Castore’s Facebook ad

This advert popped up in my Facebook feed recently and I thought I would re-post it as it is an excellent example of an advert.

It’s great for two reasons. The first is that they pick a really specific pain point and promise to take that pain away. In this case, it’s literally a pain point: no more bleeding nipples.

If you’re a runner, which is their target audience, you will probably know how sore and painful your nipples get after a long run. And having to vaseline up. And forgetting to vaseline up and running along thinking “it’s just a matter of time until this gets unpleasant”. They promise to fix this problem.

They could have talked about loads of different things. The material is designed to keep you cool, to wick away sweat, dry quickly, etc. But they don’t get distracted by that. They keep it for separate adverts. They pick one specific point to get people hucked and then sell them on everything else later.

Second, it’s an excellent offer. Try it for 100 days and if you don’t like it, send it back. It takes all of the risk out of buying with them.

Timeline

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This entry was posted on Wednesday, July 11th, 2018 at 11:00 am and is filed under Business & Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.