How to Implement This In Your Campaigns
There are a ton of ways to do this.
If you’re promoting weight loss stuff, it’s gonna be obvious.
Before = shunned by society, single, feel guilty, insecure
After = heads turning to check you out, fun dating life, confident, better opportunities
You can really sell the story in your landing page copy.
People don’t really care how it works.
People care about the feelings the product can give.
But you can do this for EVERY product/service you sell online.
First - Think about the feelings before and after for your target audience
Here are a few examples of before/after for ecommerce products.
Before = vulnerable, insecure, worried for your family
After = tough, prepared for anything, a “real man”
Interesting home and garden pieces
Before = boring, bland, ugly
After = stylish, cultured, intelligent
Before = luddite, outsider, clueless
After = early adopter, smart, efficient
You can create branding and a theme that fuels the identity.
Would you promote a survivalist store with a pink and flowery theme?
Nah. You can create a rugged, and masculine design.
Next, think of the shortcut your product gives them
A lot of this comes down to the angle.
Here's an example I've seen a bit lately...
There’s an app called Blinkist.
Their angle is
“Hey, wanna get smart but hate reading long books? We summarize them to be 10 minutes to read”.
That’s a great shortcut. It means you can say you’ve read the book, and you get the main points, without having to spend the 5-6 hours reading it.
Use their app and you get most of the benefits, without the pain.
But what about the shortcuts for the niches above?
Tactical gear = you don’t have to spend 10 years getting a black belt if you have a flashlight that can blind an intruder.
Home and garden = you don’t need to spend thousands of dollars on expensive designer pieces when our stuff is 1/20th of the price and your snobby friends will never know the difference.
New electronics = you look smart and like a bit of a geek without actually knowing anything about how they are built or programmed.
Brainstorm Before Your Do Anything
Before you write any ads, sales copy, headlines etc. make up a table like the one above.
How do people feel in before and after having your product?
Next, think about how you are going to shortcut them there.
Do this before you launch a campaign and you’ll give yourself a much higher chance of success.
What’s the Feeling They’re Buying?
Remember that people buy for different reasons.
You buy food because it satisfies your need for survival.
But why do people go to $300 restaurants?
Go to YouTube and search for cologne commercials.
Notice NONE of them talk about what the cologne smells like. The entire commercials are about cultivating an image.
Whenever you’re selling an item, think about what people are ultimately trying to achieve.