Who hates what you do?
How to turn negative reviews into winning ads
Welcome to your weekly dose of INSPO ✨ It’s never been easier to whip up ads for paid social, but how do you make sure yours are the ones that work? The answer: good strategy. And that’s what you’ll learn from this newsletter. Every week I’ll breakdown an ad and help you understand how to use the format effectively for your own brand.
Ad breakdown
If you've got a strong business position, there will be people who hate what you do.
It’s a good thing.
Utah’s Snowbird ski resort took this idea one step further and turned a negative review from someone who hates their offering into a winning ad campaign that speaks directly to their audience.
The message: 'Too advanced' for Greg might be just right for you.
By making it obvious that their resort ISN’T for Greg (a novice perhaps timid skier) they’ve made it clear that their resort IS for advanced, adventurous skiers.
By amplifying who hates you and why, you’ll attract the people who love you.
Another example is this one from Opal, the screen time app to help you focus.
I’m not sure how effective this ad was for Opal but in my opinion it’s not specific enough as to WHY Instagram wouldn’t recommend it until you know what the app actually does.
For me, the Snowbird example is far stronger because it’s more specific about WHO and WHY.
How to make this format work for your brand
The key here is to be specific about one particular feature of your product that a group of people would hate BUT your ideal customer would love.
🪩 Identify WHO would hate what your product if they ordered it
🪩 Clarify WHY they would hate it and if it’s something your ideal customer would love
🪩 Find a creative way to get that message across e.g. testimonial with a strong image
Give this a go and let me know what happens!
Happy ad creating,
Katherine 🪩
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