Or Why Your Advertising Doesn't Work...

Recently, in a taxi, I heard an ad with this text 👇

"Electric scooters, rollerblades, skateboards with up to 40% discount."

Mini breakdown of the ad

1. There is target audience A, who already have a need to buy a device and are looking for ways to do it. They don't need this ad; they will find the nearest store, Avito, or order delivery on Ozon themselves. These are warm customers. They care about speed and convenience of purchase.

2. There is another target audience - B. They also have a desire to buy a scooter, but they are hindered by fears for themselves and their children, namely the issue of safety and possible consequences of such a purchase - injuries. These people cannot be lured by a discount because their need is not for a discount, but for safety.

So, if a scooter store is ready to offer discounts up to 40%, why not direct this resource to address the pain of those who are waiting for it?

Don't offer discounts; just give people safety...

👇 My version of the advertising message:

"Only with us, this summer - a set of hand, knee, and head protection as a gift!"

This approach hooks by removing the problem that hinders the purchase, thus increasing the likelihood of sales and conversion. At the next stage of work, you need to implement tools to increase the average check, so that the ad pays off and there is enough for bread and butter.

Details matter.
Marketing is always about tests, but if you do it, think about

* What for?
* For whom exactly?
* What is the goal and task of this stage?

If you need to boost your advertising tests and think through the nuances of your marketing - contact me, I'll find nuances that increase profits, not devour them.

Channel about marketing by Stas Yesenin