If you want to make your ads appealing and motivating, you certainly need to learn more about motives and appeals that work for your target customers.
When designing ads you have to understand that emotional motives can be important and even prevailing in decision making process of your customers.
One of the most important motives is your customers' concerns about their future. Not so many people worry about their past or present, so most of their concerns are about the future. People dream about their future as well.
Designing your ads, show people future positive emotions or benefits they will get, show them how their life will change when they buy and use your products. Remember, that often it is dreams and pleasant emotions they buy and not just some products and their characteristics.
Researches show that ads with people demonstrating their pleasure of possessing and using products are much more effective than those that just present products to customers and provide information about them. The reason is that the former not just introduce products but promise future advantages of possessing it.
Of course, every advertisement has to be aimed at some specific segment of the target market. But what if your target market consists of so many different segments? Let us look at the example of Carnival Cruise Lines advertising campaign. They have done a research and discovered that people have an opinion that cruises are not much fun and are good only for a certain society class. They have decided to change the attitude, so the company has designed various ads aimed at different market segments, such as women, men, married couples, single people, families with kids, etc. They have tried to appeal to the particular motives and needs of every segment of their market. As a result, that company has won a leading position on the market. They were able to change people's opinion and represent their product in a very pleasant and appealing way.
This is a good example to follow. If customers are not fond of your product, it is not their fault. Some advertisers use their ads only to present the characteristics of their products, which may not be appealing to their customers. Present emotions and future pleasures your products give. The results of your advertising campaign may greatly improve.
It is true that you first have to give in order to receive. If you give thought to your customers' feelings, motives and needs and make sure your product meets them well, they will meet your needs by purchasing your products and becoming your loyal customers.