The thread talks about how we created the content.

What was not included in this thread is why this is a winning product and how the ads won.

Today we will break down how to find that winning positioning for your ads.

1. What Makes You Different

Our most successful ad accounts have been when the product is unique or has clear differential selling points.

Before diving into emotional angles, write down what your product accomplishes.

Specifically for Popsmith, this product does not exist in the world.

Yes, people make popcorn on the stove, but they usually burn it in a regular pot.

Other people make microwave popcorn.

Popsmith allows you to make great popcorn with healthy ingredients and not burn it.

The design and technology of the pot make Popsmith different.

Every successful brand you know can point to unique product developments that make them stand out.

Before you start writing copy, take notes on what makes you different.

2. Positioning Based On Uniqueness

The next step once you know what makes you unique is to understand who your competitors are.

Who has the attention of your consumers, and how will you position yourself to take market share?

Eugene Schwartz says, “This is the copywriters’ task: not to create mass desire — but to channel and direct it.”

You need to find where the desire is and how to channel that desire to your brand.

Do not look at your competition to copy.

Look at your competition so you can see how you can be DIFFERENT.

Not enough brands lean into what makes them different, but it is the uniqueness that will give you the winning angle for an ad.

For Popsmith, the unique technology was in every ad, no matter if we were talking to the foodie, the host, or the other customer profiles.

3. Create Visuals That Show The Difference

The last step of the ad is building the visuals to complement the words or script.

We wanted to do two things with Popsmith.

Because the product is a higher-priced item, we want to build imagery of luxury.

The other thing was to show off the popcorn being made because, visually, there isn’t anything like it on the market.

These two factors played into making successful ads.

Again, don’t do what your competition is doing.

Find how your visuals can stand out as well as lean into your uniqueness.

What makes your product different - SHOW IT!

For Popsmith, the crank on the pot is unique, so we showed it in action as much as possible.

I think I might need to do another newsletter just on why product development should be under marketing because of how important it is for ads and acquisition.

But until then, find what is unique about your product, and make those winning angles.