Facebook Ads in the Survivalist/Prepper Market: Breakdown of "My Patriot Supply" Food Ad
The Survivalist/Prepper market is vast and growing. What could be a reason for all this?
<winks at The Year 2020>
Copywriting for this market is especially powerful. The stakes are life and death. Survivalism isn't some slightly better dishwasher soap that will make your glasses sparkle 10% brighter. We are talking about storable food that'll keep you from starving to death from various types of disasters and more.
How do you advertise to this market on Facebook? Facebook has lengthy rules that ensure a positive user experience. You can't call the reader out individually, either.
That rules out calling out someone with, "You need to Read this or Die! City dwelling women over 60, like you, must have these five things to survive any disaster!"
How does an advertiser address such a market on a place like Facebook?
I began to think about survival. What does that mean? What is really, really needed?
How do companies speak to their audience thru copywriting and show they can solve those needs?
There is "The Rule of 3 of Survival." It begins with oxygen. Most of us can't survive longer than 3 minutes without air.
The Year 2020 has taught us that we have to ensure that air isn't filled with assorted nasties like deadly viruses. Masks of all types have popped up to fill the massive demand for all this.
Air can be filled with toxic gas like carbon monoxide, so you'd better get carbon monoxide alarms for your house.
There could be radioactive particles in the air from a bomb, nuclear plant, or elsewhere. A mask and iodine tablets are some ways to help survive that.
Perhaps we aren't too far from actually selling some Perri-Air like in the movie "Spaceballs." Well, at least you can buy a sticker and place it on your favorite can: https://www.etsy.com/listing/890211002/perri-air-sticker?ref=landingpage_similar_listing_bot-2&frs=1
How are companies advertising this most basic need of ours?
I found it hard to find face mask ads on Facebook. They banned them in March and only started letting them back on in June but under strict rules.
Let's move on down The Rule of 3. The next is the need for shelter within 3 hours. I don't know why you need to find cover that quickly. If you are in San Diego, you are probably fine sleeping under a palm tree. If you got stranded in Alaska in the winter, you better build an igloo fast.
I'll skip this one for today and move on to water. The Rule of 3 says you can go without water for just three days, and that makes perfect sense.
There are all types of solutions for survivalists to choose from. Short-term solutions like personal water filters let you pump, filter, and drink water from a river. There are long-term solutions like a behemoth 160-gallon storage tank.
But I strangely had trouble finding the major water solution companies advertising on Facebook. Some had advertised, but all their ads were now inactive for some reason.
I will move on to the need for Food, which the Rule of 3 says we can only go without for up to 3 weeks. Emergency food and long-term storage food markets have plenty of companies advertising on Facebook.
I'll take a look at "My Patriot Supply" with their 64 active Facebook ads. They use eye-catching emojis in their headlines. The yellow triangle with an exclamation point and the red cross-out circles are two favorites.
In one ad, they use reverse psychology with, "🚫 DO NOT buy this product! 🚫" That is bound to get you to at least read the next line. You either want to find out what to avoid since it must be bad or dangerous, or you are rebellious and want to find out what it is since it might be cool.
The ad continues with, "The government will ALWAYS provide for you during an emergency." This line resonates with preppers who know this is sarcastic. The company is speaking to them. One reason they prep is because the government can't be relied upon.
The ad headline ends with, "For those of you that don't believe that statement, boy do we have the deal for you!" Now they are talking to us but without explicitly calling out the reader of the ad.
Then we are shown an image of a food supply pack with all the tasty variety of dishes inside.
A bare grocery store shelf sits in the background, a reminder of what happens in a crisis. "BE READY FOR ANY EMERGENCY" is the only text on the image but gets across the point.
The URL headline explains this is a 4-week food supply, and it is $100 Off. Being "USA Made" resonates with the USA's patriotic prepper crowd.
Other ads have similar images of bare store shelves in the background contrasted with the emergency food supply filled with a tasty variety of dishes.
One ad uses the powerful technique of beginning with a provocative quote, "' Please stop running this promo, no one can compete!' - actual email from a competitor."
Why not use the quote to your advantage. It shows how My Patriot Supply has a deal that can't be beat.
They don't have to go into anything about survival.
The image shows off that the deal is $100 OFF. The image has text under the food package that sums up the benefits and features. Not only are they emergency meals, but they "don't disappoint" since they taste good.
The list of features shows abundant calories, a 25-year shelf life, and a variety of meals that cover breakfast, lunch, and dinner, along with drinks.
When you click the ads, they take you to the same landing page, which shows the company logo in the upper left.
To the upper right is a graphic of 5 stars with 34,300+ customer reviews. This is social proof that builds trust in the company.
Clicking this five stars area takes you way down the landing page to a list of testimonials. It shows an average of 4.8 out of 5 stars and highlights the list of three reviews.
Their first name, last initial, and location are shown alongside a quote. It would be even more potent if they had their full name, a picture, and a video clip of their testimonials.
This might be trickier in the prepper market since they value their privacy more than the average consumer. But I think it would be worth their while to do this.
If you click this graphic of 4.8 stars, etc., a new page loads with customer reviews that show the product purchased, the review date, the first name, last initial, a "Verified Buyer" graphic, and the description of the purchase.
There was nothing to click over the "Verified Buyer" graphic. I would like them to explain how they can verify this is an actual buyer and how that check is done. But most people will take them at their word.
Going back to the landing page, they state, "Your Survival is Our Only Mission!" This makes it clear what the company is all about, and they are on your side.
Then you are given a countdown clock for "Limited-Time Special Pricing" that counts down from 12 hours. This creates a sense of urgency and fear of missing out.
The next line is "Do You Have Enough Food Stockpiled Averaging 2,000+ Calories/Day? Don't Settle for Less." This assumes the audience of preppers knows you need around that many calories per day. I gather many others, especially anyone that has dieted, knows that as well.
There are two food pack deals presented. One is a $100 off a 4-week supply for $197, and the other is $220 off a 3-month supply for $577.
I might highlight how much is saved on three months versus 4-weeks. I had to do the math, but it is $14 cheaper to get it than three of the 4-week packs. I might think about adding more bonuses to this package, like a survival book or something.
Each pack lays out similar features, as seen in the Facebook ads. I would recommend highlighting the benefits more on this landing page.
Even if the storable food has the essential benefit of "eat to survive," there are ways to explain the benefits and get the buyer excited about making a purchase.
I'll save some of that for another time since I must run for now. But I plan to look at other emergency food ads.