Sell the Solution, Not Just the Physical Product
Welcome back! When we make a great product, it is so tempting to just talk about all its cool features. But here is a little secret: customers do not care about features as much as they care about fixing their own problems. Today, we are going to learn how to write ads that speak directly to what your customers really want. Let's dive in!
One of the biggest mistakes store owners make is just listing boring facts about their product. They create an ad that says, "This pan is 10 inches wide, made of steel, and comes in the color blue."
That is nice information to know, but simple facts do not make people want to pull out their credit cards. People do not buy products. They buy solutions to their daily problems. They buy a better, easier version of their own life.
Before you show off your item, you need to talk about the exact pain your customer is feeling right now. In the advertising world, this is called the "Problem-Agitate-Solution" method.
How to Agitate the Problem
Let's say you sell a special dog brush that catches loose hair. Do not just say the brush has soft bristles. That is a boring feature.
Instead, your ad should ask a question that hits a deep pain point: "Tired of finding dog hair all over your clean black sofa?"
When you remind them of their annoying problem first, they feel understood. They think, "Yes! I hate that!" Once you have them agreeing with you, they will be so happy to pay for your solution.
How to Find the Right Problem:
Read bad reviews on Amazon: Look at cheap products in your category. What are people complaining about? Your ad should say that your product fixes those exact complaints.
Ask your best buyers: Send an email to your past customers and ask them, "What was the biggest problem you had before you found us?" Use their exact words in your ads.
Always point out the headache before you offer the cure.
Not sure how to write about your customer's problems?
Let Stirling do it for you. Give us your website URL, and our AI will figure out the exact problem you solve and write the perfect ad copy for you instantly.
