Testing Angles vs Offers

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In this newsletter, you’ll find:

🔥 Testing Angles vs. Offers: The Hidden Lever That Multiplies Your Ad Efficiency

📈 TikTok Reveals ROI Insights for Ad Campaigns

🚀 Ad of the Day

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🔥 Testing Angles vs. Offers: The Hidden Lever That Multiplies Your Ad Efficiency

When ads aren’t converting, the default reaction is often: “Let’s offer a bigger discount!” But here’s the kicker—it’s not always the offer that’s broken. It’s the angle. In fact, brands that obsess over promotions often miss the bigger opportunity: reframing how the product is perceived rather than what’s being offered.

What’s the Difference? Offer vs. Angle

• Offer: The tangible deal—price, discount, bonus items.
• Angle: The story or perspective that frames the product’s value.

Let’s say you sell noise-canceling earplugs.

• Offer angle: “20% off today!”
• Angle angle: “Reclaim your peace during chaotic commutes.”

Which one hooks deeper? Offers speak to wallets. Angles speak to emotions. And emotions, not logic, drive most buying decisions.

Why Angles Outperform Offers (Especially Long-Term)

Here’s where it gets mind-blowing: Testing angles can create multiple winning ads from the same product without changing the price or product features. Different angles resonate with different audiences:

• Pain avoidance: “Block out distractions and boost focus.”
• Aspirational: “Experience tranquility anywhere, anytime.”
• Identity-driven: “For those who value their personal space.”

Loop Earplugs didn’t triple sales by handing out massive discounts. They scaled by experimenting with thousands of creative angles—tapping into nostalgia for Gen Z, using colloquialisms that made Millennials smile, and addressing the daily struggles of overstimulated professionals. Offers may spike revenue temporarily, but angles build brand affinity and conversions.

How to Find Winning Angles That Print Money

• Interview real customers: Ask why they bought, not just what they bought. Look for emotional triggers and unexpected benefits.
• Test contradictory angles: “Boost productivity” vs. “Enjoy doing nothing in peace.” Sometimes the opposite angle outperforms your best guess.
• Use data to fuel creativity: High cart abandonment on weekdays? Angle the ad: “Midweek madness? Escape the noise.”
• Steal from non-competitors: Fashion brands use identity-driven angles—why can’t your supplement brand do the same?

Final Takeaway

Offers can get you a sale. Angles can scale your brand. The most profitable brands aren’t the ones handing out the biggest discounts—they’re the ones telling the most compelling stories. Next time you’re tempted to slash prices, pause. Reframe the narrative instead. The right angle isn’t just a creative choice—it’s your secret weapon for exponential growth.

📈 TikTok Reveals ROI Insights for Ad Campaigns
Insights from Issuu

TikTok's latest study with Dentsu analyzes the short- and long-term ROI of ad campaigns, revealing how brands can optimize media spend for lasting sales impact.

The Breakdown:

• TikTok Tops Short-Term ROI Charts - TikTok delivers an average short-term ROI of 11.8, ranking as the most effective platform for immediate sales impact. In fact, 75% of advertisers in the study saw the highest ROI from TikTok ads compared to other media channels.
• Long-Term Benefits with Consistent Investment - Brands that maintained ongoing campaigns saw sales effects lasting 3-4 weeks post-exposure. Consistent TikTok presence improved brand recall, with seven out of 15 brands achieving significant long-term ROI.
• Strong Overall ROI Across Campaign Durations - TikTok’s total ROI stands at 16.3, surpassing channels like Radio (15.5) and Paid Social (14.5), emphasizing both short- and long-term effectiveness.

With TikTok’s proven short-term effectiveness and potential for lasting brand lift, brands should consider blending quick-hit campaigns with always-on strategies. This balanced approach ensures immediate conversions while cultivating long-term customer loyalty.

🎥 Ad of the Day

What Works:

The ad uses precise callouts with direct labels, making it easy for viewers to quickly understand the product’s key features. Highlighting specifics like "Anti-Drift Thumbsticks" and "Customizable Rear Paddles" directly appeals to gamers seeking performance improvements.

The sleek design, combined with essential features like wired USB-C connectivity and audio controls, showcases both style and practical gaming needs.

What Could Be Better:

While the ad is feature-focused, it lacks a clear emotional hook or benefit-oriented messaging. Including phrases like “Gain a competitive edge” or “Enhance your gameplay experience” could connect features with end-user benefits. Additionally, showing a gamer in action would provide context and help consumers envision usage.

Broader Insights:

Features like anti-drift thumbsticks and customizable paddles cater to competitive gamers who value performance, reflecting a deep understanding of the gaming community’s needs.

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