Ever wonder why some ads hit you right in the feels?
Yeah, it’s not by accident.
Let’s talk about how some of the best commercials out there make us want to buy what they’re selling. I’m talking about persuasive advertising—the stuff that pulls at your heartstrings gives you a sense of control, and somehow makes you think that buying that thing will change your life.
Spoiler: It won’t, but it’s still a tempting offer.
Today, I’ll break down the secret sauce behind these persuasive ads. Drawing from my experience dissecting successful campaigns, we’ll look into how brands use emotional appeals, a sense of control, and a few other clever tricks to make their message unforgettable.
Are you ready to see why that commercial still pops into your head?
Let’s get into it.
Key Concepts in Persuasive Advertising
Persuasive advertising is a powerful way for marketers to reach new audiences and build brand loyalty. This type of advertising taps into people’s emotions and motivations. Instead of just listing product features, it appeals to what drives consumers emotionally.
Marketers know that emotions rule our choices. Whether it’s the joy of using a new gadget, the thrill of a limited-time offer, or that sneaky fear of missing out, they tap into what makes us tick. They blend storytelling, humor, and bold visuals to stir up reactions. Persuasive techniques in advertising like ethos (building trust), logos (focusing on facts), and pathos (appealing to emotions) helps to create a strong connection with the audience.
Persuasive Advertising Techniques
Marketers also use the “carrot and stick” approach. This approach is about offering benefits to encourage people to use a product while warning them of what they’ll miss out on if they don’t. For example, ads that say “look your best” offer the carrot. Messages like “don’t miss this opportunity” are the stick.
The idea of scarcity works the same way. This idea uses phrases like “limited availability” or “exclusive offers” to create urgency and trigger FOMO (Fear Of Missing Out).
Targeting messages to the right audience is key. Ads are more effective when they speak to the specific needs of audience’s. Clorox’s “Trusted by Moms” campaign is a perfect example of one of the most brilliant persuasive advertisement. This campaign works because moms are seen as reliable. This, in turn, appeals to family-oriented buyers. Celebrity endorsements, like Heinz working with Ed Sheeran, make the brand feel fun and relatable.
The bandwagon effect is another persuasive technique in advertising. If everyone’s using it, why shouldn’t you? HP pulled this off perfectly with its “Nobody’s Watching” campaign. This campaign addressed fears about laptop camera privacy and positioned the brand as one that listens and provides solutions.
Now that you know the playbook, it’s time to look at some key elements you can use to craft persuasive ad that’s all your own.
Elements of Persuasive Advertising
As I said earlier, a persuasive advertising’s secret is getting your customers to do something.
Simple, right?
Not exactly.
Sometimes, they need a little nudge… okay, maybe several nudges over time. Think of it like convincing a loyal cat to switch its favorite brand of tuna—there’s going to be some resistance.
Here’s the deal: To make an ad truly persuasive, there are a lot of elements involved. Let’s look at some of them.
1. Storytelling:
Create a story that makes your audience feel something—whether it’s happiness, sadness, excitement, or fear. Use characters, settings, and dialogue to make it engaging. For example, a B2B software company might show the frustration of a business owner struggling with outdated systems. This is a situation many businesses can relate to.
2. Messaging:
Keep your message simple and focused on the main benefit of your product. Use words like “you” and “your” to help customers imagine how the product improves their lives. For instance, “You deserve a streamlined workflow, and our software can help you achieve it.”
3. Call to Action (CTA):
Try using a call-to-value (CTV) instead of the usual CTA. Mention the benefits of the product. For example, “Click today and become a better version of yourself tomorrow.”
4. Logo and Visual Appeal:
Use bold visuals, colors, and designs to grab attention. Make sure your logo stands out and is easy to recognize.
5. Clear Message:
Ads that focus on one main benefit of the product are more persuasive.
6. Choice:
Let consumers feel in control by avoiding pushy language and giving them options.
7. Value Focus:
Instead of just telling people to act, show them the benefits and value of the product.
8. Celebrity Endorsements:
Using famous people to make the product more credible and appealing.
9. Stand Out:
Present the product as unique, helping consumers express their individuality.
10. Repetition:
Repeat key ideas or visuals so that consumers can remember your ad.
11. Catchy Slogans:
Use memorable taglines that stick with consumers.
12. Promises:
Use suggestive language that hints at good results without guaranteeing them.
13. Exclusivity:
Suggest that the product enhances the buyer’s status, making them feel special.
14. Deals and Freebies:
Offer discounts or freebies to make customers feel like they’re getting a bargain.
Now, let’s look at persuasive techniques in advertising with examples of top tech brands.
8 Persuasive Techniques in Advertising with Examples of Top Tech Brands
In my research, I dissected how brands like Revolut, TransferWise, Klarna, and Microsoft blend emotional appeal with sharp, strategic messaging.
The result will blow your mind.
I’m talking about persuasive techniques in advertising that not only capture attention but also drives consumer engagement. Each of these companies brought their A-game, using techniques that are solid gold across industries.
I didn’t stop at just admiring their work though. I took a close look at the emotional appeals, product comparisons, and value propositions that shaped these ads into persuasive masterpieces.
Why?
These are the backbone strategies that mess with your head in the best possible way—making you see value, take action, or sometimes just feel something.
Let’s get into it.
1. Revolut’s 2022 Campaign: ‘Your Way In’
Revolut’s 2022 campaign, “Your Way In,” is its biggest effort yet, marking the achievement of 5 million UK customers. The persuasive ad is a lively, cinematic experience that breaks away from typical finance ideas, promoting financial freedom through the Revolut app.
This campaign isn’t about stuffy suits and pie charts.
Nope.
It’s about you—and how you can use Revolut to unlock a world of financial possibilities. The ad shows everyday folks doing extraordinary things, all with a little help from the app in their pocket.
Revolut isn’t just another app; it’s a gateway. A shiny, user-friendly portal to financial opportunities once reserved for the elite. Now, it’s your turn. The ad shows this benefit, showing Revolut as a way to unlock new financial possibilities.
It also suggests that using Revolut is part of a larger trend towards making finance more accessible, inviting viewers to join this inclusive movement.
Teamed up with creative powerhouse Wieden+Kennedy, Revolut is making finance accessible, inclusive, and, dare I say it, fun. They brought this message to millions through ads that tug at your wallet and your heartstrings.
2. TransferWise 2014 TV Ad: “The Party’s Over”
In their cheeky 2014 ad, The Party’s Over, TransferWise threw some serious shade at traditional banks, and it worked. The persuasive ad focuses on product comparison, bandwagon appeal, and a clear value message.
The product comparison is key. It shows a banker bragging about profiting from hidden fees but then using TransferWise for his own transactions.
The persuasive ad drives home one clear point—TransferWise keeps it simple, transparent, and cheap. Banks, on the other hand? Not so much.
It’s not just about the product comparison, though. The campaign also taps into the “everyone’s doing it” vibe. This creates a sense of urgency, encouraging viewers not to miss out on a better option as more people move away from traditional banks. It subtly pushes consumers to follow the trend of choosing a more transparent service.
Instead of a traditional call to action, TransferWise focuses on the value it offers. These values include speed, transparency, and ease of use without pressuring customers to “act now.” This approach allows people to feel in control and naturally decide to switch.
The result is a big win. With bold messaging and clear benefits, TransferWise positioned itself as a serious threat to big banks, leaving consumers asking, “Why haven’t I switched yet?”
3. Klarna’s “The Four Quarter-Sized Cowboys” Super Bowl Ad
Klarna’s 2021 Super Bowl ad, “The Four Quarter-Sized Cowboys,” used humor and emotion to grab attention. The ad features comedian Maya Rudolph as four tiny cowboys singing “These Boots Are Made for Walkin.'”
Sounds weird?
Well, that’s the point.
Klarna knew humor could lasso attention, and they roped in the audience with this quirky twist.
Spoiler alert: it worked.
The ad’s message was simple: “Pay in 4 small payments,” shown through four mini versions of Rudolph. This clear approach made Klarna’s installment payment service easy to understand. It helped boost brand recognition, especially with the large Super Bowl audience.
The persuasive ad used the idea of scarcity by showing boots disappearing in a puff of smoke after being bought. The message was clear: grab them before they’re gone. No time to dilly-dally!
Instead of a standard call-to-action, Klarna focused on its “Pay in 4” service. They showed how it makes shopping easier and more affordable.
Klarna’s Super Bowl ad was part of its biggest US campaign, which greatly increased brand awareness. Klarna reported the campaign’s success, driving strong engagement and interest in their “Pay in 4” service.
Created by the LA-based studio Mirimar and directed by Andreas Nilsson, the ad wasn’t just a hit—it helped Klarna stand out in a sea of Super Bowl commercials. And by the end, they sold a bold new way to shop.
4. MasterCard: Priceless Advert
MasterCard’s Priceless campaign, created by McCannXBC and Joyce King Thomas, is one of the most brilliant persuasive advertising examples. The ad shows a father and son at a baseball game, with the message that while some things cost money, the best moments are priceless.
The ad’s genius lies in its simplicity. It ticks off the costs: “Two tickets: $28,” “Hot dogs: $12.” But it’s the shared moments – the laughter, the joy – that are truly priceless. This isn’t just about a day at the game; it’s about the bond between father and son.
The repetition of costs builds a rhythm, making the emotional punch hit harder. It’s not just selling a card; it’s selling the idea that while MasterCard can handle the costs, it’s the memories that matter most, and it worked.
The Priceless campaign was a huge success. MasterCard didn’t just keep up with Visa and American Express; it surged ahead. The Priceless campaign became iconic, proving that sometimes, the best things in life really are free.
5. N26’s ‘This Is How I Bank’ Campaign
N26’s latest campaign, “This Is How I Bank,” is making waves.
Why?
Because it speaks directly to your wallet. No fluff, just real talk about control and freedom. It uses emotional appeals, direct language, and emphasizes control to show how the bank puts customers first.
The persuasive ad zeroes in on what everyone wants: freedom with their finances. It uses the tagline “This is how I bank” to highlight the ease and independence of modern banking.
In the campaign, N26 uses “I” to make customers feel personally connected and understood. This helps people see how features like instantly locking cards or making payments will benefit them directly.
The campaign focuses on letting customers manage their finances in a way that suits their needs without any pressure. By offering choices, N26 ensures customers feel in control, which helps build trust in their digital banking services.
N26 has started this new marketing campaign in Germany and Austria, with plans to expand to Spain and other countries soon. The campaign focuses on being simple and empowering customers to help N26 stand out in the crowded banking market.
The campaign was created by N26’s own team, with Amoxi Media handling production and Stini Roehrs directing.
6. Apple’s “911” Ad
Apple’s 2022 ad, “911,” uses emotional storytelling to show how the Apple Watch can save lives. It features real emergencies in which people used the watch to call for help, stirring feelings of fear, relief, and hope. The ad aims to make viewers feel a strong emotional connection and show the watch’s value in emergencies.
Apple builds trust by featuring real-situation stories from people who used the Apple Watch’s Emergency SOS feature and found it helpful. This approach shows the product is reliable and trustworthy, making the ad more believable.
Then there’s the scarcity principle. Apple is not just selling a smartwatch; it’s selling a lifeline. The ad creates a sense of urgency, hinting that if you don’t have one, you might be missing out on a crucial safety net.
And let’s not forget the subtle approach. There’s no hard sell here. The ad lets viewers feel like they’re in control. It shows the Apple Watch as a way to improve personal safety so people can decide for themselves if it’s right for them.
7. Visa’s “Level Up Your Game” Campaign
Visa’s “Level Up Your Game” campaign uses several persuasive techniques in advertising. It uses emotional appeal to engage and motivate people during the Paris 2024 Olympic and Paralympic Games.
The campaign isn’t about product availability. Nope, they’re selling FOMO. It makes people feel like they need to act fast, and that is special because it ties in with the popular Olympic and Paralympic Games. This timing taps into the global buzz, making you feel like you need to jump in right now.
Crafted by VaynerMedia, this campaign is rolling out across social media and other digital platforms. With star athletes and cutting-edge tech in the mix, it’s set to boost Visa’s brand loyalty. It will also inspire a deeper connection with viewers. Sure, we don’t have the sales figures yet, but when you’re aligned with global excitement, the impact on brand perception is bound to be huge.
8. Microsoft’s “More Ways to Be a Team” Commercial
Microsoft’s “More Ways to Be a Team” ad uses several clever persuasive techniques in advertising to promote Microsoft Teams. It creates a feeling of community and togetherness, which is especially relevant during the COVID-19 pandemic. By focusing on how the platform helps people stay connected, the ad addresses viewers’ feelings of isolation and their need to keep in touch.
The ad doesn’t scream, “BUY NOW!” Instead, it whispers, “Hey, wouldn’t it be nice to feel less alone?” By showcasing how Microsoft Teams helps people bridge the distance, it’s like a virtual hug in an ad. It subtly plants the idea that Microsoft Teams isn’t just a tool—it’s your lifeline in isolated times.
The ad clearly shows that Microsoft Teams is more than just a meeting tool. It’s a versatile platform that boosts collaboration and connection in many ways. The commercial avoids being pushy, instead showing how Microsoft Teams can easily fit into viewers’ lives and improve their communication.
The ad effectively supports Microsoft’s goal of getting more people to use Microsoft Teams, which is important as remote work and online communication become more common. While exact numbers on the ad’s impact weren’t released, it’s clear that Microsoft hit the mark. The straightforward, emotional appeal has boosted awareness and use of Microsoft Teams.
Frequently Asked Question
What Are the Persuasive Words and Phrases That I Can Use in Advertising?
There are many persuasive words and phrases that you can use in persuasive advertising. Let’s look at some of them:
- Free
- Instantly
- New
- You
- Because
- Now
- Imagine
- Exclusive
- Limited
- Premium
- Deal
- Save
- Discover
- Essential
- Easy
- Best
- Value
- Proven
- The
- No obligation
- Guarantee
- Results
- Risk-free
- Money-back
- Unique
- Discover
- Smooth
- First
- Check out
- See our reviews
- What do you have to lose?
- Get your money’s worth
- Without breaking the bank
- While staying within your budget
- Avoid unnecessary fees
- Talk to [representative] to see if [business name or product] is right for you
- We’ve got you/We’ve got your back
- Experience a world free of…
- Check out our testimonials page
- See our reviews
- See our resource library
- Chat live with a specialist
- What’s in it for you?
- A bargain you can’t beat
Related:
Key Takeaways
- Persuasive ad uses emotional appeal and a clear message to drive consumer action.
- Brands like Apple, Klarna, and Microsoft use storytelling, value focus, and a sense of control to connect with audiences.
- Persuasive techniques in advertising like scarcity, celebrity endorsements, and catchy slogans, make ads memorable and effective.
And there you have it—eight solid techniques that top tech brands use to win over hearts and wallets. From emotional appeals to scarcity tactics, these companies know how to blend strategy with creativity to craft ads that resonate. Now that you’ve seen how the magic happens, it’s your turn to make these persuasive techniques in advertising work for your own campaigns.
Got any thoughts or favorite persuasive advertising examples that use these techniques? I’d love to hear them in the comments.
