Find the problem in your reviews
Customers describe the problem better than any marketer. "I've swapped my afternoon soda for this" tells you the real problem a sparkling drink solves: the 3pm sugar habit. Look for it in three places:
- Reviews that describe life before the product.
- Your FAQ page, where people ask what it fixes.
- Support emails and return reasons, which show what people expected.
Formats that carry it
A POV meme names the moment in social language. A Notes-app list walks through the routine. An us-vs-them table compares the old way with yours. An annotated product points at the exact feature that solves it.
Talk about the situation, not the person
Meta's ad policies do not allow ads that assert or imply things about the viewer's personal attributes, such as health conditions. "Struggling with acne?" points at the person; "For breakout-prone skin" describes the product. The second version is both safer and usually clearer.
- Do not exaggerate the problem to make the fix look bigger.
- Only promise a fix your product page supports.
- One problem per ad. Three problems make the product sound like a gadget from a late-night infomercial.
