Happy Friday! Hope you had a great week. Here’s what we’ll talk about in today’s newsletter:

• Use these frameworks to create ads that convert. It’s hard to grab your audience's attention. It’s even harder to get them to care about what you’re selling. These three ad frameworks help you do both.

• What is intent data and should you be using it? We dive into intent data and the questions you should ask yourself to know if it’s a good fit for your company.

Let’s do it…

🖼 Use these frameworks to create ads that convert

Ads are everywhere. If you live in the US, you can expect to see 4,000-10,000 of them every single day! And that number is only increasing year over year.

If you’re an advertiser, that’s a lot of competition. So what’s a marketer to do? Well, you have to find a way to break through the noise.

Creating an ad that converts is both an art and a science. It’s not easy.

But, there are tried and true frameworks that you can leverage. These frameworks have been used by copywriters and advertisers for decades. Why? Because they work!

90% of advertising is understanding and playing on human psychology. The three frameworks we’ll walk you through act like cheat codes for the brain. Follow them and watch your ad conversion rate skyrocket.

#1 Problem – Symptoms – Solution

PROBLEM: Identify the painful problem your audience has.

Show them that you understand by defining their problem clearly and concisely. Then they will start to trust you.

SYMPTOMS: What are the consequences of not solving this problem?

Empathize with your audience. Relate to them. You want the reader to be nodding their head at this part.

SOLUTION: Explain what their future could look like.

Take the reader on a journey. Help them imagine their life with the problem solved.

Example

#2 Star – Story – Solution

STAR: Introduce the main character of your story.

Set the stage. Make the reader relate to your star.

STORY: Tell a story about the star’s transformation

Hook your audience.

SOLUTION: Explain how and why the star wins in the end.

Make the reader want to be like the character.

Example

#3 Attention – Interest – Desire – Action (A.I.D.A)

ATTENTION: Grab the reader’s attention with a bold or interesting statement.

Get them to pay attention to you.

INTEREST: Present information that appeals to your audience. Keep their attention on you with examples, interesting facts, use cases, etc.

DESIRE: Make them desire the product/solution/service for themself.

Show the audience how their life will be better if they purchase the product or use the service.

ACTION: Ask them to take ONE specific action.

Tell them what to do next.

Example

📰 In the news this week

🙅‍♀️  The latest social media trend is deinfluencing.

🚀  SpaceX giant rocket explodes minutes after launch.

🤖  Microsoft looks to ChatGPT to transform its ad business.

🚫  Montana becomes 1st state to approve a full ban of TikTok.

✅  LinkedIn adds a verification badge to prove where you work.

🔮 What is intent data and should you be using it?

What if you had a crystal ball that told you if and when someone would buy from you? Would be pretty awesome, right?

Psychic marketing powers might not exist, but these days, intent data is the next best thing. It gives marketers a way to make data-backed predictions that positively impact their campaign results, sales teams, and ultimately the company’s bottom line.

What intent data is

Intent data is behavioral information collected about someone in your target audience. Marketers can use it to determine how likely someone is to purchase and the timeline they will purchase on.

Most B2B buyers do a ton of research before they’re ready to speak to a salesperson. They search extensively online, read reviews, download whitepapers, scour forums, read articles, and more.

All of these actions combine to form a pattern that can be extrapolated to predict buying intent.

How to get intent data

Certain actions clearly indicate purchase intent. For example, signing up for a product demo. But, things aren’t always that clear.

Oftentimes, there are buyers out there that are ready to purchase and are a great fit for your ICP. But they have one problem: they don’t know your company exists.

Gathering and using intent data lets you tap into these types of buyers and make them aware of your brand.

There are three types of intent data that you can use.

First party

Data that comes from a channel you already own. For example, your website, social media channels, or CRM.

Second party

This is another company’s first-party data that they grant you permission to use. For example, data from product review websites or media publications.

Third party

Data collected by a business without any direct link to your business or audience. Usually, it’s much wider in scope than first or second party data.

Is intent data right for you?

Intent data can be very powerful. But, it’s not right for every business.

Intent data is great for companies that have:

1. Complex sales cycles.

2. Sales and marketing teams that collaborate at a high level.

3. A clean CRM and marketing automation in place. This lets them act on the data that is gathered.

That said, intent data might do more harm than good for companies that don’t:

1. Have integrated sales and marketing teams.

2. Have a clear plan for how they will use the data.

3. Use all three types of intent data in their marketing.

How to use intent data

Marketing teams that use intent data gain a lot of advantages.

Better targeting

Get a better understanding of your ideal customers and what their buyer journey looks like. This lets you deliver the right message to the right people at the right time via the right channel.

Get there earlier than your competition

If you know where buyers will be, you can get to them faster than your competitors. Instead of waiting for prospects to find you, you can go meet them where they already are.

Better content

When you understand the context of your ideal customer’s pain points, you can create content that addresses their needs and educates them about your solution.

Reduce churn

Intent data can help identify if current customers are shopping around for an alternative solution. If you see the warning signs, you can take action to try to keep them as a customer.

Account-based marketing (ABM)

If you know which companies are already looking for the solutions you provide, your team can create an ABM strategy to target them and convert them into customers.

Prioritization and lead scoring

When you know what stage someone is at in their buyer’s journey, you know how to prioritize your time. If a prospect is later in their journey, they’re closer to making a purchase. It makes sense to spend more hands-on time with that prospect compared to a prospect at the beginning of their journey. They might still be months or years away from making a purchase.

😂 Marketing meme of the week.

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