How you advertise your competition business matters. Often, an ad is the front-door to your business; it’s the first impression potential customers have of you. Make it count.
You want your ad to appeal to your target audience sooo much that it boosts your ticket sales and helps you scale your business. It’s only natural.
But how do you create an ad that sells?
Buckle up, friend. We’re about to tell ya.
First, we’ll share a secret with you: to create an online competition ad that sells, you’ll have to focus on your customers, not just your business.
You might find that a bit hard to believe, and that’s okay. But really, it’s the way to go.
Why?
Because this way, your ad directly addresses your customers’ pain points, desires, and motivations. It speaks to them. So, rather than creating an ad that’s all: ‘This is what we do and this is why our business is the best!’, make your ad answer the question all customers will be asking themselves when they see it:
“What’s in it for me?”
Customers care about buying solutions that solve their problems. Don’t use your ads talking about your business history (save that for some behind-the-scenes clips). Instead, focus on your prizes — and how they’ll benefit the player. For instance, if the prize is a car, then mention its useful, unique features, which will make the player want to win the car.
Also, your ad should have the right message. An ad with the wrong message might reach some kind of audience, but it also might not. No audience = no sales. So, take your time with crafting a message you think will resonate with your target audience.
In our fast-paced world, your ad has to catch people’s attention right from the start. If you can hook them in the first few seconds, you’re more likely to keep their interest.
Go straight into the offer: ‘Win an Audi S3 for less than £2!’
Then, tell the potential player what they can get out of it. Here, you sell the feeling of owning the car. For some light inspo, think along the lines of: ‘Get the performance of a sports car without sacrificing everyday comfort. Audi S3 gives you power, poise, and practicality.’
Also, make sure to include some appealing visuals. Use vibrant colours in your photograph. Choose golden hour and an attractive location, like the countryside or a bustling city. If you’re doing a video ad, change the motion suddenly to catch the eye.
This works great for a fast-paced car with lots of parts to show off. You can’t forget to add a dynamic driving clip to this ad, either. Players want to see speed, so show them speed!
As you likely already know, the point of an ad is to guide people towards completing a specific action. Whether it’s to click on your site, read a blog, or enter a competition, you want to make their next action obvious to them.
That’s why calls-to-action (CTAs) exist.
At the end of each ad, write a short and snappy CTA:
…You get it.
Its purpose is to drive excitement, curiosity, and a sense of urgency. In your ad, you can use phrases that amplify these feelings, such as:
One simple instruction at the end of a well-crafted ad can be incredibly powerful. It can be a game-changer for your sales.
There are scams everywhere. It’s no surprise that players are hesitant to enter online competitions that look illegitimate and sketchy.
But we know you want to be smart about it, and show everyone how legit you are.
Our tip?
Don’t use AI in your ads. It’s inauthentic, makes it seem as though you don’t actually have the prize you’re claiming to have, and it doesn’t help with building up your credibility at all.
Also, don’t make promises you can’t keep. Only advertise prizes that you have and that you’ll be able to award. This is about building trust, after all.
Another way to build trust with your audience is to showcase past winners in your ads. This acts as social proof, and gives you a stamp of legitimacy.
The photo or video ad should feature the winner receiving their prize (i.e. a car) and capture their reaction. This shows your players that you actually have and deliver your prizes, and that you care about your community. It’ll make them less hesitant to enter your comps.
This is more of a general tip, but customers vibrate towards brands that have lots of positive reviews. Authentic videos of your players winning and giving their testimonials is a form of review too. That’s why you shouldn’t limit social proof just to your ads, post regularly about it on your social media as well.
The rumours are true. Team Zap really is the best in the game when it comes to online comps. We’ve got the brains, creativity, and tech (and more!) to back us up here.
What more could you need?
Ah, wait. Fun?! Of course! We can (and will) provide that too.
Join the party and create ads that will make your wallet happy. Contact us today.
