John Butler
Registered Member
- Dec 16, 2017
- 59
- 22
Hello BHW community,
In this thread I am going to share a framework that helps you craft a compelling advertising message that resonates with your audience.
Define a problem statement
A problem statement serves as an activity to deepen your understanding of your ideal customer. It involves encapsulating their entire persona into a problem that your product addresses. This issue doesn't necessarily have to be a major challenge; it could be as simple as a lackluster living space, a monotonous wardrobe, or a dog without new toys.
You can start with those steps:
1) Start by identifying the person who’s facing the problem.
2) Define what they want to achieve. This can be extracted from the “Goals”, “Needs”, and “Desires” sections.
3) Determine the obstacle keeping them from getting where they want to be. This could be derived from the “Thoughts & Feelings” or “Behaviors” sections.
4) Explain why this obstacle matters. This can be taken from the “Pain Points” section.
Identify the value propositions of your product
Value propositions are the different ways customers get value from your product. This value could be a feature specific to your product or a general benefit they get.
Here are a couple of questions that will help you define your product’s value propositions:
1) Assuming your product doesn’t exist. What bad alternative does your potential customer use instead?
2) How is your product better than that lousy alternative?
To write your value propositions, you must turn what your product is good at into an action statement.
Write what audiences will see
I’ll share with you six advertising methodologies you can instantly apply to craft a compelling advertising message.
1) AIDA (Awareness, Interest, Desire, Action)
2) BAB (Before-After-Bridge)
3) FAB (Features, Advantages, Benefits)
4) PAS (Problem, Agitate, Solve)
5) The 3 Reasons Why
6) The 5 Basic Objections
I haven't delved into the details of how to use those methodologies, but feel free to comment if you need further clarification.
In this thread I am going to share a framework that helps you craft a compelling advertising message that resonates with your audience.
Define a problem statement
A problem statement serves as an activity to deepen your understanding of your ideal customer. It involves encapsulating their entire persona into a problem that your product addresses. This issue doesn't necessarily have to be a major challenge; it could be as simple as a lackluster living space, a monotonous wardrobe, or a dog without new toys.
You can start with those steps:
1) Start by identifying the person who’s facing the problem.
2) Define what they want to achieve. This can be extracted from the “Goals”, “Needs”, and “Desires” sections.
3) Determine the obstacle keeping them from getting where they want to be. This could be derived from the “Thoughts & Feelings” or “Behaviors” sections.
4) Explain why this obstacle matters. This can be taken from the “Pain Points” section.
Identify the value propositions of your product
Value propositions are the different ways customers get value from your product. This value could be a feature specific to your product or a general benefit they get.
Here are a couple of questions that will help you define your product’s value propositions:
1) Assuming your product doesn’t exist. What bad alternative does your potential customer use instead?
2) How is your product better than that lousy alternative?
To write your value propositions, you must turn what your product is good at into an action statement.
Write what audiences will see
I’ll share with you six advertising methodologies you can instantly apply to craft a compelling advertising message.
1) AIDA (Awareness, Interest, Desire, Action)
2) BAB (Before-After-Bridge)
3) FAB (Features, Advantages, Benefits)
4) PAS (Problem, Agitate, Solve)
5) The 3 Reasons Why
6) The 5 Basic Objections
I haven't delved into the details of how to use those methodologies, but feel free to comment if you need further clarification.