In Auware, a strategy is one of the most powerful tools you have for shaping how a campaign sells your product. Identifying the audience tells you who you are selling to. The strategy tells you how you want to sell to them. Do you want your message to be bold and aggressive like Liquid Death, cheeky and irreverent like Dollar Shave Club, or straightforward and helpful like a brand focused on solving everyday problems? Strategy gives you the ability to guide the tone, structure, and persuasion techniques used on your landing pages.
Direct-to-consumer marketing is not about simply describing a product. It is about selling it. Too many eCommerce brands make the mistake of writing copy that reads like a catalog listing instead of a sales pitch. A product detail page often tells you the facts: what the item is, what it looks like, what features it has. But it rarely explains why you should care, why this product solves a specific problem, or why it is better than alternatives. That is what marketing strategy provides.
Auware supports several common marketing frameworks that have proven effective across industries. Jobs-to-Be-Done (JTBD) is one example. This framework looks at the “job” the customer is hiring the product to do. A rice cooker, for instance, is not just an appliance. For one audience, it is a tool to save time in a busy household. For another, it is a way to prepare authentic meals that connect them to cultural traditions. JTBD strategies help uncover these deeper motivations and frame the product around them.
Voice of Customer (VoC) is another strategy. This framework focuses on using the language of your customers themselves. Instead of writing copy based on what you think matters, VoC encourages you to listen to customer reviews, support tickets, or surveys. If customers say “this saves me so much time after work” or “finally something my kids will actually eat,” then those exact phrases can become headlines or benefit statements. VoC-driven campaigns feel authentic because they echo what real people already say about the product.
Auware also supports Objection and Awareness Journey strategies. This framework is about meeting customers where they are in the buying cycle. Someone who has never heard of your brand may need education and reassurance, while someone who is already aware may just need a final push to overcome objections. The landing page copy can be structured to anticipate these concerns and move the visitor step by step toward a purchase.
By giving you strategy options, Auware makes it easy to test which approach resonates best. You can create multiple campaigns for the same product and the same audiences but assign different strategies. Maybe one campaign uses a JTBD approach and another uses VoC. Run them side by side and see which delivers the strongest ROAS. Strategy testing is one of the fastest ways to learn what actually moves your audiences to buy.
For agencies, this is a huge advantage. You are no longer limited to a single voice or message. You can quickly set up campaigns that explore different strategic angles, all backed by proven frameworks. This makes your creative more disciplined, your testing more structured, and your results more meaningful.
In short, a strategy in Auware defines how you sell to an audience. It is not just about listing product features but about shaping a persuasive story that connects with real customer motivations. By choosing from proven frameworks like JTBD, VoC, or Objection and Awareness, agencies can craft campaigns that do more than describe a product. They sell it.