I opened up Facebook and looked at the first advertisement I saw. The headline is “All About That Bass!” The graphic looks like a tiny soda-pop can with a + and – on its, otherwise featureless, blackened shape. There is a pleasant baby puke background color. The copy below the images reads as follows: “Take these powerful bluetooth speakers to the beach, to the pool and everywhere else. There is a website hyperlink to Koodo mobile sandwiched between the headline and the copy.
The headline is clearly a line from a pop song that cleverly conjures the idea of music and audio settings. The image is aesthetic, it shows nothing but the product which is trying to look attractive to the eye with minimalism and curves. The background color is not a bright white, but is light enough to sharply contrast the black bluetooth speaker.
The copy’s main pitch is the use of “powerful” “beach” and “pool.” The “bluetooth speaker” portion is just telling you what the product is, which is necessary, but powerful is a description that may pique your interest further. Maybe you don’t have a powerful bluetooth speaker, maybe yours dies out too quickly, or doesn’t produce good audio. This product promises to be an improvement. It also promises to be easily transportable. That’s not really a great pitch because all of these products are transportable, so instead of just saying “take it with you anywhere” they conjure pleasant images, like the beach and pool.
What problem is this advertisement intending to solve?
If you don’t already have a bluetooth speaker, or you are discontented with one you have, then maybe you have the problem of needing a replacement. Maybe you like to listen to music, and most of your music is on your phone, and you want to play it in the background of wherever you are, because you go places a lot, and headphones don’t cut it for you. Maybe you want to have better audio when watching a movie or TV show on your smartphone. There are lots of little problems one could have that this technology is attempting to solve.
Do you have one of those problems? Does it need to be solved?
What's The Pitch? 