Module 9 - Bullet the key benefits and the reasons they would buy

What is this document for?

It captures why people want to buy your product or service, so you can transfer that information directly into your ad scripts.

Over the next several videos I am going to look at how to capture important information and how that feeds into building scripts. The first thing is to capture why people want to buy your product or service from your brand. You have probably already done a lot of this thinking in the documents shared previously, so you should have a good understanding of why people like your product, but it is worth transferring that into a specific document you can build scripts from. I am going to show you one of the documents we use, which is available to download, and it is really easy to use. It covers why people would buy, why they would not, the pain points, and how we communicate why people should buy, but this particular one is just the why they would buy side.

How do you rate the importance of each reason to buy?

You give each reason a value from one, not particularly important, up to ten, a really good reason to buy.

I will take this in the context of a pair of walking boots, since I bought a new pair myself at the start of last year. I had a previous pair that had lasted twenty five years, been all over the world, and were brilliant, I have actually still got them as a bit of a memento, but as I have got older my feet have expanded a little, they had become a bit tight, and one of the seams kept needing to be resealed and waterproofed. So I decided to buy a new pair.

Assuming I want a winter pair, really solid and robust, that I can walk in a lot of conditions and cover a long way, being sturdy and waterproof is really important, so that gets a value of ten. Looking good and the right colour matters less to me, so that might get a three, though some people are more fashion conscious about outdoor gear than I am. Having a Vibram sole, so it lasts well, I would put at eight. Durability matters too, since I am prepared to pay decent money and want the boots to last [figure unclear]. Comfort matters, of course, and so does whether I want them lightweight for summer use or sturdy for winter, which for me sits somewhere in the middle, along with wanting to walk further and improve my fitness, which is really important to me personally.

Why does it matter who your specific customer is?

Because different customer profiles buying broadly the same product will have completely different reasons to buy and completely different value ratings, so you should never try to sell everything to everybody.

If you are a boot brand, you might have a lightweight walking shoe for summer that only comes up around the ankle with no ankle support, more like a normal trainer, aimed at one type of customer. You might have another customer who wants heavy-duty boots for walking in Scotland with crampons, which is a completely different type of customer. Or you might have someone like me who wants a good all-rounder, sturdy enough for most conditions, fine if it gets a bit hot in summer, good on boggy peat land in the Peak District. You have to think about what your customers are actually like and which specific product you are selling, and for this example I have assumed we are talking to somebody like me: a good all-round pair of walking boots for use all year round, walking ten to twenty miles at most over rough terrain in the Peak District, that needs to be waterproof. That is a different profile again from, say, a lightweight boot aimed at a woman who wants it for fell running.

What if you are promoting more than one product on YouTube?

You have to repeat this whole process separately for each product, because the reasons to buy will not be the same.

If you are promoting, say, three products on YouTube, and one of those is the heavy-duty mountain boot for Scotland, you would have to go through this process three times: once for that product, once for another, and once for the third, each with its own set of reasons and values. For my example, the assumption is somebody my age wanting a good pair that will last twenty years, which is where this particular document is aimed. It is a really useful document for collating this information, and you could add a lot more reasons into it than I have shown here. It might seem obvious, but it genuinely matters as we go through the rest of the process to build campaigns, so it will all become clear as we go.