Does your audience respond to ads that imply the product does things for them or that the product empowers them?

See which option had an 87% higher CTR.

One of the biggest questions when writing ads, headlines, or any sales copy for that matter, is whether your audience desires passive or active benefits. Do they want an "enabling" product, one that results in them doing something better, faster, easier, or something that simply  does it for them?

We tested this, and found some dramatic differences for our audience.

In our case, the ad implying empowerment attracted far more attention and interest.

Why?

We can’t know for sure, but our audience is people looking for self-improvement and self-development, so they could be looking for products/services that empower them to create change within their lives. It is much easier and desirable to be proud of something you yourself have done versus something a thing/service/product did for you.

Which do your customers prefer? Have you studied it? The impact of this research could dramatically impact - and improve - your entire product creating process, from conception to delivery.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike Reining

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