The Andrew Faris Podcast To Make Higher Performing Ads, Know What Your Customers REALLY Want (With Sarah Levinger)
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Aug 23, 2024 In this engaging conversation, Sarah Levinger, a Consumer Behavior Strategist, reveals how understanding what customers truly want can elevate advertising performance. She discusses the power of emotional targeting, emphasizing the need for deeper consumer insights over surface-level tactics. Sarah also highlights the importance of data analysis and language tools in crafting compelling messages. With practical strategies for connecting with audiences, she showcases how effective branding can transform products into lifestyle statements, as exemplified by brands like Liquid Death.
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Selling Emotion Over Product
- Customers buy products based on emotional benefits, not features alone.
- Ads must speak to deep emotional desires for higher performance.
Dual Emotions in Gift Buying
- Gift buyers seek dual emotions: nurturance (showing love) and esteem (feeling respected).
- Ads should blend both emotional appeals to connect with gift purchasers effectively.
Limit Testing to Core Emotions
- Focus on identifying core emotions your brand should sell before scaling ads.
- Limit testing to 7-10 high-performing ads based on those emotions for efficient growth.