People are tired of omnipresent online advertising. They no longer react to promises of super deals and exclusive offers. To get a positive response, you need something special. This article covers several techniques that can help capture consumer attention in ads and influence their decisions.

Use Customer Reviews

Many shoppers check a brand's reputation and real product experiences before buying online. They watch reviews and read customer feedback on platforms like Otzyvmarketing. Feedback from real customers can be a powerful hook for your ads. Here’s why.

A potential customer needs something to spark initial trust. And the strongest trust is built through social approval and support. If someone else has tried the product and liked it, another person will think: “Okay, this is what the product is really like, here are its pros and cons.” Then they’ll decide whether to dig deeper or move on.

Positive reviews don’t just boost a product’s credibility—they also activate the social proof trigger. It’s easier for buyers to trust a group of people who’ve already experienced a product or service than to rely solely on their own judgment.

Example of an ad campaign – in 2019, Yota released a series of videos entirely made from customer reviews.

Here are a few examples of strong reviews:

A testimonial from a well-known figure or expert in your niche triggers feelings of trust and authority. Your ad is basically stating that even an expert has looked at and positively evaluated your product or service. Fears melt away, and the audience converts into customers with fewer doubts.

Evoke Emotions with Visuals

Consumers pay attention to ads that stir strong emotions. Joy, anger, fear, sadness, or a mix of these can hook an audience without them even engaging their rational brain.

A great example is impulsive purchases. Why does someone buy a home workout program? Because they saw an ad with fit, athletic people—and they want to look like that too. Not just look fit, but be admired and envied for it.

After making an impulsive purchase, people often try to rationalize it: “I want to be healthy, avoid illness, lose weight, get strong,” etc. And since it's at home—no time wasted on the gym. But the truth is, emotions and instincts drove the purchase.

Pandora uploaded an emotional YouTube video where children try to find their moms with their eyes closed. It melts hearts. The closing line: “All moms are unique. Don’t forget those who live in your heart.”

What kind of ads do people notice the most? The ones that pull them in emotionally—where the logical side of the brain “takes a vacation.” There’s even a whole strategy called “emotional marketing,” which is all about tapping into instincts and feelings.

Use Comparisons

When a product doesn’t have obvious advantages over competitors, marketers use rhetorical techniques to highlight its strengths. One effective way to get attention is through comparisons.

Comparison-based advertising gives audiences a reference point to understand the value of your product or service. If someone doesn’t know Product “A,” they might not have enough context to make a decision. But if they know Product “B,” and the ad says Product “A” is twice as effective, that’s a clear advantage and incentive to buy.

Dove’s campaigns often compare themselves to unnamed competitors: “While other lotions are as harsh as barbed wire, Dove is gentle on your skin.”

Just don’t make direct comparisons with specific competitors!

In many countries, advertising laws prohibit showing your product in direct contrast to a competitor’s. Focus on your USP, create associations, or use a “virtual rival” like Dove does—but avoid negative PR by mocking others’ weaknesses.

Be Honest with Your Audience

People are fed up with meaningless ads where all the budget went into pretty visuals, sets, and actors—but not into selling the product’s actual value. Skip the actors. Skip the filters. Show real people and the behind-the-scenes process of working with the product. Why does this work? Simple. Honest ads build emotional connection with potential customers. Show the production process or talk about the challenges you faced creating the product, and people will trust you more than your competitors who only show perfect—often fake—images.

In 2020, Burger King ran a campaign on social media with the post: “We never thought we’d ask for your support like this.” The kicker? It was an ad not for themselves, but for their direct competitor — McDonald’s.

Make your ads simpler and more realistic to stay on the same wavelength as your audience. You’ll be surprised how fast your sales grow.

Speak to Each Person Directly

This technique comes from Joseph Sugarman’s book *“The Adweek Copywriting Handbook.”* The key idea? “Motivate each reader to take action by writing a message that feels personal.”

For an ad to resonate, it needs to feel personally relevant. Humans are inherently self-focused—and they’ll give you their attention if the ad feels like it’s speaking directly to them.

Starbucks nailed this with a line that appealed both broadly and personally: “One coffee for you, share the rest.”

This technique works well in email marketing, where personal communication is already expected. But as shown above, it can also spark engagement in regular ad campaigns.

Personify the Message

It’s easier to relate to another person than to a product. That’s why marketers try to “personify” their client’s product—to give it human traits and create a connection with the audience.

When crafting your ad, think about how to humanize your product or service. For services, you can even create a mascot that becomes the brand’s face.

Insurance company Geico does this brilliantly in their commercials. A charming little gecko—Geico’s mascot—talks about why choosing their insurance is a smart move.

It may sound strange, but it works!

Geico even did a collaboration with M&M’s and created a joint commercial.

This principle isn’t just for the West. Think about Mr. Muscle, the Nesquik Bunny, or the Marlboro Man—they’re all personified products made to connect with the audience.

The key is to tie your character closely to your product or service. Whatever your mascot says or does should emotionally pull viewers toward a specific action.

Show People What They Want to See

Whether it’s a print ad, an email campaign, or a website banner—advertising is a creative expression of the marketer behind it. Connect your audience insights with their needs, add one or more techniques from this article, and make your ads easier to relate to. That way, your product or service will stand out from competitors who just repeat the same bland messaging, while people are craving something fresh and real.