Chapter 7
ICP Determines Narrative, Not Just Targeting
Targeting
Targeting decides who sees the ad.
ICP
ICP decides how the message should be understood.
Same product. Different story. Same platform.
ICP
Narrative Framing
First-time buyer
Education, reassurance, clarity
Experienced buyer
Efficiency, differentiation, proof
Budget-conscious
Risk reduction, value framing
Premium buyer
Status, quality, longevity
Targeting decides who sees the ad.
ICP decides how the message should be understood.
Key Takeaway
Targeting decides who sees the ad. ICP decides how the message should be understood.