Marketing angles that can turn your prospects into customers
Your customer’s needs will determine the best marketing angle, so there is no one-size-fits-all approach. Fortunately, our basic instincts are nearly universal, so it’s almost always a matter of choosing an angle that works with your target audience.
Your marketing angle will help you portray your products or services to your customers as a way to solve their problems and help them achieve their dreams.
What is a marketing angle?
A marketing angle is a method of conveying information about your offer to potential customers. Choosing the right marketing angle will help you engage, influence, and persuade your customers to do business with you.
Avoid marketing angles that manipulate your customers; they won’t get you very far. Sure, you might get a couple of sales with empty promises, but it will hurt your credibility in the long run. Marketers need to have an angle they can back up with solid evidence.
These tips will help you market your products effectively to your target market. Develop trust and rapport by using these in your content marketing.
How to find and use marketing angles that can get your prospects’ attention?
Be empathetic and understand your customers’ struggles
Before promoting your product or service, have a conversation with your customer to understand their pain points.
To market your product to the right person, find out who they are. Take the time and effort to understand their life and personality. Dig deeper than just basic demographics like their age. Find out more about their interests. Do they like sticking up for their opinions? Find out what keeps them up at night. The ad angle you choose should be based on findings from your research phase.
Speak to one reader
You can’t appeal to everyone with the same message because different people have different triggers. Make sure you know your ideal customer before you target them.
Making a comparative list can help you find your target audience. It is crucial to give current and past customers the same weight in developing demographic segments. Focus on understanding your ideal potential customer, not making the perfect buyer persona.
Talk their language
If you want to tailor your content to the reader’s interests, use phrases meaningful to them. Talk to them like they talk to you. Use the vocabulary that they would use.
Take advantage of the voice of the customer (VoC) data gathered during your research phase. Try and keep it simple, authentic, and fresh. You can choose the best type of angle based on your product and audience’s expectation.
Test your messaging
After you’ve researched your audience, you’ll notice different themes and patterns. Use social media posts and ads to see what works best.
Figure out which messaging is most effective by running A/B tests on cold traffic. Then create your marketing assets with your best positioning.
You cannot just set your positioning or advertising angle and forget about it. Market changes will change your target market’s needs, so you’ll have to adjust accordingly. Stay updated about current events and adapt as needed.
Effective advertising angles with examples
1. Save time
A great way to market your products is to use the idea of saving your customers’ time. Everyone’s busy these days, so they’re looking for anything to help them be more efficient. There’s no time to learn complicated things or spend days doing manual labor.
If you’re selling a service, show people how much time it saves them. If your product can save your customer time, then be as specific as possible about how much time it will save them. For example, if you were to advertise a new app, you’d want to show people how easy it is to use.
A specific claim is always more credible than a general claim. Clickup, an online project management app, uses this effectively by explicitly specifying “save one day every week” on their homepage.
2. Avoid effort
People are more likely to buy something if you show them how your product will lower their effort to achieve their goal. People are always looking for an easier way to do things. Showing them how your product reduces their effort is a good advertising angle.
So, for example, if you’re selling a brand-new vacuum, you may want to emphasize the minimal effort it requires to use your vacuum to clean the house.
Postaga, an AI-assisted outreach tool, uses this angle well. Since the tool helps reduce manual work, they can leverage the reduced effort angle effectively.
3. Escape mental or physical pain
People will pay money to avoid feeling pain or escape the frustration they’re experiencing. If you can persuade people that your product will ease that pain, then you’ll have a winner on your hands.
Pain-based marketing campaigns identify the pain your customers are experiencing, empathize with them, and offer them a solution. The goal is to make people aware of their frustration, so they’ll buy the product to ease it. If your product helps people relax, you should play up the idea that it will help them escape their stressful lives and find peace and happiness.
Basecamp illustrates how frustrating it is to manage various applications and how Basecamp solves that by putting everything in one place.
Whether you’re selling a physical product or a service, you can connect with people by positioning your brand as a way to relieve them of some mental or physical pain.
In our vacuum example, you can brand your product as a way to avoid the stress caused by a messy living room. You can also position your brand from an angle that focuses on the ability to reduce/avoid possible injury from normal mopping.
4. Increase comfort
People like to be comfortable, so that’s a huge selling point. If your audience can visualize a more comfortable life with your product or service, you can draw them. You can tell a story that puts your consumer in a position of comfort.
To illustrate this point, if you were selling bed sheets, you might tell a story about a person who sleeps well every night because they have great sheets. Here is Saatva using a combination of comfort and price.
5. Improve health
People are becoming more and more interested in self-care and seek out products that can help them improve their health and contribute to a long, healthy life. It works outside of the weight loss niche; many FMCG companies have been using this positioning. The rise of health-conscious consumers has been a massive boon for food and beverage companies. A lot of these companies have positioned their products as healthy alternatives successfully.
Here’s an example from Rawpressery, a company that makes fruit juice without additives or preservatives.
6. Improved status and luxury
For those selling high-end products and services, it’s wise to have an improved status angle. You can think of it as “status marketing.” Having something in your hands tells the world who you are and what you value.
The key is thinking about how you can make people feel more important by providing them with the kind of product or service that will make them feel special and different from everyone else.
Mercedes-Maybach screams luxury and status.
7. Feel loved
This angle is commonly used in the dating niche and wedding industry, although it’s not limited to those. Tinder, a dating website, has a big, bold promise on the homepage that instills the hope that you can start something epic and romantic.
8. Be praised/appreciated
DigitalMarketer is a company that trains marketing agencies and freelance marketers. Through their marketing angle, “Always be the smartest marketer in the room,” they are pointing out how your colleagues will praise and appreciate you.
Benefits of nailing down your ad angles
A good advertising angle is crucial in reducing your cost per click (CPC) and increasing your click-through rate (CTR). Find a unique angle for your product and use it as a marketing hook.
Reinforce your brand positioning
Your marketing angle, when aligned with your brand messaging strategy, can reinforce your positioning. CXL, for example, positions itself as a training platform for advanced marketers. This message is repeated in their Facebook ad messaging as well.
Read more about the advantages and examples of brand positioning.
More sales and leads
Every business wants to earn more customers, and leads, but not every business owner knows how to make that happen. Knowing which angle resonates with your customers can help your acquisition strategy.
Easier to do affiliate marketing
As a business owner, an affiliate program is a simple way to increase your sales. You’ll have people promoting your product for you in turn for a commission for the sale. But newbie affiliate marketers might not know what to promote and how to promote it. Helping affiliates with a battle-tested ad angle will mean more sales for you and higher conversion for them.
Affiliate marketing is great for content creators because it allows you to create content about a topic that you’re interested in and find an audience for that content. Then you can direct that audience to a product or a service that you’re promoting and get a cut of the sale, or a commission, for sending the business more customers.
What are advertising angles?
Advertising angle is how you deliver your brand or product message. Today, psychology is more important than ever. An advertising angle takes many forms and is applied to a wide range of offers. Test different messaging to understand which message works best with your target audience. It helps you reach the right audience with the right message at the right time.
Why Do Advertising Angles Work?
Marketing angles work because they address specific pain points that customers experience rather than merely listing product features. It also convinces users that your product will fulfill their core desires.
An effective marketing angle is much more than simply a promotional campaign. It is a way for brands to find and create opportunities to make new connections with customers by focusing on their interests. Positioning your business only on pricing and features just doesn’t cut it anymore. You have to focus on audience experience and expectations. Positioning your product or brand according to user needs can help you gain customers, but you need to deliver the same user experience to keep them coming back. Keep testing different advertising angles, don’t stick to one advertising angle.
(aka The Mindful Marketer, aka the guy who rocks a pink shirt ?)
I’m a content consultant who helps small businesses become iconic brands by clarifying their brand message and creating strategic content. I’ve worked with brands like EY, Natwest, and some early-stage startups like Vivartah.
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