Do you even know what it is you’re really selling?
I bet many of you don’t.
Before you start your Facebook ads, Amazon product launch, promotions, and even source your product, you need to know these 2 things:
- WHO you’re selling to
- WHAT it is you’re selling them
If I were to ask you what you sell on Amazon, you’d probably reply with what specific product(s) you are selling.
- Pet treats
- Solar glasses
- iPhone cases
- Salt crystals
Okay that’s the physical thing, but I’m going to go down the rabbit hole and ask you the deeper question of…
What The Heck Are You Really Selling?
I’ve asked this question to a few Amazon sellers and the newer ones usually ask what I mean and the more experienced sellers sometimes just scratch the surface.
Let’s say you sell a soft, cozy blanket on Amazon.
Are you selling a simple warm, soft blanket…
Or are you selling a cozy, comfortable lifestyle?
But that’s just half the equation, we’ll get to the second part in just a moment.
Once you gain some specific insights into what it is you’re truly selling to people, your business could transition into a whole different direction with tons of new opportunities.
Instead of selling just soft blankets, you might end up selling a cozy lifestyle which includes blankets, towels, pillow cases, socks, shirts, gloves – who knows, maybe even cozy headphones.
This is a VITALLY important concept to understand in business because it can build you an audience of enthusiasts and advocates who buy your products, not because they are the cheapest price on Amazon, but because you have aligned your company with the way people identify themselves with and if you’ve done your job right, trust has been built.
You don’t sell a salt crystal lamp, you sell living in a clean, mood & health boosting environment.
That’s WHAT you sell, but now you need to know…
Who The Heck Are You Selling It To?
We often hear about researching our customers in terms of demographics:
- how old
- a mom, dad, single
- household income
- job description
- self employed
- political association
- athletic / sports (are they a runner, football player, etc.)
But equally important, if not more, is the Interest-based targeting. Things like:
- what does this person eat and why?
- what tv shows do they like to watch?
- what magazines or books do they read?
- are they part of any communities or groups?
- are they interested in a cause (e.g. fight cancer)?
- what kinds of FB pages do they like and are interested in?
- what influencers might they follow?
- what TV station do they watch?
- what news channel do they watch?
- where do they go on vacation?
- do they like sports cars or trucks?
- do they like to cook or eat out?
- what supplements do they take?
- what websites do they visit Really try to drill it down. So if you’re targeting a business owner because you sell office supplies, can you niche down your avatar?
- what kind of business do they own?
- is it a mobile business?
- is it an online business?
- do they have employees, how many and offshore?
- do they want to be the first person to walk on Mars?
In our salt crystal lamp example, we might be selling to people who like to meditate and connect with the metaphysical. We sell to people who are a little misunderstood and feel they have more insights into how the world works on a deeper level.
In another example, we might be selling our salt crystal lamp to people who simply want to chill at night and are looking for ways to help them get to sleep.
Or another example might be someone who has bad allergies and is looking for ways to cleanse the air in their room so they can breathe easier.
All 3 of these people might have similar demographics:
- has 4 children
- makes $70,000 a year
- lives in Las Vegas, Nevada
- is a Republican
But their reasons for wanting to buy a salt crystal lamp are completely different and as such our messaging and interested-based targeting we might explore for a Facebook ad would be completely different.
Even the ad’s creative (e.g. image) can be almost identical, but the wording used in the ad should be tailored for the interested based person you’re targeting (Person A, B, or C).
To illustrate what I’m talking about, I put together an ad which introduces our salt crystal company to Person C above. Notice how my Facebook ad clearly aligns itself with the customer through the ad’s messaging (i.e. content).
Person C’s Facebook Ad…
Take a few moments and think to yourself how we might reword this Facebook ad’s messaging to resonate with Person A or Person B above.
Video Showing How To Use Facebook’s Audience Insights To Build An Audience To Market To
Comments To Messenger Variation
Here’s another way we could have run this ad to the same group of people but at the same time build our Messenger list.
In the ad above, if someone comments on the post we’ll send them a message in Messenger where we’ll either tell them the answer there or send them to our site to read the article.
If you want to play nice, since you told them you’d tell them the answer in the message you could always tell them the answer “Yes or No” and then link them to your site with the “why” where you’ll Pixel them for your next ad.
An ad like the second one would work well for a retargeting ad. So your first ad to the prospects on Facebook would look like the first ad shown above which asks nothing of the customer and only gives value.
Then the people who landing on your blog article (which you pixeled) would be retargeted with an ad similar to the second one above asking them to take some kind of action (i.e. leave a comment).
You can learn more about how to set that up using ManyChat here.
Okay I’m going to let you in on a little tip you don’t hear often….
When you sell just 1 product, it’s okay to think in terms of what problem does my product solve for a customer?
Here you will focus on how your product can take someone from a sad state to a happy state. In other words, sell the transformation your product gives them.
But when you sell multiple products and you want to expand your horizons outside of what keywords people are typing into Amazon’s search box…
You really need to start thinking in terms of how your company is adding to a cause, expanding a market, and aligning with visions people have of themselves.
Combine that WHO along with the WHAT from above and you’ve got yourself a brand you can grow a following around and launch products to.
I have a saying and if you follow this advice, I promise that you will grow your business in ways you always wished you could.
When you can align the physical product and the deeper association and benefits that product or brand brings to individuals over competitor brands to a specific kind of person…
Call in the dogs because a winner has been found!
Coming Up Next…
In the next article here on the blog, I’ll be creating a Facebook ad for pixeling cold audiences where I’ll show you how we can discover cold audiences to run our ads to for our Salt Crystal example.
We’ll dive into Facebook’s Audience Insights as well as Google and even Helium 10’s Chrome Extension XRay to discover possible audiences I could target and messaging I might use to resonate with that audience.
While we’re at it, I’ll go ahead and Publish those ads and see how they do.
Curious how it turns out?