When selling a high-value offer that triggers skepticism, start the sales conversation by listing all the negative aspects or reasons it might not be a fit. This 'damaging admissions' technique disarms the buyer, making the benefits you present later far more believable.
Build a system that incentivizes customers to create short-form video content about their experiences. Then, identify the top-performing organic videos and run them as paid ads. This creates an authentic, decentralized, and highly scalable pipeline for ad creative.
If your ad performance drops as you increase spend, your creative likely isn't compelling enough to convert less-interested audiences. The solution is better, more universally appealing ads that can unlock the next tier of the market, rather than simply changing your targeting.
Platforms like Meta analyze the people featured in your ad creative and show those ads to demographically similar users, assuming higher conversion likelihood. To diversify your customer base, you must first diversify the people shown in your ads, even without changing audience targeting settings.
Businesses often conclude static images work better than video after A/B testing. This is typically because their video ads are poorly made. A high-quality, engaging video will beat a high-quality image, but a good image will always beat a bad video. The problem is creative execution, not the format itself.