Not the ones we come up with
Not what the product creator comes up with
Not the ones the buyers initially tell us
But the one moment in time the decision is made to make change.
The one the buyer can't even tell.
Here's what I discovered from interviewing a young mother about weight loss..
First I was interviewing her because I wanted to find a hook for a weight loss promo.
We were speaking about a different subject all together on another occasion and I
mentioned about an interviewing technique that gets to the real motivator of people.
Gave an example of a woman being interviewed for a weight loss product and how the interviewer said to every answer "Why is that important to you?"
After numerous asking "why is that important to you, she finally said..
"I want to be able to undress in front of my husband with the lights on"
Finally, it came out it was her embarrassment and shame that drove her to action.
As soon as I mentioned that quote, she said, "OMG I can so relate to that!"
That's when I wanted to interview her about her motivation to lose weight.
And so we set up a time and did it.
She felt comfortable sharing very personal details.
Probably wouldn't work if she didn't.
Anyway, she came out with all the "street language" that I and you probably have never seen in ads before.
So descriptive, which makes them memorable
And here's the motivators she said...
Wanted her brother to be proud of her at his wedding coming up
Didn't want to be called a Slummy Mummy
Wanted to get back, almost revenge, at her ex husband
See what we have here, a set date to lose weight by
impress another important person
She said all weight loss ads that say "lose x number of lbs in x number of days just
get ignored by her.
There's no emotional connection to her world.
Being embarrassed to undress in front of husband after having children gets into her world.
My point in all of this, the answer to your ad question doesn't lie in your head or your clients head, it lies in the head of buyers.
And only if you drill down deep enough to get the real motivator.
It's never the obvious one from them either.