Harry’s Blueprint for Ad Success Revealed

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Facebook Advertising is a double-edged sword for many marketers.

On the one hand, done right, it’s a predictable and repeatable acquisition channel. Cash goes in. Profit comes out. By contrast, it’s a constant source of frustration for even seasoned professionals.

So let’s begin with a brief intro of the brand.

Harry’s, established on July 2, 2012, by Jeff Raider and Andy Katz-Mayfield, is an American enterprise born out of their dissatisfaction with excessively priced and overly elaborate razors. Their vision was to provide straightforward, top-notch products at reasonable prices.

Disrupting the direct-to-consumer market, the company achieved a valuation of $1.7 billion within just 5 years. In 2022, they secured close to $140 million in funding to fuel ongoing growth, elevating their estimated valuation to approximately $2 billion.

Furthermore, Harry’s revenue has experienced substantial growth. From $200 million in 2017, it surged to $547 million by 2021.

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Coming toHarry’s advertising strategy, it revolves around three proven approaches:

1. Positioning

2. Addressing objections

3. Managing potential damage

#1 Positioning

As mentioned before, Harry’s positions itself as “the company that’s fixing shaving.”

One thing to note about Harry’s marketing is that their storytelling runs throughout their advertising. From their about page to their Facebook Ads and everywhere in between, Harry’s reinforces their buyer persona’s pain (expensive razor blade) and positions themselves as the solution (custom-made razor blade at affordable prices).

In one ad, they introduce the problem:

When users click on the ad, they are directed to a landing page offering an immediate solution:

From there, Harry’s provides users with an opportunity to start a free trial. If they don’t convert, there’s a chance to retarget them with the following ad:

#2 Addressing Objections

Here’s how this advertisement functions:

A user visits Harry’s site either through a search or by clicking an ad like the one above. They reach a product page or even a checkout page, but they leave their site before completing their order. They showed interest, but something prevented them from moving forward.

Later, they see an ad like the one below:

A retargeting ad like the above works well for three key reasons:

1. It’s personalized. It addresses the fact that the reader is already thinking about buying. The user visited the site before, but something prevented them from moving forward.

2. It focuses on benefits over features. Harry’s customer-centric copy focuses on what the reader stands to gain from taking action.

3. It offers an ironclad guarantee. No one wants to commit to something they might not want later. Harry’s knows this. So they offer a guarantee customers love (and competitors hate).  

Beyond Facebook, this ad was consistent as a display ad as well, showing up on several websites users browsed later:

If users don’t return to their site, there’s one more opportunity to convert them.

#3 Managing Potential Damage

In 2017, Gillette, Harry’s biggest competitor, ran an advertisement that falsely proclaimed, “Most guys leave Harry’s after trying it.” So, what did Harry’s do? They reframed it as a marketing opportunity. 

Check out the below ad they launched to address the elephant in the room:

When users take action, Harry’s redirects them to a dedicated page. Here, they address Gillette’s misleading advertising.

Then, they proceed to compare their razors with Gillette’s:

Finally, they provide users with a clear call to action.

During a similar campaign, they utilized customer testimonials to set themselves apart from another competitor, Dollar Shave Club.

You won’t convert all users. That’s a given. But approaching them from different angles is an effective way to ensure you’re covering all your bases.

Action Items: Ask yourself, “What’s important to my customers?” Then, ask why again and again until you uncover what they really care about and what they’re really struggling with. 

Finally, write ads that address the above, focusing on how your product is the vehicle that will move them from where they are to where they want to go. For more on angles, read this article by Charles Ngo.

Wrapping It Up:

So there you have it, the inside scoop on Harry’s advertising magic. By understanding and addressing what truly matters to their customers, Harry’s has turned razors into a razor-sharp business model. Remember, whether you’re selling razors or rocket ships, the key is to slice through the noise and speak directly to your audience’s needs.

Stay tuned for our next newsletter, where we'll uncover more eCommerce secrets that cut through the competition. Until then, keep those ads sharp and your conversions sharper!

Happy selling!