Your product doesn't suck, your offer does.

Reading time: 2 mins

"Our product is amazing. We just need more eyeballs on it.”

“We need more reach.”

No. You don’t. 

Well, wait…If you’re crushing it with your conversion rate then sure. 

But if you’re not, you need a reason for those eyeballs to care before you amp that spend up.

You've spent months on the product. The samples. The packaging. The photoshoot. It's genuinely good. Your mum loves it. Your mates love it.

So you switch the ads on.

And nothing happens.

So you tweak the creative. Try a new audience. Bump the budget. Blame Meta. Blame the economy. Blame the algorithm.

It's not the algorithm.

Your product doesn't suck. Your offer does.

Before you spend another dollar on marketing, there are three things every brand needs to nail. Miss one and you're pouring ad spend into a bucket with no bottom.

1. The claim

What's your claim?

Not your tagline. Not your "brand values." Your claim. The bold, specific promise of the problem you solve.

"But Paul, my industry doesn't have a claim. I sell women's fashion."

False.

Zimmermann claimed the space where vacation wear meets swimwear. That's a claim.

Coastal Girl says your hair gets fried after swimming, so use Coastal Girl. That's a claim.

The Man Shake says lose the beer gut without losing the beer. That's a bloody great claim.

Every one of those stops the scroll.

That's the job. The claim stops the thumb, and the customer leans forward and says, "Okay. I'm interested."

"Premium." "Elevated." "Sustainable." Those aren't claims. They're wallpaper.

2. Explain how the claim works

Here's where most brands fumble the ball.

They land a great hook, the customer clicks, and then they hit a landing page with three lifestyle photos, a price, and bugger all else.

You've just made someone interested and then given them nothing to be interested in.

Go and spend 20 minutes on Kickstarter. Look at the campaigns doing millions in pre-orders in 30 days. Some of them sell $6 million worth of product that doesn't even exist yet.

How?

Their landing pages are long. Detailed. Obsessive. They explain exactly how the product delivers on the claim. The problem. The mechanism. The materials. The why. The how. The proof it's not just another thing.

Short and sharp works for a brand everyone already knows.

You're not that brand. Yet.

Back up the claim, specifically, on the page.

3. Social proof

You've made the claim. You've explained it. Now someone else needs to say it's true.

Reviews. UGC. Real customers, real faces, real words.

Because you saying your product works is marketing.

Your customer saying it works is evidence.

Don't bury your reviews in a widget at the bottom of the page. Put them right next to the claim. Make the proof impossible to miss.

That's the three-pronged approach.

Claim. Explain. Prove.

Get these right and your ads have something to sell.

Skip them and you're just paying Meta to show people a nice photo of a product they'll forget in four seconds.

Real talk. I see brands skip this step every single week. They want to scale before they've given anyone a reason to buy. Then they wonder why the MER is in the toilet.

Fix the offer first. Then turn up the volume.

Haven't nailed it yet?

That's exactly what our next cohort is for. We work through your claim, your landing page and your proof, so your marketing actually has something to say. 10 weeks. Live calls. 1:1’s with experts. Boot camp for your brand.

We kick off in 3 weeks.

Want to apply for the next cohort and get things moving? Apply Here 

Your product is good enough.

Now make your offer worth stopping for.

Until next week, Paul

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