- [Instructor] The mindset of a consumer
has a profound impact on their purchasing behavior,
so it's important that as you think through
the ads you're creating,
that you're evaluating what the underlying consumer need is.
Now according to research by Google,
there are six canonical consumer needs.
Surprise me, help me, reassure me,
educate me, impress me, and thrill me.
Say for example you're in the market for a car.
If you're searching for trendy cars
of the year, well you have a surprise me need.
If you're searching for best car
for a new real estate agent, well you might have
an impress me need.
And this is really important, because the language
that you use in your advertisement,
the appearance of your landing page
and how you presented your brand must all align
with that need.
For example, you could have a company
that owns multiple hotel brands.
One chain of hotels is aimed
at the reassure me state, comfortable lodging,
a commitment to cleanliness, and flexible refunds
would all be language that helps align with that need.
However, if you had a hotel chain aimed
at the impress me state, well then you would need
to have a much more luxurious experience.
You'd feature higher end photos,
a higher price point, concierge services,
and use language that sounds impressive and exclusive.
Now those in a reassure me state,
according to Google, have searches
that are less complicated and they rely mostly on questions.
So the content that you serve up should lend a guiding hand.
Now, as a rough guide,
here's the expectations within each category.
For surprise me, you're aiming
to create a fun and entertaining experience.
For thrill me, you want a brief,
fast, adventurous experience.
With impress me, be laser-focused on search phrases
and dial up that experience.
For educate me, it's all about depth, reviews,
comparisons, and ratings are necessary.
Reassure me will require simplicity and lots
of answers to questions.
And finally, help me is all
about connecting the dots for someone.
Your goal is to constantly ask yourself
what underlying need does this consumer really have,
and how will I serve it well?
Do this, and you'll have a much better chance
of influencing their decision and winning their business.