Big brands can afford to run "brand awareness" campaigns that educate a customer for six months before they buy. You can't. You need that ad spend back in your bank account (with profit) within 30 days, or your cash flow dies.

The biggest mistake I see small accounts make is trying to sell "vitamins" when they should be selling "aspirin".

💊 Vitamins vs. Aspirin

Vitamins are "nice to have." They prevent future problems. They require education, trust, and long consideration periods.

• Example: "Our software helps you organise your files for next year."

Aspirin fixes an immediate, painful problem right now.

• Example: "Recover that deleted file in 30 seconds."

If your budget is limited, you must focus 100% of your spend on the Aspirin, the urgent, emotional, or personal problems that keep your customer awake at night.

📉 The "Buy Now" Filter

Before you launch your next campaign, run your creative through the "Buy Now" filter. Ask yourself: Does this solve a problem that needs fixing today?

• Too Slow: "Improve your posture over time." (They will scroll past)
• Buy Now: "Stop back pain while sitting at your desk." (They click because it hurts now)

If the problem isn't urgent, the purchase won't be an impulse. And if it's not impulse, your CPA (Cost Per Acquisition) will be too high for a small budget to sustain.

🛠 How to Flip the Angle

You don't necessarily need to change your product, just your angle.

• Selling a Mattress? Don't talk about "10-year springs" (Feature). Talk about "Stopping your partner from waking you up every time they move" (Urgent Annoyance).
• Selling Skincare? Don't talk about "Long-term collagen production" (Prevention). Talk about "Fixing the breakout before your event this weekend" (Urgent Vanity).

Stop educating. Start solving.

🎁 The Freebie

I've put together a "Pain Point Audit" worksheet. It lists the 5 types of urgent problems (Financial, Physical, Emotional, Time, Status) and helps you map your product to each one.

Cheers,
Michael from How We Convert 🤓