Your campaign’s marketing angle has the potential to turn prospects into customers.

The best marketing angle evokes emotions in your readers and this makes them take the action you want them to.

Ad copy is supposed to engage, influence, and persuade readers. But this can be harder to achieve if you don’t know the best angle to use for your audience.

Fret not! This guide will explain the different advertising angles you could use for your business in 2024 and beyond.

Problem Solver

Nobody likes problems. Your readers will be happy if your offer is meant to solve their problems.

Oftentimes, people are aware of the problem(s) they have and the solution(s) to it. In such an instance, you need to demonstrate that your product/service is the best for them.

For instance, Carol has been wanting to sign up for a gym and start her fitness journey. While the problem and solution are obvious, ad copy that encourages people in her situation, including her, to sign up for a 90-day fitness challenge is likely going to work.

Sometimes, people have problems but aren’t aware of them. You can create ad copy that highlights both the problem and solution for them.

For instance, Carol doesn’t know the possible health problems of being physically unfit. She doesn’t go to the gym or engage in any physical activities.

In such a case, ad copy that highlights the health benefits of working out could perform well. It is an eye-opener for the risks of not working out by highlighting the benefits of doing it.

Saves Time!

How many times have you made a purchase because you realized you could save money? A couple of times, right? Or at least you’ve done it once!

Marketers have always used this to close more sales.

Show potential buyers that they will spend less if they buy what you are offering and they will not hesitate.

Just don’t lie about how much money you promise they will save.

Reduces Effort

People are always trying to avoid struggle. Anything that reduces effort would persuade customers to buy.

A good example is a robot vacuum, which does all the work so you don’t have to. This makes cleaning easier, as it will vacuum on its own as you focus on other things.

AI that solves code for developers reduces the time and effort of writing the code from scratch.

Risk-free Offers

Risk-free offers will persuade your audience to try out your product or service. After all, they have nothing to lose!

This advertising angle is widely used, especially with subscription services. This includes offering customers a free subscription for your service for them to try out within a particular period.

Many streaming services like Netflix advertise using x number of days like 14-day trials with free cancelation. This way, customers can only pay for the service if they like it after the trial.

Money-back guarantee also works similarly.

Prevents/stops Mental or Physical Pain

Pain-based advertising angles create awareness about your customers’ frustration.

It aims at empathizing with them and illustrating how it will ease their pain. With such a guarantee, people will pay money to escape that frustration or pain.

The best part is that it is easy to connect with people by assuring them of relieving them of mental or physical pain. And it doesn’t matter whether you’re selling a product or service.

• With the gym example, you can brand your service as a way to relieve your target audience of stress and make them happier by reducing weight and leading a healthier life while keeping fit.
• With the vacuum example, your product can be aimed at reducing stress or discomfort caused by a messy house.

Fear Of Missing Out(FOMO)

Studies show 60% of buyers make a purchase within a day because they don’t want to miss out!

That’s a big number! This is mainly because humans are often inclined to do what the majority are doing.

If everyone else is doing it, why not me? What if the product or service is too good and I end up regretting not buying it when other people did it?

People would want to enjoy your product like the rest of your clients, so they will buy.

Improved Status and/or Luxury

The best way to market a high-end product is to use this angle.

For instance, with a brand like Rolls-Royce, the advertiser would use language that shows that having one would make you a respected member of society.

This angle is to make the target audience feel important, special, or even different from the rest of the people.

Praise or Appreciation

Imagine the service ads that you’ve seen before.

Usually, it’s something like, “taking a course to become the best SEO specialist”, or “standing out of your sales team when you sign up to get thousands of leads effortlessly”.

If the reader gets your offer or signs up for your service, they will gain something valuable that will get them appreciated or praised.

It’s Simple!

Your copy might attract more people if it offers a simple solution to the problem at hand.

If it is an app, does it offer an interactive interface that is easy to use? Simplicity is the key to getting more conversions.

Also, don’t forget to make the offer easily accessible.

Sense of Security

There is a form of security in large numbers. Audiences will be more inclined to buy from you if it doesn’t feel like “trial and error”.

Social proof means that it has worked for other people, so it will probably work for them too!

They will be certain that they are making the right choice.

How To Determine The Best Marketing Angle

With a range of marketing angles available, how do you choose the best one for your business?

How do you determine that your message with resonate with your audience and get them to interact with your products or services?

There are a couple of ways to do that…

Define Your Target Audience

Do you know who you are advertising to? The better you understand them, the better you can market to them.

A good point to start is to ask yourself the following questions;

• What are some of the things that influence their behavior?
• What are their needs or wants?
• What is their lifestyle like?
• What is their motivation?
• Do they have pain points you could address?
• Do you know what their goals are?
• What hinders these goals?
• How will you, (through your product/service) help them realize these goals?

Understanding your target audience helps you avoid trying to please everybody. Simply because not everyone is interested in what you are selling.

So you need to narrow down your audience to people who will likely make a purchase.

Analyze Your Competitors

You cannot simply start a marketing campaign without knowing what your counterparts are doing.

Analyzing your competitors will give you a better understanding of the current market trends.

Most importantly, it might give you a competitive edge. You learn your competitors’ strengths and weaknesses.

And you can use this against them because you can position yourself to use your strengths against their weaknesses.

You can also make better decisions by doing the same things (or better), that your potential customers have liked before.

Analyze Your Company’s History

You have probably had previous marketing campaigns. This is a great place to start and find the best marketing angle for your current strategy.

What did you do that worked out? Or perhaps what didn’t work out but you can pick a few lessons from it?

The previous marketing strategies will have a lot of lessons that would positively impact your decision-making.

Don’t Forget Your Goals!

Goals are as important as the above factors when it comes to determining your marketing strategy.

They give direction to the results you want for your campaign. As such, it helps to set them beforehand to lay down a proper foundation.

Having clear goals from the start means that you can apply marketing efforts that will help to realize them.

Then…

After choosing the best angle and executing it, remember to analyze the results.

This phase allows you to make adjustments to what is not working while taking note of the performing areas.

This will keep your marketing updated and drive your efforts toward your goals!