On September 8, I wrote a short email saying:
Here’s a simple trick for you:
Target what they want, next to what they need.
Think:
“how to get warm feet” next to “alpaca socks”
“how to feel less tired” next to “best mattress”
“how to get her to want me” next to “Tom Cruise pick up lines”
Fellow member of the list, Kevin Adjei-Frempong (name shared with permission), asked:
“Can you elaborate on what you mean and show a use case? Also, how and where would you implement it?”
Sure thing.
Let’s say you are advertising a flower delivery service.
You’ve done your market research and identified buyer personas, their wants, and their needs.
Someone in your target audience (‘Jane’) needs flowers delivered to a friend who just lost a loved one.
Jane needs flowers to be delivered because she wants to show her friend she is thinking about him during these hard times, and she wants to show this without having to travel for 6 hours and meet him in person.
For this scenario, here’s my approach.
In my keyword targeting, I would target both the need and the want, so I target these keywords:
need: [flower delivery service ${location}]
want: [how to show support to a grieving friend]
In my ad copy, I would talk about the USPs and Benefits related to the need and want:
need: “Same day delivery in ${location} before 4PM.”
want: “Brighten someone’s day with fresh blooms right to their door. All from the comfort of your chair.”
– Nils
PS: Wednesday is ‘Ask Me Anything’ day. If you’ve got a question to which my answer would benefit a larger part of the community, send it my way, and I’ll try to answer it 🙂