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Three Ways Killer Creative Can Catapult Conversion
You might think strategy is the be-all end-all to successful demand generation. But I’m here to argue that strategy can only do so much. Without eye-catching creative execution, your efforts may still underperform.
Here are three ways unique and powerful creative execution can supercharge your efforts:- Effective creative cuts through the noise. In a sea of ads and content, distinctive visuals, clever copy, and interesting storytelling are what will compel a customer to stop scrolling or even click. If you fail to grab their attention, no one ever gets far enough to convert.
Imagine you’re a cybersecurity company and your video ad simulates a data breach with flashing warning signs and a red alert.
That would certainly grab your viewer’s attention and create a sense of urgency!
- Brilliant creative not only informs, but also generates emotion. When you make a customer feel something, it drives beyond logic and taps into their pain points, desires, and aspirations, leading them to act. For example, a SaaS productivity company might feature a day-in-the-life story of a burned-out project manager juggling deadlines, only to find relief through automation.
Finding ways to relate to the potential buyer and getting them to recognize themselves in your creative is a good way to “stop the scroll.” This helps the audience feel seen and heard and makes them more open to the solution you’re offering.
- Finally, extraordinary creative communicates value clearly and memorably. Even the best product won’t convert if buyers don’t understand its value quickly. Creative can turn dry features into benefits that resonate—and stick! It’s how you translate ‘what we do” into “what’s in it for me?” For instance, a B2B cloud platform company might run a LinkedIn carousel or video ad titled “What happens in 1 second on our platform,” showing side-by-side benchmarks of speed, savings, and uptime compared to competitors. This quickly makes abstract concepts tangible, provides data for credibility, and delivers a clear competitive edge in a snappy format.
Don’t get me wrong…strategy is still essential to ensure you’re targeting the right buyers with the right messages. But if you ensure that the creative is outstanding as well, you’ll find a higher level of success with your demand generation efforts.
If your strategy is the message, then your creative is the delivery method. Do you want to go by carrier pigeon or catapult your efforts and maximize impact with some velocity and engineering?
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