Outer C#1

🗝️ Key Concepts

What makes this simple ad from Outer worth covering? It’s focus.

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🟣 ONE buyer persona

This ad is designed to speak to a specific buyer persona. They are only talking to dads instead of their general audience of homeowners.

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🟣 ONE value proposition

This ad focuses on a single value proposition / handles a single objection. To make this value proposition as convincing as possible they are showing the outcome and communicate it in a way, that is relatable to the specific buyer persona - “Dad Hack” instead of “Cleaning is easy”.

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🟣 ONE awareness stage

You could also argue, that Outer’s ad is optimized for already product-aware prospects.

Because it looks like it is meant to handle a specific objection in the buyer’s journey - “Will this get dirty easily?”

And especially for brands with longer sales cycles (like Outer), it makes sense to test separate ads handling specific objections.
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👉 Make your ads more focused.