The audience for The Free Will Kit was an older demographic, traditionally women over the age of 55, who would request the free will and testament kit for them and their spouse, and whose contact information would then be sold to insurance companies as a lead. Typically this demographic was of low economic means, and responded best to ads that were simple and showed the physical kit.

When I began this shallow demographic information was all we had to target, which wasn’t narrowing down the audience in any significant way. Through research and client interviews, I began to see that the type of individual that signed up for The Free Will Kit was a very specific type of person, striving to be responsible but often without the means or education to think a lawyer was within reach for them or their limited assets. But nevertheless, proud of what they did have, as it was most often the fruit of a long life of hard work, and eager to remain in control of what would happen to their assets.

I discovered that when we targeted this desire to remain proudly in control of their own futures, and empower them to do so with the free DIY will kit, we saw better conversions on those ads. Additionally, as a more traditional crowd, ads that featured photos of the actual kit did much better than anything else, so we featured them as often as possible.