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There are two states for people who use your product:
Before Your Product
After Your Product
The Before / After ad is a classic in marketing. Show people how their lives are worse before your product, and show them how their lives are better after it enters their lives.
Hotjar is a behavior analytics and heatmapping tool that puts this format to work so well in this ad. Before Hotjar, marketing teams rely on “Guesswork” and “Best Practices”.
After Hotjar, they get “Actionable Insights.” It’s easy to understand the value they offer after looking at this ad for 3 seconds.
Plus, you can easily apply this template to your own business. Replace “Marketing” with your ICP, replace “Hotjar” with your company’s name, and replace the before / after arrow descriptions with ones relevant to your product and market.
P.S. I’m struggling with this newsletter, and I’m trying to understand why people read it and what direction it could go. Could you reply with a few words on why you read it and/or what you want out of it? That will help me greatly as I think through what direction to take it. I’ll reply to every email I get.
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