Every year, shelters euthanize around 1.5 million cats and dogs. This is because they may have health issues or not lucky enough for adoption. Often, “Adopt, Don’t Shop!” campaigns are used by companies for encouraging dog lovers to donate to or adopt from shelters. However, these can be may not be effective. Here are some tips that can help you to write better dog adoption ads.
Use analytic and concrete style
Rather than using storytelling words and pronouns like “extremely”, “they” and “he,” you need to use prepositions such as “above” and “on,” or articles like “a” and “the,” which can be indicative of analytic and concrete thinking. Through various studies, it has been prove that ads with an analytic and concrete style were more successful than the storytelling-styled ads.
Use straightforward, persuasive words
It is not in case of animal adoption that straightforward and persuasive words are proven more effective. Research conducted on HPV vaccination ads reveal that fact-based and formal messages are more persuasive for doctors and parents than ads with a less straightforward style. Associated studies on peer-to-peer lending also indicate that people are likelier to get money when their online ads are have an analytic and concrete style.
Add in all the relevant details
Do not waste words in niceties. Keep in mind that your ads have to be short and precise, and comprise of all the important details, so that there is no missing out on information that are relevant to the advertisement. With all the necessary pieces of information in place, such as name of the dog, type of dog, age, weight, sex, health status etc, it can be easier to make your ad informative, catchy and more impactful for the target audience. You can hope to get more responses for your ads when you add in all the necessary pieces of information.
Add in a call to action message
It is a good idea to integrate a strong call to action message at the end of your dog ads, to help readers know what you expect them to do. This can help average readers and make up their mind regarding what their next course of action should be, after going through the ad. If they like the ad body enough, and the dog in it, they might do what you expect of them.
For more on how to write better dog adoption ads visit PHYS.org
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