The 7-Eleven technique for profitable Google ads

I came across a fascinating story the other day about why some 7-Eleven stores play classical music outside.

They had a serious problem with teenagers loitering and shoplifting.

So they tried an experiment—and started playing Mozart and Bach.

And just like that, the loitering and theft dropped significantly.

The reason?

Classical music is subconsciously associated with sophistication, status, and luxury.

So it naturally discouraged misbehavior and theft.

Or in other words, they created an environment where stealing no longer made sense.

Smart move.

And I think the same principle applies to advertising.

You’re not just creating ads.

You're creating an environment that makes people more likely to click, trust, and buy.

Just like classical music subtly influences behavior…

Every part of your Google Ads–the headlines, titles, descriptions, extensions, ratings–shapes perception.

Look at these 2 Shopping ads for example:

Which one would you buy from?

The first ad creates a great impression with a clear image and strong ratings.

And of course, it has the brand advantage of Apple itself.

What about the one on the right?

Poorly cropped image and low ratings

The ad makes the product seem cheap and the brand look unreliable.

Same product category. Two entirely different buying environments.

This is why details matter.

Everything you put into your ads creates an impression. So make sure it’s the right one.

Does it help people trust your brand and feel confident buying from you?

Does it make your product feel desirable to the right customers?

Are you creating an environment where customers feel good about buying?

Because the moment you get a potential customer to say…

“Nope, that’s not for me.”

“I don’t buy it.”

“This brand doesn’t feel trustworthy.”

You’ve already lost.

As legendary copywriter Joe Sugarman said:

"Your ad must create the buying environment most conducive to the sale of your product"

So think carefully about the environment your ads create.

Jackson

Founder and CEO of Echelonn.

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