How to Sell a Premium Products

I’ve got to be honest, I have not been able to sell a premium device product in the US market profitably lately.

I mean, the CAC is down, but I need to push a little harder.

Running profitable ads on Meta is a process, not a silver bullet.

So, I wanted to analyze one product that’s always on my feed and find out tactics that could help my client.

And I’m sure with this example, you’ll also get something out of this too.

At the end of the day, we all want higher AOV and contribution margins.

So which brand is doing it effectively? It’s reMarkable.

ReMarkable is the ultimate “paper” tablet with an 11.8” color display, adjustable reading light, and unmatched paper-like feel.

How much does it cost? $649.

Here are some common attributes between reMarkable and my client product:

• Premium pricing, above $100

• Both are from Europe

• Both are kind of an innovation (need some education in the market)

• Both offer X days money-back guarantee 

• Both have enemies (they are fighting the status quo)

Let’s learn from reMarkable’s remarkable ads:

Ad # 1 – Focus on your best users

Note: All of these ads are proven and have been running longer than 30 days.

1A - Specific users

1B - Specific users

1C - Specific elite user

Why I think they worked: 

By calling out specific professions, that’s all. They are simple ads but they all focus on a specific user with whom they want to resonate.

Ad # 2 – Motion Graphics Powerful Demonstration

Why I think this ad worked:  The dramatic music + pencil demonstration with colors + showing all papers in one table within a few seconds entices the viewers and their desire to check out.

Ad # 3 – Customer interview blurb + Demonstration

Why I think this worked:

• Verbal Hook: That first spark of an idea…addressing people with creative brains

• Visual Hook: The common pen gesture when creatives are thinking

• Benefit clearly articulated with words and demo: 

Script: That first spark of an idea, watching it travel, building momentum, working like this feels intuitive. Every thought, plan, and detail is seamlessly intertwined. And no matter where I am or how I choose to work, it's all here on one single platform.

Ad # 4 – The whitelist ads that worked

4A:

Why I think this worked:

• The hook: Oh my goodness, it feels like I'm writing on paper – Something unimaginable and unbelievable

• Other than the influence and tech review, here are some benefits he mentioned that kind of got me:

  •  It actually feels a bit more comfortable.

  •  It feels so much closer to a piece of paper.

  •  But my goodness, I want to be productive.

4B:

Why I think this worked:

• Honest opinion: sometimes influencers suck at making good hooks and they still don’t understand the hook part of the ad but their influence takes over that part. This is an example of that.

• At 00:05 - Displaying the same thing with 3 different visuals got me.

• Benefit 1: Talking about ultra-thin form (being specific with 5.1mm thin)

• Benefit 2: How light it is

• 00:39 – While using the product and the emotions she showed as a reviewer

• The ultimate benefit: It feels like I am drawing on paper. 

Masterclass in copywriting

I love their headlines. And some other things we can all learn from them. Check out their ads:

TL;DR

Here’s why I think their ads are killing it:

• One key messaging: It feels like writing on a paper.

• Whitelisting: We aren’t doing these ads with influencers yet.

• Premium feeling: They use the word “premium” the color, the branding, and the landing page all give this impression.

• Addressing a specific audience: Creators, designers, developers/technicians and educators. 

• Effective use of sound, ASMR, motion graphics and the product demo — something we need to lean into more than what we do now.

• Master copywriting: 4-5 words and clearly focusing on the big idea or benefit.

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Happy Growing with Paid Social,

Aazar Shad

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