Business owner to business owner:
I/we at Lucid work with many founder-led businesses. That said, a lot of them have the trades figured out.
You know… the social media manager, the videographer, the web designer/ developer, the ad manager.
The problem?
They are left to be the glue that holds it all together, leading strategy and cleaning up the leftovers to push projects over the finish line.
What's more is something even scarier. We (including myself) are emotionally attached and think everrryyyone and their mom loves our stuff and wants to buy it.
The result? Facebook ads, social posts, emails, yada yada yada, that focus on self-promotion about how great our stuff is, which leads to us slapping a few graphics together and metaphorically screaming from the rooftops, “Buy now!”, “BUY IT!” “80% OFF VALID THROUGH TOMORROW”.
Harsh truth gently told? The world is/ has shifted.
In a technical way, Facebook’s new update, which includes Andromeda, GEM, and The Breakdown Effect, proves that we have moved from traditional media to interest media. (In summary, your social feed has an insatiable appetite to keep you on the platform by programming content to your likes, interests, and watch time, it’s like a tv that knows what channel to put on over and over again.)
In a human way, the consumer trust recession is real- meaning people are more skeptical than ever. Social platforms know this, which is why we have moved into the interest era, where we serve you relatable content based on what you’ve shown interest in.
Let’s get to the point… How can you win? That’s what we all want, right? For today, we’ll talk about the Meta paid ads space.
Andromeda, Meta’s retrieval system (the decision-maker for which ads are pulled into consideration before being served), LOVES creative diversity. WTF does that mean?
It means that the more creative angles, formats, and ways you talk about it matter. Think about it in this framework- P.D.A.
Persona- who is this for?
Desire- What outcome do they care about?
Awareness- How familiar are they with the problem/solution?
Back to my title, can you sell a Q-Tip 5 ways? Yes. And not only yes, but it is the lifeblood to success in Meta. Let’s wrap it up with a real-world example: attraction marketing video ideas you can film on your cell phone to sell the “Q-Tip” that is andromeda-friendly.
Relatable feeling: “You know that feeling when your kid has a cut, but you don’t want to use your finger to put Neosporin on? This Q-Tip has saved me more than once, and I got it from “XYZ” if you want to grab a pack.
Share a relatable solution from your POV: “This might be TMI, but I love to snack at my computer, and it gets so dirty, but the only way to clean it is with a Q-Tip.
Share a solution for your audience: “I really struggle with acne, but found that using the application all over my face really dried it out, so I actually switched to using a Q-Tip to spot treat.”
Feature it without mentioning it: “Visual of influencer talking to camera with them using the product to solve a problem.”
Confident direct sell: “If you do not have a carton of Q-Tips in your house what are you even doing? Whether its applying make up, removing make up, cleaning, little crafts with kids, these things have been a life saver. You need to go get some from a CVS, stat!”
What happens next?
Meta puts these in rotation and finds relevant people to match to based on its knowledge of you, the consumer, through countless hours of tracking your behaviors, interactions, interests, and more.
So yes, big brother is watching, but will you use it to your advantage to grow your business?
Want to dive deeper into what we’re about? You can do so here.
Interested in working together? Shoot me an email at [email protected] and nerd out on your business goals.
