Direct benefit vs more creative angles (5)
Hey,
I wonder when it is a good idea to use the most direct benefit which I guess is appealing to the largest audience vs coming up with more creative "derivative" angles.
Here's an example of what I mean:
I'm trying to promote a mole trap offer. The direct benefit is to "get rid of moles" or as an end result to "have a beautiful yard"
Now after learning about angles I've come up with the following:
-have the best lawn in your neighborhood(be superior)
-no more work shutting the mole hills
-moles multiply every month(fear)
-How this dude trapped every single mole and is now a neighborhood superstar(envy)
-moles can bite your kids(protection of loved ones)
-Envy your neighbors lawn? Get rid of mole hills now(social approval)
-Imagine the feeling of never having to see a mole hill again(freedom from pain/anger)
and more remote angles:
-get a mole trapping job/make money with mole trapping
-sell your property for more cuz of no mole hills
-make friends in your neighborhood cuz of better lawn
-increase your growing yield if you trap all moles
Now, should I just test everything and is there no direct answer or how can I know when it is okay to go with the direct appeal rather than one of the angles I came up with.
I know it depends on what my competitors do. But I actually have never heard of angles before I joined STM and still have to really get a grasp on that concept.
Thanks & Happy new year 
In most cases the angles that play on human psychology, needs and wants and so will perform better.
With the most direct (bland) approach you will be largely at the mercy of the intent of your users... and perhaps not everyone is jumping out of their computer seat at the thought of yet another mole trap that might help them with their problem.
You need to sell users and simply offering people a product that might do what they want will only cut it in an environment with zero competitors. Since that usually doesn't exist, you need to do better than just offering a solution - you need to offer the solution to their problem.
Okay so I rambled a little in this post and decided to make it short:
Direct benefits only work in young/unsophisticated markets & the effectiveness of an angle is defined by the appeal to the fears, wants & desires of the potential customer and on the uniqueness of my angle.
Is this correct or is there more to it?
Direct benefits may work OK in young/unsophisticated markets where you have little competition that is out-selling you & the effectiveness of an angle can only be confirmed by testing but will often benefit from using appeals to the fears, wants & desires of the potential customer and on the uniqueness of my angle.
aye, makes sense.
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