Your Brain on Ads: Jolie

Welcome to another installment of Your Brain on Ads! We dissect winning ads to help you become a smarter Facebook & Instagram advertiser.

This week, we’re focusing on an ad from Jolie.

What Is Jolie?

Jolie describes itself as “a beauty wellness company that purifies the quality of your water for better skin, hair, and overall wellbeing.”

Here’s what I noticed when giving their ad a closer look.

3 Things I Like About This Ad

1. Positioning themselves as a beauty product allows them to charge more.

Go to Amazon and take note of how most showerheads position themselves. They compete on features – “6 spray mode,” “Anti-clog nozzles,” “High pressure,” etc.

Jolie could say “Our showerhead is the best. It has strong pressure and looks great.” Instead, they position themselves as a beauty product, promising their showerhead will result in better skin and hair.

This is genius. It makes them stand out amongst showerheads and allows them to charge more than competitors.

2. They sell solutions, not features.

A mentor recently reminded me to “Sell the vacation, not the journey.” Jolie leans into benefits and offers solutions to painful problems:

• Less hair loss

• Less acne

• Less dry skin

Women spend tens of billions of dollars to avoid acne, hair loss, and dry skin each year. Changing their showerhead is a (relatively) cheap and easy way to avoid these outcomes.

3. Fear sells.

Jolie leans into consumers’ fears and presents their product as a way to alleviate those fears.

The ad prompts women to ask themselves 3 questions:

1. Is my showerhead causing me to lose my hair?

2. Is my water drying out my skin?

3. Does my water have dangerous contaminants in it?

This approach reminds me of Pepsodent toothpaste ads from the 1940s. Rather than focusing on positive outcomes – like “Fresh-smelling breath,” or “Sparkling teeth,” they focus on the film that “discolors the whitest teeth” and causes “gum disorders.”

A Potential Improvement

I’d prefer to see the guarantee included at the end of the primary text, not at the beginning. This would allow the hook to stand out and the guarantee would serve as a way to handle objections and get buyers across the line.

Applying These Learnings To Your Ads 💰

Frame your product as a way to reduce fear.

• What benefits does your product provide? Can you flip them on their head to focus on avoiding bad outcomes rather than achieving good outcomes?

Sell the vacation, not the journey.

• What result or solution does your product provide customers? Focus your marketing on that. Customers are asking themselves “What’s in it for me? Why should I care about this product?” Answer those questions for them.

Add social proof.

• Social proof is the ultimate marketing hack. It’s easy to provide and highly effective. Do you have testimonials you can share? User reviews? Publications you’ve been featured in? A Trustpilot score? Use them early and often.

If you’d like help with your advertising, email me at [email protected] or message me on LinkedIn. I run a marketing agency called PureFunnel that helps tech companies grow with Facebook and Instagram ads.

Sean