Why Hexclad addresses their price objection head-on

Welcome back to another issue of Nice Ads. This week, we're going to be talking about:

• How UGC can make your expensive product more approachable.

• A great video ad idea for Black Friday.

• How to use objections to sell your product.

If you're struggling to make converting ad creative that actually lowers your CPA, then I'd love to have a conversation with you about how my agency, Fraggell, can help. click here.

Yarbo

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This is a UGC that we made for the robot lawnmower company Yarbo. The idea of this video was to make the product seem approachable, relatable, and something which is actually achievable for the average person.

That's why we decided a UGC format would probably work best for this instead of something like high production for example.

We see the creator building the lawnmower and showing what they can do now instead of doing lawn care. For many people with large outdoor spaces, the thought of mowing them can be pretty overwhelming. That was the demographic we wanted to target with this creative.

One of the most challenging factors of pulling this ad together was the casting requirements. Has to have a large lawn, be good on camera and also be in certain parts of the country due to shipping restrictions.

This is where having a great production team that can find a great cast is incredibly important in any production and always worth investing in.

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Our Place

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Black Friday is right around the corner, and it's time to start making that creative. That's why I wanted to showcase this example because of how effective it is and also how simple.

First of all, we have a fantastic hook. I spoke about this last year, but using a megaphone for a big announcement (like a Black Friday sale) works great at capturing the right attention.

Secondly, also the big scrolling banner at the top of the ad. We've seen this perform well over and over again, whether it's in a specific Black Friday creative, or it's just taking an existing winning ad and putting a sale banner on top of it for Black Friday.

And the final thing I love about this ad, and why it's so effective, is that they're essentially breaking down what they know to be the best-selling items and simply telling a potential customer the price they now are. Helping push those potential on-the-fence purchases over the edge during the most popular shopping season.

I actually covered this video and more in my new YouTube video where I break down how to win this Black Friday.

TLDR:

• Keep your Black Friday ads simple.

• You can always repurpose evergreens with sale-themed graphics.

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Hexclad

I really wanted to share this static example with you because I think it's incredibly simple and something that you could potentially make and launch today.

Think about the most popular reasons why people don't buy your product. It could be price, it could be quality. Whatever it is, you need to make creative addressing that objection directly.

In the case of Hexclad, its price.

So, they've created a very simple static ad that directly addresses the price objection and explains why their products cost what they do.

People respect you when you are direct to them. Often, people don't understand why your product is so expensive, so making creative like this that directly calls out the objection will help educate people and further sell them on your product.

This type of static ad, where it is a wall of text, is actually incredibly effective, and I've seen it continuously work across our clients' accounts.

TLDR:

• Don't be afraid to be direct.

• Address objections.

That's it for this week's Nice Ads. I appreciate you spending the time to read this. And as always, if you have a friend or a colleague who you think would enjoy this, be sure to forward it to them and tell them to subscribe themselves.

You can watch my newest YouTube video all about Black Friday here. Until next week, I'll see you soon.

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