Here’s an important lesson that we seem to learn and relearn here at One Woman Shop: Just because we don’t behave in a certain way doesn’t mean others don’t.
(Did that sentence confuse you? Us too. Keep reading, it gets better.)
We’ve been working hard to run Facebook Ads more strategically lately — which means running multiple versions of each ad to see which performs best. (This could mean mixing up the graphic, the copy, or the audience — but only one at a time in order to have a control. Hello, #highschoolscience.)
We started by testing three different graphics for our Road to Solopreneur Success ebook. One explained what the ebook is, one used the term “free ebook,” and one said “free download.”
This test stood out to us for a reason: We were both hesitant to include the word “free” on the graphics, because those aren’t the kinds of ads we tend to click on ourselves.
Of course, that’s why we experiment: The two ads with “free” on them far outperformed the other one.
Lightbulb moment: We never would have known this if we had only acted in accordance with our own biases. The lesson here? Just because you behave one way as a consumer doesn’t mean all other consumers behave the same way.
Case in point:
- Just because we might not use the “Pin it” buttons on websites we hang out on doesn’t mean we shouldn’t install a Pinterest plugin and then optimize our images for maximum pinning — because other people do use these buttons.
- Just because we might not follow brands on Instagram doesn’t mean others don’t — so we should consider actively updating our Instagram account and mentioning our latest product and service launches.
- Just because we might not watch videos doesn’t mean others don’t love them. So we might host regular shows for those in our community who do love video.
We have found that this trap is especially tricky when you’re in the target market that you’re serving — it’s easy to feel like you speak for your whole audience, but often you don’t.
As usual, a caveat: We’re not encouraging you to do anything that you feel uneasy or icky about. If you have a strong opposition to something, go with your gut. But if you have a sneaking suspicion that your personal preferences may be hindering your potential reach, it might be time to think outside of that box.
Do some market research. Ask your solopreneur friends about their experiences. Heck, ask your community what they like and dislike. Go forth, friend, and get creative.