HM19 | Notion

Statics

Problem/Benefits Callouts
Targeting problem aware audiences
They can relate to the problems described, and they want the benefits described
They don’t yet know magnesium is the solution, nor do they know about Healthy Metal
The problems/benefits mostly revolve around sleep, but a couple of the statics additionally mention stress/anxiety/cortisol too
Visual/format variations include:
Post-it note (this tends to perform well every time we test it)
Traditional headline + benefits callout with product in centre
A more organic/meme ‘rear view window’ problem callout
Another organic-style ‘which pill would you choose’