Marketers waste effort appealing to everyone. Pick one specific person, find what they hate, and position your product against it. A Signal ad targeting a newlywed Pilates instructor frames privacy as the win and Instagram as the enemy, creating instant emotional connection.
The biggest mistake that people make in marketing is they try to appeal to everyone when what you want to do is appeal to one person and pick an enemy. An ad from Signal, the private messaging app, says, "You got this ad because you're a newlywed Pilates instructor and you're cartoon crazy. This ad uses your location to see that you're in La Jolla." Signal's whole value proposition is anonymity. So they know that their customers hate the idea that somebody has their data. So they're proving to the customer that's watching this ad that they've got access to their data through something like Instagram or Facebook. They're relating to the consumer with a shared common enemy. So next time you make an ad, think about What does your customer hate? The enemy of my enemy is my friend. So if you can find a shared enemy with your customer, it's incredibly easy to convert them. I put a prompt in the caption below that you can use to figure out who your shared enemy is with your customer.
You wont believe what else the founder started #opensea #mergersandacquisitions #venturecapital
