The Same Product Needs Two Different Pitches, Not One

Two ads for the same product can take completely different approaches: one explains the problem from scratch, as if the viewer had never thought about it before, the other speaks directly to someone who’s already tried to solve it and still hasn’t found the right answer. Both can work. Using only one of them leaves whichever audience it wasn’t built for underserved.

A cold angle presents the problem as something the person might not have named before, in an educational tone, with no assumption that they’ve already tried other solutions. A warm angle speaks to whoever has already attempted a fix elsewhere and isn’t satisfied, using comparative language that addresses why this solution is different from whatever they’ve already tried. Running both in parallel, rather than picking one in advance, reveals which approach performs better for where the product actually stands right now, instead of guessing at it.

The signal to watch is which angle generates more clicks, which generates more conversion, and whether the profile of the person buying through each one looks different. Early in a product’s life, the cold angle tends to bring in more new people at the top of the funnel. As more people already know the product and are actively comparing it against alternatives, the warm angle tends to gain ground. Assuming there’s one right angle for a product ignores that the audience isn’t all standing at the same point of awareness about their own problem.

Flow Border supports stores testing both angles at once, with fulfillment ready for whichever one pulls ahead.