Most of the time I buy whiskey, I'm happy, celebrating, I'm buying to have a good night with friends or to mark a milestone.
But on rare occasions... I buy whiskey when I'm sad, angry, frustrated, stress, I buy it as a coping mechanism...
Now that's not good, and it's been a long time since I've done it so don't worry about me, lol... but it exposes a flaw in the way that most of the industry is talking about customer personas.
How can one buyer (Me) have two completely opposite mindsets (happy or angry), that lead me to the exact same purchase decision (11 shots of Jack Daniel's)?
And if that's possible, why aren't we trying to market to all those different motivators?
In this episode, I break down how I use Valence & Intensity zones in my performance copywriting process to reach new areas of our market that some of our top ads just can't resonate with.
Watch this episode, then ask Claude to analyze and indentify the valence & intensity zones of your top performing ads, and re-write new variations in the other zones.
You'll reach buyers who are in-market for your product, that don't resonate with the tone of your current ads at all.
