Ad Creative

Personas & Angles

'Customer personas' are the different segments of your customer base who buy your product.

Think 'parents' vs 'students' or 'athletes' vs 'aging boomers.'

On Facebook - the creative does the targeting. A 'athlete' creative will show to athletes. A 'parent' persona will show to parents.

Therefore we should have a variety of ads targeting a variety of customer personas in order to test different segments of our TAM (total addressable market).

We can either a) horizontally scale into a new persona b) vertically scale into an existing persona.

A layer deeper are angles. An angle is a type of messaging to a specific (or group) of customer personas.

For instance for a 'parent' persona:

• Make quick meals after a long work day

• Feed your kids a healthier alternative

• Easy meals for the family without cooking skills

ChatGPT prompt #1

Here is the unique value proposition of my ecommerce brand [brand name]: [insert unique value proposition]. 
  
Here is the product description of my product called [offer/product name]: [insert product description].

Here is an export of my reviews of this product: [link Google drive export of reviews] 

Create 5 customer personas most likely to buy my product in a markdown table. Include their demographics, psychographics, pain points and struggles, dream state of using my product, and likely objections this persona may have before buying

ChatGPT prompt #2

Here is an export of my reviews of my ecommerce product: [Link Google drive export of reviews]

Here is the product description of my product called [offer/product name]: [insert product description].

List the top 5 things customers like about my product.

List the various consumer segments who are present in these reviews

ChatGPT prompt #3

Here is the unique value proposition of my ecommerce brand [brand name]: [insert unique value proposition]. 
  
Here is the product description of my product called [offer/product name]: [insert product description].

List the top 5 things customers like about my product: [insert top 5]

Here is information about the customer persona we will be targeting with Facebook ads for this product: [insert persona information from prompt #1].

Brainstorm the 5 most effective marketing angles we can use to market to this persona with Facebook ads in a markdown table.

Include the angle name, what pain point or desire does it solve for the persona, the dream state the persona will achieve, the key features/benefits that should be highlighted in this angle, and any other information you believe is relevant

Consumer Awareness Stages

Most marketers look at TOF/MOF/BOF as follows:

• TOF - cold traffic/never interacted with you

• MOF - warm traffic/interacted with you on a surface level

• BOF - hot traffic/high intent interaction

But in our creative we need to go deeper. Our new TOF/MOF/BOF should look as follows:

• Problem unaware - Aren't aware of their desire or need to solve the problem

• Problem aware - Know they have a problem to solve, but aren't aware of specific solutions

• Solution aware - Know solutions exist, but don't know of any specific products to solve it.

• Product aware - Know your product exists, but aren't completely informed or have objections.

• Brand aware - Know of your product and what it does, but haven't yet decided to purchase.

Different creative 'concepts' will appeal to different consumers depending on where they are in their awareness stage.

A 'Testimonial' or a 'Us vs Them' concept is much more likely to convert a 'Solution aware' or 'Product aware' consumer than it would to a 'Problem unaware' consumer.

This means the 3 key variables of our creative are Persona, Angle, and Consumer Awareness Stage. We should have a variety of different creatives covering a variety of these variables. Testing and iteration is king.

Creating Your Messaging

1) Unique Value Proposition - The unique benefit/value that you are providing to your target audience that distinctly positions you in the marketplace.

2) Unique Marketing Problem (UMP) - What is the niched, core problem your offer/product is solving.

3) Unique Mechanism of Solution (UMS) - What is the unique way your offer/products solve the UMP.

4) Goal State - The 'after' state in the customer transformation. What does a persona want to achieve by buying your product?

5) Features - Tangible, product specific details. Example: A smartphone has a "12-megapixel camera."

6) Functional Benefits - The 'payoff' a feature provides. Example: "Take high-resolution photos."

7) Emotional Benefits - The deep intrinsic result of the functional benefit. Example: "Feel proud and fulfilled capturing and sharing unforgettable moments with loved ones."

ChatGPT prompt

Here is the product description of my product called [offer/product name]: [insert product description].

Here are the top 5 things my customers like about this product: [insert top 5 things from review export].

Define my unique value proposition, unique marketing problem, unique mechanism of solution.

Define the goal state of my customers who buy this product.

Define the features, functional benefits, and emotional benefits of this product in a markdown table

May require some additional info/tweaking for best results^

Ad Inspo

Click image to view

Static Ad Templates

Coming soon

Typical Video Structure

Hook - first 2-5 seconds - Catch attention, stop scroll, and setup major angle of the video.

Problem - Address personas problem/pain point/key desire.

Solution - Position brand/product as solution.

Features & Benefits - Explain how brand/product is solution.

Goal State Achieved - Convey how solution allowed persona to achieve transformation and goal state.

Call to action - Convery offer and direct viewers to click or purchase.