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COMING AT YOU WEEK OF 4.27.21

Dan Pink’s strategy for persuading your audiience

Ingredients for a truly killer campaign

A round-up of latest news

Weekly catch up

The very important

What the overachievers want to know

  • No, Target ROAS and Target CPA arenā€™t disappearing. Here areĀ the updatesĀ that are coming to bid strategies.
  • ā€‹Snapchatā€™s Q1 reportĀ makes us wonder if weā€™ve been underestimating it.

The fun and interesting

  • Ann Hadley sharesĀ a case studyĀ where ungating content increased pageviews 143%, social followers 45%, and newsletter subscribers 55%. Oh, and she wrote a fictional anecdote highlighting where we often go wrong in acquiring leads. It was pretty hilarious.
  • Disney (through ABC) made roughlyĀ $2 million for every 30 seconds of adsĀ during the Oscars.
  • ā€‹Google used some of that ad spaceĀ for a video featuring the topic of accessibility by focusing on a child of deaf adult(s) (CODA). Sometimes itā€™s hard to hate you, Google.

Ask yourself this

Is there a simple way to get my audience to do what I want?

Our success rides on getting our audience to act, or in other words, in our ability to persuade. We leftĀ Daniel Pinkā€™s MasterClassĀ with a bit of a middle-aged man crush on Dan and a hitchhikerā€™s backpack full of persuasive strategies. Here are a few.

DevelopĀ attunement.

The effective way to persuade people is also the empathetic way. Matt Kobach reminded us inĀ his interview: ā€œDonā€™t ask for favors!ā€ Similarly, Dan says, ā€œFind something that works for youĀ andĀ them.ā€

Hereā€™s a quick exercise to help you identify your attunement level.

Step 1: Choose your dominant hand.

Step 2: With that hand, snap your fingers five times very quickly.

Step 3: Use your pointer finger to draw a capital E on your forehead.

When you drew the E, which way was it facing? Someone with strong attunement writes the E so whoever sits across from them can read it.

Show contrast in your marketing.

ā€‹Rosser ReevesĀ (a famous advertiser) is with a friend walking in Central Park. They look ahead and see a disheveled blind man asking for donations with a sign reading, ā€œI am blind.ā€ Then, as they get closer, they notice his cup for donations is practically empty.

Rosser turns to his friend and says, ā€œYa know, I could add four words to that sign and change that manā€™s fortune for the day.ā€ His friend gestures to Rosser to go ahead and prove it. Rosser approaches the man, introduces himself, and writes four words at the top of his cardboard sign. ā€œIt is springtime and.ā€

The sign now read, ā€œIt is springtime and I am blind.ā€

Rosser and his friend found a nearby bench and watched as people began to drop donations in the once-empty cup. Before people saw a blind man, but now they compared this blind man to themselves who were enjoying a spring day.

ThisĀ old advertising legendĀ teaches us to ask, ā€œCompared to what?ā€. Our offering is cheaper, compared to what? Our offering is more efficient, compared to what? Then, show the comparison.

Occasionally show contrast through small blemishes.

In aĀ Stanford study, participants were shown an offering for hiking boots. One group was told all this great stuff about the boots. The other group was told the great stuff, but also was told that the boots were only offered in two colors. In the end, more people opted to buy boots when they heard about the small downside. šŸ§

Dan thinks that’s the case because customers who hear the small blemish might think, ā€œThe downside is that I canā€™t pick from a ton of colors, but that is a small downside compared to this long list of great reasons to buy these boots.ā€

When showing contrast, remember attunement.

Which way did you draw that E in the exercise? Whether youā€™re writing copy for a new lead gen or if youā€™re asking for a long vacation, the higher your level of attunement, the more persuasive youā€™ll be.

Wordless wisdom

Amiright?

an outfit of voice adjectives

Did we cover the most important elements of a great campaign? Hit reply to tell us if thereā€™s something we forgot.