Are you sure?
What your audience really wants
Hello! Welcome to your weekly dose of INSPO ✨ (sorry it’s a day late!)
This week we’re looking at how to understand your customers on a deeper level so you can write ads that speak to them effectively and perform better.
Ad breakdown
Sometimes, simply telling people what your product does is enough.
But often, it’s not.
So you’ve got to think beyond what your product does…
and think about what it helps someone achieve.
Why?
Because…
“People don’t buy paint, they buy painted walls.” — Seth Godin
People don’t buy what you sell, they buy the result it gives them.
This ad from 8hours is a great example.
Yes, their audience wants better sleep but why do they want better sleep?
Maybe because they’re not exercising enough.
Maybe because they’re falling behind on their studies.
Maybe because they’re not feeling productive.
Wanting more sleep is a want for something else.
But the important thing is, there’s not only one answer to this question.
It’s not about figuring out what everyone in your audience has in common, it’s about remembering that people buy the results they want and that different people have different motivations for making a purchase.
So you need to run different ads that speak to different people and their motivations for buying your product.
And the more specific the better.
How to make this format work for your brand
In order to speak to different people and their motivations you need to really get to know your customers and why they buy from you. Here are a few ways to do that…
🪩 Organise customer interviews (if you’d like some question suggestions reply to this email and I’ll help you out)
🪩 Read through your product reviews if you’ve got them — there’s always gold in reviews if you look carefully enough
🪩 Look through social media comments about the type of product you sell and find our how people talk about it — this can take some time but it’s worth doing.
Give this a go and let me know what happens!
Happy ad making,
Katherine 🪩
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