160: Growing Your Hardware Product Through Paid Ads

Direct-to-consumer selling for a new hardware product in paid advertising

Telling a story is key in digital marketing

The Purple Story, inventors that wanted to create a mattress

Copied another company’s model, just with a better product

Sometimes all you need to sell a product is to be different, let alone better.

Demonstrate, in video form, the value of your product, so that you can sell it online.

Kickstarter was used to validate sales of Purple, and the way they wanted to sell it.

You want to hook people in the first 3 seconds of the video.

Try a number of hooks to see which one attracted the most people.

Then make people problem-aware and then solution-aware.

After someone saw their ad, they also reinforced those ads by having good reviews on Google.

Get as many users as possible, in the beginning, talk to all of your customers to find out who are raving fans, and get those fans to review your product.

Ask customers to send in reviews from their own cell phones using the product.

List down all of the objections to buying your product, and have those responses on your website.

Problem, solution, reasons to believe in the product, reduction of objections

You can get videos done for cheap, but use those to test your messaging. Sometimes those videos go further.

User-generated content is the most powerful advertising right now.

It is cheaper today to advertise a new product, and that is contradictory to what a lot of people think.