Eric Deeran argues that buyers have multiple reasons for purchasing the same product, not just one demographic profile. A water bottle buyer might want it for camping, hot coffee, or gym trips. Advertisers who make ads for only one motivation miss most of the market. The fix: create different ads for each reason people buy.
Number 3, creative is targeting. What does this mean? It means if somebody's gonna buy something from you, there's a bunch of reasons why they buy, right? This is a pie chart here. It's a bad pie chart, but you get it. So for instance, if I'm selling a water bottle, what are all the reasons somebody buys? And so the creative, there's different subsets of pockets of people that would buy for different reasons. So if you're only running ads that talk about camping, then obviously you're only gonna reach a market of people who want camping supplies. If you're only having ads that target people who want hot coffee, then again, you're only gonna reach this sliver of the market. You need to make ads that talk about every single reason why somebody And have enough diversity
