I don't believe in this
How to reach your people
Hello! Welcome to your weekly dose of INSPO ✨
“If you try to please everyone you'll please no one.” — Ricky Gervais
No matter what you sell or who you sell it to, someone should strongly disagree with you. If they don’t, you’ve not got clear enough positioning.
And when it comes to ads, the clearer you can be about who you’re for and who you’re not, the better.
Jones Road Beauty, the $100M empire built by Bobbi Brown knows a thing or two about great ads but they know one thing even better…
who they disagree with.
Ad breakdown
Celebrity or not, this founder ad is a great example of how well Jones Road Beauty know its customers and what they believe in.
In a world full of anti-aging serums, this is a refreshing reminder that not all brands are trying to stop you from aging, some of them want you to enjoy it.
It’s an easy one to produce too, nothing fancy just strong, to-the-point messaging.
And it works because it…
👉 Calls out the audience right at the beginning and uses a strong statement that will quickly weed out anyone who’s not a potential customer, although I’d have also tested using ‘I don’t believe…’ as the hook
👉 Builds relatability and trust through sharing beliefs so many of us share and wish were more prevalent in the beauty industry
👉 Backing up that statement with the fact they understand you still want to look your best and that there are ways to do that
👉 Calls out ‘mature skin’ and uses a mature model to speak to their target audience
👉 Builds trust and relatability with the closing line ‘it’s the product I’ve been trying to build my entire life’
👉 The branding gets pushed subtly at the beginning by being on clothing instead of a big logo plastered over the video
👉 The shoot is well lit and feels professional whilst the relaxed voiceover feels warm, friendly and inviting, the perfect balance in my opinion
So are you ready to give this a go?
How to use this thinking for your brand
If you want to engage your audience and build a brand that feels relatable, work out what it is you and your audience strongly do or don’t believe in.
🪩 Use that belief as the hook to grab the right attention
🪩 Explain why and what the ‘better’ alternative is
🪩 Position your product as the facilitator of that alternative
🪩 Show the product in action
🪩 Explain what it is and how it works
🪩 Reiterate who it’s for
🪩 Build relatability by reminding viewers why it exists
Give this a go and let me know how you get on 💪🏼
Thanks for reading,
Katherine 🪩
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