Hate, Ikea, and a bloke named Dave
I think his name was Dave. All it took was a phone call and he was in and out of the house in less than 3 hours. I don’t think I told Olly (my other half) what I was doing, but that’s nothing new.
We’d just moved from a one-bed flat to a three-bed house, which meant we needed to buy another bed or any guests would have to sleep on the floor. (Given my track record with blow up mattresses deflating in the middle of the night, sometimes in fields, I felt a bed would be more reliable.)
Ikea had the perfect one. It was a day-bed, which meant for the 99.7% of the time we didn’t have guests, we could slide one half of it underneath the other and use it as a sofa. Or a dumping ground for our clothes. Same-same.
As you probably know, pretty much everything from Ikea comes flat-packed. Now, I’m not averse to some furniture assembly. In fact, I have fond memories hammering together a bookcase at midnight, and when we ordered a new bed for our own bedroom I got so excited to lie on it I constructed the entire king-size frame on my own before Olly got home from work.
But this day-bed came with a collection of Google warnings. There are so many small pieces! You’ll need at least 2 people! It’ll take you a whole day to put together! I had ZERO excitement for spending a Saturday putting this together and risking an argument with Olly when he inevitably read the instructions wrong and I had to correct him.
So, I called Dave to do it all for us. And it was glorious.
Ikea just released a new ad campaign titled “We Love The Things You Hate” and its four short animations focus on what their customers “hate” before positioning their additional services, like furniture assembly, home delivery, and a crèche, as saviours. Simple. Smart.
As small online business owners, we can get so wrapped up in pains and desires, features and benefits, and adding ALL THE THINGS to our products and services that we often over-complicate our messaging.
Sometimes hitting the money-spot can be as simple as considering what your best-fit clients hate most right now and positioning your service as the saviour.