Persuasive Design Pattern #3: Product In Action
Quick Note: Over last 12 years, I may have analyzed 10,000+ ads & landing pages as a designer-turned-marketer-turned-founder. Naturally, I started seeing repeating patterns marketers use in their communication.
In this series of Persuasive Design Patterns, I am building a library of visual patterns used by marketers to design high converting ads & landing pages and make it available for everyone.
Shared every Monday, Wednesday & Friday.
In my career of more than a decade as a filmmaker and then as a marketer, I have noticed one big difference between both these professions.
Filmmakers obsess about "showing" their story while marketers obsess about "telling" their story.
Guess who wins the game of attention between these two?
Back when I used to run ads for films, especially trailers or music videos, I was surprised how cheap the CPMs were for trailers as compared to an ecommerce product.
There is a maxim that runs around in the filmmaking circles that everyone swears by, "Show, Don't Tell"
One of the ways to get an immediate win for you as a marketer with this principle is to use Design Pattern #3 : Product In Action
With Product In Action, you choose a 'keystone moment' with your product. A 'keystone moment' is the exact moment when your customers get value from your product.
Here are some examples of "Product In Action" design pattern.
The 'keystone moment' 👇 is when the device is connected to the phone and the card is swiped.
The 'keystone moment' 👇 is when the silicon strip is applied on the skin.
The 'keystone moment' 👇 is when the sweetener drops are poured in the cup.
The 'keystone moment' 👇 is when the lipstick is applied on the lips with a portable mirror. Both of which are sold by the same brand.
Summarizing,
A 'keystone moment' is the one where customers are able to clearly imagine their life with your product in it.
When you show that interaction between product and the user, it eliminates the unnecessary questions and objections about the value of your product.
Releasing Next : Design Pattern #4 : Zoom In Details
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