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ETA - Harmon Brothers - Easy Ads That Sell Challenge - Coggle Diagram
ETA - Harmon Brothers - Easy Ads That Sell Challenge
Know Your Target Audience
Through:
Analize your customer base
Listen to what customers have to say about your product/service
Also about your competition
Test Pitch And Product With Live People
Sales Pitch
The Problem
Pain that motivates to buy
The Solution
Your product solves the problem
Value Proposition
What makes you better than competition?
What market are you in? Blue Ocean or Red Ocean
Practicing Your Pitch
Let people that are unfamiliar with your product test your sales pitch and ask for feedback
Watch for the Aha! moment
Ask for feedback
First impression of product?
How much would you pay?
Like most?
Dislikes?
What confuses you?
What would keep you from buying?
Research Section
Activity 1
Collect Reviews
Activity 2
Sales Pitch
Activity 3
Live Testing
Activity 4
Drawing Conclusions
10 Commandments of filming editing and design
THOU SHALT FILM FOR 4X5 FRAMING
4X5 works the best across the board on Facebook and Instagram
Ensure you shoot wide enough that you won’t lose important action.
THOU SHALT NOT ASSUME VIEWERS WILL WATCH WITH THE SOUND ON
Always burn in subtitles or use text graphics in your videos.
Text should never be more than 3 lines or more than 15 words on screen at a time.
Watch your ad without sound and ensure you can understand the sale.
THOU SHALT PUT SALES FIRST, ART SECOND
Is my text building the sale or clarifying a visual on screen?If not, FIX IT!
THOU SHALT HAVE A CLEAR CALL TO ACTION
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Make text as large as possible
Make sure ad is clear without sound
Ad Types
ETA (Explainer Testimonial Ad)
They work well for prospecting and remarketing
Challenges:
Not as memorable
Difficult without many reviews
Difficult finding perfect reviews
Negative Reviews
Features negative reviews and refutes them
The TA: An ETA without the explanation
Only if your brand is big enough or your product/service is simple enough
Slideshow ETA
Uses product photography instead of B-roll
Activity 1
One Sentence Explainer
Activity 2
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