Hey, welcome to GMM#3.
I hope you are all fine, and that you had a lovely September.
It’s been a busy month. I started a new full-time job as a Growth Marketer Analyst at Spaag, just before the Growth Awards.
So here comes a format test: a list.
I NEED YOUR HELP so even if you don’t read it all go to the last paragraph!
Have a good reading, let’s get started.
If this was forwarded to you, here is the link you are looking for:
1. You can sell more by switching your copywriting
A study shows that 66% to 88% of people prefer learning the bad news before the good ones.
So what if you switch and put the requirements to get your offer first?
So for a typical offer: Get 20$ off every 100$ spent!
Becomes: Every 100$ spent, get 20$ off!
We tend to remember and get a perception based on the end of the message, so let your readers end with the good stuff. AND they feel more in control, as you don’t seem to try to b*llsh*t them!
Buy one, get one free!
2. You will get more paying users if you give them most stuff for free
It’s the basic of Product-Led Growth strategies: the aha moment. Let users/consumers discover by themselves how your offer can help them.
Once they realize it and get used to it, it removes most friction stopping them to pay you. Make your premium version appealing, but without restricting the free users. They need to WANT it, not BE FORCED to get it.
It’s a good strategy for your acquisition, as well as for your communication. Free products or services are way more shared than paying ones.
A good example is the product-led growth king: Hubspot. You can try almost everything for free, and see to test the benefits, before even thinking of paying for it. They also implemented communication hacks, such as free certificates.
3. Quantity is better than quality
We see between 6,000 and 10,000 ads a day. Yes, every day, per person.
The reason why big brands sometimes do long campaigns is because of the principle of exposure. Our natural instinct is to be suspicious of what we see for the first time. In the wilderness, this would protect us from unknown dangers. But what if something doesn’t attack us, doesn’t cause us any trouble? Well, the next time we see it, we are less suspicious. Less and less. Until it becomes almost familiar.
What ad did you see so many times you know it by heart? What logo can you remember when you don’t see it? I guess many.
Fun fact: a study (I can’t remember the author - sorry) was about ad exposure.
To half the subjects, they showed the same ads on the side of their screen using an eye-tracking device to hide the ads whenever the subject looks at it. So half of the subjects had the ad but never could look directly at it, for a few hours.
Three months later, they asked them to choose between 2 ads to identify the one they were shown. Subjects had no idea, it was a 50-50 guess. But after this, they were asked which ad felt the most friendly/familiar. More than 68% identified the ad they “saw’ months ago.
This ad became dangerless in their subconscious. Aka: the subjects got used to it, it felt familiar.
4. You can go deeper into referrals
When we think about referrals, most of the time we think about referral codes. But that’s just a referral out of interest: money. We can also think about word-of-mouth, when something really solves a problem, we tend to share it with our peers that face the same problem and need it. Or simply we talk about things we like.
Some referrals are way worth more than others. It can become it comes from someone famous, an expert, someone with a big network, a competitor… That’s what you are aiming for.
How? The easy way is to pay for one. It can be with someone as said above, in a more or less discreet manner. A promotion in a post on Instagram, a Youtube video, or a podcast is quite direct. If you are aiming for a more natural referral, ask the “influencer” to like your LinkedIn posts so that his/her audience sees them. Or to use your product and quote it.
The harder one is to be really natural. Build your product or feature while thinking about these particular users: what problems do they face?
Publishing tools for social media like Publer, Buffer, SocialBu… aim at people posting a lot, who maybe have (or will have) an audience. They solve these people’s problem: social media don’t have a scheduling feature. And as explained in #2, most offer a free version to try their tool. Here comes the free growth loop: users grow their audience, then maybe talk about the tool they use.
5. Predict buyers’ intent
If you sell an app you can aim at mobile phone owners. But that’s not enough, you have to be more precise: you should aim at mobile phone owners that use their phones often, and whose interests match with what you provide.
When you sell something, you don’t just sell it to anybody. You aim for a specific type of person in mind, those for who your offer will be interesting. In marketing, we talk about Ideal Customers, or Ideal Customer Profile/Profiling.
What most forget is the timing part. If you sell baby clothing, maybe you should show your ads to soon-to-be parents. Combine it with every other criteria, such as the location for example. If you are a restaurant: show your ads to people near your business, and on the days you are open.
But even more precise than timing, there is the prospect’s intent. What are they doing, and why?
To use the same examples as above: if a parent is searching online for kid’s clothing, looking to buy pants for his little boy. Is he more likely to buy from you right now? Yes. If you are a restaurant in a business area, should you pay for some ads on the working days or on the weekends? Working days ofc.
Save your time and focus first on high-potential clients, use these prospects’ intent to your advantage.
Here’s what I mean: many marketers who have a website try to do SEO (optimizing for search results ranking). They do blog posts for every keyword related to their business. But if you sell, let’s say “Growth Marketing” (that’s what I do), you don’t want to first spend your time explaining what growth marketing is. It would take too much time.
Instead, focus on being visible to prospects that are looking for growth experts. With keywords like Growth Marketing agency in [city]; how to choose a growth marketing agency; best growth marketing agency… People doing these searches are almost ready to hire you. They are literally searching for you.
6. The more weaknesses you show the stronger you become
I did a conference in front of 200 people. Does it impress you? Maybe. What if I tell you that I’ve always feared talking to strangers, that I’m an introvert so scared of attention it’s making me sick and shaking just thinking about it? Imagine me in front of hundreds of people. Are you impressed now?
That’s because humans love stories, especially those where the hero is born from the weak and rises to be one of the strong. Like the American dream, the self-made man, or entrepreneurs’ success stories. Weaknesses are actually not, in marketing at least.
Now, let’s talk about companies and brands. Are they humans? Most likely not. But they are made by and for humans. So humanize it. Admit your weaknesses. Admit that you’re human.
”Admit” but don’t exaggerate or lie about it. We see it and call bullshit. Be honest. Make your weaknesses strengths.
7. There’s a fear of being in
Maybe you’ve heard of FOMO - Fear Of Missing Out.
That’s what we learn in marketing schools, yes, but that’s the trick used by maaaany : making the consumers/users feel like they have to act now. For example, when there’s a timer on a web page (The promotion is only available for 2h?!? I have to buy this right now), or when we create some hype for an event, or with trends… People want to be a part of it to not be excluded, to not miss it.
Well, it works the same with the opposite: instead of fearing to miss something, some fear being included in it.
You don’t post on LinkedIn because you fear being accounted as an “influencer” by your peers and made fun of. You don’t order on Amazon anymore because you don’t want to be included in the group of consumers that don’t care about the climate change and working conditions of its employees.
Same as fearing not being like others, you fear being put in the same categories as some people. Because humans work by feelings, social statuses, group membership, and peer recognition.
Use both FOMO and (I don’t know how to call it - FOBI for Fear Of Being In?) this in your marketing to create social movements: where do your consumers/users want to belong?
Communities are the future, but we’ll talk about Web3 in another edition of GMM.
I hope you enjoyed this month’s release, and that it helped you. Remember to subscribe if you aren’t already. It would be really kind of you to share it, you just have to click on the button below.
My 5 readings recommendations of the month:
Remember to buy second-hand books or to read online!
As quoted in 1#, Peter’s newsletter Ariyh is amazing. Concise reports and great explanation of studies results in psychology for marketing.
One of my fav newsletters, read it once and you’ll see why.
B2B marketing is quite tough. But Andrei and Vladimir make it easy. If you are a marketer working in B2B, their content will help you so much (bless them). This schema from their free email course should convince you to go read their content.
Atomic Habits - James Clear
Most of you probably read it already. But if you didn’t yet, stop everything and order it right now.
Please read it with the goal of building habits and not just reading it because everyone tells you to. Too many read and skip, instead of taking notes and trying for real.
James Clear also has a free newsletter which is really popular.
These articles used to be a bit too “fancy” for me, but I re-discovered a few I really enjoyed. For example, there is Your Strategy Needs a Strategy which I liked. Don’t be scared to go deeper and read the specific articles related to your interests. Free content sources like this one are worth trying out.
If you are doing SEO or are interested in it, stop searching. Jake recently started on LinkedIn, but he is already at 8k followers. What a beast.
His posts are literally gems, combining applicable tutorials and deep knowledge simply explained. I’ve been blown away by his posts more than once. I can’t wait to try his technics, and if you do SEO you will love his content too.
I NEED YOUR HELP
I cruelly lack constructive feedback. You are over 30 people reading it, but the only (but nice) comments I get are that you enjoy it. Thanks a lot for these, but I need more.
Could you answer some of these questions, as many as you want? You can answer:
In the comment section on Substack,
In the comment section of my LinkedIn post,
Or by replying to this email, as you prefer.
Here are the questions:
In today’s list, which element did you prefer? Why?
What format do you prefer: one in-deep subject or many quick ones?
How often would you enjoy receiving GMM? It’s currently once a month.
Is there anything you want to add? Tell me anything!
Thank you very much for your support. I hope you enjoyed GMM#3, and GMM#4 will come at the end of October.
Have a good day/morning/evening/night/life!