Unlock the Secrets of Customer Minds

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Hey and welcome back to Ad Performance Lab,

In today’s drop, we’re going deep into customer psychology when planning and building a specific ICP.

This topic is like watching paint dry! It's definitely not the most exciting thing to chat about, that's for sure :D but it's something that 99% of brands out there, unfortunately, lack and don't have a proper system for.

That’s exactly what you’re walking away with today after reading this - a proper system to nail down your ICP and plan customer psychology first ads with a battle-tested framework that we’ve used for 50+ Shopify brands.

So, you'll learn: 

✅ Advanced ICP research techniques and what you need to research

✅ What kind of information you need to know about your ICP?

✅ The exact framework we use to do our client’s ICP research

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It is very important to figure out exactly what information to collect - but how do you do that?

Every successful ICP research process starts by defining all the different details and information we need to collect. This is a phase were brands might get confused at, so we try to keep this as simple as possible.

During the information collecting phase, most brands are defining the ICPs by age, sex, occupation, income, etc. While these are important, understanding your customers should go way beyond that.

For each one of your customer ICPs, take note of their:

• What kind of words the ICP is using when they speak about the product/industry?

• What excites them? What frustrates them?

• What motivates them? What are their emotional triggers?

• What kind of specific problems do they have in their day-to-day life?

• What are their needs? How about desires?

• What are their favorite competitor brands?

• What kind of objections they might have when thinking about buying your product?

When you get all of these questions answered properly, you’ll have a great understanding of the people you’re selling to and all of their decisions in life.

This is the first step to actually produce content that the ICP actually notices, sticks to, and most importantly, converts from.

From research to ready-to-use ads - here are the exact 4 steps you need to follow.

Most people get confused with the research part and find it very overwhelming (I can tell we do sometimes as well :D) There are all the different things that needs to be searched…

All the different places that could be searched…

Finding the most relevant information… (blaah, gets too boring)

It doesn’t have to be that difficult :D

We like to break this down into a simple system that we follow step-by-step.

#1 Create a list of places/platforms/sources to do research from

Our list for research is:

1. Competitors ads & website

2. TikTok (find specific keywords)

3. Amazon reviews

4. Reddit & Quora threads and conversations

5. Pinterest Trends & Google Trends

6. Qualitative interviews with customers

7. Youtube videos

#2 Collect all information into one document

Now we’ve found all the information that is need to create the first version of the specific ICP. This includes direct quotes, common phrases, pain points, goals, keywords, and any other relevant information that paints a clear picture of our ICP.

This kicks off our process to develop the actual descriptions of the ICP so we can craft perfect ad angles and briefs.

#3 Start to produce ad angles and initial briefs

Now, based on the findings we got during the first two phases, we’ll turn them into actual ad angles, hooks, scripts and briefs. This means identifying the core message that resonates with our ICP, the visual elements that attract them, and the call-to-actions (CTAs) that compel them to act, and much more.

The ad production phase is like a vast universe, and it's a topic we'll save for another day, my friend :D

#4 Test and refine

The final step in our process is testing (of course haha! The most used word in the marketing space…)

We create multiple ad creatives based on our research and measure their performance. (and yeah it’s actually as important as everyone says it is :D)

This iterative process allows us to refine our approach continuously, see exactly what are the specific pain points, emotions, keywords, etc. that works the each ICP.

This ensures that we're always hitting the mark with our target audience, and improving week by week, month by month.

(We don’t know such thing as producing some ads and letting them just run without collecting any insights. Can you imagine that quite many brands are doing that? Yeah seems crazy…)

Conclusion

ICP research might seem initially daunting, but it is undeniably the crucial foundation of creating thumb-stopping and high-converting ad creatives.

By delving into the depths of understanding your Ideal Customer Profile (ICP), you unlock the power to craft messages that not only resonate deeply with your target audience but also establish stronger and more meaningful connections.

Consequently, this profound understanding of your ICP enables you to drive exceptional results for your brand, propelling it towards unprecedented success and growth.

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Have a growth week my friends and let’s make some new highs! 

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Talk soon, 

Matias Myhrberg

Co-founder

©/Alota

P.S.

If you run an Shopify brand and you're trying to scale to 8 and 9 figures but need some help with your creatives…(yeah exactly what we talked above :D) get in touch to book a discovery call today. 

Let's talk about how we can help you grow you brand. Get started here.