Audience in Advertising

Ads are two-way conversations.

Every ad shares one critical element.

And yet, almost everyone misses it.

Do you know what it is?

Here’s a riddle for you:

I am many, yet unseen,
Clicked and scrolled on every screen.
Each mind unique, each heart its own,
In my numbers, your brand is sown.

What am I?

The audience.

Wait—seriously? Everyone forgets the audience?

Yep. Let me explain. Sure, you analyzed the audience. You assessed the demographics. Maybe you sliced the data and targeted the right behaviors. You’re confident the ad got to the exact right place. But here’s the problem: When it comes time to actually speak to that audience—or more importantly, the individuals who make up that audience—you fumble.

It’s a classic mistake in marketing. We focus so much on finding the audience that we forget to actually speak to them as individuals. The result? Ads that are technically precise but emotionally flat. Ads that miss the mark—not because they’re in the wrong place, but because they don’t resonate with the people they’re supposed to reach.

You’re Not Talking to a Crowd—You’re Talking to a Person

This article is a bit of a spiritual sequel to one of my earlier pieces, “One Tip to Boost Your Writing,” wherein I emphasized writing to an individual rather than an audience. If you haven’t read it yet, let me sum it up: People don’t consume your ad as part of a group. They experience it as individuals. Your billboard? It’s read by one set of eyes at a time. Your Instagram ad? It shows up on someone’s personal feed. Every piece of marketing, no matter how widely distributed, feels personal when it’s consumed.

But here’s the thing: The previous article only scratched the surface. Yes, writing to an individual is critical. But there’s more to it. What’s missing? The conversation.

The Missing Piece: A Conversation

When you write an ad, you’re not just sharing information. You’re starting a dialogue—at least, you should be. But too often, ads don’t feel like conversations. They feel like lectures. They overtalk. They assume. They forget that every member of the audience brings their own unique experiences, perspectives, and emotions to the table. And that matters.

Let’s make it specific to bank marketing, where this problem becomes even more glaring. Think about an ad for a checking account. The only person it will resonate with is someone who’s actively looking for a new checking account. And let’s be honest: No one is switching banks on a whim. They’re switching because they’re frustrated—because they’re so fed up with their current situation that they’re ready to deal with the hassle of transferring bill pay, changing auto drafts, and starting a new banking relationship. And all of this when they’re not even sure the new bank will be any better. Yet, how many ads actually address that frustration? How many ask the simple but effective question: “Hey, are you fed up with your bank?”

It’s the same story on the commercial side. Business banking customers are inundated with pitches from lenders at other banks. They don’t lack options. But they do lack trust. To even get on their radar, you need to acknowledge their pain points. Maybe their current banker didn’t show up on time or wasted their day with unnecessary delays. Maybe they feel like no one truly understands their business. Whatever it is, you have to speak to those frustrations. If you don’t, you’re just noise.

What Does a Conversation Look Like in an Ad?

So, how do you turn your ad into a conversation? It’s not as complicated as it sounds. Here are a few key principles to keep in mind:

1. Acknowledge Their Perspective
   Remember, your audience isn’t a blank slate. They’re bringing their own experiences, challenges, and desires to the table. Your ad needs to speak to that. Ask yourself: What do they already know? What do they care about? What are they feeling right now?
2. Use Simple, Relatable Language
   The best conversations aren’t stuffed with jargon or over-polished sentences. They’re real. They’re human. Your ad should sound like something you’d actually say to a friend—not like a robot reading a sales script.
3. Focus on Them, Not You
   This one’s huge. Your ad isn’t about your brand. It’s about what your brand can do for them. Instead of saying, “We offer the best rates in town,” try, “You deserve a bank that helps you save more.”
4. Address Their Problems
   Don’t just talk about features—talk about the frustrations your audience is facing. Are they tired of a banking app that never works? Exhausted from chasing down a banker who doesn’t answer the phone? Put those frustrations front and center.
5. Invite Engagement
   A conversation is a two-way street. Even if your audience can’t literally talk back to your ad, you can create a sense of interaction. Ask a question. Make a bold statement that invites them to mentally respond. Give them a reason to feel involved.

Banking Is Personal—Your Ads Should Be, Too

Banking is personal. A checking account isn’t just a product—it’s an essential part of our life. A business loan isn’t just a number—it’s someone’s dream of growth, expansion, or survival. When your ads feel like conversations, you can build that personal connection. You acknowledge the struggles your audience is facing, and position yourself as the solution.

Start with One Simple Shift

So here’s your challenge: The next time you sit down to write an ad, don’t think about “the audience.” Think about one person. Picture them in your mind—they’ve just had a long day, juggling work and family, only to realize their bank’s app crashed when they needed to transfer money. Or maybe they stood in line at the branch for 30 minutes, only to be told they needed a document they didn’t have. What are they feeling? Frustration? Exhaustion? A little bit of both? What do they care about? Simplicity, reliability, and maybe even a sense of being valued. What do they need to hear from you? They need to know that your bank understands their struggles, that switching to you will make their life easier—not harder. Speak to that. Start a conversation that feels real, one that makes them think, “Finally, someone gets it.”

Bank marketing isn’t about shouting into the void. It’s about connecting—one person at a time. And when you focus on that, your ads won’t just get noticed. They’ll be remembered.