The art of persuasion—it's as timeless as Shakespeare and as contemporary as your next Spotify playlist. It's also the root of success in the marketing world. All ads are intended to be persuasive, but some fall short. Truly persuasive advertising forms a compelling bridge between your brand's voice and that highly sought "yes" from your target audience.

What is persuasive advertising?

Persuasive advertising is the art of creating messages that do more than simply capture an audience's attention—they also encourage people to take a specific action, whether that's buying a product, signing up for a newsletter, or simply viewing your brand favourably. The overarching goal of the persuasive advertisement is to influence listeners to think favourably of and remember your brand.

5 persuasive techniques to try in your advertising

Meet ethos, pathos, and logos, the trifecta that's formed the backbone of persuasion since Aristotle got all philosophical on us more than 2,300 years ago. Ethos appeals to credibility, pathos to emotion, and logos to logic—and these ancient principles continue to power today's most persuasive ads.

Want to be more persuasive in your own campaigns? These persuasive techniques in advertising not only shine in audio ads—they can be the centrepiece of any advertising format.

1. Authority

Closely aligned with ethos, the authority technique uses credible experts to establish trust quickly. Authority doesn't always mean bringing in an external expert, either. Sometimes, the authority is your brand—especially if your product or service targets a specific need with a laser-like focus. Got people with years of experience in your team? Use them to your advantage, and build that authority.

2. Emotional appeal

The emotional appeal technique comes straight out of the pathos handbook. With this technique, your goal is to resonate emotionally with your audience, igniting the feelings that drive decision-making. Use emotive language and relatable references to make your point.

3. Social proof

Nothing says "trust me" like a chorus of happy listeners—this is the essence of social proof. Drawing from the principle of ethos, the technique showcases testimonials or reviews to make your brand the talk of the town. Don't be afraid to leverage any positive sentiment within your ad, whether that's a direct quote, or a layered testimonial in a blog post.

4. Association

Association allows you to piggyback on something people already love, aligning your brand with those good feelings: Pathos at its finest. With this technique, your brand gets to be the cool kid on the block simply by basking in the "halo effect" of others. Think about what seasonal moments you want your brand to align with, and build a credible, authentic campaign around it.

5. Celebrity/influencer

Ethos, in its 21st-century form, is the celebrity/influencer technique that lets your brand capitalize on the allure of individuals with an already-established reputation and emotional resonance. Whether Hollywood A-listers, social media influencers, podcast hosts, or industry leaders, their seal of approval adds instant gravitas.

Anatomy of a persuasive advertisement

Let's dive into the mechanics that lay the foundation for any irresistible ad.

• The hook. This is your first impression, so make it count. Start with an emotional pull—perhaps a compelling question like, "Ever feel like you're running on empty?" You're speaking to a real emotional need.
  
• The message. This is your elevator pitch. You want to lay out your value proposition here. Hit that emotional chord and invite your audience into a specific feeling they can achieve with your product or service.
  
• The call to action (CTA). Time to seal the deal. Give your audience a simple and direct action to take—one that ties into the emotion you're evoking, for example, "Treat yourself to a much-needed boost." Make it so irresistible they'll regret not taking action.
  
• The sign-off. This is the last thing your audience hears, so you want it to leave a lasting impression. Consider rephrasing your hook for an extra emotional boost, or close with a reminder or a feeling they won't forget.

Persuasive advertising examples

You've got the framework. Here are a few persuasive advertising examples that get the game just right:

Grammarly

Ever read an ad and think, "Nailed it"? That's Grammarly's Spotify ad in a nutshell. Packed with clear, solutions-driven language, it speaks directly to every professional who's ever struggled to hit the right tone in an email. It makes you think—if they're this clear in an ad, imagine how they could help my writing.

Wonderbox

Picture a Spotify ad wrapped as a gift under the tree. Yeah, weird image. But if it were possible, Wonderbox's ad would be that gift. No hard sell, just genuine emotion, like a warm hug in audio form. The ad isn't just about gift boxes; it's an invitation to feel. It's as if Wonderbox is whispering in your ear, "Why give a gift when you can give an entire feel-good mood?"

Nationwide

Nationwide pulled off a slick marketing move in their Spotify advertising campaign. By aligning themselves with a platform with millions of listeners aged between 25 and 49, Nationwide boosted their own trustworthiness with the same crowd—one playlist at a time.

Elevate your brand with persuasive audio ads

You've glimpsed the magic behind influential brands and their audio ad strategies. Ready to weave some magic of your own? Check out how Spotify can help you achieve your advertising objectives or sign up for Spotify's Ad Studio now.