Here's a quick breakdown of two ads. One sells features. The other sells identity, using customers' own words to tap into what they actually want on an emotional level. One of the biggest mistakes marketers make is focusing too much on product features rather than the outcome their customers actually desire. Feature-led ads often feel like an obvious sales pitch. They tell people what a product does, but fail to connect with why it matters to them. Identity-led ads take a different approach. They tap into the customer's desires, emotions, and self-perception, making the message feel instantly relatable. The customer feels like you're speaking directly to them. And that's because you are. You've done the research to understand what they actually care about.

Hey everyone, I'm Tom! I’ll be helping out with the research and AI side of things in here, exploring how we can use AI to uncover better ad angles, generate creative ideas, and make the research process more effective. Looking forward to getting involved and sharing some useful insights 🙌