People don’t spend their hard-earned cash on products or services. People buy TRANSFORMATION.

‘A complete change in someone or something; that’s how the Oxford Dictionary defines transformation.

According to our good friends at Digital Marketer, transformation is all about shaping someone or something, through good copywriting and marketing, from a ‘less-desirable before-state to an ‘appealing’ after-state.

Consider the subsequent two pieces of text. Both are accompanying Facebook Ads, designed to entice people to get a tube of toothpaste.

Version One: this can be the simplest toothpaste ever. Our experienced team has worked for years to perfect its formula; so we recommend buying this awesome new product.

Version Two: Never worry about bad breath again. Say goodbye to awkward conversations, and hello to your newfound confidence with fresh, minty breath.

Which piece of copy does one find more powerful?

Version One doesn’t articulate or acknowledge the ‘before the state of somebody searching for toothpaste. It doesn’t reveal how this product can become the vehicle that transports someone from this ‘before’ to the ‘after.’

Version Two, on the opposite hand, achieves this. The before-state is someone who lacks confidence, experiences challenges with ‘nice-smelling breath, and finds day-to-day interactions a small amount awkward as a result. The ‘Toothpaste’ becomes a product that somebody needs because it'll transform them.

You have the potential of hitting a ‘home-run if you'll be able to nail the articulation of what the before and after state sounds like for your prospect. this will be conveyed through the ‘creative’ of your campaigns; so copywriting, videos, and more.

So how does one do this?

identify who your customer avatar is. we want to define the people you serve before you serve them.

This form looks at many aspects of a demographic which will inform your advertising process. what's their age, where do they work, what's their relationship status, and then forth?
Once you’ve articulated who your avatar is, you wish to define the messaging and position you would like to attach your buyer with. this is often why filling during a before and after the grid is super important; it's at how the before and after state can make someone feel.
Do they need an issue your product provides an answer for? How does this intentionally solve their challenges? This sheet will identify many important elements of your customer, including the below:Have: What does someone have ‘before’ that they won’t have ‘after’? this might be an illness or ailment, as an example.
Feel: what's someone’s emotion before, compared to after? By identifying this, we are able to develop ‘empathy’ for our customers.
Average Day: what's a typical day like within the lifetime of your customer before receiving your product or service?
Status: what's the story someone is telling about themselves? By identifying this, we will capture someone’s attention.
Good vs Evil: what's greater philosophical evil does your product or service allow your customer to defeat? Remember: you wish to contemplate who a message is written for because if it doesn’t land, it’s not visiting convert. Does your product tell your customer or prospect something about themselves?