Howdy.
So I found a company that sells real pirate hats… Should I invest in one?
HOOK:
Type: Contrarian
Example: More sleep isn’t the answer to your fatigue.
Why it works: It takes a commonly held belief and attacks it. It contradicts what they thought, and they need to figure out why.
TACTIC:
Delay your popup. Many brands have a popup POP in your face right away. Our instinct is to close immediately.
Give 5-10 seconds (test this).
It lets people settle in and see what you’re about before being hit.
STRATEGY: Spoiled Child
Spoiled Child has a genius strategy.
Instead of a traditional 10% off popup discount, they do something Amazon would be proud of.
“Try Before You Buy”
You opt-in to get a FULL-SIZED product. For Free.
Sort-of.
After signing up, you can buy the product for free + shipping.
You then decide if you like it.
If you do, keep it and get charged.
If you don’t, send it back for free.
Why is this so smart?
Free product has more perceived value than 10% off (or free shipping, etc.)
People can try the product risk-free. This overcomes a lot of uncertainty.
The endowment effect. This is a psychological effect that makes people value something they have. It’s harder to get rid of the product.
Offering a discount is the barrier to entry when it comes to getting emails.
But get creative with other ways to collect emails.
Think outside of the box.
Or, as if there is no box to begin with.
EXAMPLE:
The brand We’re Not Really Strangers has the most unique email approach I’ve seen
At first, I thought the email wasn’t loading. Kinda confusing.
But I think it’s worth sharing:
That’s the whole email.
A red link that says “i made too many”
no context.
nothing.
the subject line is 4 letters.
No preview text.
But I open so many of their emails because it is a pattern interrupt.
I’m also super curious about what the links send me to so I click…a lot.
Idea:
I had this idea this week.
Reach out individually to clients via email or phone. Not the automated stuff.
An actual, separate phone number or email.
Ask them for their feedback personally.
I think this would build connections and gather valuable research and reviews.
Can you imagine if your favorite brand sent you a text from a real person?
I think it would encourage people to post online about how great the company is.
As well as building relationships with them.
The End
If you have a brand you want me to review, please let me know!
See you next time,
Captain Todd