Run a Problem Statement Test to Create Winning Facebook Ads
Marketing and advertising works best when it speaks directly to the reader’s problems and promises a solution.
Most ads target a problem aware audience. These people are frustrated with a problem, but don’t know enough about the potential solutions to fix the problem. When an ad pops up and talks about the pain they’re feeling, it grabs their attention. And then the ad can position the product as the painkiller.
This has been used for decades, and it’ll continue working for many more.
People will buy products when they believe the product will fix their problems and improve their life.
Now, what you need to do is figure out what problem your target audience has, and how your product can solve it. This might seem obvious to you, but there are many examples when the seller and buyer had two different problems in mind.
Kleenex was originally marketed as a makeup remover wipe. The problem they highlighted in their marketing was wiping off makeup.
The buyers were using Kleenex as a disposable handkerchief — solving a totally different problem.
Kleenex aligned their marketing with their buyers and sales doubled.
