DTC 367: How Angles Drive Sales

🤔 A brand to remember

Social media has elevated the value of consumers' time and attention because of how much content is visible and how little of it is actually remembered. 

One of the best ways a DTC brand can curate a memorable experience for their consumers is by leveraging a unique angle in their marketing content.  

An angle elevates the value in a brand’s message. When consumers identify with your angle, you’ll retain them for longer periods of time, draw in new consumers, and set your brand up for viral success by leveraging your unique perspective.

Let’s take a look at some angles for a little guidance on how to shape your own and stand out from your competitors.  

⚒️ The basics

A well-defined angle will help consumers easily identify and remember your brand. 

For example, many beauty and skincare brands have leveraged inclusivity and variety in their product lines but Non Gender Specific creates makeup “for all humans.”

While this isn’t a revolutionary idea, Non Gender Specific uses clever wordplay to maximize the idea of inclusivity and create a unique angle for their brand in the saturated beauty industry. 

It’s easier to remember a brand that creates “makeup for all humans” instead of a brand with “inclusion and diversity” as its core message.

😍 Get emotional

Angles help brands communicate an emotion to their audience. This helps foster a relationship between brands and consumers that goes beyond the transaction. 

Dr. Squatch curated a no-nonsense angle on men’s skin care to instill confidence in their consumers. This angle allows Dr. Squatch to support their existing customers and offer an immense value proposition to those who haven’t tried their products yet.

Smelling “like a champion” with “manly scents” is a targeted angle that works very well for their community but risks excluding many others. 

In comparison, offering “soap that smells good” isn’t nearly as compelling and doesn’t speak to any group specifically. Dr. Squatch leans into an extreme angle to connect with a very specific group of consumers.

Exclusion will always accompany the use of emotion in your angle. You’ll have to accept that not everyone will feel the same way that you do about your products but when emotions work, they really work.

🧠 Think about the future

Younger consumers like Gen Z (with Gen Alpha on the way!) are very aware of the impact their purchase decisions have on their future. They’ll likely see the most environmental change of any consumer group that brands are currently marketing to.

Brands marketing to young consumers should be aware of how important a bright future is to that demographic. 

Look no further than Fairphone for a brand that understands the concerns of younger consumers and embraces “possibility of a fairer future for everyone.”

This angle solidifies a positive outlook for Gen Z’s future but has the potential to adapt with shifting definitions of what “fair” means in the context of a rapidly evolving tech industry.

Gen Z will know that by investing in Fairphone, they’re proving their commitment to building a “fairer” future. Every one of Fairphone’s consumers can be proud to say that, making this an incredibly strong angle.

🪨 Make your presence known

A well-defined angle can cater your messaging to your target market, start building valuable long-term relationships, and lower your acquisition costs by simply communicating your opinion in a relatable way.

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