How to Sell a Product People Don’t Know They Need

One of the most effective ways to grab attention is to highlight a problem people don’t realize they have and combine it with an eye-catching hook.

That’s why I love this Wipertech ad. Instead of listing problems, it throws you into a real-life scenario. It’s unexpected, instantly relatable and makes you feel the frustration.

If you want to create ads that make people stop scrolling, don’t just describe the problem, show it.

Watch the ad here: How to Sell a Product People Don’t Know They Need

“This is a quick bit of car care every four wheel drive owner forgets. Changing your windscreen wipers.”

Ever notice how most ads try too hard to sell you something you weren’t even thinking about?

This ad opens with a flood of muddy water crashing onto a car’s windscreen. It’s unexpected and impossible to ignore.

Try highlighting the problem your customers didn’t realize they had and combine it with an eye-catching hook.

That’s exactly what happens here.

If you want people to stop scrolling, don’t tell them why your product is great, show them something that makes them pay attention.

“Whether you're in the dusty outback or hitting some deep river crossings, you'll be thankful for a clean windscreen.”

It instantly makes you imagine yourself in that situation (dusty roads, deep water, barely able to see ahead). If you’ve ever struggled with a dirty windscreen, you can feel the frustration creeping in.

The message is clear: this isn’t just about keeping your windscreen clean, it’s about safety, visibility, and control.

Instead of listing product features, describe the moment when your customer wished they had your product.

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“The old wipers that came off my car are pretty beat up. You can see a bunch of nicks and cuts in them.”

This moment is simple but powerful. Instead of just saying “Old wipers don’t work well” just show the problem up close.

The shot of worn-out wipers with visible nicks and cuts proves the issue is real. It’s not hypothetical and it’s happening right now, on this car, and likely on yours too.

Here are some tips you can use in your ads:

• Show the problem in action. Don’t just talk about it, prove it.

• Zoom in on the tiny details that make a big difference.

“They even have wipers for vintage and rare cars.”

At first glance, it just seems like extra product info. But what it really does is position Wipertech as the go-to brand for every car owner, no matter what they drive.

Why this works:

• It expands the audience. If they have wipers for rare cars, they definitely have them for yours.

• It makes the brand feel specialized.

• It reassures niche buyers. Vintage car owners are picky about parts. Plus, it’s difficult to replace certain parts of the vintage car because they are no longer in production.

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