160: Growing Your Hardware Product Through Paid Ads

Daniel Bischoff to the show. Daniel Bischoff is the former Head of Growth at Purple  Mattresses. He took Purple from startup to over two hundred million dollars in sales in just its first two years on the market.  He then spun out as co-founder of his own direct-to-consumer marketing agency called StoicYeti which works with both hardware startups and Fortune500 product brands.  Today Daniel is going to share some valuable knowledge for inventors, startups, and small manufacturers on what direct-to-consumer advertising is, what you can learn from the Purple Mattress story about scaling a hardware brand, and how to create inexpensive yet powerful video ads to sell your new invention to the market.Today you will hear us talk about:
Direct-to-consumer selling for a new hardware product in paid advertising
Telling a story is key in digital marketing
The Purple Story, inventors that wanted to create a mattress
Copied another company’s model, just with a better product
Sometimes all you need to sell a product is to be different, let alone better.
Demonstrate, in video form, the value of your product, so that you can sell it online.
Kickstarter was used to validate sales of Purple, and the way they wanted to sell it.
You want to hook people in the first 3 seconds of the video.
Try a number of hooks to see which one attracted the most people.
Then make people problem-aware and then solution-aware.
After someone saw their ad, they also reinforced those ads by having good reviews on Google.
Get as many users as possible, in the beginning, talk to all of your customers to find out who are raving fans, and get those fans to review your product.
Ask customers to send in reviews from their own cell phones using the product.
List down all of the objections to buying your product, and have those responses on your website.
Problem, solution, reasons to believe in the product, reduction of objections
You can get videos done for cheap, but use those to test your messaging.  Sometimes those videos go further.
User-generated content is the most powerful advertising right now.
It is cheaper today to advertise a new product, and that is contradictory to what a lot of people think.
EPISODE LINKS:Daniel Bischoff Links:LinkedIn | Website The Product Startup Podcast Links:https://www.ProductStartup.com/Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTubePTC Links:https://www.ptc.com/OnShape | CreoMako Design Links:https://www.makodesign.com/YouTube | Instagram | LinkedIn