Had a chat with a junior copywriter that made me rethink my whole approach

She asked me why we always lead with product features when the data shows customers care more about how something makes them feel. I couldn't come up with a good answer. We spent 20 minutes looking at our last campaign for a client in Denver and saw the emotional angle got 3x the clicks. Anyone else find themselves stuck in old habits without realizing it?

3 comments

3 Comments

the_faith1mo ago

Totally with you on this one. We dug into a campaign for a local coffee shop and our sentimental "community" angle crushed the "fresh roasted beans" one by miles. It's scary how easy it is to just go through the motions without asking why.

jesse_green551mo ago

But is the "fresh roasted beans" angle really that simple though? I feel like we sometimes blame the message when the real issue is the execution. @the_faith, you guys probably put way more heart into the community angle and it showed, while the beans one probably got the bare minimum effort. I've seen the exact opposite play out when both options get the same level of creative energy put into them.

mila_brown101mo ago

Started noticing this same pattern everywhere, not just in ads. My cousin’s a mechanic and he says people buy his service because he’s honest not because he’s cheap, but his flyers still lead with price every time.