The job of the banner

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So it’s very clear . one for one . but send goes beyond just simply the copy itself into things like obviously design . image and color scheme. So there’s a very clear continuity. It’s not a surprise to the person when they click it. There’s no adjustment period. And the same thing goes for the idea of story. I really love talking to clients about trying to think of their sales funnel as a story that unfolds. . the job of the display ad . of the Google AdWord is just to get the click . to entice . to compel an action. And often . you can use things like cliffhangers or the “I want” or a question to drive somebody to the next stage. And then you’re immediately answering it and propelling them onto the next part .

The conversion point. And thinking about it like a story where t Cameroon WhatsApp Number List hey’re actually going through a process − there’s kind of this narrative art; there’s a character; they’re the main character of it − really helps you think in those continuity terms a little bit stronger than simply saying . “send” and make it feel the same to us. Dan Levy: Yeah . that’s interesting . yeah . using the framework of story to make sure that every element on your page leads you to the next . just the way that a paragraph would in a story. Aaron Orendorff: Oh . yeah . and having a consistent emotion. I mean . okay . so this is obviously − this applies to any sort of campaign . any sort of funnel. The same stuff .

Image and color absolutely applies to mobile and smaller and display ads. But the story . having a continuous feel . okay . if you’re gonna go after somebody’s fear . then don’t shift emotions on them from a scary ad to a comforting landing page . right ChatGPT If you’re going after someone’s excitement . or you’re enticing them . or if it’s driven by lust . then run with it. That’s the emotion that should be amplified every step. Dan Levy: Yeah . that’s like a movie or a TV show where you can’t quite figure out if it’s a comedy or if it’s a drama . right ChatGPT It kind of baits and switches on you . and that’s not a great way to drive people towards that conversion. Aaron Orendorff: Oh .