Do This First Before You Spend Or Invest In Advertising

by Stopwatch Creative

Do This First Before You Spend Or Invest In Advertising

This is the biggest mistake businesses make before they put together their advertising campaigns.

And it’s easy to fix.

A new prospect reach out to us looking for some help.

Their current online advertising campaigns were not working. And they needed to fix things before they ran out of all of their money.

Sound familiar?

We began by asking him about his ideal customer profile. They told us that their team spent about 30 minutes or so developing a general description, with some demographic information.

Not a very good start.

Our next series of questions had to do with the transformation his customer profile was looking for, specifically in these five areas:

Your Ideal Customer Profile or ICP is looking for transformation in their business and life. A different future from their present situation. How do they want things to change? Or, what does your product or service give or do for them in terms of transformation?
 
These are the five before/after states we shared with him for thinking deeper about transformation:
 
1.    Have - What do they have that they won’t have afterwards?

2.    Feel - How do they feel, their emotional state, before and after? 

3.    Average Day - What’s their average day like now versus afterwards? Use a story or narrative to describe it.

4.    Status - What’s the story they tell about themselves right now versus afterwards?

5.    Good versus evil - What’s the greater philosophical evil your product or service allows them to defeat? 
    
The team obviously hadn’t done any of this work. As we further shared, when you can clearly communicate the transformation your prospects will experience from working with you or buying your product/service, you’ll have them wanting to know more. 
 
You’ll have moved from “selling” mode to “advisor” or “guide” mode.
 
You’ll be the guide to their transforming their lives. And your advertising will be more effective.
 
Our overall detailed process to complete this takes at least several hours, and sometimes more. 
 
When you have your ICP thinking “Finally, someone who understands me” when they see your advertisement, you’ve nailed it!
 
Now that's moving from selling to advising or guiding. A much better place in which to be.

View case studies and previous work, and learn more and schedule a free consultation with Stopwatch Creative online on stopwatchcreative.com