On a more technical POV, if you are writing sales copy or even getting up a one-liner USP, market feedback is pretty much the bread-and-butter.
You can either go do a survey or do review mining, but even then you need to have a plan for both of them.
I'll give you an example:
A recent capstone unit asked my group to study competitors for a night lamp.
And then come out with a plan for a better product.
I KNEW college students won't know how to pull out all stops to check out competitors and the consumer reviews. So I took an hour or so to look at two.
Some SmartSleep product from Phillips, and another from Panasonic.
I went to Amazon and looked at the 3-stars reviews. (4-5 star reviews don't tell much besides the DESIRED visions of consumers met).
So even though the competitors had 60% 4-5 star reviews, the 3-star reviews were already grousing over common pain-points:
"I needed to muddle through 2 menus and 3 buttons just to turn the night lamp on!"
"But when I wake up, the alarm light indicates that it's been on for an hour! I haven't found a mode to wake deep sleepers like myself. ”
"Light.... It's not bright. Even at the max, you need to sleep very close. The first few mornings it didn't even wake me up at all."
These are pain points I had no idea folks complained about a simple night light!
While it's possible to pour out pain-points and customer lingo from yourself if you are a user of the product itself, I think it's better to look outside the shell.
Facebook ads is a weird machine.
The last time I worked with a telehealth client to write liners for Facebook copy, I found out firsthand I had to write the angles as broad as possible, so as not to trigger 'negative' keywords (e.g. medical terms like pregnancy or gynaecology) and to not seem intrusive to Facebook viewers.
For me, that really felt like bullshit. It was as if Facebook was more interested in keeping businesses mum rather than bringing valuable solutions to its users.
Anyways, I wrote 2-3 ads copy versions for multiple offers, and somehow their Facebook guy ran with it, hit lots of audience groups, and got like a 3.2-3.5 ROAS for weeks, with a few 4 ROAS days.
Which I couldn't believe, as he started off with RM300 adspend (which is not very large) per product, and further increments in budget were like double of it, as far as I remember how our exchanges went. And the photos were very plain. No flashy motion-addons or banner or anything else.
Then later, when I visited their 2-3 competitors' Ads Library, I saw they weren't even running any ads at all...
So I guess lots of businesses tried the FB thing, got burnt and then hopped out of it. Which means depending on the niche, there might be next to little competition?
My one business that I went broke in...there was a competitor of mine that didn't advertise much on facebook if at all, they had some affiliate links and ranked #1 on Amz ?
People are to focused on social media, the real way to make money is focusing on sales, not getting likes or building followings.
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