2 builders who never spoke to each other

Name the state your product fixes

Change the message from what is inside the product to how the buyer is behaving without it. A confectionery brand had sold the same bar since the 1930s on a line about its ingredients, switched to naming what hunger does to your personality, and lifted sales close to sixteen percent in a year. Build the ad around the heated moment the product interrupts, name the bad behaviour that moment causes, then show the buyer put back in charge of themselves. Showing beats describing: one founder's first ad was simply him getting visibly frustrated with the tool he was replacing.

The method

1. 01

   Build the ad around the heated moment your product interrupts, name the bad behaviour that moment causes, then show the product putting the buyer back in charge of themselves.

2. 02

   Change your slogan from what is inside the product to the state the product fixes.

3. 03

   Show the pain in the ad rather than describing it. Leadsie's first ad was Radig himself scrolling through Facebook business manager getting visibly frustrated, and it performed well.

What it returned

• 2010

  Snickers had sold the same bar since the 1930s. The six-word hunger slogan it introduced in 2010 lifted sales 15.9% within a year and became one of the best known lines in advertising.

• 2010

  Snickers replaced a line about being packed with peanuts and satisfying with the 2010 hunger-personality campaign, and sales were up 15.9 percent after the first year.

• That first frustration video ad worked well for Leadsie

Sources

• Empathy Gap | Customer CampKatelyn Bourgoin · customercamp.co · Factor in “hot” emotional needs · undated
• Framing - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 🧠 The Psychology of Framing · undated
• Johannes Radig — Traveling the World and Raising Prices – The Bootstrapped FounderJohannes Radig · thebootstrappedfounder.com · 2024-03-27