Construction workers, busy moms, people who get the jitters from coffeeβ¦
@JosephPutnam says targeting different personas is what creative diversity actually looks like:
"One of my pet peeves is when you create one message, share it with everybody, and expect it to resonate with everybody."
"People talk about creative volume and creative diversity, and then they create 40, 50, 100 ads that say the same thing and call that diversity."
@chrislukehallm: "This would be a miss if it was just, hey, let's talk about coffee jitters, and then I'll do it 500 ways."
"Instead, they draw you in with the mom who still has the baby weight, whose husband left, who's tired. Then they introduce the product. Then a totally different persona."
"That's what's amazing about what you can do with AI. Different sales messages targeted at different customers."
This @ryzesuperfoods ad runs nearly 5 min.
50 seconds in, still no product.
How it holds your attention:
Drops you in mid-story/conflict
Specific customer avatar with clear pain
Then a tease: but no name or reveal
@chrislukehall: "50 seconds in, the marketer in me wants to say I need to have already seen the product by now."
@JosephPutnam: "There's a part of me that says the same thing; we should have introduced the product already. But the fact that they're able to lock you in, tell a story, and keep engagement is part of what is impressive about this type of ad format."
@colindougherty: "Use the folks that have stayed around 75%, 80%, or 90% of this video's watch time. Those are going to be some juicy retargeting customers."
β40 new ads that all say the same thing is not creative diversity.β
@JosephPutnam (Founder, Conversion Engine) breaks down the βscript spineβ @ryzesuperfoods uses in their new viral ad format:
"Go to the Facebook ad library and watch them all the way through. They follow a sales script that really works. I've been calling it the script spine."
"Avatar callout. Dramatize the frustration. Show the cost of not making the improvement. Provide the solution. Bring in a selling point stack, three or four reasons to believe. Then objection handling, proof, offer, and call to action."
"Build a matrix with your actual personas, the problem, the desired outcome. That's what lets you create a more effective ad instead of repeating the same message over and over."