuals, landing page design, product photos, and even emails should maintain a consistent look.

Building a Positive Impression

So far, the response has been positive, with some businesses immediately testing the concept in their email offers the same day.

People perceive the impression before the message. Start building a good impression now.

Conclusion

To make your ads effective, ensure consistency in your offers, the benefits you highlight, and the design elements across all platforms. This creates a seamless and memorable experience for potential customers, ultimately leading to better conversion rates.