Ad Secrets Revealed: Motion

Welcome to another installment of Your Brain on Ads! We dissect winning Meta ads to help you become a smarter social advertiser.

This week, we’re focusing on an ad from Motion.

What Is Motion?

Motion is a productivity tool that uses AI to help you plan your day.

Here’s what I noticed when giving their ad a closer look.

What Makes This Ad Effective?

• Trend Jacking 📈

  • ChatGPT is hot right now. Motion knows this. They use a familiar screen to pattern interrupt and stop the scroll. People think “Oh I recognize this screen. It’s ChatGPT. I wonder what this is about.”

• Price Framing 🖼️

  • Rather than give the monthly or yearly price for the app, Motion breaks it down as a daily price – making it seem less expensive.

• Social Proof ⭐

  • 50,000 top performers are hard to argue with. This instantly instills trust and breaks down the fear of making a bad purchase.

• Objection Handling 🧑‍⚖️

  • The price is mentioned in the prompt and the response. Highlighting affordability handles a potential objection – that it might be expensive.

• Risk Reversal ☢️

  • People are skeptical. It’s our job as advertisers to overcome this skepticism and instill trust. Risk reversal is the final push for someone on the fence. Motion offers a free trial that allows someone to “cancel anytime in one click.”

Some Potential Improvements

Here’s how I would improve the ad.

• Stronger primary text

  • The headline already says “Get 25% more done.” There’s no need to restate this in the primary text. I’d prefer a testimonial from a customer saying how big of a difference the tool has made for them.

• Zoom In

  • This is nit-picky but important. There’s dead space at the top and bottom of the image. I would remove that space so the text is larger and more legible.

• Testing Headlines

  • I would test different headlines – “Save 2 Hours Every Day,” “Your AI Assistant", “Never Miss A Deadline,” “Work 10 Hours Less Every Week,” “Cut 10 Hours From Your Work Week,” “Work 2 Hours Less Per Day.”

Applying These Learnings To Your Ads 💰

That’s all for this week. Thanks for reading!

Sean

If you’d like help with your advertising, email me at [email protected] or message me on LinkedIn. I run a marketing agency called PureFunnel that helps tech companies grow with Facebook, Instagram, and Google ads.