Jordan Ogren

May 18, 2022

This is the best you could do?

"Your tax refund might be enough to cover the cost of new windows."

This was the premise of a video ad from a local window company. 

It then went on to talk about why buying windows would be a good purchase. Seriously? Do you think I want to spend my refund on some new windows? 

How about a new Apple Watch? Or those shoes I've been eyeing up?

I wonder how they got to making the premise about using refund money on their windows.

My guess is that they asked what is currently going on–in the world–that they could exploit to get a customer to buy. And someone suggested tax returns.

And they had no better story or angle to use than that. Sad...

One thing that pops out to me is that it's completely self-focused. They don't care enough about their customer to uncover or craft a unique angle.

They simply want to find a way to get you to buy their windows. And using your tax return to purchase them was their best idea.

I get that selling windows is not a sexy sell. But if you care about your customer, you would go the extra mile to find a better premise.

Maybe talk with the past five customers and figure out what prompted them to buy. And use that pain or opportunity as your premise.

Anything would have been better than what they used.

Don't laugh. We all are vulnerable to making this mistake.

For some, it could be using the end of the year as a prompt to spend money on their software. It's only focused on getting a sale.

When finding an angle or premise, think from your customer's shoes.

Maybe using back-to-school as the angle is good as it reminds parents to get specific supplies, and you're offering them a deal.

But don't use a premise that is baked completely in you profiting.

Or you'll get some junior marketer to put you on blast to their 32 subscribers as I did.

🧠 + ❤️ // JO