Create 21 Angles for Any Offer in Under an Hour

Translation of an article by one of the cool STM admins — Caurmen. Rest in peace, bro!

Psst, guy, approaches nnnnada? Well then you are in the right place.

Everyone needs them and there can never be enough of them. This manual will help you at the moment when you have used up your imagination. Go through all the steps in a row, and by the end you will have at least 21 approaches, no matter what you do. Have a piece of paper or text file at hand? Is there offer?

Then let’s go!

Along the way, I’ll give practical examples to show you how each approach works. I will use one of the oldest released offers — the Brazilian PSafe antivirus.

Will following the steps below revive it a little? Place your bets, gentlemen.

Note: what I will show you are raw ideas for approaches, headlines that have not been polished according to all the canons of copywriting.

1)Explain what your offer does in the simplest terms

“Install PSafe to protect your phone from dangerous, malware”

2) Select 2 features of offer and for each of them explain the advantage.

“Soft leather seats” is a feature, “Comfortable for long drives” is an advantage, this is a positive result of the feature.

Looking at the PSafe page on Google Play, I select the following features: real-time protection and acceleration of the phone. So, the advantages:

• Approach 1: «Kill viruses before they harm you»
• Approach 2: «Stop waiting for your phone to slow down»

3) Think about two groups of people who would benefit from offer.

“Bored schoolchildren” could be an example for a game, “single divorcees 40+” would be suitable for a dating site. Write one specific approach suitable for each group.

Anyone can use antivirus, but two groups that are at increased risk are older people, say, men who don’t fiddle with technology, and children who install everything without thinking. For the elderly, I will play on a weak knowledge of technology: “Is your phone behaving strangely? Don’t know what’s going on? You may have a virus, check now for free!»

For children we will play with the approach of parents: “Haven’t you installed a virus? Fix it quickly before your ancestors burn it down!»

4)People have a lot of fears, which of them can our product prevent?

Write this down as an approach. There’s soooo much choice here. «INHave you ever thought that thieves can access your phone when you use web banking? Don’t risk your savings — install an antivirus right now.»

5)Choose a superhero (or just a famous fictional character). How would he sell your offer if he was getting traffic?

Ok, let there be Batman. Lots of possibilities — Batman loves to play with all sorts of technological things, we can take this for the approach. He will probably fly through the city streets and dive at people with infected phones, I don’t know how to approach this, but I’m sure it’s possible))

But in this case, I’m using retro Batman from the 60s and his Bat-signal (which Gotham cops used to call Batman). «Has evil taken over your phone? Send the P-signal!«Next, I’ll probably draw and render a stylized version of the PSafe logo.

This is one of those approaches that either works great or doesn’t work at all. But it’s definitely worth testing.

6) Come up with two worst ideas for selling offer.

Boring, offensive, stupid, you name it. Find a way to rework them—or a derivative idea—into a more or less acceptable approach.

Oh, I’m good at this!

«You decided to take a break from work, relax and chill out a little, but you yourself picked up a virus on a dubious porn site? Set PSafe!“In fact, I think I won’t even redo this one, I’ll just upload it from pops, Exoclick, that’s all. Just check to see if the brand allows you to do this)

«Does your phone have coronavirus? Heal him before he eats you!“Oh, I like this one too, I’ll test it.

(This happens all the time with the “worse” approaches, they come out much more lively. I could go on all day and probably come up with about 20 more workers)

7)Who is responsible for all the bad things that offer helps to cope with?

Write a related approach.

Putting on an anonymous mask: “Evil hackers are constantly trying to infect your phone, steal your money and deceive your friends. Protect yourself now!

8) What sad thing will happen in the future, without our offer? Describe it.

When you have a dead phone in your hands and there is no way to call your friends, it’s sad. «Don’t let viruses that kill your phone leave you without contact with your friends, protect yourself with PSafe.»

9) Google your competitors. Find the two most common complaints about them that your offer can handle.

Write 2 approaches describing that your offer does not have such problems.

A quick search showed me that the two main complaints about competing antiviruses are 1) they don’t do anything and 2) unfriendly and unhelpful support. Both of these complaints have already been addressed on the Google Play page of our antivirus, so we are making approaches. In the first case, we will focus on an independent review, and in the second, on reviews in Google Play.

• A) «Need protection for your phone? Install PSafe, the most effective Android antivirus as reviewed by AV-TEST, an independent IT security agency.»
• b) «Users of PSafe antivirus: “you consider all complaints and shortcomings… 5 stars!” Download an antivirus you trust!»

10) How would your country’s government market your product?

Forgive me for my cynicism, but I believe that the UK government would simply rely on the Daily Mail newspaper. For those who don’t know, the Daily Mail is the infamous tabloid newspaper. They also write VERY good headlines. Let’s see what they wrote about viruses…

“Android malware calls and sends SMS even when the phone is TURNED OFF” — great!

Approach: «Viruses can control your phone even when it is turned off! Protect yourself now!»

There is still a lot of tasty stuff in this article — I could do five more approaches from it. I’m not a fan of the Daily Mail, but if you need to scare the crap out of a user, they have something for you.

11) Consider your benefits. Then imagine a customer saying, “But why will this help me?” Answer them, then imagine them saying it again. And answer them again.

“Destroy viruses before they harm you” “But why will this help me?” “Because it means your data and passwords will remain safe.”

Approach 1: «Protect your data and passwords: install PSafe!»

“But why will this help me?” “Because this means that even if you get a virus, it will not be able to access Facebook, soap, web banking, etc.”

Approach 2: «If you don’t want a hacker to get into your Facebook (hehe), work emails or your bank, you need this app!»

12) Think of two people you personally know who could use this. How would you sell to them and only them?

Well, I can’t imagine that any of the STM modders would install PSafe, but if…

MrGreen loves Apple tech for its aesthetics and quality, so if he had an Android it would probably be a high-end model.

Approach 1: «Proud of your cool new phone? Don’t let viruses destroy it!»

(Additional feature: you can target people with new high-end mobile phones!)

Zeno is both a techie and a scientist, so if I were to convince him to install PSafe, I would use facts and figures. A review from AV-Test will do!

Approach 2: «In independent testing, PSafe detected 96.04% of new malware from the App Store. Find peace of mind!»

13) Look at what is interesting in the news of the country you are driving traffic to. How can you tie your product to these events?

Brazil is now at the center of a huge corruption scandal involving a bunch of large companies. Pretty easy to get attached, ha:

«After laundering dirty money, how can you trust any Brazilian companies like your telecom operator? Make sure your phone is secure!»

14) How can you present your product as rare and urgent?

“Urgent” is easy, let’s just Google “Android Malware” and see the horrors that pop up. Recently, the first crypto-locker ransomware was discovered on the Internet. «Breaking news: A new virus for Android extorts money from users! Protect yourself.»

15) What’s new in your product? Write this down as the Novelty Approach or Breaking News Approach.

Just looking at the product page, it looks like they recently added a feature to remove duplicate photos in WhatsApp. So…

«New: Protect and Clean your WhatsApp with our latest update!»

And voila! Here we have 21 approaches ready for our offer! Now go and do at least as much for your offer!