Clarity Trumps Persuasion: 5 examples where clarity soundly beat out persuasion tactics

This article was originally published in the MarketingExperiments newsletter.

When creating an ad, it’s important to remember you are not trying to sell the product, you are just trying to get a click.

So if you’re trying to sell a click, you only need to tell enough in the ad to spark the right kind of directional interest that will eventually lead to a purchase.

In this video replay, Flint McGlaughlin and participants from YouTube Live work together to create a Facebook ad that achieves the one element that is so often missing from our emails and webpages — Clarity.

McGlaughlin states, “We spend much of our energy trying to find the right words to say. We focus on persuasion; we hire excellent copywriters; we pay a lot for beautiful graphics, and we certainly invest millions of dollars collectively on our websites. Yet the simplest thing to correct, the one item in marketing which all of us should be able to master — is missing on most of our pages.”

To create the ad, he drills down on five aspects of clarity by showing how it was achieved in sample case studies.

Watch the video to learn how to create clearly worded ads that get the most clicks.

Related Resources

The Danger of Marketing Background Noise: How to communicate your offer with maximum clarity

Website Messaging: How clarity once again trumped persuasion to the tune of a 200% boost in conversion rate

Landing Page Optimization: Minimizing bounce rate with clarity