Understanding the Influence of Inclusive Ad Messaging and Prompt Engineering on Ad Copy Success

Inclusive advertising, as indicated by Microsoft research, is proven to help brands establish connections with Gen Z consumers, ultimately increasing their purchasing intent. 76% of Gen Z consumers express a desire to support brands that convey authentic messaging.

70% will trust a brand that depicts diversity in advertising campaigns more.

47% will trust a brand more if they feel represented in ads.

Inclusive messaging can have a significant impact on a business's financial performance. Research has shown that brands experienced a 23% increase in purchase intent when they displayed the most inclusive advertisements.

On the flip side, nearly half of Gen Z consumers, specifically 49%, indicated that they would be willing to switch to a competitor who aligns better with their values.

Microsoft provides valuable advice for advertisers looking to enhance their ****ad copywriting performance through AI prompt engineering. By following this blueprint, advertisers can effectively personalize ad copy to resonate with diverse audiences.

An effective AI prompt for generating ad copy should tell the AI:

What role will it take on to accomplish the upcoming task, such as the ad copy writer.

The task’s goals include writing multiple versions of ad copy at a specified length.

Context about the product or service.

Details about the target audience.

The tone or how the brand voice should sound in the copy.

Brand guidelines, market research, or additional source information.

Microsoft Offers Tips For Better Ad Copy With Prompt Engineering

Screenshot from Microsoft Advertising, February 2024

Add Inclusive Modifiers To Build Better Prompts

Inclusive modifiers help enhance advertising messages by incorporating metaphors that highlight unity, acceptance, curiosity, and fairness (ensuring everyone feels included).

To achieve this, advertisers can utilize a comprehensive list of 50 words that effectively convey inclusivity in their ad copy.

Microsoft Offers Tips For Better Ad Copy With Prompt Engineering

Screenshot from Microsoft, February 2024

Here’s how the prompt from earlier is updated with inclusive modifiers to demonstrate “dimensions of diversity” and inclusive product features.

Microsoft Offers Tips For Better Ad Copy With Prompt Engineering

Screenshot from Microsoft, February 2024

Experiment With Tone And Feelings On Prompts

When creating ad copy, it is crucial to carefully consider the tone and emotions conveyed in your message. Tone pertains to the way in which your message is delivered, while emotions focus on the desired feelings you want your audience to experience upon reading it.

Emotional intelligence in advertising allows brands to connect with audiences in a way that leaves them feeling content, clear, confident, and safe with your brand.

Microsoft Offers Tips For Better Ad Copy With Prompt Engineering

Advertisers can use Microsoft Copilot to identify the appropriate tone for a particular audience (Gen Z vs. Gen X) that evokes a sense of security, ultimately increasing the likelihood of a purchase.

Conclusion

Advertisers are advised to remain accountable for their Copilot’s output, acting as the campaign’s pilot.

Tailoring your ad copy to reflect diverse audiences with the help of inclusive prompt engineering fosters trust and can drive tangible business outcomes.

By being mindful of the tone, feelings, product truths, inclusive advertising insights, and brand values that you want to include and convey, you can craft prompts that will elicit the best possible responses from generative AI.

Featured images: Tada Images/Shutterstock

Editor's P/S:

The article effectively highlights the importance of inclusive advertising and provides valuable insights for advertisers seeking to connect with Gen Z consumers. By showcasing research that demonstrates the positive impact of inclusive messaging on brand perceptions and purchasing intent, the article establishes a strong case for the integration of inclusivity in advertising campaigns.

The practical guidance offered through Microsoft Advertising's advice on AI prompt engineering and the inclusion of concrete examples and inclusive modifiers further strengthens the article's credibility and usefulness. The emphasis on emotional intelligence in advertising and the role of Microsoft Copilot in identifying appropriate tones for specific audiences adds depth to the discussion, highlighting the importance of tailoring messaging to resonate with diverse consumers. Overall, the article provides a comprehensive overview of inclusive advertising and offers actionable steps for advertisers to enhance their ****ad copywriting performance.