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Kasim Aslam

@kasimaslam

Jun 6 • 12 tweets • 3 min read Twitter logo

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Here’s a #thread on the #1 most important skillset you can learn when it comes to creating advertising copy (along with step-by-step instructions and a FREE downloadable guide). #thread 🧵

Features tell. Benefits sell. Learning to take features and articulate their benefits is the most impactful skill a marketer can have. It sounds simple enough, but in practice can be exceedingly difficult (as evidenced by how many people fail at it).

Features are technical descriptions or functionalities of a product. Benefits show how the product can solve customers' problems or meet their needs. Nobody buys a drill, they buy a hole.

Identify the problems your customers face & the symptoms causing them. Symptoms are tangible experiences that customers see, feel, or experience. Understanding these will help you craft powerful benefits.

Consider the potential consequences if customers need to solve their problems. This "ripple effect" can help you better understand customers' motivations & craft more persuasive benefits.

Write down all the benefits your customers will get from your product's features. Benefits should focus on what the product does for the customer. Make sure to identify secondary and even tertiary benefits.

This is HUGE: Describe the transformation customers want to see, and what becomes possible when their problems are solved. These are often the opposite of the consequences.

Make sure you work to connect your transformation to the root desire behind that transformation. People don’t just want to “get in shape” for the sake of it. They want to be desired, or find a life partner, or love themselves.

Here’s a list of common desires. Almost all people want:
・Survival, life enjoyment, life extension
・Enjoyment of food/beverages
・Freedom from fear, pain, and danger

...continues...

...continues...
・Sexual companionship
・Comfortable living
・Superiority, keeping up with the Joneses
・Care & protection of loved ones
・Social approval

Turn features into benefits that resonate with your customers by understanding their problems, symptoms, consequences, and desired transformations. Make your product irresistible!

Here’s a free video tutorial and a downloadable guide to turning features into benefits.
sol8.com/download-quick…

Enjoy! ✌️

#ppcchat #digitalmarketing #benefits #features

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More from @kasimaslam

Kasim Aslam

@kasimaslam

Jun 6

True story: University professor reached out and asked me to come speak to his class about marketing.

I asked what he was willing to pay. He said I should do it for free for the sake of the kids.

Fool, those kids can hear me speak for free on YouTube. You want me to do your job for you? Cut me a check.

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Kasim Aslam

@kasimaslam

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In this week's video, I'll be breaking down the Quick and Dirty Truth About Every Campaign Type Inside of Google Ads.

#thread🧵

Different campaigns yield different results. Some of them give you high visibility so you can immediately drive conversions and capture additional traffic. Others can reduce your competition and lower your costs.

While most of them have the potential to increase your business’s profitability, sometimes there are challenges to running them.
Without proper optimization and understanding, they can end up sabotaging your business in the long run.

Read 6 tweets

Kasim Aslam

@kasimaslam

Jun 5

Google just announced an AI-driven, conversational chat experience within Google Ads meant to help advertisers build campaigns. Here’s what we know so far.

#thread 🧵

The process starts with your landing page. Once provided, Google crawls the page, summarizes the content and intent, and then “will generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign.”

Once generated, you have the opportunity to review and edit all of the suggestions. In addition, you can “ask Google AI for ideas, just like you might ask a colleague.” This gives you the opportunity to chat back and forth with Google as you iterate.

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Kasim Aslam

@kasimaslam

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The location of your ads matter (obviously). Here’s how you can measure and optimize your ad location in Google Ads.

#thread 🧵

Search top impression rate = Impr. (Top) % = the % of your ad impressions shown anywhere above the organic search results

Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results

NOTE: Don’t get either of these metrics confused with "average position" which compares your ads to the order of other ads.

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Kasim Aslam

@kasimaslam

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Everyone hates bidding on their brand traffic.

#thread🧵

Why pay for traffic you may have (organically) gotten otherwise?

Because your competitor can always steal your traffic. Which means, you could have gotten MORE.

We’re not talking about a new strategy here. Any decent agency or PPC manager knows that the #1 reason why you should bid on your brand is to protect it from being poached.

Read 6 tweets