Create At Least 21 New Angles For Any Offer In Under An Hour (41)
Create At Least 21 New Angles For Any Offer In Under An Hour
Need some angles? Well, you're in the right place.
We all need 'em, and we can never get enough of them. But this tutorial will help your angle shortage out.
Go through each of these steps in order, and by the end, you'll have at least 21 angles for whatever offer you're pushing.
Got paper or a text file open? Know what offer you want to go for?
Then let's GOOOOOOO!
I'm going to follow along with practical examples here to show how each of these processes work. I'll be using one of the most tired offers out there - PSafe, the Brazilian antivirus. Will this process let me come up with original angles? PLACE BETS NOW!
Note: what I'm coming up with here are rough angle ideas, not polished headlines. As headlines some of them will look pretty clunky, but it's the core idea I'm looking for.
1) Explain what your product does in the simplest possible terms.
"Install PSafe on your phone to protect it from dangerous, illegal programs."
2) Choose 2 of its features, and for each feature, explain the benefit. "Padded leather seats" is a feature. "Comfortable for long drives" is a benefit - it's the positive result of a feature.
Looking at PSafe's Google Play page, two features it has are real-time protection and speeding your phone up. So, benefits:
Angle #1: "Catch viruses before they have time to do any harm"
Angle #2: "Stop having to wait for your phone to catch up".
3) Think of 2 groups of people who might use it: "kids bored at school" might be one example for a game, "lonely 40-something divorcee" might be one for a dating site. Write a specific angle targeting just them for each group.
An antivirus could be used by anyone, but two high-risk groups are older people - let's say men - who don't understand technology and kids who just install anything without thinking.
For older people, I'll play on confusion with technology: "Phone behaving strangely? Don't know what's going on? You could have a virus - check now free!"
For kids, I'll play on the parent angle: "Could you have installed a virus on your phone? Fix it quick before your parents find out!"
4) What's something that people are afraid of that this product could prevent? Write an angle around that.
Sooooo much choice here. "When you bank on your phone could thieves access it? Don't risk your savings - install an antivirus now."
5) Pick a superhero. If he or she had to run an affiliate campaign for this product, how would they sell your product?
OK, let's choose Batman. LOADS of options here - Batman's all about the technology, so we could sell it on that angle. He'd probably lurk above the city streets and swoop down on people suffering from viruses on their phones - not sure how to work that into an angle but I'm sure it's doable.
But I think in this case I'm going to go a bit retro '60s Batman and play on the Bat-Signal. "Has Evil Captured Your Phone? Send Up The P-Signal!" Then I'll probably draw a stylised version of the PSafe logo and use that.
This is definitely one of the more out there angles - it'll either work great or not at all. But it's worth testing, for sure.
6) Come up with two of the worst ideas to sell this product you can. Boring, offensive, stupid, whatever. Find a way to make them - or an idea that riffs off them - a vaguely plausible (doesn't have to be good) angle.
I'm good at this one.
"Phone got a virus from a dodgy porn site whilst you were having a wank break in the loos at work? Get PSafe!" Actually, I don't think that needs any modification - I'd probably just run it on a pops source, Exoclick, etc. Might check the brand will be OK with it first 
"Has your phone got Ebola? Cure it before it eats your face!" Actually, I like that one too and would definitely test it.
(This happens a lot with the "worst angles" thing - they tend to come out with a lot more life to them. I could keep going on this step all day and probably come up with 20 workable angles here alone.)
7) Who is responsible for the bad thing this product solves? Write an angle around them.
Anonymous mask time. "Evil hackers are constantly trying to infect your phone, steal your money, and con your friends. Protect yourself now!"
8) What about the prospect's life without this product makes them sad? Write about that.
Having a bricked phone and no way to talk to your friends is pretty sad. "Don't be left with no way to talk to your friends after a virus kills your phone - protect your phone with PSafe now."
9) Google competing products. Find the two most common complaints about them that your product could solve in some way. Write two angles explaining how your product doesn't have those problems.
A quick Google shows that the two major complaints about competing antivirus products are a) that they do nothing and b) that customer support is really unfriendly and unhelpful.
Both are already covered by the copy on the Google Play store, so we can spin angles out of that. In the first case I'll center the angle around an independent review, and in the second case around some great quotes from the Play Store reviews.
a) "Need To Protect Your Phone? Install PSafe, rated most effective Android antivirus by AV-TEST, The Independent IT-Security Institute."
b) "PSafe Antivirus customers say: "you GET BACK to all your complaints or issues ... five stars!" Get a TRUSTWORTHY antivirus today!"
10) How would your country's government sell this product?
Forgive my cynicism, but I think the UK government would probably just rely on the Daily Mail to do it for them.
For those who don't know, the Daily Mail is an infamously scaremongering UK newspaper. They also write VERY good headlines. Let's see what they've said about viruses in the past... "Android malware makes calls and sends messages even when the phone is switched OFF" - great.
Angle: "Phone Viruses Could Control Your Phone Even When It's Switched Off! Protect Yourself Today!"
There's plenty more gold in that article too - I could easily come up with another 5 angles based on it. I'm not a fan of the Mail but if you need to monger some scare, they're the place to go.
11) Take your benefits. Then imagine the customer saying "But why does that help me?" Answer them. Then imagine they say that again. Answer them again.
"Catch viruses before they have time to do any harm!" "But why does that help me?" "Because it means all your data and passwords will be safe."
Angle #1: "Secure your data and passwords: install PSafe now."
"But why does that help me?" "Because it means that even if you get a virus, it won't be able to get access to any of your sites - Facebook, email, banking..."
Angle #2: "If you don't want hackers to get into your Facebook account, work emails or mobile banking, you need this app now."
12) Think of two people you know personally who might use this. How would you sell it to them, and just them?
Well, I don't think that any of the STM mods are going to be installing PSafe any time soon, but if they were...
MrGreen really likes his shiny Apple products and generally has a strong eye for aesthetics and quality, so if he had an Android phone, it'd probably be because it was a really slick, high-end one.
Angle #1: "Proud of your fancy new phone? Don't let viruses ruin it!"
(Pro tip on this one - you could specifically target people with new, high-end handsets.)
Zeno's both an uber-techie and a scientist, so if I'm going to persuade him to install PSafe, I'll need to use facts and figures. That AV-Test review is my friend here.
Angle #2: "In An Independent Test, PSafe Detected 96.04% of New Malicious Apps On The App Store. Get Peace Of Mind."
13) Look up the current news for the country you're targeting. How can you tie this product into what's going on there right now?
Brazil's in the middle of a huge corruption / organised crime scandal right now involving very big companies. Fairly easy to tie in:
"After Operation Carwash, do you trust ANY big Brazilian business - like your phone company? Check your phone's safe and secure now."
14) How can you present the product as scarce or urgent?
"Urgent" is easy in this case, let's just Google "Android Malware" and see what new horrors have emerged. Apparently the first Cryptlocker-alike (ransomware that encrypts your phone and demands a ransom to unlock it) has been spotted in the wild.
"BREAKING NEWS: New Android Virus Could Hold Your Phone To Ransom! Protect Yourself Now."
15) What's novel about the product? Write it as a NEW or BREAKING NEWS angle.
I'll just have a quick look at the product page - looks like they've just added a function to remove duplicate photos on WhatsApp. So...
"NEW: Protect And Clean Your WhatsApp With Our Latest Update!"
And there you go! Just to check the score - here are my 21 angle ideas after that...
"Install PSafe on your phone to protect it from dangerous, illegal programs."
"Catch viruses before they have time to do any harm"
"Stop having to wait for your phone to catch up"
"Phone behaving strangely? Don't know what's going on? You could have a virus - check now free!"
"Could you have installed a virus on your phone? Fix it quick before your parents find out!"
"When you bank on your phone could thieves access it? Don't risk your savings - install an antivirus now."
"Has Evil Captured Your Phone? Send Up The P-Signal!"
"Phone got a virus from a dodgy porn site whilst you were having a wank break in the loos at work? Get PSafe!"
"Has your phone got Ebola? Cure it before it eats your face!"
"Evil hackers are constantly trying to infect your phone, steal your money, and con your friends. Protect yourself now!"
"Don't be left with no way to talk to your friends after a virus kills your phone - protect your phone with PSafe now."
"Need To Protect Your Phone? Install PSafe, rated most effective Android antivirus by AV-TEST, The Independent IT-Security Institute."
"PSafe Antivirus customers say: "you GET BACK to all your complaints or issues ... 5 stars!" Get a TRUSTWORTHY antivirus today!"
"Phone Viruses Could Control Your Phone Even When It's Switched Off! Protect Yourself Today!"
"Secure your data and passwords: install PSafe now."
"If you don't want hackers to get into your Facebook account, work emails or mobile banking, you need this app now."
"Proud of your new phone? Don't let viruses ruin it!"
"In An Independent Test, PSafe Detected 96.04% of New Malicious Apps On The App Store. Get Peace Of Mind."
"After Operation Carwash, do you trust ANY big Brazilian business - like your phone company? Check your phone's safe and secure now."
"BREAKING NEWS: New Android Virus Could Hold Your Phone To Ransom! Protect Yourself Now."
"NEW: Protect And Clean Your WhatsApp With Our Latest Update!"
Go and create yourself some new angles now!
And if you have any problems or can't figure out how to apply one of these to your offer, mention it in the comments and I'll swoop in - yes, like Batman - to help out.
Excellent post! Area I am focusing on improving at the moment and will use technique going forward.
One issue I've had in relation to angles is getting them onto a banner without too many words while still getting the angle across and being coherent.
How do you suggest combating this? From the angles you created for PSafe, I can see that I would find it very difficult to get them shortened for a banner.
Originally Posted by baggins
@baggins - one thing that's worth remembering is that the angle can be spread over the entire funnel - you don't need to wedge it into the ad alone.
Remember AIDA - Attention, Interest, Desire, Action.
For example, for the "evil hackers" angle, I'd probably test a banner that just had a sinister "Hacker" image on it, and a headline / CTA combo like "Hackers want your phone! Protect Yourself »". That gets their Attention and a little bit of Interest.
Then I can go into more detail in the lander, increasing their Interest in the problem and Desire for a solution, before presenting a CTA that lets them take Action.
Originally Posted by baggins
Awesome post thank you, I'm loving the angles. I spent some time last night on a share for STM.
I made some adult banners with some angles, researched power phrases too, will post them on Monday.
@EpicTrends - cool, looking forward to it!
Just when I thought I really need to work on my angles, you hit me with this! I see you barely scratched the surface. For example, you said "Choose 2 of its features, and for each feature, explain the benefit." Nothing stops me from choosing 5 features instead and explaining the benefit of each. Excellent post.
Quick question: On my lander, would you recommend I focus on just the angle used on the banner or more?
Yes indeed! You can use most of these methods to create 21 angles all on their own - for example, I could perfectly happily just keep cruising through recent Brazilian news developing an angle for each major story.
I would indeed recommend you focus on the angle in your lander - expand and develop, but keep the message consistent and push your readers toward Desire and Action.
Thanks caurmen! This is very helpful! I'm promoting a gaming offer and struggled with finding new angles. Now I have 21 of them! Heh, the hard part is now which one to pick. Or do you recommend testing all 21? Do you usually test angles first and then banners? Or is it better to pick one angle and create 10 banners?
Fantastic post I'm going to print this out for reference. No excuse for plenty of angles. Was great meeting you in London too!
Thanks caurmen & Mr Green - excellent solutions for my issue 
Originally Posted by caurmen
Great post! man I just love STM!
Awesome post. I'm trying to come up with some angles with a clickbank offer using PPC to promote it.
@chintu - Clickbank offers are usually great for original angles because they're already somewhat targeted. High payout has the usual problems (more spend to verify an angle) but other than that, you should be able to fire off some awesome ideas from a Clickbank niche!
Caurmen, got a spreadsheet and I'm creating angles and I've already got a dozen or so listed. Now to figure out the keywords for the product. I'm doing this as I wait for my affiliate accounts to be processed and I'm humming away.
Awesome!
@caurmen, you were right even about the time of creation - 2 hours at work, when boss is sniffing for mobiles, not bad at all, I'm ready for afternoon 
This is really helpful, thanks!
Pure awesomeness.
this is the bomb.com! definitely saving this for reference.
How about some examples for sweepstakes offers? I'm having a tough time coming up with angles giving away free grocery vouchers and free iphones. I don't want to copy anyone's angles but I just need some inspiration to come up with my own. From spying it seems the only angle I see for these offers is "You may have a chance to win......." I'm guessing this angle works since I see it everywhere but like I said I don't want to copy anyone so I don't want to use that angle. Any advice is much appreciated.
Well, taking the approaches above:
Current News (US) - "Live Like Trump - Get $1000 to spend on LUXURIES!"
What makes your prospect sad? - "Stuck with a broken phone? You could win a new iPhone in the next 27 seconds!"
What are people afraid of? - "Worried You Won't Be Able To Afford Presents For Your Kids? Take The Load Off Your Household - We're Offering $1000 Of Groceries Free."
And so on.
Try going through each of the steps above - you'll soon have plenty of ideas!
Went through this today for the first time creating angles and I was able to generate a ton of ideas! Thanks you so much for laying out a framework to build off of!
Going off the Trump idea I'm sure there is a vertical for "Tired of Politics?" angle to play out on too haha.
You're amazing, Caurmen!! Thank you so much for taking the time to write this and sharing it with us. I copied the questions you wrote down and answered them based on the offer I'd like to test and I came up with a good amount of angles I couldn't think of before this. Once again, thanks!
Caurmen... really... excellent advice. Questions saved and passed on to other crazy "anglers" xD
If we have any problems we will for sure post them so you can swoop in to give more tips that help all... but not as batman... in your own "Millennium Falcon"!, lots of angles will start to go that way these months. After the "Back to the future" overdose!
Cheers, and have a good weekend!
Thnx a lot Caurmen!
Got a lot of angles in no time!
Definitely going to use this more often.
Killer post, thank you! Ideas are flowing
Originally Posted by caurmen
At the moment I'm finding I can come up with "decent" headlines, but not sure how to construct an entirely new lander based off of them...
@mass_marketer - I'd keep talking about Trump AND introduce the offer at the same time.
The headline should be all about Trump, the image should be Trump-and-offer related, and the copy should ease them from the angle (Live Like Trump) to desiring the offer. Then the CTA should push them to action on the offer.
OMG this thread brings up so much ideas to me. You're awesome, caurmen~!
This thread is awesome. Thanks!
Interesting ... this gives a lot of ideas !
Excelent Post , very helpful thread
caurmen i am new to the fourm and really i got surprised from this great article . i read it many times .. this gave me unlimited ideas . THANK YOU SO MUCH
An awesome headline course in a single post. Awesome!
Amazing post! The 'How to guide to Angles'
Im just getting started and have been reading books like Ogilvy & Advertising, Scientific Advertising while studying Craig Clemens copywriting. This exercise made it easy and fun to come up with these headlines! Normally writing is something I was self conscious about... But now that Im starting to understand the psychology behind sales letters its become so straight forward!
Another strategy that you can follow to come up with angles that can really work is if you can try to incorporate one or more of the Life Force 8 factors into your angles. Life Force 8 consists of eight very basic human needs which are biologically programmed in each and every one of us — these are the 8 things that humans really want more than anything else.
1. Survival, enjoyment of life, life extension.
2. Enjoyment of food and beverages.
3. Freedom from fear, pain, and danger.
4. Sexual companionship.
5. Comfortable living conditions.
6 To be superior, winning, keeping up with the Joneses.
7. Care and protection of loved ones.
8. Social approval.
Our job as affiliate marketer is to get into the hearts and minds of your users/visitors and hit one of these desires and start crafting your ads/landers around it.
Example if you’re thinking of angles for your dating offer, it surely aligns with almost all: #1, #2, #3, #4, #5, #6, #7, #8.
Get creative. Think outside of the box and you can come up with headlines in few minutes. It takes a lot of practice too but you will get better and faster. Applies to almost any products (iphone7, antivirus, download, etc)
Check out Finch’s blog here that discusses this topic in detail: https://finchsells.com/2012/06/13/an...your-campaigns. Hope this helps!
This is exactly what I do for campaigns, company ads, and even creative ideas for games.
It's all about doing it in 1 big brainstorming session with a lot of coffee. A key for me is feeling really positive when working up angles, it helps keep the ideas flowing. I usually use google images, 500px.com and a couple other image sites, and browse any loose ideas that come to mind, then start writing them down in a .txt in different categories.
Just jot everything down, and use images to spark variations and new ideas.
Once this is done the ad creation process is a lot cleaner.
Perfect, Caurmen! Thanks!
Giving this awesome thread a bump!
Amy
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